When you think of Pride Month…

You probably don’t think of the word “quiet.”

But this year, we’re hearing a whole lot of crickets. Especially when it comes to brands getting involved.

In today's newsletter:

• Why’s Pride Month so quiet this year? (plus ways your brand can engage in a way that’s authentic to you)

• Dollar Shave Club: $1B in 4 years (find out exactly how they disrupted the razor industry)

• Trend plug - Birds of a feather (this one is so versatile, anyone can try it!)

• I’m running out of topics to write about on LinkedIn (here’s why you don’t need to come up with more topics…)

- Charlotte, Editor ♡

Happy Pride Month to the gays, theys, and everyone in between ♡

We’re coming to the end of week one. But brands seem to be a whole lot quieter this year. This is in stark contrast to the way brands usually clamour for press conferences, in person activations, merch partnerships and extensive campaigns.

So what’s up with the crickets?

Last month, journalists at SXSW reported a noticeable difference at the Texas-based festival. Discussions around LGBTQ+ inclusiveness were practically non-existent. Panels dedicated to the community had dropped by a third.

Shortly after, Target announced it would be scaling back its Pride Month products this year. They've gone from over 2,000 items to only 75, despite offering collections for over a decade.

It seems the backlash from the ever-intensifying culture clashes in the US are having a resounding effect. 

Despite that, some brands continue to fight the good fight.

[Keep reading]

-Sophie, Copywriter

Dollar Shave Club: $1B in 4 Years

What business does a razor company have being this good at marketing?

When we think of traditional advertising for razor blades, we think of some montage of a dude, doing Manly Activity ™. Cut to a close-up of him shaving in the mirror, with little to no context of how the two activities relate to one another. Aside from Manliness ™ (of course).

Dollar Shave Club did the total opposite.

Which is how they positioned themselves as shaving's next best thing. And their success story is one for the books.

Dollar Shave Club burst onto the scene in 2011 after founder Michael Dubin was fed up with paying too much for razors every month. The product was simple: offer wallet friendly razors in a subscription-based model. Nothing fancy or over the top. No bespoke branding or influencer campaign.

All they had was a great product and $4500.

And it was enough to take Dollar Shave Club from unknown to iconic and send shockwaves through the industry.

[Keep reading]

-Sophie, Copywriter

Trend Plug - Birds of a Feather

The 'Birds of a feather’ trend is taking flight.

Like what I did there?

Today's trend stems from Billie Eilish's song ‘BIRDS OF A FEATHER’ from her album Hit Me Hard and Soft.

Some folks are using the trend to highlight camaraderie with bts footage. Others are showcasing their latest products. And some are just using it as background music to an unrelated video.

How you can jump on this trend

It's a hot song right now, so almost anything works. Lip sync the lyrics and add onscreen text about any feelings or opinion you might have. Or just play in the background while you're doing your regular everyday activities. Carousels are also a great option for this trend.

A few ideas to get you started:

• Make a montage of you and your team collaborating on a project

• Record and post clips of a networking event you just went to

• Use a photo carousel to show off a project before-and-after

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I've been posting more on my LinkedIn but I always struggle with new topics to talk about. Help! -Karen

Hey Karen!

Thinking you need to keep coming up with new topics to talk about is a MYTH! We worry our audience will get bored, but that's pretty unlikely. Your followers aren't going to see every post you make. And if you have new followers, they won't have seen much of your content yet.

Your audience follows you because they care about the things you talk about. So bringing in too many different topics can alienate them.

Sure, you should approach your core topics from various angles. But don't be afraid to repeat your message. After all, don't you want to be known for something?

- Charlotte, Editor ♡