We’ve seen all kinds of unlikely brand collabs this year.

But a beauty brand teaming up with Roblox is one of the most unexpected yet.

Although, when you think about it, it’s pretty genius. Today you’ll find out how Sol de Janeiro is elevating their brand through this new campaign AND what to think about before entering the metaverse (if you dare!).

In today's newsletter:

• Sol de Janeiro invades Roblox (and why it’s such a smart move)

• The Olympics coverage is getting a refresh (find out how they’re trying to stay relevant in 2024)

• Why posting educational content on LinkedIn isn’t the best strategy (and what you should do instead)

-Charlotte, Editor ♡

Sol de Janeiro Invades Roblox

Sol de Janeiro's a beauty brand known for its Brazilian vibes and self-love message. And now the brand has entered the virtual world with Sol de Janeiro Universe on Roblox. This experience caters to their Gen Z audience by teaming up with a popular gaming platform they love.

Why would a beauty brand enter the metaverse?

It connects with their target audience in a familiar space. By collaborating with another brand that caters to a similar demographic, they are making themselves even more visible. But they aren't just catering to their current fans. The brand is also expanding their audience to others on the gaming platform who may enjoy their products.

They're strengthening the positive relationship with their customers. The Sol de Janeiro Universe on Roblox offers users an immersive experience that lets users explore a virtual Rio. This creates a sense of connection with the brand.

They’re creating a virtual experience in line with their brand values. Sol de Janeiro Universe has features like the "compliment wheel," which encourages kindness. Connecting the metaverse experience with their core values deepens brand loyalty.

Sol de Janeiro Universe on Roblox is fun and educational. Players can go on scavenger hunts focused on sustainability and Brazilian culture, making the experience fun but meaningful. 

So what can we learn from Sol de Janeiro?

You can't expect to stay relevant unless you're willing to adapt. Of course, this will look different depending on your brand and audience. Don't be afraid to try something out of the box!

-Charlotte, Editor ♡

The Olympics is going to look a little different this year.

The way we view any media has changed drastically in the last ten years.

So it’s only natural that the event has had a refresh in preparation for the Paris Olympics this year.

However, I can’t say I expected hosting placements from the likes of Jimmy Fallon and Snoop Dogg to be on the cards, but here we are.

Rick Cordella, president of NBC Sports, said, “We’ve got to be innovating, trying things differently, trying to match where the media world is in 2024.”

NBC Sports has also drafted Alex Cooper, the podcast megastar of “Call Her Daddy,” to offer her thoughts on the buzz surrounding the Games.

The network even plans to deploy five heart-­rate monitors among the parents of athletes. The results will be shown on­screen as mums and dads watch their kids compete. Test audiences loved it, so let's see how the public reacts.

They're even straying from the tired method of taping and prime time broadcasting the Games.

This year, all events will be streamed in real-time on Peacock. They've already added an elaborate Olympics content hub to the platform.

NBC Universal has a whopping $7.8 billion on the line in rights fees for the Games. So I can imagine that nine-figure commitment has something to do with the company deciding to reinvigorate its coverage.

If they want to prove that the Olympics is still culturally relevant, and connect the disparity between those who watch the Olympics and, well, basically anybody born after 1995 – they’re headed in the right direction.

We’re so looking forward to seeing how this genius strategy plays out.

-Sophie, Pop Culture Queen

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.

Ask the Editor

Q - When I think about my content strategy for LinkedIn, should I just be posting educational content? What else should I post about? - Taylor

There's a big myth out there about creating value-driven content. Most people think they should be using LinkedIn to give tips and tricks about their area of expertise. But if people really want to know that stuff, they’re just going to Google it.

What you really should be posting is story-driven content. Humans are wired for story, so talk about your journey. Even if you talk about mistakes you've made, other people can learn from those.

Talk about a challenge you overcame or something you've learned through starting a business or being a leader. Your stories are unique to you, and they’re what will make you stand out far more than educational content ever will.

- Charlotte, Editor ♡