The U.S. Presidential Election’s heating up.

Is your brand prepared?

Today we’re unpacking what challenges lie ahead for brands this election season and how to navigate each one.

In today's newsletter:

• How brands can weather the U.S. political storm (here’s what you need to do NOW to prepare)

• How Warby Parker turned a $140B industry on its head (because it wasn’t just about trying on glasses at home)

• Trend plug - Your final challenge

• Ask the Editor - How do I get new clients ASAP?

- 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.

Batten down the hatches and stock up on rations. A political storm is brewin’.

If you are on the internet, and the fact that you’re reading this email suggests you are, you will have noticed a recent uptick in political content.

That’s because, although November 5th is months away, the 2024 presidential election cycle, and its news coverage, has already begun.

And the divide is well documented, with content from either side running rampant across social media.

Polarisation has always been a factor of politics in the US.

However, Republicans and Democrats used to view the opposing party in a negative light. They now view the actual people in that party in the same light.

The Pew Research Center says an increasing number of Republicans and Democrats view people in the opposite party as 'more close-minded, dishonest, immoral and unintelligent than other Americans.' That number that has risen steadily from 2016, up 30% as of this year.

[Keep reading]

-Sophie, Writer

How Warby Parker Turned a $140B Industry on its Head

Warby Parker set out to fix a significant problem: glasses were as pricey as a luxury vacation!

With a direct-to-consumer (DTC) model, Warby Parker told glasses-wearers they deserved quality, convenience, and affordability without compromising. And it was that strategy that shook up a $140 billion industry.

Let's break down exactly how they did it.

Warby Parker’s secret sauce was their Home Try-On programme. This model allowed customers to choose 5 frames to try on at home, which meant the brand could sell stylish glasses for just US$95. This was an absolute steal compared to the prices of traditional retailers.

And it didn't take long for the brand to see success. Shortly after launching, Warby Parker generated significant word-of-mouth buzz. Soon, demand was so high for their glasses that they had a 20,000-customer waitlist!

But letting shoppers try on glasses at home wasn't the only thing that set Warby Parker apart.

[Keep reading]

-Devin, Copywriter

Trend Plug - Your Final Challenge

Ready for your final challenge?

This trend originates from an original TikTok sound that takes a funny spin on Jigsaw's final challenge. Since then, there have been several remixes, such as, Oh hell yea Jigsaw you the goat! or even an Aussie remix and a British remix.

TikTokers are using this trend in many different ways. For example, people are using the original sound to react to requests they'd never agree to, like eating a meal without watching their phone, or going to get their driver's license.

Others are using the antithesis sound to react to requests they'd agree to without a question, such as staying in their room for 72 hours, or taking a nap instead of studying for their exam.

How to jump on this trend:

Using either the original sound or the antithesis sound. All you have to do is come up with requests you'd never do, or that you would do without question.

A few ideas to get you started:

• Your final challenge: Schedule your posts a month in advance!

• Your final challenge: Go a day without using Grammarly!

• Your final challenge: Take the last hour of the day off!

-Carter, Intern

Ask the Editor

Q - My small accounting firm is struggling to get business this year. I've been working on building my brand on social media, but I'm starting to see it will take time. How do I get clients faster? - Ed

Hey Ed!

Yes, you're right. Building your brand is part of playing the long game. It's absolutely worth it, but if you need clients ASAP, it may not be as fast as you'd like.

So if you’re desperate for clients right now, my suggestion is to get out there and network in person. Go to events where potential clients are and meet as many people as you can. This will probably be a more effective way to get new business faster.

That being said, continue building your brand online for your long-term growth. Because later on down the line, you'll be glad you did.

- Charlotte, Editor ♡

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