Grimace is the NY Mets’ lucky charm.

After throwing the 1st pitch at a recent game, the team’s been on a winning streak.

While that’s great for Mets fans, what we’re interested in is the power of nostalgia to create a viral moment.

In today's newsletter:

• Grimace is The Mets’ New Hero (here’s why their marketing stunt pulled them out of their slump)

• How Venmo made splitting the bill fun (plus how they use FOMO to get more people to sign up for the app)

• Trend plug - Zoom out surprise

• Ask the Editor - How do I start a newsletter from scratch?

- Charlotte, Editor ♡

The New York Mets are on a winning streak. And apparently, it’s not because of the players.

While most sports teams have a lucky shirt or socks, The Mets' lucky charm is soft, purple and has the ultimate dad bod. If you grew up in the 90s you will already know who I’m talking about.

That’s right.

None other than the second tier McDonald's mascot, Grimace, showed up on June 12th to throw the first pitch before the Mets' game against the Miami Marlins.

And they haven’t lost a single game since.

That’s 7 wins in a row since last Wednesday, thanks to what they’ve now dubbed 'the Grimace effect.' This streak has pulled the team out of a major slump ESPN called an 'ugly start to the season.'

You can’t make this sh*t up.

The marketing stunt has garnered attention from major media outlets such as the New York Post and Forbes. Not to mention the team’s broadcast network, SNY.

[Keep reading]

-Sophie, Writer

How Venmo Made Splitting the Bill Fun

Does anybody want to Venmo me $10,000 for enduring the horrors of being the sleepiest girl alive and somehow having a career?

Anybody? No? Not even my gorgeous beautiful sexy daily readers?

Fine.

If you don’t know what Venmo is, it’s probably because you’re one of our New Zealand subscribers. And we have fk all here.

If you have heard of it and you’re from here, it’s because it’s become a cultural sensation. But how the hell did a fintech app make its way into popular culture?

Well, Venmo made payments fun.

Which is crazy to me. Every time I spend money, I literally watch another hair on my head turn grey. It’s also crazy because fintech is notoriously unfun.

Venmo managed to do the impossible with a clever insight and epic targeting, transforming the way engaged with money.

Like all good apps, it started as a pain point.

[Keep reading]

-Sophie, Writer

Trend Plug - Zoom Out Surprise

Zoom your way out…a surprise is waiting for you.

It's unclear where today's trend originated, but it has amassed over 23k videos in the span of a month.

Tiktokers are using this trend to surprise their audiences by asking the viewer to zoom out to see something unexpected, from silly animal pics, to hidden messages.

How do to this trend:

1) Import a video: Record or use a 10-second video with a plain white background.

2) Remove the background: Use the 'Remove BG' feature to create a plain white canvas.

3) Add Emojis: Add emojis to the video, leaving the center blank.

4) Add Hidden Sticker & Text

• Add a hidden sticker from the 'Sticker' section.

• Add a line of text below the sticker or anywhere around it.

• Adjust the timeline to fit the video length.

• Include a line like "Zoom out for the surprise" above the hidden message.

5) Upload: Post the video on TikTok and add a "Reaction Sticker" to cover your hidden message.

If this is a little confusing there are several video tutorials available on TikTok!

Some ideas for your surprise reveal:

• Subscribe to our newsletter

• Tell my boss to give me a raise

• Insert a silly photo of you and/or your boss

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to the YAP podcast Tuesday - Saturday, where we break down everything that’s happening in marketing right now so you’re always in the know.

Watch the podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I'm thinking about starting a newsletter for my interior decorating business. What advice do you have for me? - Jill

Hey Jill!

Here are a few things I've learned since starting up YAP this year. First, choose an email platform that's easy to use. Putting together a newsletter is hard enough without having to learn to use a complicated platform. We use beehiiv, and I've found it really easy to figure out.

Second, if you have no email list at all, you'll need a way to get people to sign up for your newsletter. This may mean hosting a giveaway or giving away a free resource for people who sign up.

Third, don't spend too long in the planning phase. The purpose of your first several newsletters is to figure out your style and what you want to say. So once you have a general plan, just go for it. Then make tweaks as you go along. Good luck!

- Charlotte, Editor ♡

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