The Deadpool & Wolverine hype has been, well, hyping for 2 years now.

The film teaser alone got 365 million views in the first 24 hours (making it the most viewed trailer EVER).

Brands ranging from Old Spice to Adidas and even The Bachelorette franchise have created Marvel-inspired campaigns leading up to its release. And as the movie hits cinemas this week, the rest of us need to be ready to get on board.

In today's newsletter:

• How to use Deadpool & Wolverine to promote your brand (it will literally cost you nothing)

• Wait, Google isn't getting rid of cookies?! (yep, they’ve changed their minds, and here’s what you need to know)

• Trend plug - Let’s take some pictures

• Ask the Editor - How to always create content your audience cares about

- 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

Sink your claws into this, brands.

The hottest new hype to get in on comes in the form of two of our favourite anti-heroes.

Deadpool & Wolverine is marketing's new plaything. And some of the world's biggest brands are jumping all over the chance to bask in the spotlight.

The highly anticipated film, which hit NZ theatres yesterday and US theatres this Friday, is poised to break box office records.

The hype has been growing around the superhero sequel since the 2022 announcement that Hugh Jackman would bring back his iconic X-Men role in the film (I still can’t talk about what happened in Logan.)

Heineken was one of the first brands to tap into the buzz, playing off the duo’s rivalry in a hilarious commercial back in May.

But as of late, it feels like Deadpool and Wolverine are popping up everywhere.

Heinz, Adidas, Jack in the Box, DiGiorno, The Bachelorette and Old Spice have all teamed up with Marvel leading up to the release. It seems everyone wants to use the 3rd film in the iconic Deadpool franchise to promote their brand.

[Keep reading]

-Sophie, Writer

Wait, Google Isn’t Getting Rid of Cookies?!

Google, so confusing. Or whatever Charli XCX said.

We love a good plot twist. So far, 2024 has been rife with unexpected events.

And apparently there’s no sign of this slowing. Next on the list?

Google has just announced they've decided not to cancel cookies from their Chrome browser.

Talk about leading us all on???

After literal years of announcements, trials, and significant delays, on Monday, Google broke the news that it would not, in fact, be removing third-party cookies from its signature browser, Chrome.

In a blog post, Google Privacy Sandbox Initiatives VP, Anthony Chavez, explained the decision came from wanting to 'support a competitive and thriving marketplace that works for publishers and advertisers.'

The company says they will be offering a new option for privacy security.

However, this solution is still under development.

'We are proposing an updated approach that elevates user choice,' said Chavez.

'Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time.'

[Keep reading]

-Sophie, Writer

Trend Plug - Let’s Take Some Pictures

We're not quite sure where today's trend came from, but it has definitely taken over TikTok.

Right now, creators are using the trend to post photos they've taken, along with this sound. The idea is to show a few failed attempts first, then end with a photo that's actually really good.

We've seen serious ones, like this creator, who used the trend to show off her holiday photos. Others are ending their carousel with a funny photo, like this.

How to jump on this trend:

Post a photo carousel using this sound. The first slide should say, 'let's take some pictures of [whatever theme you're going for].' Then show two 'fail' photos first. In the last slide, show off your best photo.

A few ideas to get you started:

• 'Let's take some pictures of my client'

• 'Let's take some pictures out on a day of filming'

• 'Let's take some photos around the office'

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about 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'm an HR consultant and I want to post more on LinkedIn but I always draw a blank on what to write about. Any tips? - Cole

Hey Cole!

The advice I usually give is to write story-based posts based on your experiences. And I'm sure you have a lot of stories you could tell that would be interesting to your audience while showing your HR expertise.

In addition to that, another idea you could try is creating a few LinkedIn polls to find out what people want to know more about. These might be things like employee retention, recruitment, performance management, or whatever you think. This will give you an idea of what topics people want to know more about.

I'd also suggest following other people in your industry and checking out the comments in their posts. When you see what topics are getting a lot of engagement, you can create content giving your own take on those. This will mean your content’s relevant to what your audience cares about right now.

- Charlotte, Editor ♡

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