Xtina knows what a girl wants.

And that’s more open conversations about sexual wellness.

Which is why, as part of her brand’s new campaign, she’s created a hotline for that purpose.

In today's newsletter:

• Xtina launches intimacy hotline (and her brand’s not the only one joining the sexual revolution)

• From Kiwi dad to 2 million followers--Louis Davis' success story (plus what makes his content so incredibly heart-warming)

• Trend plug - I heard a thing or 2

• Ask the Editor - How do I compete with direct suppliers?

- Charlotte, Editor ♡

Look away pearl-clutchers, this story may not be for you.

In 2023, Christina Aguilera joined as co-founder and chief brand advisor to Playground. A sexual wellness brand, Playground's focused on stripping away stigma and starting the conversations many of us are too afraid to have.

Last week, as an extension of Playground, Xtina launched a hotline to encourage open conversations around sexual wellness.

The hotline comes alongside the launch of one of the brand's new intimate lubricant products named ‘Pillow Talk.’ (missed opportunity to use Genie In a Bottle, but hey, what do I know.)

Xtina calls this campaign 'Inspiring,' and one that 'encompasses everything [she] has always believed in about sex and sexual health.'

'This campaign speaks directly to women, encouraging better conversations,' said Aguilera.

But it's not just about having those conversations. 1% of net revenue goes to non-profits like the Center for Intimacy Justice.

[Keep reading]

-Sophie, Writer

From Kiwi Dad to 2 Mil Followers—Louis Davis’ Success Story

Do what you love, and you’ll never work a day in your life.

Usually because that field isn’t hiring.

However, that’s not the case for creator Louis Davis, who has a passion for two things:

1. Being a dad

2. Making videos.

And they’re the two things he does best, every day of his life. Our founder, Stanley, sat down with Louis to hear how these passions became a six-figure business.

From a university assignment that fuelled his creative fire to TikTok fame, Louis is a one-of-a-kind creator. His heart-warming content circles around whānau (family) and fatherhood as a Māori man, smashing stereotypes along the way.

So how did Louis Davis turn his 2 passions into a 6-figure business?

[Keep reading]

-Sophie, Writer

Trend Plug - I Heard a Thing or 2

Do you know a thing or two? Then this is your time to shine!

Today's trend comes from Watcher's YouTube series Pretty Historic, where Shane Madej pops up behind the curtain excited to spill their knowledge about Marie Antoinette.

Now, creators are using the trending sound to talk about something they love talking about. From Star Wars to One Direction, the topic options are limitless.

How to jump on this trend:

Using this sound, film yourself popping up from behind a door or curtain as if you overheard a conversation. Then lip sync, 'Are you talking about Marie Antoinette? I heard a thing or two about her, is this seat taken?'

Then sit down, getting nice and comfy, like you're ready to spill everything you know.

 A few onscreen text ideas to get you started:

• 'Me when I hear my coworker mention something that's going to keep us both off task for the next 30 minutes'

• 'Me when I hear my intern trying to figure out how to schedule content'

• 'Me when someone mentions colour-coded calendars'

-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 - How do I compete with direct suppliers who are offering a similar product to me, only way cheaper? -Neil

Hey Neil!

The only way to differentiate yourself in the market is to focus on building your brand. Especially if you're in a crowded industry, it's going to be pretty tough to convince people your product's the best out there. The only way to be different is to figure out what the core message, or single-minded proposition, of your brand is.

This needs to be something others can get behind. So maybe it's something like you exist to challenge the status quo or fight complacency. Then your marketing and content should centre around this, not just talking about how great your product is. If you do this right, your audience will be willing to pay more to buy from you because they believe in your brand.

- Charlotte, Editor ♡

p.s. If you're reading this and your brand doesn’t know what your core message is, our cohort program is set up to help you figure that out. Registrations for our August intake are open now. Learn more.

Was this email forwarded to you? Sign up here.

Heard about a cool case study we should feature? Hit reply and tell us about it!

Got a question about social media strategy OR marketing? Reply to get it answered in an upcoming newsletter.