Marketers ❤ data.

But has our obsession with KPIs & metrics killed our creativity?

It sure can be tempting to stick with tried-and-true strategies rather than trying something new. Especially when you’re not sure whether your out-of-the-box idea will pull numbers or not. So, is there a way to balance data and creativity? The short answer: yes.

In today's newsletter:

• Are we losing our creativity to 'data-driven' insights? (here’s how you can use analytics without sucking the life out of a campaign)

• Why we can't resist The Secret Lives of Mormon Wives (find out the 1 marketing tactic this show uses to its full advantage)

• Trend plug - Because here’s my thing

• Ask the Editor - How do I translate social views into people coming into my bakery?

- Charlotte, Editor ♡

These days, the pressure to be 'data-driven' has become almost dogmatic.

Sure, we love our metrics.

But in our relentless pursuit of KPIs, conversions, and real-time results, there’s one potential casualty—creativity.

Have we, in our obsession with the measurable, forgotten what actually makes people care?

The truth is, while data can keep us accountable, overreliance on it risks turning campaigns into uninspired clickbait. The heart of advertising—the art of sparking real connection—is lost in the noise of 'meeting that target.'

Hit pause on the data dashboards for a moment and consider this: when we prioritise immediate clicks over meaningful impact, are we sacrificing our ability to truly engage?

Does over-optimisation kill innovation? And WTF are we supposed to do about it?

Remember when creative freedom was the marketing superpower?

Storytelling. Creativity. Emotion.

These things are often revered as the backbone of marketing. Well, great marketing anyway.

On the other hand, data is crucial because it allows us to understand consumer behaviour.

However, in the push for precision, it’s easy to forget that creativity is what sets brands apart. It's what turns heads, and, yes, occasionally breaks the internet.

[Keep reading]

-Sophie, Writer

Why We Can't Resist The Secret Lives of Mormon Wives

I’ll be honest, nothing about watching Mormon wives making sunscreen from scratch and swinging sounds appealing to me.

Okay…well, maybe a little. But not enough to watch an entire season of it.

Ok I lied. I binged it.

Which got me thinking,

What is it about these shows, rife with scandal and secrets, that has such a strong allure we can't resist?

'The scandalous world of a group of Mormon mom influencers who get caught up in a swinging sex scandal that makes international headlines.'

Girl, please, that’s literally crack.

Just the title alone feels like a golden invitation to step behind the curtain of a private world. And this leans on a timeless pull—who doesn’t want to be in on a secret?

But marketing mystery isn’t just clever; it’s a double-edged sword, especially when it comes to faith and culture.

The Secret Lives of Mormon Wives show’s framing as an 'insider’s reveal' works because it plays on the need to know what’s usually hidden.

But there’s a fine line between curiosity and caricature.

[Keep reading]

-Sophie, Writer

Trend Plug - Because Here’s My Thing

The Best of Both Worlds podcast has recently gone viral.

In one episode, host @popstar.katie goes on a passionate rant about why we only put our vodka sauce over penne pasta, as opposed to all the other shapes out there.

She starts it by saying, 'Because here's my thing'.  Her passion on the topic really resonated with the masses. So now, the sound of that video has become a viral trend, allowing all of us to show our inner yappers.

The trend has people all across the internet talking about the way they start yakking at the most inappropriate times. Examples include, 'When my mom is trying to relax but it's my prime yapping hour' and 'Me finding a new topic to talk about so I can keep my friend on the phone for longer.'

How you can jump on this trend:

Hop on this sound, and simply say the lines, 'Because here's my thing, I'm so sorry, we are living in a world where...'

Add onscreen text to give further context to your situation. 

A few ideas to get you started:

• When it's time to lock in but I physically can't stop talking

• Me high off coffee and I start yapping

• How the meeting sounds to me the second it goes over

-Abdel, Social Media Coordinator

Ask the Editor

Q - We're posting quite a lot of content for our bakery and we've got a good audience but we want to see more people actually coming into the shop. How can we translate views into business? -Dakota

Hey Dakota!

A few ideas for you:

You could try turning some of your best performing content into ads targeting your local area. Part of the problem right now could be that a lot of your audience isn't local to you. So this is one way you can try to build more followers who are able to visit your physical location.

You could try is running a promotion or giveaway that encourages people to come to the bakery. This could be a free pastry for people who follow you on your socials, or you could promote a giveaway on your socials that people can enter by coming in.

You could also try partnering with other local businesses and/or creators to build more community around your business. Just make sure you partner with other businesses who have a similar audience to you.

These kinds of partnerships often turn into really cool opportunities to work with like-minded businesses. Good luck!

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: OUCH!
✨Daily inspo: Mindset is EVERYTHING 
🎧Soooo tingly: Sink cleaning ASMR
🍝What you should make for dinner tonight: Baked jacket potatoes

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