What’s the difference between a successful launch…

And a total flop?

One word: timing. If you get that right, your campaign has a much greater chance of taking off. But if you don’t give it enough thought, it could cause its demise.

In today's newsletter:

• Crumbl cookies’ winning recipe (find out how they got their launch timing just right)

• SZA is not happy (but hey, it’s a content opportunity for you!)

• The LeBron James "You Are My Sunshine" meme is blowing up the internet (here’s how to have some fun with it)

• KWESCHENS with Sam (and his social media guilty pleasure is truly shocking)

• Why your audience isn’t growing (and how to fix it)

- Charlotte, Editor ♡

Crumbl Cookies’ Winning Recipe

Crumbl, a growing cookie company, is known for their huge variety of cookie flavours. Their fans often take to TikTok to unbox their cookie order and share their reaction to the flavours inside.

Just in time for March Madness, Crumbl announced that their customers could now order cookies in their favourite sports team's colours.

So why was this such a smart move?

• Fans can customise their experience. Crumbl offers a wide range of options in their Custom Cookie Game Day Library. This means fans can design cookies that perfectly represent their team's colours.

• It solves a common problem. Many people struggle to figure out what to serve when they’re hosting a party. These bundles fit the bill perfectly. To make things even easier, customers can place orders through the Crumbl app or visit their local store.

• The timing was perfect. Crumbl's launch piggybacked on the March Madness hype. But in an interesting twist, the Game Day Catering Bundles weren't a limited edition item. Instead, they're a new permanent offering. This means fans know where to get all their game day treats from now on.

What can we learn from this campaign?

• Don't be afraid to go niche. Crumbl identified a specific audience (sports fans) with a particular need (game day treats). Then they created a product tailored to fit that need.

• Never underestimate the power of personalisation. Your customers want to feel in control. Crumbl's cookies allow fans to express their team spirit and individuality. This makes them feel a deep connection with the brand.

• Turn trends into opportunities. The trend of customisable food options aligns perfectly with Crumbl's existing capabilities. By capitalising on this, they created a new revenue stream.

So before your next product launch, think about how to be as strategic as possible. Can you pair your campaign with an event that increases demand for your product? If so, that could give you the edge you need!

- Charlotte, Editor ♡

SZA is not happy.

The singer-songwriter recently went to X to announce that she will be taking more time before she drops her highly anticipated album, LANA. Why? Because fans have been leaking her unreleased music.

Instead, she'll be releasing “SOS Deluxe” which will contain her SOS out-takes and unreleased music. SZA wants to keep LANA as a completely separate project. In fact, she says she'll be starting the album from scratch.

This has left fans with mixed emotions. But in the end, it’s a win-win. The fans get new music, and SZA gets to keep LANA as a special project of completely new music.

We love the idea of creating some POV content around this pop culture moment if it’s relevant for your brand.

Try these prompts:

• POV: “When SZA sees the fans that leaked her music.”

• POV: “Me when SZA delays LANA again…”

• POV: “SZA fans waiting for new music…”

Meanwhile, the LeBron James "You Are My Sunshine" meme is taking the internet by storm.

The meme shows the NBA star's face superimposed on a sun, paired with the lyrics, "You are my sunshine, my only sunshine."

And, just like any good meme, it's taken on a life of its own. There are already numerous adaptations and reinterpretations out there.

What you can do to get in on the bright court?

• Get in on the remixes. With so many different variations coming out by the hour, you could use these sounds to create your own remix. Or share your favourite version and ask your audience to share theirs, too.

• Make your own “LeBron”. This meme is very flexible, so you could make different versions of LeBron using the sound. Or, even better, use another prominent figure or even your CEO to create your own version.

-Cam, Videographer & Abdel, Intern

Get To Know The Team

Welcome to KWESCHENS – the inside scoop on our TAS team and what's unfolding in their lives. Each letter in KWESCHENS unveils something they'd love to share with you - you'll catch the drift.

For this interview, we have account manager Sam Sinnott. Not only does he bring the positive vibes to our office every day, he also just made his hosting debut on The Dating Void (our new YouTube show).

Check out his answers to my KWESCHENS 👇

Who's Killing it in the office?

No one. Ah just kidding.

What’s a recent Win you’ve had?

I just got a client 7.8 million views on a video. It was pretty sick.

What are you most Excited for at TAS?

I’m going to Europe which means I get a whole month off work.

Who's the most Savage coworker in the office?

Connor can be pretty savage. He just does it under his breath.

What’s your Coffee order?

An oat milk flat white or oat milk iced latte.

What's Hard in your role right now?

We work at such a pace that it can be hard to digest the analytics behind it all.

What are you currently Exploring at TAS?

I’m getting deeper into client strategies and what goes into their campaigns from start to finish.

Who’s the Naughtiest person in the office?

Cleo. She always has a dirty joke ready to go.

Favourite Social media thing at the moment?

Real dark, misogynistic memes.

Check out the full interview here.

Stay tuned for more KWESCHENS with the TAS team!

- Charlotte, Editor ♡

What’s Going Viral?

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Today’s Creator Spotlight 👉 Ali Abdaal

Tweets from The Intern

Ask the Editor

Q - I'm putting out content on my socials consistently like you guys always say. But my followers aren't growing. Am I doing something wrong? - Erik

Hey Erik,

Glad to hear you're posting regularly. That's a great first step.

But just putting out content isn't enough to grow your audience. You need to look at how your content is performing and improve it accordingly.

Think about it this way. If you're posting the same type of video and only getting a few hundred views after a month, maybe you should try something else.

Now I'm not saying totally change your strategy. The better approach would be to change one thing at a time and see if it makes a difference. This could be your hook, your music, on screen text, or your background.

Keep testing like this until you figure out what works. Eventually you’ll find a format that works and your audience will start to grow.

- Charlotte, Editor ♡