That’s not what you want to hear from your audience, is it?

Unfortunately for Apple, that’s the message they’re hearing right now.

Their new ad, “Crush,” tapped into a particularly sore spot for their audience. And now the brand is paying for it.

In today's newsletter:

• Apple offends creatives everywhere (and the valuable lesson in their big blunder)

• How Martha Stewart stays relevant at 82 (and what you can learn from her success)

• Trend plug - The Rock, Paper, Scissors Food Challenge

• Am I annoying my audience? (here’s why I don’t think you are)

- Charlotte, Editor ♡

The biggest marketing mistake you can make? Pissing off your target audience.

It’s no secret that Apple products and creative professionals go hand in hand.

But last week, the company released an ad for its new iPad Pro that seems to have rubbed creatives up the wrong way. Hugh Grant even called it a “destruction of the human experience.” Wow.

So what's got creatives so upset?

In an attempt to showcase the M4-powered iPad Pro, described as its thinnest product to date, Apple released “Crush!” This commercial showed a myriad of creative tools, including a piano, paint cans, a record player, an arcade game, and cameras, being crushed under a giant hydraulic press.

At the end, only the iPad Pro remains.

Now, don’t get me wrong, this ad is stunning. Taking the popularity of hydraulic press videos on TikTok and Apple-fying it is genius. Seeing tubs of paint exploding and sending colours streaming down the other objects as they’re crushed is chefs kiss.

So what went wrong?

[Keep reading]

-Sophie, Pop Culture Queen

How Martha Stewart Stays Relevant at 82

Martha Stewart is my Mother Teresa.

I’m so serious.

If you want to know a thing or two about business, marketing, personal branding or staying relevant for 40 fkn years, take a look at basically anything she’s ever done.

The 82-year-old icon started as a model and later became a stockbroker on Wall Street. She became one of the most famous celebrity chefs in the business. Founded a media empire. Was America's first self-made female billionaire.

She’s been to PRISON. She’s friends with Snoop-Dogg. Last year, she returned to modelling for Sports Illustrated Magazine as the oldest person to ever grace its cover.

And she does not appear to be slowing down. Recently, Martha has been the face of some quality campaigns, proving just how strong her personal brand still is.

So, how does one stay relevant, successful, and fabulous for four whole decades?

[Keep reading]

-Sophie, Pop Culture Queen

Trend Plug - The Rock, Paper, Scissors Food Challenge

Remember the dinner date challenge that went viral last year?

In that trend, couples played rock, paper, scissors to decide who picked the entrée, main, and dessert on their date.

Now the trend's making a comeback, except creators have upped the ante.

This time, it's the rock, paper, scissors, shoot food challenge. 

Here's how it works: TikTokers and their friends order food from their favourite fast food spots. Then they set up the camera outside where there’s enough room to run a short distance.

And not only does the winner of rock paper, scissors get to eat the food. The loser has to run a lap and make it back for the next round.

Here are some ideas if you want to give it a try:

• Just do the classic challenge as is—funny moments are inevitable (like this)

• Add another element of the run by adding stairs to the mix (like this)

• Make a sped-up version to add an extra sprinkle of humour (like this)

-Abdel, Social media coordinator

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.

Ask the Editor

Q - I want to start posting on LinkedIn more often but I don't want to annoy people. How much is too much? - Camille

Hey Camille,

I know it can feel like everyone's "looking at you" when you post on socials. But honestly, you would have to post way more than you think to actually start annoying people.

Each person in your audience will only see a small fraction of the posts you put out, if that. And, a lot of the time, they will scroll past unless they're really interested!

The more you post, the faster you'll grow your audience. So there's no need to worry about annoying people! They can unfollow you if they really want to (but I bet they won't)!

- Charlotte, Editor ♡