Your ATTN Please | Wednesday, 23 July

Wendy’s. Nutter Butter. Duolingo. All brands that have gone viral for being more than a little chaotic.

The problem is that now, whether they’re selling lawn care or public transport, every brand thinks they need to jump on the brain rot bandwagon to stay “relevant.” But unfortunately, “unhinged” isn’t a strategy. And chaos, with no purpose, looks even more desperate than a Millennial using “slay” in their email signoff. So, it’s time to put down the memes and lean into something lasting instead.

- Charlotte Ellis, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

New FB algo demotes unoriginal content, In-store ads really work & It’s time to plan for Xmas

Facebook has announced a new algorithm update which will focus on demoting “unoriginal” content.

And no, unfortunately, I don’t mean creators posting 40 million iterations of the same damn trend with the same damn song and the same damn OST. “Unoriginal” in this context, as per Facebook, is content that “reuses or repurposes another creator’s content repeatedly without crediting them, taking advantage of their creativity and hard work.” 

Apparently, accounts that improperly reuse someone else’s videos, photos or text posts repeatedly will lose access to monetisation abilities. They will also see reduced distribution in other content they share. This, of course, includes AI-generated replicas. The idea is this will help original creators get the credit and attention for their original work.

40.6% of US adults have researched a product or company after encountering an ad for it in-store.

Every time I see an ad for a store, inside the store itself, I kind of get this weird, inception-eque feeling. An ad inside an ad. Like, I’m already here, aren’t I? But apparently, I’m a freak and these things actually convert. Furthermore, three-quarters of US agencies and brand marketers believe in-store ads with a discount, sale, or special offer are the most effective at catching consumers’ attention.

But here’s the tea: that attention often leads to action. 53.9% of US adults say a discount or special offer is the best way to entice them to purchase something they didn’t intend to buy on that shopping trip. And I can confirm this, because if the girl math is mathing, I’m technically saving money, right? Yeah okay, put it in the basket.

If you’re a brick and mortar, Emarketer says: “treat in-store ads as the spark, not the sale. Prioritize QR codes, product demos, or digital signage that drives mobile search or retargeting. To convert attention into action, lead with value.”

Yes, Pinterest has you covered for Christmas. Yes, I'm aware it’s only July.

This is the equivalent of walking into your local department store and being shocked by the Christmas decorations. Except this holiday marketing guide is actually useful. Because if you want to make the most out of your marketing plan in the lead-up to Christmas (a.k.a. the key shopping period), this is the way.

According to Social Media Today, people are shopping earlier, even as early as August, for holiday gifts/ inpso. And we all need to be prepared to capitalise on that. Check out the full guide here.

-Sophie Randell, Writer

DEEP DIVE

Put down the brain rot strategy (do this instead)

I can’t be the only one sick of seeing it. Brands who have absolutely no business being “unhinged” doing the most online. Yawn.

Okay, maybe once upon a TikTok scroll, a big green owl threatened to kill your family if you didn’t do your Spanish lesson. You laughed. You followed. You screenshotted. You thought, “Wow. This brand gets it.”

That, my friends, was the birth of what we now call the Chaos Unhinged Brain Rot™ strategy. (Credit where credit's due, Duolingo, that sh*t worked.)

Then came Nutter Butter with its unhinged existential dread. Then RadioShack. Then Amtrak. Then… well, everyone and their fkn grandmother.

At first, it was clever. Shocking, even. But now? It’s starting to feel like your uncle trying to do the Renegade at Christmas. A little late. A lot cringe.

Here’s the thing: not everyone can pull it off. And not everyone has to, either.

Chaotic brand voice only works when it’s rooted in something real. Duolingo didn’t just post memes for the hell of it. The chaos worked because it was unexpected for an education app. The unhinged humour fit the product’s quirky gamified model.

Nutter Butter had a heritage of being a bit offbeat. Even that one kinda made sense (in a deeply disturbing way).

But Amtrak? Why is the nation’s train service spiralling into absurdist meme culture? I don’t need my travel provider talking like they’ve been locked in a group chat with Gen Z for 72 hours. I need them to be… reliable. On time. Maybe a little boring, even. Just get me to Chicago, dude. Not into a parasocial crisis. I can do that on my own, thank you v much.

Chaos ≠ strategy

“Unhinged” is not a brand strategy. It’s a tone, and a slippery one at that. Without a clear brand purpose behind it, chaos is just noise. Worse… it can feel like desperation.

It’s the social equivalent of yelling “LOOK AT ME” in a crowded room, while wearing a clown wig and Crocs. Someone might glance. But do they trust you? Remember you? Want to buy from you?

Or do they just scroll on and pray for peace?

Saturation = decline

Once every brand starts doing the same thing, the thing stops working. That’s just how the internet and culture go.

• “Chaotic brand voice” used to be disruptive. Now it’s cliché.

• What once felt risky now feels like bandwagoning.

• What once stood out now blends in.

So what should you do instead?

Fear not. There are other ways to be memorable without giving your intern an identity crisis. Let’s break it down:

1. Lean into specificity, not chaos.

Instead of being “weird for weird’s sake,” tap into the specific weirdness of your brand. What’s your unique tone? Your POV? Your edge? E.g. Liquid Death is chaotic, but also laser-focused on anti-corporate, metal-adjacent energy. It owns that space.

2. Be funny with purpose.

Humour works when it’s in service of something. Are you making a point? Subverting an expectation? Exposing a truth? Or are you just posting about shrimp for no reason?

3. Try earnestness. No really.

There’s a growing hunger for sincerity. Not every brand needs to be funny. Sometimes being useful, warm, insightful, or even quiet, is what makes you stand out.

4. Build characters, not chaos.

Don’t just shout into the void. Build a consistent persona. Think: Scrub Daddy’s wildly chipper energy or Ryanair’s sarcastic but reliable sass. Characters give chaos structure.

5. Invest in long-term storytelling.

The brands that last are not just popping off in the comments. They’re telling ongoing stories. Building community. Creating lore. Not just content for the algorithm, but connection.

Guys, the brain rot fatigue is real.

The age of chaos marketing is closing its tab. The culture has moved on. You should too. So instead of trying to outweird the last brand, try being… clear. Cohesive. Consistent. Or, wild idea—just be good at what you do.

And if you're still tempted to hop on the Brain Rot Express, ask yourself one question: Would you trust your therapist/airline/pet food brand to tweet like this?

No? Then maybe it's time to log off. Byeeee.

-Sophie Randell, Writer

TREND PLUG

When you gotta use Face ID mid-breakdown

This sound was born from a viral TikTok by @stepan.misiurka0, who filmed himself sobbing dramatically…

Until the Face ID chime hits and he instantly composes himself. So now that little “ding” from Face ID? It’s become the symbol for putting your mental breakdown on pause... because your phone still needs you to show up. TikTokers are using this sound for situations like:

• When u depressed and your Face ID still needs your face

• When you're depressed but need your Face ID to order Wing Stop

• When you're stressed bc you're broke but love holidays, and need your Face ID to pay for your trip to Ibiza

How you can jump on this trend:

Cry dramatically to the sound. Add on-screen text explaining the stressor. Freeze into your best locked-in expression, timing it with the chime.

A few ideas to get you started:

• When I’m sobbing in bed but have to use Face ID to renew my $3.99 meditation app

• When I’m sobbing over feedback and have to unlock my laptop to edit the doc again

• When I’m crying over my life falling apart but Canva Pro needs me to pay for premium exports

- abdel khalil, brand & marketing executive

FOR THE GROUP CHAT

😲WTF: First capital city to run dry?!
❤How wholesome: i love animals
😊Soooo satisfying: hydraulic press go brrr
🍝What you should make for dinner tonight: Honey butter chicken

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

What are some good ideas to get customers in a retail loyalty program to increase loyalty engagement/points redemption and increase repeat purchase rate? -Roz

Hey Roz!

If you want customers to actually use their loyalty points, you’ve got to make it feel fun and easy for them to do so. You could try sending little reminders that show them how close they are to their next reward, or run “bonus” days where their points are worth double. Another idea is to turn your loyalty program into a game of sorts. For example, you could set simple challenges like "Redeem points this week and unlock a surprise."

Make sure you aren't burying the points info, either! Add reminders in receipts, your app, even on packaging if you can. People forget they have points unless you put them right in front of them.

As for getting customers to come back more often, makes sure to check in the week after they've made a purchase. You could try offering extra rewards or limited-time offers to create a bit of urgency. This could include things like early access to something new or surprise perks. Since they have recently engaged with your brand, it's the perfect time to make that connection with them even deeper.

- Charlotte Ellis, Editor ♡

PSST…PASS IT ON