Kamala Harris has been a meme for the last few years.

So with a few short months to repair her image (and that of the Democratic Party), her team has their work cut out for them.

But just in the last week, it’s become clear their strategy is centred around tapping into social media trends and getting us to laugh with her, rather than at her.

In today's newsletter:

• Kamala Harris becomes Gen Z's queen (here’s how her marketing team is turning her from a meme into a serious presidential contender)

• Pop culture is officially dead (watch out for these marketing dangers as our culture gets more and more fragmented)

• Trend plug - Let’s be financially responsible

• Ask the Editor - Reel ideas for the camera shy!

- 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

The devil works hard, but Kamala Harris' marketing team works harder.

Following the announcement of Joe Biden's decision to drop out of the 2024 presidential campaign, her team has been working overtime.

Their task? To turn around the public perception of the Democratic Party after a certain sleepy someone ran it into the ground.

And it seems to be working. With half of Hollywood and the internet endorsing Harris, we might just see the first president to be both a woman, and person of colour, ever.

But first, the vice president has some serious PR work to do for her own brand.

And the Trump campaign is already positioning itself for the attack on Harris and her somewhat spotted past.

In many ways, Kamala Harris is a shining example of the American Dream. In her professional life, Harris has gone from strength to strength. She would be a great role model for young women if she were to become president, particularly for women of colour.

However, she's not without her critics.

Her time spent as a prosecutor, and her record on criminal justice issues, has led some to say Harris is not the progressive reformer she claims to be.

[Keep reading]

-Sophie, Writer

Pop Culture is Officially Dead

Video killed the radio star. And the internet killed the pop star. And streaming killed the movie star. And now all the stars are dead 😊

I don’t mean to be so melancholic.

But in the age of digital and social media, it seems we’re witnessing the decline of mass media and monoculture.

Does that mean we lose the powerful pop star phenomenon with it? Do we have the maddening unpredictability of TikTok to blame? Or is it the streaming services that have fragmented audiences?

And what will sweep in to take the pop stars' place, if anything?

I grew up in the late 90s and early 2000s.

My earliest memories of pop stars were Britney, Xtina, and Pink. As I grew into my tweens, I had Beyoncé, Rihanna, and Lady Gaga—all true icons.

But besides Taylor Swift (obviously) and a few breakthrough artists like Olivia Rodrigo and Ice Spice, the bright, dazzling phenomenon of the pop star seems to be fading out.

And it’s not limited to music. This spans all cultural industries.

[Keep reading]

-Sophie, Writer

Trend Plug - Let’s Be Financially Responsible

As much as we try, it’s not that easy to be financially responsible.

Especially since there are so many fun things to spend money on! Today’s trend is all about the things that keep us from saving money like we should, like sweet treats or our partners.

How to jump on this trend:

Just lip sync to this sound, saying ‘let’s be financially responsible.’ Then when the piano part hits, show something that causes you to be financially irresponsible.

A few ideas to get you started:

• ‘Let's be financially responsible’ (pan to your office espresso machine)

• ‘Let's be financially responsible’ (pan to LinkedIn Premium)

• ‘Let's be financially responsible’ (pan to your whole team eating takeaways for lunch)

-Carter, Intern

Tune in to the YAP Podcast

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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've been helping my mum get her life coach business onto social media, but she absolutely refuses to be on camera. How do I convince her to start making some Reels? - Gretchen

Hey Gretchen!

Honestly, if she's adamant she doesn't want to be on video, I'd stop trying to convince her. If you force her, she's going to look super uncomfortable because she'll be hating every minute of it.

Just make Reels that she's not in! Since she's a life coach, you could get her to write down some quotes of things she often says to her clients. Turn these into Reels with text on a nice background and add music.

You could also try having her write down a list, like '3 affirmations to tell yourself every morning.' Film her writing them on a notepad, then turn that into a Reel. Just spend some time scrolling and see what other ideas you can come up with.

Maybe she'll eventually change her mind about being on camera, but in the meantime, there are tons of other video content styles you can use!

- Charlotte, Editor ♡

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