In a world where we rely so much on tech, what could go wrong?

Oh, wait…

If the last 24 hours are any indication, we have reason to be wary about how much we depend on tech. Etsy’s new campaign addresses that concern and reminds us that there are some things only humans can do.

In today's newsletter:

• Etsy opposes e-comm giants with human-centred campaign (here’s how they’re fighting against the AI takeover)

• Market like a Rockstar (game) (what we can learn from the way Rockstar Games has created hype around Grand Theft Auto VI’s release)

• Trend plug - Woo! 44! That’s me!

• Ask the Editor - As a creator, how do I get my first brand deal?

- 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, registrations for our August intake are now open! Learn more.

So apparently there’s a thing called AI Anxiety.

Because we totally need something else to be anxious over, right?

Of course, with new technology comes concerns over what we want our future to look like.

Some people find AI fascinating and full of opportunity. Others feel fatalistic. What problems could AI cause for society? What does it mean for our jobs?

Anxiety is a natural response to fear and uncertainty.

It’s what’s helped humans survive through the ages, keeping us on high alert for danger. You know, the whole 'tiger in the bushes' thing.

But when anxiety turns to despair, it can impact our ability to process uncertainty and tackle the questions that AI poses.

Recent research by Calm shows that nearly 1 in 3 adults (29%) are feeling anxious about AI, and 18% characterized their feelings as dread. And even those optimistic (31%) still reported they felt uneasy about a future defined by AI.

Etsy has decided to tackle that fear head-on with their new campaign.

[Keep reading]

-Sophie, Writer

Market Like a Rockstar (Game)

On the 17th of September 2013, Rockstar Games dropped Grand Theft Auto V.

If you were, like me, a teenager at this time, chances are you’ve been awaiting the drop of GTA VI for the last 11 years. We long for a new hit of open-world adventure mixed with unhinged criminal behaviour wrapped in a brilliant, immersive story.

The game's appeal is largely due to Rockstar Games’ uncanny ability to hype the living sh*t out of its games.

So much so, that breaking records is a given for the brand.

GTA V broke seven world records upon its release in 2013. Rockstar sold 11.21 million units and netted $815.7 million in revenue in the first 24 hours. They went on to reach $1B in sales after just three days on the market.

The game smashed through records for best-selling action-adventure video game over 24 hours. Best-selling video game in 24 hours. Fastest entertainment property to gross $1B. Fastest video game to gross $1B. Highest grossing video game in 24 hours. AND most viewed trailer for an action-adventure video game, according to Guinness.

That’s a testament to Rockstar, a game developer like no other.

[Keep reading]

-Sophie, Writer

Trend Plug - Woo! 44! That’s me!

This trend comes from an old Geico commercial.

In the ad, some guy is waiting for his food number to be called from the deli counter. When it's finally called out, he screams in excitement and does a little dancey-dance.

Tiktokers are using this sound for many different scenarios, like, 'when my name is called out at graduation,' or 'you're tall, your bf must be tall too'. The main theme is the enthusiasm.

How to jump on this trend: 

Use this sound and come up with OST (on-screen text) for however you decide to use the sound. Then lipsync the words and do a little dancey-dance.

A few ideas to get you started:

• Me when I hear my boss talking about his 'annoying Gen-Z employee'

• My client replying to my message at 1pm. Me who sent the text 6 hours ago (similar to this)

• Client needs 1000 views on a video. Me who got 1004 views (similar to this)

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - I've built up my audience on Instagram and have been wanting to work with some local brands. How should I approach them? - Veera

Hey Veera!

When working with smaller, local brands, authenticity is key. Your audience isn’t stupid, so they’ll know if you don’t truly believe in the product you’re pushing.

So find a brand you love, get in touch and express your admiration, and see what happens. You’ll be surprised how far flattery gets you, even more so when it’s sincere.

Don’t be afraid to do a bit of guerrilla marketing to get yourself out there too. You could even find a local brand you’d like to work with and send them a big box of chocolates and a card. You never know what could come out of it.

Also, think of brand promos like a snowball. The more you do, the more traction you’ll get. You’ll find your groove with promotional posts and start to be noticed by other brands. Also… if a brand doesn’t respond, make an ad for them anyway! It may be just the thing that gets their attention.

- Charlotte, Editor ♡

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