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Marketing gold, or pure sorcery?

With a rise to fame as unprecedented as Sabrina Carpenter’s, it’s a valid question.

However, no hocus-pocus is involved here (that we know of). Amidst scandal, rumours and a highly competitive market, the pop star managed to dominate majority of 2024. How? Some seriously good marketing (brands—take notes)!

In today's newsletter:

• The makings of a multidimensional pop star (AKA Sabrina’s marketing playbook)

• What’s a brands best friend? (its enemy, of course!)

• Trend plug - Is anybody worried about waking up?

• Ask the Editor - How do I build relationships with my new clients?

- Charlotte, Editor ♡

I feel like 2024 is split into two.

Pre-Sabrina Carpenter, and post.

The tiny superstar appeared out of nowhere – bright blue eyes and go-go boots to the ceiling.

And since the release of her viral hit 'Espresso,' there has been no escaping the blonde bombshell that dominates our feeds, charts, heads - rent-free, mind you.

This unprecedented surge in popularity was not by chance.

No, this can almost wholly be attributed to a marketing mastermind. Or more like sorceress – seeing as we’re all under Sabrina's spell, and it doesn’t appear to be easing up any time soon.

I’ll be honest – I don’t often indulge in pop.

And I know that sounds – 'I’m not like other girls, I’m better' type beat.

But I promise that’s not the case. Unfortunately, the inner emo within has me in a death grip and has yet to let go.

However, I was humbly reminded that I am indeed just a girl when Sabrina’s 'Please Please Please' came out, amid a certain heartbreak. And, next thing I knew, I was singing it in the shower – see? Sorcery.

So how exactly did Sabrina Carpenter use marketing to embed herself into mainstream culture so quickly?

[Keep reading]

-Sophie, Writer

2025 Prediction: A Surge of Self-Serve CTV Buyers

Roku predicts that 2025 will be a breakthrough year for self-serve CTV advertising. Roku Ads Manager makes it easy to integrate CTV into your 2025 marketing mix. Easily segment your target audience, optimize campaigns in real-time, and drive conversions with interactive ad formats and shoppable ads with a Shopify integration. Roku Ads Manager makes CTV advertising accessible and impactful for businesses of any size.

Discover CTV performance on Roku

Why Your Brand Needs an Enemy

Brands, much like people, are defined not only by what they stand for, but what they stand against.

Obviously, both perspectives play a crucial role in shaping identity.

And while many businesses focus purely on promoting their core values, exploring what your brand opposes has huge value.

And no, this isn’t about stirring up hostility or creating unnecessary conflict.

It’s about identifying something tangible for your business and your audience to get behind. A shared, relatable belief or problem that runs counter to your brand’s values.

For example, Red Bull is about challenging boredom and mediocrity.

Disney? It stands against the idea of growing up.

Airbnb pushes back on the idea of mass tourist experiences.

Nike opposes apathy.

As you well know, successful brands don’t just sell products; they sell a way of life that connects deeply with their punters.

And having a shared foe is a super smart way to do just that and unite those punters in the process. It gives them something to give a f**k about.

[Keep reading]

-Nathan, Head of Strategy

Trend Plug - Is Anybody Worried About Waking Up?

A TikToker who’s popularity is largely due to her stitching other people’s videos, is having her 15 seconds, and one of her own videos has now been turned into a trending sound.

In the video, a concerned @cattreloaded says, ‘NO, because it's getting outta hand now. Is anybody worried about their health? Is anybody worried about waking up the next motherf#&king morning?’ after she reacted to the monstrosity that is ‘Candied Chipotle.’

TikTokers have turned this into a sound where they talk about unhealthy habits they or other people indulge in. This could be with their diet, working too hard, or any situation that people are doing in an unhealthy manner.

For example, ‘when i see someone post that they work two jobs and are a full time college student’ and ‘she had a stroke and is talking about our nursing exam tomorrow.’ 

How you can jump on this trend:

Simply, use this sound, and either lip-sync it, or use it as a back track as if someone is telling you off while you're ‘being unhealthy’ (like this). 

A few ideas to get you started:

• When the clock hits 5:01 and I start wondering if anyone knows what work-life balance really is

• My work bestie watching me walk in with my 4th coffee today

• Me when the client is giving me more and more AND MORE work to do

-Carter, Intern

Ask the Editor

Q - I've been hired as an account executive and want to know how to start building relationships with my new clients. What advice do you have for me? - Kelvin

Hey Kelvin!

Here are two things to think about. First, you need to work on getting to know your clients as humans rather than just as clients. This means figuring out what they like and don't like. What they care about. What their coffee order is. What they do on the weekends.

Before they can trust you, they need to understand that you actually care about them. So you have to put in the work to build a solid relationship, and this is going to take time.

Another tip to winning over your clients is to overdeliver whenever you can. This might mean getting something to them a day early. Or maybe it means delivering 10 pieces of content when the contract says you only need to do 6. Overdelivering shows them you really want them to succeed rather than just doing the bare minimum.

- Charlotte, Editor ♡

For the group chat

😲WTF: HUMANOID ROBOTS ARE REAL
❤How wholesome: brb crying in the club 🫠 
🎧Soooo tingly: Million Dollar ASMR 💸 
🍝What you should make for dinner tonight: CHEESY CHIPOTLE STEAK TACOS  

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