Your ATTN Please || Monday, 21 October

October 21, 2024

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JOAN London has a spiky solution to phone theft.

No, literally. It’s a phone case covered in HUGE spikes. Chic and intimidating.

The agency’s new campaign follows the shocking fact that a mobile phone is stolen every 6 MINUTES in London. ‘The Unsnatchable’ proves that taking a light-hearted approach can help cut through the noise of typical (boring) awareness campaigns.

In today's newsletter:

  • Outrageous phone cases are the answer to London's phone theft problem (check out this absurd—but clever—awareness campaign)

  • How Glossier went from beauty blog to billion dollar brand (here’s how Emily Weiss built a SUPER loyal following)

  • Trend plug - The devil couldn't reach me so he sent....

  • Ask the Editor - How can I start growing my following faster on IG? 

- Charlotte, Editor ♡

Outrageous Phone Cases Are The Answer

Agency JOAN London's 'The Unsnatchable' campaign uses absurd phone case designs to raise awareness about London’s phone theft problem. By suggesting cases with huge metal spikes may prevent theft, this campaign cleverly sparks conversation by making the issue both memorable and shareable.

Did you know that in London, a mobile phone is stolen every 6 minutes?

That’s 250 a day. 90,864 a year.

The theft has become so rampant that people are literally getting their phones snatched right out of their hands.

And it's led many people to buy lanyards and wrist straps to prevent themselves from becoming the next victims.

Now while some brands find inspiration from the beauty of the world around them, others find it in the need to (kind of) solve problems.

JOAN London are the latter.

For the ad agency, the misfortune of Londoners has sparked a clever campaign to bring awareness to the high level of phone theft, and ways to ward off the perpetrators.

'The Unsnatchable' campaign includes a dedicated website as well as a series of creative across social media.

The work takes a light-hearted approach to the anxiety felt by Londoners by introducing thief-proof, or unsnatchable phone cases.

These include the The Original Spike, a case adorned with giant silver spikes, and Flaunt Your Gauntlet, which is a phone case connected to a metal glove you wear over your hand.

Practical? Not particularly.

Chic? Absolutely.

-Sophie, Writer

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How Glossier Went From Beauty Blog to Billion Dollar Brand

Emily Weiss started her blog, Into the Gloss, as a space for beauty enthusiasts to talk about their favourite products. And it was this authentic, community vibe that set the stage for her brand, Glossier, to become an instant success.

Glossier.

It's a brand that feels close, relatable, and small.

But it's not. Not anymore, at least.

While Glossier started as a humble beauty blog in 2010, it was valued at $1.2B in 2019.

So, how did this seemingly small brand grow so big?

Well, before there was Glossier, there was Into the Gloss, a beauty blog launched by Emily Weiss in 2010.

The blog—and later, Glossier—aimed to build an authentic beauty community, a space where beauty enthusiasts could chat about the best and worst products they'd tried.

It was like an online version of sharing the contents of your toiletry bag with friends on a weekend trip—honest, personal, and informative.

The real success of Into the Gloss came from a column called The Top Shelf. Here, beauty and fashion professionals shared their routines and products. It was an extension of the blog’s community vibe, focusing on real insights from real people, not brands.

This approach, along with the online community it fostered, established Into the Gloss as a champion of a no-frills, straight-talking beauty philosophy.

So when Weiss launched Glossier in 2014 with its 'skin first, makeup second' mantra, the brand quickly garnered the trust and loyalty of the large Into the Gloss readership.

-Maggie, Copywriter

Trend Plug - The Devil Couldn’t Reach Me So He Sent…

There is no specific origin of this trend. But when I tell you it has been running my For You Page, IT HAS BEEN RUNNING MY FYP.

With over 30k videos to the sound, and how easy it is to execute, this trend would be silly not to hop on.

TikTokers are using this sound, and OST of 'the devil couldn't reach me so he sent....' while they talk about an inconvenience that has happened in their lives. It can be good, bad or something silly.

How you can jump on this trend:

Simply use this sound and tell us what inconvenience 'the devil' has sent you. Don't forget to use 'the devil couldn't reach me so he...' as the start of your on-screen text.

 A few ideas to get you started:

  • The devil couldn't reach me so he gave me this client

  • The devil couldn't reach me so he gave me an undying obsession for coffee

  • The devil couldn't reach me so he gave me a Gen z intern/employee 

-Abdel, Social Media Coordinator

Ask the Editor

Q - I've been creating Instagram content for my leather shoe brand but really want to see faster growth on the platform. What should I be doing? - Alex

Hey Alex!

If I were you, I'd start experimenting with lots of different types of content on Instagram. So if you've been doing Reels, try posting carousels, too.

If you've been doing stories, branch out into static posts. Try using as many different types of posts as possible to see whether that helps you reach new audiences.

As you try new content styles, pay attention to your analytics to see what was most successful. Remember that posts that get more views don't always become posts that get you more followers. So if your goal is follower growth, figure out what types of posts are working best for that particular metric.

Once you find out what works, do more of that content style, testing and tweaking as you go. At the same time, it's a good idea to keep experimenting with other content types to get maximum reach.

- Charlotte, Editor ♡

For the group chat


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