What’s the secret to not going extinct?

Evolving.

And if you’re a brand, that’s exactly what you have to be willing to do. Today, you’ll find out how the Barbie brand has evolved over the last 65 years to avoid becoming obsolete.

In today's newsletter:

• Time to get your Mother’s Day marketing sorted (before it’s too late!)

• It’s Barbie’s world. We’re just living in it. (how Barbie’s stayed the “it” girl of dolls all this time)

• Trend Plug - “I’m your dream girl’s dream girl” (here’s how to use this trending audio)

• I’m a LinkedIn newbie. Help! (check out my top tips for getting started)

- Charlotte, Editor ♡

Mother’s Day is fast approaching. You have less than two weeks to sort your sh*t out if you haven’t already.

For some businesses, Mother’s Day can act as a huge sales boost. Of course, it’s natural for businesses such as confectionary or flower shops, but what about the rest of us?

Some stats to get you thinking…

• Experience gifts were trending in 2023

• Personalised gifts are getting more popular, with 26% of consumers interested in gifts that can be personalised

• 57% of consumers agree that gift sets are a good value for money in regard to Mother’s Day gifts

Think about what your business can offer outside of the regular-degular. What is usually marketed as “for Mom” and what Mom really wants are quite often two different things. Understanding her mindset is a hugely important, and often missed aspect to crafting your campaign.

[Keep reading]

-Sophie, Pop Culture Queen

It’s Barbie’s World. We’re Just Living in it.

Pink. Plastic. Glamour. All these words can be used to describe a name we all know well... Barbie.

Now, what kind of sorcery can keep a doll relevant for 65 years?

Well actually, it’s not sorcery at all. It’s Barbie’s well-planned branding and marketing strategies that have kept her the star of the show since our grandparents were kids.

What did they do to sustain their popularity?

Barbie evolved. As Mattel adjusted to the times, Barbie embraced a diverse range of races and body types. Barbie also had heaps of career options. From being a corporate baddie to an astronaut, she showed us girlies that we can do it all.   

[Keep reading]

- Visha, Intern

Trend Plug

Today’s trend is all about mindfulness. But it aint all kombucha and yoga pants.

The original Be Mindful video that started this trend was about how women should act (or not act) when they get invited into somebody’s section in the club. Due to its misogynistic undertones, TikTok thought it was ridiculous, so creators have taken it upon themselves to make their own satirical versions.

The lyrics are NSFW, so you can find them here.

Using the caption: “Be mindful of why you XYZ” and adding a scenario alluding to the fact that you should be grateful for it. The song is used as a transition to show how you shouldn’t act, and then how you should, marked with a big red X, and then a green tick.

Examples:

•  “be mindful of why you were adopted” - someoones cat acting up/ being cuddly.

•  “Be mindful of why you are a boyfriend” – Him gaming/ curling her hair, folding laundry.

You get  the gist.

- Charlotte, Editor ♡

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Today’s Creator Spotlight 👉 Word On The Street by JP Robertson

[on YouTube] [on Instagram] [on TikTok]

Check out which of their videos are going viral RIGHT NOW 👇

Asking People What They Do For A Living - Truck Driver

Travel Content

Ask the Editor

Q - Ok you guys have convinced me I should be on LinkedIn. But I have no idea where to start. Help! -Kyle

Hey Kyle!

I'm so happy to hear you're going to get on LinkedIn. It's such a valuable tool! Here are a few things you can do as you get started.

1- Connect with people! Find the people you know first. You can also find people to follow by searching for job titles in the search box.

2- As you follow and connect with people, start conversations! Comment on their posts, ask questions, and share your thoughts.

3- Start posting! Talk about what you're learning right now. Share stories about your career journey. Post about mentors you've had, books you've read, or podcasts you've found interesting. Don't overthink it.

4- Repeat! As time goes on, you'll figure out what you want to post about, and then you can refine your strategy. But in the meantime, just get started and see where it takes you.

- Charlotte, Editor ♡