Want to smell like your granddad?

Mayyyybbbeee not.

That’s the problem Old Spice had when they decided to go after a younger audience. Today we’re unpacking exactly why their cheeky re-brand worked so well.

In today's newsletter:

• The Fred Again..frenzy’s far from over (how to join the hype in your content)

• A new social media app, Bluesky, has come on the scene (why you need to be one of the first people to jump on it)

• Old Spice has been discharged from the nursing home (and what we can learn from their wildly successful rebrand)

• Answering the million dollar question (aren’t you curious?)

And, of course, don’t forget to reply with your marketing kweschens xoxo

- Charlotte, Editor ♡

Amid the Eras Tour hype came an unlikely contender at the fan engagement game – Fred Again..

For years, many marketers have looked to Taylor Swift as a genius in marketing her brand.

She's always been one to keep her fans engaged. Taylor's hosted sessions at her home, letting fans strum guitars alongside her. Not to mention the Easter eggs she loves to put in her music videos and socials.

On the other hand, Fred Again.. opts for a guerrilla-style approach. He loves sliding into fans' Instagram Stories, WhatsApp chats, and even meeting them on the streets. His gigs in tiny venues spark a frenzy, where securing tickets feels like winning the lottery.

Whether you're vibing to Fred's underground beats or decoding Taylor's cryptic clues, one thing's for sure: the game of fan engagement just got a whole lot more thrilling.

Here's some content ideas you can have a little fun with:

• Film a whole series around trying to find Fred Again..'s next pop up

• Make a series starting with “Day 1 of (doing something) till I get to meet Fred Again..”

• Create your own Fred Again.. versus Taylor Swift fans skit.

The new Bluesky app is here to rival X.

Committed to transparency and decentralizing the whole game, Bluesky has ended its Beta days. This new social media app was created by the former co-founder and CEO of Twitter, Jack Dorsey.

The app gives you 256 characters to work with, plus the freedom to turn your username into your domain.

I can't hide my love for a platform that enables the creation of safe online communities. Bluesky is such a platform. It also allows you to retrieve information even after you leave the platform without retaining any data that could be used against you.

So, how could you use Bluesky?

• It is a lot like Twitter, except you can't send DM's or have a private account.

• The platform offers tools to moderate your community by muting or blocking many disrespectful users at once.

• You also have the chance to buy your domain. So if you want to guarantee your username, you should run to the platform now.

- Mel, Head of Community Management & Vanessa, Community Manager

Old Spice has been discharged from the nursing home...

So why was this rebrand so successful?

• Social media was their bestie. The brand focused its marketing strategy on digital platforms. Which meant leveraging social media during Old Spice’s rebirth. The brand engaged and collaborated with creators popular among younger demographics. This helped them create a connection with them.

• They engaged with their target audience. Old Spice left a playful comment on a video made by well-known TikTok creator, Joe Mele. Joe is known for the comedic videos he makes with his dad on the platform. The comment read “You’re always pranking your dad. Can you say something nice about him?” Joe replied to this comment with a funny video of him attempting to be nice to his dad.

• They made us laugh. Old Spice came out with a line of commercials that were SO amusing, they took social media by storm. The 'Old Spice Guy' campaign featured Isaiah Mustafa. It was especially iconic with its quirky humour and catchy taglines like "The man your man could smell like".

So, what can we learn from this re-invention?

• Know your audience. Find out what they are into and what platforms they use. Gathering insight is important. It helps you tailor how and where you speak to your audience. This will help you create a connection with them where they are.

• Engage with humour. Ever wonder why everyone adores the funny friend? Humour creates relatability and sparks conversation. Find ways to be humorous that align with your brand's identity—it’ll make you more memorable!

• Create shareable content. Want to create a buzz online? Keep posting! Creating content alone provides more visibility and word-of-mouth referrals, so keep at it!

-Visha, Intern

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.

We’re taking a wee break over the long Easter Weekend. The YAP Podcast will be back Wednesday, 3 April.

Tweets from The Intern

Ask the Editor

Q - What's the best way to stand out online? - Fraser

Hi Fraser,

Ah, the million dollar question! But really, the answer is simple. You need to stop trying to blend in and show your personality instead!

Sure, there might be thousands of people who are creating the same kind of content you are.

But you still have a unique story. So share that with your audience. Let them get to know the real you, quirks and all. Not everyone will like you, but who cares?

People who do connect with you are the ones who will become your audience. But the only way they can connect with you is if you put yourself out there.

- Charlotte, Editor ♡