The star of Ring doorbell’s latest campaign?

Drew Barrymore’s dog.

But the real magic comes down to how they’re using UGC to build their brand. Looks like it’s time to think about how your brand can tap into the power of UGC, too.

In today's newsletter:

• Drew Barrymore + Ring doorbells = $500k for the ASPCA (check out how Ring is using UGC to raise $$ for the ASPCA)

• How Corona made a billboard out of shadows (now that’s how you create a memorable experience for your audience)

• Trend plug - Not my problem (here’s your excuse to dodge your responsibilities today—or at least pretend to)

• Ask the Editor - What content should I create for my new business? (plus what NOT to do)

- Charlotte, Editor ♡

You could be having the worst day of your life.

And then bam, mid-scroll hole, one of those videos pops up of someone’s pet doing something mad cute, dumb, or both, on the home security system.

Depression, cured.

Well, apparently there’s now a whole campaign based around those to make your life one million times better.

AND, it features Drew Barrymore. Double whammy.

From the company that brought you Instagram’s funniest home videos...

Ring, the inventors of the video doorbell, now bring us a heart-warming campaign. And with it, a mission to donate $500,000 to help shelter animals find loving homes.

The ad features Drew Barrymore and her dog, Douglas. It shows them on a date at a fancy restaurant while she explains the campaign and how those with pets can participate. Drew tells her pup that he is ineligible for the competition, since he is a 'nepo puppy.'

So what's the actual campaign?

[Keep reading]

-Sophie, Copywriter

How Corona Made a Billboard Out of Shadows

I fkn love a good out of home campaign.

Do you know what else I love? A good beer.

Do you know who nailed both of these things? Corona.

(Leave me alone hops purists. I am in fact, Just A Girl™)

In 2022, Corona revealed a new billboard placed in Brighton’s seafront. But it was only fully visible for 15 minutes a day.

That’s because the main features of the billboard were created by the evening sunlight between 6.30 and 6.45 pm. During this window, the shadow cast formed a bottle on the yellow board.

The campaign is a great example of integrating purpose with execution to create something unique.

But you could only see the billboard for 15 minutes a day.

What was the point of that???

[Keep reading]

-Sophie, Copywriter

Trend Plug - Not My Problem

We're dodging accountability today with the 'Not my problem' trending sound.

The audio for today's trend comes from Laila!'s On The Radar performance of her latest smash hit 'Not My Problem.'

Some Tiktokers are using this sound to respond to questions or requests they aren't interested in dealing with. Others are using it to show how they're minding their own business rather than getting involved in a messy situation.

How to use this trend

Film yourself lip-syncing the lyrics, 'That's just not my problem,' with a little side to side dancey dance, in response to what the on-screen text is proposing.

A few on-screen text ideas to get you started:

• ‘I have some more feedback for your video’

• ‘We haven't gotten any sales from the campaign’

• ‘This is the 4th coffee you’ve made this morning’

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to the YAP podcast Tuesday - Saturday, where we break down everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I'm starting a new venture. What should I be focusing on in my social content? - Seth

Hey Seth,

I know you're probably wanting to find clients ASAP, so it's tempting to create content with a strong CTA. But, if you're just building your audience, you need to give people a reason to follow you.

Depending on your audience, you need to decide what kind of content to create. Of course, this will depend on the platform(s) you are trying to grow on. You will likely want to focus on educational or entertaining content that's shareable. The purpose is to get attention, build your audience, and get your brand out there.

Once you've got a solid audience, you can begin asking them to do stuff like sign up for your email list or attend a webinar. But if you try to do this too soon, people will very quickly tune you out!

- Charlotte, Editor ♡