We’re about to enter the cookie-pocalypse.

But don’t freak out. This doesn’t mean the end of effective targeting.

Luckily, you have options. Today you’ll find out everything you need to know before it goes down.

In today's newsletter:

• Marketing in a Post Cookie World (Find out how your brand can prepare!)

• The resurrection of Abercrombie & Fitch (learn what tactics brought them back from the dead)

• Trend plug - Are you dumb, dumb, dumb, stupid?

• Ask the Editor - How do I grow my following for my hair salon?

- Charlotte, Editor ♡

The end of cookies is upon us. And I’m not talking about baked treats.

At the beginning of 2024, Google announced it was phasing out third-party cookies in Chrome by the second half of the year.

The tech giant has since delayed this process many times.

But the start of the end for third party cookies began in 2020, when Firefox and Safari blocked their usage. So, we know it’s coming. We just don’t know exactly when. But that hasn’t stopped marketers all over the globe from plotting their way forward.

If you don’t know what cookies are by now…I don’t know what to tell you.

(I only recently learned but now I have a superiority complex about it.)

Nonetheless, let me give you a quick rundown.

Third-party cookies are a text file that's stored in your browser and used for identifying your device as you browse a website. While that’s the simplest way to describe them, it doesn’t mean much without comparing them to first-party cookies.

[Keep reading]

-Sophie, Writer

The Resurrection of Abercrombie & Fitch

What’s something that Frankenstein, almost every American Horror Story character ever, and Abercrombie & Fitch will all tell you?

Coming back from the dead ain’t no easy feat.

However, it is possible for the bravest of brands, and monsters (sorry, not you Balenciaga.) Which makes it even more fascinating when it occurs.

Abercrombie, the once-treasured American icon of cool (albeit inaccessible to anyone that wasn’t white, rich and skinny) fell from grace in the 2010s.

Changing public sentiment, many controversies and even lawsuits saw the brand voted the most hated in the US in 2016.

But recently, the brand has seen a retail revival thanks to a new, more inclusive image. This includes style, sizing, and pricing. It also involves a winning creator strategy that has shocked the life back into the brand, once again placing it back in public favour.

[Keep reading]

-Sophie, Writer

Trend Plug - Are You Dumb Dumb Dumb, Stupid?

Are TikTok trends resurging a sign of us getting old?

The original video was actually made in August of 2019! The sound attached to the original comes from 6ix9ine's "STOOPID".

The resurgent trend has seen TikTokers call themselves out, from accidentally becoming the most important person at work, to rubbing your eyes after petting your cat.

How to use this trend:

Using this sound, film yourself having THE realisation, and when the beat drops, switch angles every time the lyric 'dumb' is said. Don't forget to add the onscreen text of said scenario that makes you look "dumb"

A few ideas to get you started

• when you accidentally become the most important person at work

• when you make a bet with your boss but now your career is on the line

• when you accidentally triple book your calendar

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I run a hair salon and am trying to grow my following on IG. What's the best way to do that? - Kim

Hey Kim!

One really good way to build your audience, especially for a local business like yours, is to use micro-influencers. Micro-influencers tend to have a smaller but very engaged audience, so partnering with them can be super effective.

Look for influencers who align with your business, so ones who are in the lifestyle or beauty space would work well for you. Then, reach out to a few and get to know them. You want to make sure it's a good fit before you have them represent your brand!

Once you've found who you want to work with, create a campaign together. This could involve creating content around live demonstrations or giveaways. Ideally, you'll find a few you can collaborate with on an ongoing basis as you build your audience.

- Charlotte, Editor ♡

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