Your ATTN Please || Friday, 15th March

What if you could get a celeb to promote your brand…

…for free?

Today we’re revealing how one swimwear brand got Kendall Jenner to endorse their product (without forking out any money!) Guess it is possible!

In today's newsletter:

  • April Fool's Day is almost here (how to create a prank that goes viral)

  • SXSW is on right now (find out what macro trends you need to watch out for in 2024)

  • Using FOMO to win over Kendall Jenner (steal this strategy for your own influencer campaign)

  • KWESCHENS with Carter (and he’s revealing who the REAL backbone of this business is!)

  • How to get more leads from LinkedIn (you’ve got 2 strategies to choose from…)

- Charlotte, Editor ♡

So, What’s the Tea?

Go apeshit for April Fools.

Listen, most brands are so cringe on April Fool’s it makes me want to vom. But if you do it well, the payoff can be huge. Plus, organic socials are the best way to get the word out about your prank.

The trick to success? 

Be absurd. Be larger than life. And root your campaign in something unique to your brand. Last year, Tinder played into their unique brand identity and announced they were banning “fish pics” from the platform.

So how can your brand get in on the absurdity?

  • Seed some kind of outrageous “news” to influencers under embargo.

  • Hell, have your CEO announce the change on a livestream! This adds validity and makes the joke hang around even longer.

  • Static imagery on Instagram is super shareable. So make sure any “announcements” you make are something people will want to chuck on their own story.

Whatever you do, don't play it safe; if you don't go bold, you'll be another basic brand.

Now I'm sure ya'll know that SXSW is happening RIGHT NOW in Austin, TX.

(If you don't, I'm sorry, wake up!)

The SXSW is where all the who’s who of entertainment and tech get together every year. One of the most anticipated days is when Amy Webb releases her famous yearly Tech Trend Report.

We’re keeping an eye on the macro trends that come from this event.

Here’s a few that have come from SXSW this year:

  • AI is growing fast, but we need to watch out for its mistakes while finding cool ways to turn ideas into reality.

  • Our gadgets are getting smarter and talking to each other, which means AI will soon do more than just talk—it'll take action!

  • Science is getting creative with AI and data, leading to the discovery of new life forms and materials that can change the world. Soon you might be printing your own meat replacement at home!

Now’s the perfect time to weigh in on these trends in your content.

If you're there now, say hello to some of the famous faces for us. If not, here are some links for you to keep up with what's happening:

- Sam, Personal Brand Manager & Vanessa, Community Manager

Using FOMO to win over Kendall Jenner

Swimwear company Triangl got Kendall Jenner to promote their bikinis without paying her a cent. How? Because they understand how celebrities think and behave.

Hunting for endorsements

One of the hardest things for any growing company to get is a hot celebrity endorsement. But if you're trying to get one of the biggest names in fashion to use your product, never, EVER underestimate the power of FOMO!

Back in 2013, Australian swimwear company Triangl was trying to grow in the U.S. market. So they set their sights on a young member of the Kardashian dynasty: 17-year-old Kendall Jenner.

Of course, getting into Jenner's DMs wouldn't work, given her crazy popularity. Plus, they knew it would cost a tonne to get her to wear Triangl's bikinis.

Setting up the trap

So, as Triangl founder Erin Deering explained in a podcast, the company had to think outside the box. "Our strategy was gifting with no expectation of anything in return," she said.

"So instead of going after [Jenner]... we gifted [swimwear] to all of her friends in her circle."

The idea was simple: give Jenner FOMO by sending swimwear to everyone but her. Then wait for her to reach out to Triangl first, instead of the other way round.

Kendall takes the bait!

Lo and behold, the strategy worked.

"She got my email... and said 'hey, all my friends have been wearing your bikinis, they're amazing! Can I get some too?' and we were like 'Sure!'," Deering explained.

"She wore them and that was it. That launched us into the States."

Now you know that this kind of influencer strategy can work, it's time to figure out how to use it for your own brand.

- Devin, Copywriter

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.

This week, we have Carter, one of our creative interns responsible for coordinating your favourite TAS interrogation series and TikTok game shows.

Who's Killing it in the office?

Everyone. Hard to pinpoint one.

Whose Wardrobe would you swap with?

Stan. It's just a white shirt and black shirts. Hard to get that wrong.

What are you most Excited for at TAS?

The future and what I’m going to do this year.

Who's the most Savage Coworker?

Aunty Leish. If you piss her off, bruh... you're done.

What's got you Hooked on right now?

NZ sports and music.

What are you currently Exploring at TAS?

Learning how to articulate myself. Jony gets mad at me over this one.

Who's the Nicest person?

Leish. Leish does everything. This business is nothing without Leish.

Favourite Social media thing at the moment?

TikTok introducing me to new music. IMO I have the greatest playlist on earth.

Check out the full interview here.

Stay tuned for more KWESCHENS with the TAS team!

- Mel, Community Manager Extraordinaire

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.

Check out what's going viral RIGHT NOW before you miss it 👇

Today’s Creator Spotlight 👉 Mary Gomes

Tweets from The Intern

Ask the Editor

Q - What can I do to get more leads on LinkedIn? - Tim

Hey Tim,

Before I worked at TAS, I was a freelance copywriter and got all my leads from LinkedIn. And there are pretty much only two ways to go about it.

First, you can send a bunch of connection messages to people you want to work with. Ask them to jump on a call and see where it goes. If you do it enough, you’ll get at least some leads this way. Personally, I didn’t go this route because the percentage of those people who will buy from you is pretty low.

The second way is to put out content and engage with people. Your audience will get to know you, trust you, and eventually leads will start coming in. This does take time, but it’s way more sustainable. Plus, you’ll never regret the time you’ve put into building a strong network. Because you’ll be getting returns from that for years to come.

Good luck!

- Charlotte, Editor ♡

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