Love him or hate him, Trump’s gaining popularity by the day.

This campaign, he’s clearly using some different marketing strategies that appeal to several new demographics.

Today, we’re looking at how this campaign differs from his last. Because he’s using one particular strategy that seems to go against his very nature (have you noticed?).

In today's newsletter:

• How Trump has rebuilt his personal brand (find out what trending marketing tactic he’s using to capture new audiences)

• Why toy movies are a marketing goldmine (it’s why Mattel Films has over 40 toy-themed movies in the works right now)

• Trend plug - HOW DARE YOU!! 

• Ask the Editor - Content ideas for a coliving space in Bali

- Charlotte, Editor ♡

p.s. Hey you. Yes, you. We want to know what you think of YAP. Check out the little poll at the bottom of this email and let us know! xoxo

Love him or hate him, you can’t escape him.

The businessman-turned-celebrity-turned-politician is one of the most controversial public figures on the planet.

And his brand is so strong, you already know who I’m talking about.

The infamous Donald John Trump.

45th President of the United States. And potentially, 47th, depending on the outcome of this election.

We've already analysed both Biden's and Kamala’s personal brands and marketing tactics.

But, no matter how you feel about Trump, it's impossible to ignore how he's used some powerful marketing techniques over the last several years.

And right now, something incredibly confounding is happening in America. The once least liked president ever (according to polls) is becoming more popular??

Yes, you read that right. The twice impeached, multiply-indicted former president is getting more popular by the day. Particularly after he was almost assassinated at a campaign rally two weeks ago, bumping his approval rating up to 40%, the highest it’s been since 2020.

And that number appears to be growing, sitting at 45.6% as of Sunday.

What we can see is a change to Trump's campaign strategy. And that very well may be the reason for his increased likeability among U.S. citizens.

[Keep reading]

-Sophie, Writer

Why Toy Movies Are a Marketing Goldmine

Some of my earliest memories are of playing with Barbies.

Not dolls. Specifically, Barbies. (And later Bratz, which I am forever loyal to, just FYI).

Toys have always been an integral part of human culture and have a rich history dating back to ancient civilisations.

They also play a crucial role in the shaping of our identities. Take one look at a Bratz doll and then me, and you’ll see what I mean.

So, it’s no surprise that toys have made their way into popular culture. Some would even call it inevitable that they’ve become the inspiration for a lot of our film and television.

The partnership of the two has a long history.

Why?

Because it rakes in the big bucks.

The connection between cinematic releases and toy sales is a tangible one.

Last year, franchises like Transformers and Super Mario contributed 77% of the action figure market.

The relationship between toys and film goes both ways. Toy collectibles are derived from beloved movie characters. Numerous toy franchises have become their own films. And the impact on revenue and audience expansion for both box office and manufacturers is clear.

[Keep reading]

-Sophie, Writer

Trend Plug - How Dare You!!

This trend uses a clip from a livestream involving Kai Cenat and Kevin Hart.

In the clip, Hart negatively overreacts to what is actually a positive situation. Now, creators are using this clip to describe a time when they or others overreacted badly to a good situation.

How to jump on this trend:

There are 2 ways to participate in this trend. You can either paste the Kevin Hart and Kai Green screen clip over a background image that's relevant to your on screen text (like this). Or you can film yourself lip syncing what Kevin Hart says while acting really angry (like this).

A few ideas to get you started:

• 'Millennial managers standing up for their team no matter what'  

• 'Me listening to gossip from a co-worker but I misunderstood the story'

• 'Me immediately choosing violence before my work bestie finishes her story'

-Carter, Intern

Ask the Editor

Q - I'm about to start a coliving business based in Bali. How do I go about making unique social content? -Naomi

Hey Naomi!

Sounds exciting! When thinking about your content, think what you would like to watch if you were a tourist or someone trying to find a place to live. It's hard to make friends in a new country, so that could be a good theme to tap into. So talk about the importance of making connections and not feeling alone in a new place.

Some fun content styles you could try are 'day in the life of a __ living in Bali' or street interviews in popular tourist areas. You can also make skits such 'POV: You colive' or 'What I wish I knew before moving to Bali.'

All of these will call out your audience and help you get your message across to the right people. Talking about making connections in a new place will help them see your business helps them do this.

- Charlotte, Editor ♡

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