Your ATTN Please || Monday, 17 February

BREAKING NEWS:

We have an update on the death of Duo the owl (read on to see why it’s even more sinister than we thought). His passing has shocked the internet, with brands from WHO to Netflix and even Dua Lipa expressing their heartfelt goodbyes. And of course, we stand in solidarity. #justiceforduo

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Update on Duo’s Death, Valentine’s Has Lost its Shine & Kim K Becomes Fairy Butt Mother

Welcome back to another day of snippets, where I give you three little doses of marketing teaaa to fill your daily cup.

Since we’re all time poor, tired of everyone’s sh*t, and living through a very strange and confusing period of human existence – I’ll just get right to it yeah?

First, we have an update on the investigation surrounding Duo’s death.

Netflix, World Health Organisation, the love of his life Dua Lipa, and the entire collective internet have sent their condolences. Duolingo’s social media team have begun posting a series of videos offering clues about the beloved owl's untimely demise. One video in particular shows Duo being hit by a CYBER TRUCK. The brand is now offering a reward to whoever can identify the driver. 

I have no idea what they’re going to make of this chaos. But one thing I can say is kudos to the brand for gaining this level of participation from literally everyone and their grandmother in this little plot of theirs. Well played, Duolingo.

Next! Valentine’s Day was a duller shade of red this year.

And no, I’m not making a slight at being chronically single, even though it’s taking all the power within me not to. I mean the literal shade of red, following the U.S. Food and Drug Administration’s decision to ban Red Dye 3 last month. The synthetic ingredient is what gave certain foods and beverages their vibrant red colouring, but it also gives animals cancer. Hence the ban.

Despite its dangerous properties, the ban has become a source of concern for some marketers. Colour theory is important when it comes to consumer decision-making. It's why most people recognise Tiffany’s by its iconic blue box. It's the same reason they choose the unnaturally bright red abomination of food to profess their undying love.

Last year, U.S. consumers spent around $4.5 billion on candy and chocolate in the days leading up to Valentine’s Day – many of which contain Red Dye 3. The numbers will only tell what impact the ban has on sales this year. But hey, at least we don’t have cancer!

Lastly, Kim Kardashian becomes the Fairy Butt Mother for a new Skims campaign.

The ad announces Skims’ The Ultimate Butt, a collection of nine new styles including shape wear, leggings, and bodysuits. In the video, a woman struggling in a room of exercise equipment cries, “Why is everything so hard!?” (girl, I feel that.) Kim then appears with the solution, Skims Shapewear, which will give her the curves she desires with no effort.

The ad was written by comedian and writer Michelle Wolf and directed by Ben Carey. This is the same duo who wrote and directed Skims’ “Ultimate Nipple Bra” campaign in 2023. Hate all you like, but we can always bank on Miss Kim K to deliver the laughs and insanely good products. Now take my damn money!

DEEP DIVE

How Formula One is Breaking Conventions & Winning Social Media

For decades, Formula One had a reputation—fast cars, expensive, and a very "dad-coded" fanbase.

Except for Mr. Hamilton because. Well, you know.

Anyway, in recent years, something has shifted. What was once an exclusive, somewhat inaccessible sport has become a social media powerhouse. And this has helped the brand captivate younger audiences and reach entirely new demographics.

How? By ditching the traditional, stiff marketing playbook and fully embracing the chaos of platforms like TikTok.

One of the best examples of Formula One’s digital transformation? Fernando Alonso’s unexpected foray into TikTok stardom.

Of course, this was fuelled by a completely unverified Taylor Swift dating rumour. The internet ran with it, and rather than shutting it down, Alonso leaned in. A few cheeky winks at the camera, a video dancing to one of her songs, and suddenly, Aston Martin F1 had a viral moment on their hands.

The results? 111 million views on TikTok throughout the 2023 season, averaging 3.3 million views per piece of content.

This is the new era of F1 marketing. It’s no longer just about race results, it’s about drama, personality, and behind-the-scenes access.

Fans want more than just the Sunday podium these days. They want to feel like they’re part of the journey. And TikTok, Instagram, and YouTube Shorts are giving them that access in ways traditional broadcasting never could.

It all started with Drive to Survive.

Netflix’s hit documentary series gave fans an unprecedented behind-the-scenes look at the sport. This humanised drivers and teams in a way that traditional coverage never did. But where Drive to Survive cracked the door open, social media blew it off its hinges.

F1 teams quickly realised that storytelling—especially the kind that thrives on social platforms—was just as important as performance on the track. Now, teams are using memes, influencer collaborations, and even self-aware humour to grow their audiences.

How different teams are leveraging social media:

• Red Bull Racing: High-energy, youth-focused, and always on trend, Red Bull Racing has turned social media into an extension of their brand. Their content is fast-paced and designed for maximum engagement.

• Mercedes-AMG Petronas: While still leaning into the fun side of social media, Mercedes also prioritises technological insights and team dynamics. This makes their platforms a mix of education and entertainment.

• Scuderia Ferrari: The legacy team has found a way to blend nostalgia with modern digital tactics. This keeps older fans engaged while attracting newer ones through race updates and historical throwbacks.

• McLaren: Perhaps one of the most socially savvy teams, McLaren frequently collaborates with influencers and embraces internet culture. And this has made them a fan favourite among younger audiences.

Each team has taken a unique approach, but the goal is the same—breaking the old conventions of motorsport marketing and creating an experience that extends far beyond race day.

Most major sports leagues have an active social media presence. But Formula One’s strategy stands out in a few key ways:

• Global fan engagement: Unlike regionally dominated leagues like the NFL or MLB, F1 has a truly global audience. This means multilingual content, cultural inclusivity, and a focus on universal engagement.

• Behind-the-scenes access: Few sports offer the level of insider content that F1 does. Showing team radio communications, pit lane drama, pre-race rituals creates an irresistible mix of sport and storytelling.

• Data and analytics: Basketball or soccer might focus on player highlights. But F1 incorporates real-time race data, telemetry, and strategy breakdowns into its content. This caters to both hardcore fans and casual viewers.

The NBA thrives on personality-driven content and meme culture. And the NFL leans on game highlights. But F1 has found its niche in making the sport feel personal.

By embracing storytelling, Formula One has rewritten its own marketing rulebook. And the results speak for themselves.

-Sophie, Writer

TREND PLUG

MmmHmm, Now That's What I'm Talking About

Today's sound goes, "Mmmhmm, now that's what I'm talking 'bout," which means it's perfect for sharing those moments when you really feel like you're winning.

Think when you hear someone getting ready early in the morning while you're still tucked up in bed. Or when you google a question, and the answer comes up right away.

How you can jump on this trend:

It's simple.

Think of something that makes you feel really, happy, cosy, at peace or satisfied. Decide how to film a scene that will show the situation you're describing (for example, if it's walking into a warm lounge after a long, cold day, film yourself doing just that!).

Then, creating OST to describe the situation (like, "when you get home and the house is already cosy & warm"). Then pop the trending sound in the background. Done!

A few ideas to get you started:

• When my client reschedules our meeting and my whole Friday morning opens up

• POV: you work in an empty meeting room just to escape the office noise

• When your boss approves your leave the day you request it

-Maggie, Copywriter

FOR THE GROUP CHAT

😂Yap’s funniest home videos: IS HE OKAY?!
❤How wholesome: footage of me this past weekend
🎧Soooo tingly: Jelly Blox ASMR
🍝What you should make for dinner tonight: Pizza Pasta!

ASK THE EDITOR

Q - I've been making Reels for my handmade soap business. How do I start getting some sales from the content I'm making? - Tracy

Hey Tracy!

Social media is a brand-building tool rather than a sales tool. This means you need to concentrate on making content people are interested in watching rather than content that directly sells your products.

A handmade soap business lends itself to this. Videos showing your process would be quite interesting to watch, especially if you can figure out how to edit them well. Then you will be showcasing your skill and products in a natural way.

If you do this consistently, you'll eventually build up an audience of people who like watching your content. Then, they'll start asking where they can buy your products without you ever selling to them. Yes, it may take some time to get there. But you'll get much better long-term results than if you go in with the hard sell.

- Charlotte, Editor ♡

WHAT DO YA THINK?

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