Want to put your brand on the culture map (and make loads of $$)?

Tap into the marketing power of hip-hop and R&B.

Just ask Cadillac, who saw an 84% increase in sales after appearing in just about every hip hop music video in 2001. Today, you’ll learn how Amazon and Beats by Dre’s new campaigns are tapping into that same marketing gold mine.

In today's newsletter:

• Megan Thee Stallion & Lil Wayne prove hip-hop (still) sells (here’s why so many brands align themselves with hip-hop culture)

• Heinz creates one sauce to rule them all (find out why creating disgusting products can be a win for food brands)

• How Warby Parker turned a $140B industry on its head (sorry gang, the link in yesterday’s email was broken. Head right here to have a read)

• Trend plug - Plot twist alert

• Ask the Editor - Should my coffee brand be on LinkedIn?

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

If hip-hop says it’s cool, it’s cool.

Don’t be asking any questions!

That’s why in advertising, the inclusion of hip-hop in campaigns can generate sales like no other and put your brand on the culture map.

Think about the early 2000s. In every hip-hop and R&B music video, the Cadillac Escalade, which debuted in 1999, almost always made an appearance. Nelly, Jay-Z, Outkast and 50 Cent all had one in their videos.

This level of exposure helped Escalade sales to jump 84% in the first seven months of 2002.

To this day, Cadillac Escalade campaigns heavily feature hip-hop and R&B artists like Jhene Aiko and Killer Mike.

You only have to look at collabs like Adidas X Run D.M.C, Doja Cat X Taco Bell, and Cardi-B X Playboy, to see that the hip-hop culture has a proven track record of marketing success.

Whether you’d like to admit it or not, hip-hop and R&B have influenced marketing for a long time.

And we have two new campaigns that are proof of that this week.

[Keep reading]

-Sophie, Writer

Heinz Creates One Sauce to Rule Them All

Heinz has released a new product that is apparently the 'Holy Grail of All Sauces.'

It reminds me of something I’d make when let loose on the all-you-can-eat buffet sauce section at the tender age of 7 years old.

Every Sauce, quite appropriately named, features (almost) every sauce in Heinz's flavour range. 14 of them to be exact.

Every day we stray further from the light of God. And our taste buds.

The sauce features ALL of the following:

Heinz’s Burger Sauce, Garlic Sauce, Aioli Sauce, Smokey Baconnaise, Sweet Chilli, Chip Sauce, Saucy Sauce, Mayoracha, Mayomust, Truffle Mayo, Garlic & Caramelized Onion Mayo, Curry Ketchup, Pickle Ketchup and Smokey Bacon Ketchup.

I don’t know what compelled the brand to create this monstrosity. I also don’t know what would compel anyone to buy it, let alone EAT IT.

But this isn’t the first time we’ve seen food companies create some weird sh*t. And most of the time, it’s not for culinary excellence.

[Keep reading]

-Sophie, Writer

Trend Plug - Plot Twist Alert

This rising trend comes from Adult Swim's Smiling Friends TV show, with the original video racking up over 500k likes.

Now people are using this trend to show their excitement about a scenario before realising it's not as good as it seems.

Examples include finally going to bed after a long night but seeing the sun come up, and taking extra shifts for the money, but having to work more.

How you can jump on this trend:

Using this sound, name a situation where you were happy about something (like reaching a goal), but then you were disappointed, confused or upset.

A few ideas to get you started:

• When you finally get your dream job, but then you have to actually show up to work

• When you join the Zoom call to get rid of your intern, but you find them there

• When your day is going too well, but there was no plot twist

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to the YAP podcast Tuesday - Saturday, where we break down everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I own a small coffee roasting business and have been focusing all my efforts on IG and TikTok. Is there any point posting on LinkedIn since it's a B2B platform? -Sara

Hey Sara!

You should absolutely be posting on LinkedIn. Here's why:

First, LinkedIn is full of business owners like you. That means when you share stories about your business journey, other people are going to find your content relatable. This relatability is great for building your brand.

Second, unlike IG and TikTok, there aren't that many product-based brands on LinkedIn. This means you have the opportunity to stand out in a way that is a lot harder to do on, say, Instagram.

Third, your customers are on LinkedIn. I mean, who works in an office and doesn't drink coffee? Just because the platform isn't the obvious choice for a coffee brand, doesn't mean it's not smart to be there. And if you aren't, you're missing out on opportunities to build your brand!

- Charlotte, Editor ♡

Was this email forwarded to you? Sign up here.

Wondering what the heck we do at The ATTN Seeker? Check us out.

Heard about a cool case study we should feature? Hit reply and tell us about it!

Got a question about social media strategy OR marketing? Reply to get it answered in an upcoming newsletter.