We tend to see constraints as things that hold us back.

But what if we saw them as opportunities to fuel creativity instead?

That’s exactly what UK creative agency, The Raised Eyebrow Society, did when creating an ad campaign for Alcoholics Anonymous. Today, you’ll find out exactly how they did it.

In today's newsletter:

• AA creates new ‘anonymous’ ad campaign (find out how the sobriety charity kept its campaign, well, anonymous)

• From tires to tables: the story behind Michelin's stars (this strategy was seriously genius!)

• Trend plug - Return to innocence

• Ask the Editor - How should I set up a giveaway on Instagram?

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

How do you advertise something you can’t promote?

That’s the question Pete Cain, founder of The Raised Eyebrow Society, had to ask himself when approached with a brief for Alcoholics Anonymous, for its new, and first ever campaign.

Since its inception, the sobriety charity has ensured its public relations have always followed the rule of ‘attraction rather than promotion.’

This obviously puts a lot of constraint on what the organisation can and can’t say about itself in the public eye. It also limits where it can advertise and how it interacts with the media.

Now, Alcoholics Anonymous is about to run its first UK-wide advertising campaign. But by virtue of being ‘anonymous,’ the ads have no logo, no phone number, no links and mostly no mention of alcohol.

There’s also the challenge of where AA can carry out its campaign.

'Posters aren’t the best way to reach people, in truth,' Cain says. But they're one of the few media methods open to Alcoholics Anonymous.

Social media is not an option. That's because people can inadvertently out themselves or someone else by sharing and tagging one another. Of course, this would render the 'anonymous' side of things useless.

[Keep reading]

-Sophie, Writer

From Tires to Tables: The Story Behind Michelin’s Stars

Few awards carry as much prestige as the Michelin Star. Debuted over a century ago, the star has evolved into a symbol of culinary excellence.

Chefs all over the world work their entire careers aspiring to achieve such status.

But the question, well in my head anyway, remains:

What do tires have to do with chefs?

Well, the Michelin stars began with the Michelin Guide, which came on the scene in 1900.

A time when there were less than 3000 cars on the road in France. This, for obvious reasons, posed a huge challenge for a tire company. Michelin needed people to buy cars, so they could buy tires.

So, they decided to get creative. They began creating guides.

The idea was that these annual guidebooks would help get people on the road and using their tires.

[Keep reading]

-Sophie, Writer

Trend Plug - Return to Innocence

The 90s are so back with today's anthem 'Return To Innocence.'

Today's trend combines Enigma's 'Return To Innocence' and a TikTok filter making you fly through the clouds, culminating in the perfect trend with almost 100k videos to the sound!

Tiktokers are using it to show the high they experience with certain things like a crisp Diet Coke, or stepping into a room with air conditioning after being outside all day.

How to jump on this trend:

Using this sound, write onscreen text that just happens to be 'chef's kiss.' 4 seconds into your video, use the 'I am flying' filter. Then act completely blissed out.

 A few ideas to get you started:

• When a client approves of my videos the first time I send them

• How it feels when I'm given full creative control on a project

• When the intern actually listens to my instructions

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I want to run a giveaway on Instagram for my business that makes baby accessories. How should I go about this? - Kelly

Hey Kelly!

First, you need to figure out what your goals are for this giveaway. Are you trying to get new followers, collect UGC, or boost engagement? Your goals will determine what you will ask people to do to enter.

Next, you need to decide what the entry rules will be. These might be things like asking people to follow you, tag a friend in the comments, or share a post in their stories.

To promote your giveaway, you'll want to create a lot of content around it. If you can collab with some microinfluencers, this can really help your reach. Use countdown stickers in your stories to create a sense of urgency, too.

After you announce the winner, make sure you actually engage with your new followers and people who entered the giveaway. Good luck!

- Charlotte, Editor ♡

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