It’s 2024. And brands are playing it safe.

At least, that’s what the data seems to be saying.

Many marketers made grand statements about their commitment to diversity a few years ago. But now, it seems brands aren’t quite as keen.

In today's newsletter:

• Marketing is…bored of diversity? (why many brands are walking back their commitment to diversity & inclusion)

• Red Bull’s ‘Stratos’ jump gets (nearly) 1 billion views (find out how to get attention for your brand—without falling from space)

• Trend plug - ✨Let’s dance✨

• How to connect with a niche audience (it comes down to 1 thing…)

- Charlotte, Editor ♡

Why is the advertising industry experiencing major pullbacks, slowing progress on diversity and equity?

I’ve noticed this theme popping up over the last few weeks of industry research.

Rewind to 2020. George Floyd was murdered. A global outrage ensued. A social justice movement began. And this changed the way businesses operated. As a part of this movement, advertising professionals made commitments to improve diversity in the industry.

Roll forward four years, and companies appear to be pulling back on the promises they once made.

Is this a result of 'Diversity Fatigue?' Or is it indicative of a larger cultural shift within the industry?

Well, DEI-related hiring has slowed, particularly in the U.S.

In 2021, there were 500 DEI-related job postings for every one million postings on Indeed. This January, there were only 272.

And, according to J.P Gownder, an analyst at the market research firm Forrester, that's a problem.

[Keep reading]

-Sophie, Copywriter

Red Bull’s ‘Stratos’ Jump Gets (nearly) 1 Billion Views

Would you jump from a helium balloon in the earth’s stratosphere, if it meant global recognition for your brand?

As made up as that sounds, Red Bull did exactly that 12 years ago. And I believe it speaks volumes about the company’s ability to build brand awareness.

Turns out, Red Bull does give you wings.

(Sorry I had to.)

At least, that’s what Austrian daredevil Felix Baumgartner would tell you. Since he did, you know, fall from space for the brand for their 'Stratos' campaign.

'Stratos' was an awe-inspiring and record-breaking campaign that took place on October 14, 2012. And this was no conventional marketing ploy. Nor was it an unconventional marketing ploy.

This was something else entirely. Something I don’t feel we’ve seen in marketing since.

The campaign aimed to surpass records by orchestrating the highest altitude jump ever attempted. The mission entailed having Baumgartner float up 120,000 feet in a pressurized capsule, then jumping.

[Keep reading]

-Sophie, Copywriter

Trend Plug - ✨Let’s Dance✨

When things go your way, you can't help but dance!

Ok, maybe you can help it. But, right now, TikTokers are finding just about any excuse to dance to this trending sound.

The clip comes from from the song 'Don’t understand' by Snowblind and n3wd. And creators are pairing it with onscreen text describing their win, big or small.

How to use this trend:

Use the trending audio with a clip of you celebrating something. Make sure to mouth the words, 'Come here, let's dance,' to really drive it home!

 Some ideas to get you started:

• Use the onscreen text, 'POV: Your posts finally get traction'

• Force someone in the office to dance with you against their will

• Celebrate your client having no revisions (like this)

-Abdel, Social Media Coordinator

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Ask the Editor

Q - What are your tips for connecting with a really niche audience? - Beth

Hi Beth!

Here’s my biggest tip for you: You need to totally immerse yourself in the community for your niche. Because the only way you’ll understand how you can best connect with your audience is to be in the weeds with them.

So use your socials to engage with your audience as much as you possibly can. Figure out what they care about, what problems they have, and what you can do to address them.

Creating authentic relationships with your audience will make it so much more likely that they’ll buy from you. Because they’ll get that you share their values and care about the same things they do.

- Charlotte, Editor ♡