Ever wondered how ‘sustainable’ all these ‘eco-friendly’ products are?

I mean, do we really think a plastic CamelBak water bottle is good for the environment? And are cage-free chickens actually cage-free?

If you’ve ever asked yourself those questions, you’re not the only one. And now, regulators are starting to ask questions, too.

Even the USDA has just released new industry guidelines urging meat and poultry suppliers to back up any claims on their packaging. Because, you know, words actually mean things.

In today's newsletter:

• Are 'sustainable' products as green as they claim to be? (find out why regulators are putting these products under the microscope right now)

• The NFL kicks off the 2024 season with unity-focussed campaign (PLUS check out how brands are jumping on the hype with NFL campaigns of their own)

• Trend plug - Wait, where’d you go?

• Ask the Editor - How do we bring down our cost of customer acquisition?

- Charlotte, Editor ♡

‘Climate-friendly meat.’

‘Sustainably sourced.’

‘Made from recycled plastic.’

These are labels we see on our products often. But what do these claims actually mean?

Are eco-friendly products truly what they appear to be? Or are marketers merely using buzzwords to sell to the conscious consumer?

I ask myself these questions all the time. And with the vast array of ‘eco-products’ we have to choose from these days, it may be a good thing to query.

Because it turns out, regulators have been wondering the same things.

The concept of being plastic and sustainable has always felt a little like a dichotomy. Any human that lives on Planet Earth knows that plastic is destructive and is one of the world’s most prevalent polluters.

However, that hasn’t stopped the plastic CamelBak bottle from becoming one of the top picks in the ‘emotional support water bottle craze.’

This may be, in part, due to the fact that CamelBak offers a promise to the ecologically conscious buyer. On the front of each bottle is a bright blue sticker with the words, 'Tritan Renew made with 50% recycled material.'

But in reality, the amount of recycled plastic used may be nowhere close.

[Keep reading]

-Sophie, Writer

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The NFL Kicks off the 2024 Season with Unity-Focused Campaign

The NFL season for 2024 has officially (and literally) kicked off.

And I’ll be honest, I don’t know sh*t about American Football except that:

1. It’s vastly different to the other football (AKA 'soccer'), and

2. T-Swift's giant golden retriever bf plays for one of the teams.

However, I do know that with the NFL comes some brilliant creative advertising as brands aim to utilize the excitement of the new season.

I also know that, in a country so divided, football is a great unifier. And this is the theme for the kick-off campaign this season, aptly named, 'This Is Football Country.'

The campaign's debut spot, created by ad agency 72andSunny, features players from around the world, including Japan, Mexico and Brazil. This reflects the league's focus on global growth.

The U.S. footage extends well beyond NFL teams and stars to include high school and women’s flag players, as well as creators.

Last season's kick-off campaign was more comedic. But this work focuses more on empowerment and inclusivity, which are increasingly becoming a touchstone of NFL ads.

The key message emphasises how football brings people together in today’s cultural climate.

And several brands are jumping on the NFL season hype with campaigns of their own.

[Keep reading]

-Sophie, Writer

Trend Plug

With Beetlejuice coming back in theatres, it's only natural that trends come along with it!

Today's trend features this scene from the original movie. In the scene, Beetlejuice says, 'Hope you like Italian,' to the two people he's kidnapped. But the second he turns around, he loses them, then asks, 'Where'd you go?'

People on TikTok are utilising this trend by sharing scenarios where they've lost something, like their vape or phone. Another way people are using this trend is by doing/ stating something that makes someone else walk away.

This can be something like bringing McDonald's home for the 5th night in a row, or only having two pillows when your partner is spending the night.

How to jump on this trend:

This is a super easy POV trend. Just use this sound, lipsync to the line, 'Hope you like Italian. Wait, where'd you go?' and add the onscreen text describing the situation that makes someone (or something) disappear.

A few ideas to get you started:

• To my client: 'Hope you like memes. Wait, where'd you go?'

• Google asking me to do 2FA to sign in everyday

• POV: Me the second I turn away from my intern

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

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Ask the Editor

Q - We've been doing pretty well with our paid ads up until a few months ago, but now we're struggling with the cost of customer acquisition. What's the fix? - Nadine

Hey Nadine!

There are quite a few things you can look at adjusting to improve your ad performance:

• Check out the latest best practices on the platforms you are advertising on. For example, now the most effective practice is to target everyone in your addressable market, as opposed to targeting lots of narrow audiences. You should also be using all key placements rather than just targeting one or two areas.

• If you've been running the same ads for a while, you might be experiencing ad fatigue. Try putting some new formats, visuals, or messaging into the mix. This can boost performance.

• Take a look at your landing page. Is it easy to navigate? Is the copy compelling? Do all your links work? Think about doing some A/B testing to optimise for conversions.

• Review your performance metrics and success rates at each point of the customer journey. If certain placements, times, or audiences are driving costs up, make adjustments as needed.

- Charlotte, Editor ♡

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