There are 566 Richards, Ricks, and Dicks in American boardrooms.

Compare that to the number of women, and the disparity is embarrassing.

So beauty brand e.l.f.’s So Many Dicks campaign aims to do something about that fact.

In today's newsletter:

• E.l.f.’s campaigning to get more women in boardrooms (and it’s winning over consumers, too)

• Patagonia’s ‘Don’t Buy This Jacket’ campaign made us want to buy this jacket (and led to a 30% increase in their sales)

• Trend plug - The King Charles portrait reveal

• Can I repurpose my content everywhere? (technically you can, but it’s not the best idea…)

- Charlotte, Editor ♡

There are too many Dicks in boardrooms. 

No, literally.

A study conducted by e.l.f. Beauty and agency Oberland found that of the 4,200 publicly traded U.S. companies, men named Richard, Rick, or Dick serving on the boards outnumbered women and diverse groups.

In fact, there are 566 Dicks. Compare that to only 806 Black women, 774 Asian women and 283 Hispanic women on corporate boards. There are actually 19-times more men named Dick than the 29 women of Middle Eastern descent on corporate boards.

As you can see, this is indicative of a huge issue in corporate America. (Don’t even get me STARTED on the fact that there are only 3 Native American women.)

That’s far too many Dicks for anyone’s liking. So e.l.f. is on a mission to change that.

[Keep reading]

-Sophie, Copywriter

Patagonia’s ‘Don’t Buy This Jacket’ Campaign Made Us Want to Buy This Jacket

I don’t know about you, but when someone tells me not to do something, it makes me want to do it even more.

This is a psychological phenomenon called reactance. Reactance suggests that when we perceive our freedom to engage in a certain behaviour is being threatened or restricted, we double down. This gives us the sense that we're asserting our freedom by doing the opposite of what we’re told.

And what is marketing if not employing various psychological techniques to persuade people to do something?

That’s why Patagonia’s “Don’t Buy This Jacket” strategy was genius.

In the run-up to Christmas, 2011, the brand ran a poster and PR campaign called "Don't Buy This Jacket." The campaign aimed to encourage people to consider the effects of consumerism on the environment. The point was that we should only buy things we actually need.

The print ad appeared in the Black Friday edition of the New York Times. Patagonia published a full-page ad full of reasons you shouldn't buy their jacket.

[Keep reading]

-Sophie, Copywriter

Trend Plug - The King Charles Portrait Reveal

The world has finally caught a glimpse of King Charles's first portrait since his coronation.

And reviews of the controversial painting have been, um, mixed. The portrait's unexpected style sparked widespread interest on social media.

Now creators are making their own reveal videos, replacing the portrait with their own photos or videos using a CapCut template.

Some are humorously replacing the portrait with pet photos. Others are showing off their achievements or aesthetic setups. Of course, their reveals are accompanied by the original video’s polite British applause.

3 ways to jump on the trend:

• Replace the portrait with a cute picture of your pet. (like this)

• Upload a video showcasing a recent fail. (like this)

• Share an everyday moment. With the applause, almost anything is comedic. (like this)

-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 - Is it ok to repurpose my content across all platforms, or should I have a strategy for each one?

Hey Ezra,

Each platform has its own audience and culture, so ideally you'd have a strategy specifically for each one. When you do this, you can tailor your content to what works on each platform. It also means people have a reason to follow you everywhere because the content's not all the same.

But I get that you may not have the resources to do that! So one option is to double down on 1-2 platforms and go all in. Have a platform-specific strategy and be really intentional about building your community there. For example, you might choose LinkedIn and TikTok.

Then you can always repurpose your content onto other platforms. So try posting your TikToks on Reels as well. Try your static LinkedIn posts on Facebook and Instagram.

You probably won't have as much success repurposing as you will creating platform-specific content. But at least you can have a presence on the other platforms.

- Charlotte, Editor ♡