Big news for my former emo kids.

Our beloved staple shoe, the Converse XXHi, has made a comeback.

And we have TikTok to thank, reminding us of the power consumers wield when using social media.

In today's newsletter:

• Converse shows us how effective nostalgia marketing is (particularly with millennials!)

• Does your brand need a bit of nip-tuck? (find out what level of rebrand you need)

• Trend plug - My favourite animal

• Ask the Editor - Posting my pet collars isn’t getting engagement :L

- 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, we’ve just opened registrations for our August intake! Learn more.

As a former emo kid, I have huge news.

Converse has relaunched their Knee-High Chuck Taylor.

This is not a drill. I’m about to put on BMTH, the blackest eye liner I can find, and as Avril Lavigne once non-ironically said, 'Rock owt.'

These shoes were once a huge trendsetter. But as the pop-punk phase faded out of sight like my red hair in summer 2010, so did the iconic kicks. They were eventually discontinued.

Until 2021, when some Elder Emos on TikTok began to reminisce about the nostalgic style of our youth. This became a consistent theme for the next 3 years, with users begging for Converse to bring the long-laced shoes back.

And, well, I guess we wore them down…

[Keep reading]

-Sophie, Writer

Keys to a Successful Brand Glow Up

We love when an old dusty brand has a glow up.

It’s nothing to be afraid of. Some of the biggest brands out there have rebranded into newer, sexier versions of themselves.

And if you want your brand to stay relevant, you gotta get a bit of that nip-tuck.

But it’s not just what’s on the outside that makes you beautiful.

It’s what’s on the inside, too.

The same goes for rebranding. The aesthetic changes are super important, signifying your brand's new era.

But it runs deeper than that.

A rebrand carries through from storefront (digital or irl) to the outside world. Logo redesign and packaging are one thing. Store remodels and brand messaging, advertising and tone are a whole other.

[Keep reading]

-Sophie, Writer

Trend Plug - My favourite animal is me when I’m writing Trend Plug.

We can't decipher where this trend originated from.

But with thousands of videos surrounding the trend, and some having millions of likes, it would be silly not to participate.

Tiktokers are using it in many different ways to share their triggers and frustrations which turn them into frantic animals. While using the on-screen text ‘My favourite animal is me when....’ Tiktokers are pairing this trend with the song 'Work' by Iggy Azalea.

But the song is not a must. So if it doesn’t fit your brand/image, you could pretty much use any sound you like.

How you can use this trend:

To execute this trend is fairly easy. Whether you decide to play a video of your ‘animal moment’ or use a still photo - it does not matter. All you have to do is make sure you have your on-screen text, ‘My favourite animal is me when...’

A few ideas to get you started:

• My favourite animal is me when my phone dies on me

• My favourite animal is me when a client is dismissing my intern

• My favourite animal is me when I'm 5 minutes late to the meeting

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - I've been posting a lot of Instagram Reels about the custom pet collars I make but I'm not getting much engagement. How do I get more people to follow me? - Amber

Hey Amber!

If you're only posting about your product, it's no surprise people aren't engaging that much. Unless they're in the market to buy a pet collar right now, they have no reason to watch your Reels.

Instead, start making content that your target market (pet owners) want to watch. So maybe that's cute videos of your pets. Or maybe it's relatable scenarios related to owning a pet. You can still show off your products by having them in your videos, but don't make the content about them.

Then people will actually have a reason to follow you! That's how you'll build an audience.

- Charlotte, Editor ♡

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