Obsidianworks

Welcome to Strat Chat vol. 9! Here are some highlights from our internal newsletter, designed to engage with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Can TikTok's Demure Trend Boost Our Vocabulary?: After posting a playful video encouraging others to be "demure" and "mindful" at work, TikTok creator Jools Lebron went viral, gaining over 33M views with creators now making their own "demure" content. Although fading, the trend successfully brought a seldom-used word into everyday conversation. This approach shows a possible way that social media trends can be a fun and effective tool for boosting the collective's vocabulary! (via AdAge.com) Cheez-It Proves the Power of Proactive Social Listening: After Kordell Beckham mentioned Cheez-It as his dream endorsement on Love Island USA Season 6, Cheez-It jumped on the opportunity and reached out to him post-show resulting in a "Kordeezy Cheezy Couple" bundle, featuring Beckham’s favorite flavors. By acting swiftly on the momentum, Cheez-It created a buzz-worthy moment that solidified their connection to mainstream culture and strengthened their relationship with fans. (via blavity.com) Dove showcases timeless appeal of Its Beauty Bar:   Dove’s "Beauty Never Gets Old" campaign flips ageism by showcasing aging as a symbol of enduring beauty, rather than something to be feared. Since its introduction in 1957, the Beauty Bar has become a household staple, loved by generations. The ad features 10 stylish older women with the text “Dove Beauty Bar user since __,” showing how long they've trusted the product. The campaign reinforces the idea that beauty doesn't fade with time but grows. (via TheDrum.com) TikTok-First Ad Campaigns Are Redefining ROI:  At the Ad Age Small Agency Conference, TikTok's Krystle Watler emphasized that embracing TikTok from the start can lead to significant business results. CeraVe’s Super Bowl success saw a 25% increase in Amazon sales within 24 hours due to its TikTok-driven strategy. She also mentioned Duracell’s viral campaign, featuring Ariana Maddix activating against the "Vanderpump Rules" shows' 3-part reunion and Chevrolet’s successful The Office-inspired TikTok series. (via AdAge.com) Going Viral vs. Engagement:  In today's social media landscape, while going viral can provide a brief boost, building long-term engagement and community is more sustainable. With platforms now prioritizing engagement over follower count, the focus is shifting from chasing viral moments to creating meaningful connections. Quality content that resonates with users and a consistent presence on social media is key to maintaining interest and driving action. Ultimately, brands should prioritize ongoing interaction and community-building over fleeting viral success. (via AdAge.com) (Images sourced via: CBS, TODAY, The Drum, Everpost, Hubspot)

Welcome to Strat Chat vol. 8! Here are some highlights from our internal newsletter where we engage with newsworthy and culture-driven topics. Which topic caught your eye this week? Drop a comment. will.i.am Launches RAiDiO.FYI: Grammy-winning artist Will.i.am recently spoke at Veecon about his passion for music and tech, introducing RAiDIO.FYI, a platform revolutionizing broadcasting with AI. He emphasized how The Black Eyed Peas were early tech adopters and encouraged musicians to explore opportunities in ‘Silicon Valley.’ Noting the changing music industry, he highlighted alternative paths to success beyond entertainment and sports. RAiDIO.FYI personalizes radio experiences with AI, offering news, music, and voices reflecting diverse cultures. (via mensjournal.com) Nearly 40 Black Women Won Olympic Medals For The USA: At the Olympic Games Paris 2024, Black women played a crucial role in Team USA’s success. The USA won 127 medals, with 68 in women’s events and 6 in mixed-gender sports—despite an equal number of male and female competitors. Black women contributed 20% of individual women’s victories, excelling in Track & Field, Gymnastics, Basketball, and Soccer. Simone Biles added four more medals, while Gabby Thomas, Sha’Carri Richardson, and Tara Davis-Woodhall excelled in relays and other events, emphasizing their vital role in Team USA’s dominance. (via essence.com) Athletes and Celebrities stole the show at The Olympic Games Paris 2024: The effectiveness of creator dumps varies depending on the context and while this strategy often resonates well, the Olympic Games Paris 2024 yielded different results. Snoop Dogg emerged as a true star with his humor while Turkish shooter Yusuf Dikec went viral for his nonchalant pose, demonstrating how younger audiences connect strongly to candid content. Meanwhile, Olympic athlete content uniquely complemented the relatability-driven appeal of everyday influencers. These reactions show that tailoring talent strategy to the specific event and audience maximizes impact. (via wired.com) Apple’s New Pop-Up Blocker Is A Warning To Advertisers:  Apple’s Distraction Control feature in Safari lets users hide intrusive website elements, signaling advertisers to enhance user experience. While not a full ad blocker, it targets disruptive formats like autoplay ads. Apple's ongoing commitment to prioritizing user experience over advertiser interests continues, challenging advertisers to adopt less intrusive formats, or risk diminishing their presence in Safari. ( via AdAge.com) Instagram Expands Carousels To 20 Frames: Instagram expanded its carousel feature to 20 frames, signaling its commitment to evolving with user needs. This update provides brands and influencers with new opportunities for engagement, allowing for more immersive narratives. To stay competitive, brands must adapt to remain relevant and engaging. (via SocialMediaToday.com) (Images: Fusicology, Essence, Variety, Ad Age, Turkmmo)

Welcome to Strat Chat vol. 7! Here are some highlights from our internal newsletter, designed to engage with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Laila! Confirms Yasiin Bey Is Her Dad: Laila!, known for her viral TikTok songs "Like That!” and “Not My Problem,” recently revealed that Yasiin Bey, aka Mos Def, is her dad. She kept this under wraps to create a name separate from her father, but a childhood photo with Yasiin Bey fueled speculation about her success being tied to their family connection. Defying the "nepo-baby" label, Laila! has a distinctive sound and expresses gratitude for her parents' support. (via complex.com) Navigating the Shifting Landscape of Sports Culture: Cultural shifts driven by Americans' growing interest in sports make it challenging for younger audiences to support, given global conflicts highlighted in the media. Many young Americans feel uneasy about contemporary sports culture due to sportswashing. With global issues like gentrification and forced displacement, younger generations feel disillusioned with sports and value genuine experiences, creating a divide between traditional sports fans seeking a mental escape and younger fans demanding interactivity and personal connection. (via TeenVogue.com) AI-Powered Companion Ad Draws Polarizing Reactions: “Friend,” the AI-powered wearable, proposes AI as more than a resource—a friend. A teaser of the platform on X hit 23 million views and drew comparisons to the techno-paranoia Netflix series, Black Mirror. However, “Friend” claims it isn’t trying to be an "everything" device and focuses solely on providing companionship. As technology advances, the fixation on creating unrealistic concepts makes it difficult for consumers to discern reality from fiction. (via essence.com) Black Designers at The Olympic Games Paris 2024: Black-owned brands and designers, including TELFAR and Actively Black, are dominating the fashion scene at the Olympic Games Paris 2024, representing Team Nigeria and Team Liberia in the opening and closing ceremonies. These partnerships highlight cultural connections in athleisure and celebrate athletes' heritage, creating a powerful connection between sport and spectators. Fans are thrilled to see Black-owned brands shine on such a grand stage. (via TheGrio.com) First-Ever Nursery for Athlete Moms at Olympic Games Paris 2024 Allyson Felix, the most decorated woman in track and field with 11 Olympic medals, is furthering her support for moms and parent athletes. After retiring in 2022 and becoming an advocate for maternal health, Felix is returning to the Olympic stage with a new mission. Partnering with Pampers, she has helped create the first-ever nursery for parent athletes at the Olympic Games Paris 2024, featuring play areas, changing facilities, and private breastfeeding spots. (via BecauseOfThemWeCan.com) (Images sourced via: Complex, Sports Pro Media, X, Go Team Liberia, TheSun)

Welcome to Strat Chat vol. 6! Here are some highlights from our internal newsletter, designed to engage with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Eminem Confronts Slim Shady in Surreal Conversation With His Alter Ego:  How does one showcase personal evolution while in the limelight? Rapper Eminem uniquely distinguishes his current self from his past alter ego, "Slim Shady." Gen Z is known for unearthing information about celebrities that would be deemed unacceptable by today's standards but were fairly common at the time. Eminem says, "Every other week on TikTok, Gen Z discovers you on Monday and cancels me on Tuesday." Released shortly after his latest album, "The Death of Slim Shady," this video reinforces the narrative of his ongoing struggle to distance himself from his past persona. (via Complex.com) Culture Takes Center Stage at the Olympic Games Paris 2024: The Olympic Games Paris 2024 is showing up in more ways than one implementing fashion, advertising placement, mental health, and new ways of innovation. Streamed on Peacock, it will set a new standard with 7,000 hours of coverage on NBCUniversal. The event’s significance is underscored by its global viewership. The opening ceremony alone drew 28.6 million U.S. viewers, making it the most-watched start to any Summer Games since London 2012. With such a large audience expected, this anticipated event is almost marketed to be a two-week Super Bowl. (via AdWeek.com) Issa Rae and Ensemble Help Elevate Black Creators: Issa Rae’s latest venture, Ensemble, is working to close the racial pay disparity among Black creators by connecting them with brands. Ensemble aims to attract ad spending by linking 50 up-and-coming creators with major brands like Pepsi, Chili’s, and Popeyes. Now financially backed by Issa Rae and led by a small team of ad professionals, the goal is to expose creators to a broader market and teach them how to sell media to brands—allowing them to serve their audience effectively. Intending to leverage tight-knit brand relationships, this partnership allows creators to better serve both their audience and themselves. (via essence.com) AEO Reintroduces "Live Your Life" To Connect With Prime Generations:   American Eagle Outfitters is reintroducing its "Live Your Life" campaign, trademarked in 2012, to connect with Gen Alpha, Millennials, and Gen Z by emphasizing human connection, self-expression, and inclusion. The campaign integrates major influences like athletes and influencers, featuring stars like Coco Gauff, Trevor Lawrence, Nikki Rodriguez, and Kristine Froseth. It creates an interactive experience that highlights real-life connections. Strategically timed for Back to School, this revitalized slogan and innovative strategy aim to boost Gen Z's support for the brand and address their hunger for human connection and real experiences. (via MarketingDive.com) (Images sourced via: Complex, AdWeek, Muse by Clios, AEO Inc.)

We are so proud of our Senior Account Director, Ashley E. Brabham, for winning the 2024 Ad Age Small Agency Account Manager of the Year award last night! Her dedication and effort, especially with our Target work, make her more than deserving. Congratulations, Ashley!

Welcome to Strat Chat vol. 5! Here are some highlights from our internal newsletter, designed to engage the team with newsworthy and culture-driven topics. Which topic caught your eye this week? Let’s talk about it! Drop a comment. This Woman Is Democratizing The Beauty Supply Store Retail System: Black consumers account for 11.1% of global beauty sales, but Black-owned brands generate only 2.5%. Leslie Roberson created Black Beauty Collective (BBC), an online marketplace for beauty and wellness brands from diverse founders. For $100 monthly, brands can sell on BBC and keep 100% of sales after taxes and fees. Supporting these brands impacts their profitability. (via Essence.com) Does The Concert Experience Lie In Our Phones?: Phone policing at concerts is high this year. Summer concertgoers often record performances, but Fantasia criticized this trend at her Detroit show, saying it detracts from the experience and urged fans to “take their picture and put it away.” Busta Rhymes and Nicki Minaj echoed this sentiment, reprimanding phone users. While it's tempting to record, fans should heed this advice and immerse in the live experience. (via Complex.com) Apple Celebrates Young, Hopeful Athletes Ahead of the Olympics: "2036 Hopefuls," an Apple campaign for the iPhone 15 Pro Max, features photos of young aspiring athletes strategically launched in anticipation of the Paris Olympics. The campaign showcases the talents of children from various sports, including skateboarding, gymnastics, para-basketball, and table tennis—all under the age of 10—who are distinguished by their exceptional skills and passion. The images capture these young athletes in action, where it all starts. (via AdAge.com) The Pink Tax Is Unfair, Gender-Neutraility Solidifies Inclusivity For Brands: The Pink Tax requires women to pay more for similar products than men. Brands should adopt gender-neutral pricing. Black women are particularly impacted by a 35% wage gap compared to 29% for Black men, 25.9% for white women, and 17.4% for white men. Consumers and the LGBTQ+ community are uniting against this unfair practice. Brands should create gender-neutral products and focus on inclusivity to help eliminate the pink tax. (via BlackEnterprise.com) Brands Are Scared Of Gen Z Humor: In 2024, with serious issues on the frontline, people seek humor. Brands targeting Gen Z find it challenging to cater to their complex, absurdist humor. This social media-driven generation craves less serious content and edgier humor. Some brands have succeeded, like the Super Bowl ad where 4 million viewers watched a Pop Tart go into a giant toaster. Brands should hire funny creatives to balance serious news with humor. (via AdAge.com) (Images sourced via: Essence, Billboard, Black Enterprise, AdAge)

True inclusion often falls short when creating an environment that allows people to be their authentic selves. We, at Obsidianworks, are a crew of diverse talent and overall cool ass people who believe we thrive when everyone feels welcome. That’s why we created CAYA (Come As You Are), an event series designed for this generation's creative minds, entertainers, and industry shifters. It's a celebration of the culture we're shaping and the people pushing it forward. We kicked off CAYA in Los Angeles by hosting a mid-day happy hour event at Dot.dotla This was for all to feel seen, lounge, and build community. A huge thank you to our sponsors at Pronghorn Co & at Mercer + Prince for supporting our vision. More CAYA events otw. 🔜 Photos: Raymond Odom Video: Andrea Cenon Sounds: Charlie Jim-George

Welcome to Strat Chat vol. 4! Here are topics from our internal newsletter we circulate weekly to engage the team on all things newsworthy and culture-driven. Which topic caught your eye this week? Let’s talk about it! Drop a comment. Gen Z—Reduce Pollution Generated By Digital Advertising: Pollution is a worldwide issue that has also caused concerns in digital spaces. A generated ad impression produces almost 1.09 grams of carbon dioxide (equivalent to 2.5 plastic straws). Many are unaware of how impactful the advertising industry’s digital cultures and marketing tactics are to their carbon footprint. Gen Z is changing the workplace by leading the new age of technology and directing efforts to reduce workplace pollution, including working with energy-efficient demand-side platforms (DSP). (via AdAge.com) Taco Bell Shifts The Narrative On Retirement: Retirement holds an air of uncertainty for every generation and no matter which stage of life people are at, financial stressors stifle their daily lives. Working off this pain point, Taco Bell is building connections across audiences by creating a positive outlook on retirement. Using the company's philosophy and slogan, Live Más, a two-day experience in San Diego called "Early Retirement Community" encouraged people to live their lives to the fullest. Reward members over 21 indulged in shopping, golf, and aerobics to nostalgically connect with consumers of all ages and build connections with the brand. (via MarketingDive.com) Human-Centric Competes Differently With AI In New Etsy Campaign: The use of AI has worried many about the future of creation, specifically for artists who rely on social platforms to promote and sell their work. For many, there are added security concerns and navigating the changing space of e-commerce domains, where AI art is increasingly prominent. In addition to a 45-second TV spot, Etsy’s New York office displayed OOH banners promoting "Made by, Designed By, and Handpicked By” including the names of featured sellers, taking a human-centric approach to create optimism for the future of technology regarding its evolution. (via AdAge.com) Google Photos Redefines What Privacy On Social Media Means: Google Photos is paving a new lane for social media by creating opportunities to share photos more intimately compared to other algorithm-driven sites. A new update, “My Week,” allows users to create private social media journals where they can select who can view and follow the content. Unlike Instagram’s “Close Friends” feature, Google Photos eliminates third-party social attributes like viral trends and remains personal with its approach to having close friends see your weekly updates on the carousel post. While this feature doesn’t reinvent the wheel, Google strategically provides an addition to the app that speaks to audiences growing concerns and desire for privacy. (via Forbes.com) (Images sourced via The Independent, Marketing Dive, AdAge, Forbes)

Happy Tuesday! OW here, sharing some topics the team has been circulating from our weekly internal newsletter. Welcome to the OW chat, here’s what we’ve been talking about! Which topic caught your eye this week? Let’s talk about it! Drop a comment. Black People Finding Freedom In Farming: The ESSENCE Fest of Culture's Food and Wine activation highlighted the freedom found in farming in a panel hosted by Keshia Knight Pulliam. Many people have turned to growing their own vegetables in response to surging food prices and to take control over what they are consuming. Pulliam emphasized that farming is not a new concept to black people, but a rich part of their heritage. (via essence.com) The Backlash Effect On Brands In Politics: The current election season is affecting how brands represent their political leanings. Just over 54% of consumers are open to buying from places that support their political beliefs and not open to buying from places that don’t. With 71% of people globally asking brands to take a political side when under pressure, ignoring politics is not an option and is an opportunity to reaffirm where they stand on DEI, climate, and more. (via AdAge.com) Heinz Deals Medals To Ketchup Masters Inspired By The Olympics: As the 2024 Paris Olympics arrive, various trends and campaigns for the worldwide event have embraced its growing relevance. Heinz’ most recent campaign has seamlessly blended their brand messaging, fan loyalty, and emotion in nods to the upcoming event. With the main focus to highlight everyday heroes and celebrate fans, the Olympic parody speaks to broader audiences because of both its cultural relevance and the representation of its consumer's lives. (via AdWeek.com) Gen Z and Brand Accountability: Like it or not—in 2024, Gen Z dominates the consumer market, making up 40% of the global population. Their significant buying power comes with high expectations for brands to be authentic, respectful, and inclusive. Brands failing to meet these standards risk losing their loyalty, as seen with Poppi, now facing backlash for misleading health claims and trending as #PoppiGate on TikTok. Consumers now demand accountability and transparency, driven by Gen Z's commitment to supporting companies that champion social causes. (via AdAge.com) Remaining Customer Centric in a Cookieless Future: Retailers have relied on third-party data for over two decades, but advertisers are now building relationships with consumers using first-party data. However, this shift is challenging since 78% of retailers still rely on cookies for greater audience reach. This transition to a 'cookieless' future is prompting uncomfortable conversations for retailers. To navigate these changes, brands can leverage resources from over 200 real media networks and practice cost-effective measurement solutions, creating opportunities for smaller brands to align and succeed. (via AdWeek.com) (Images sourced via: AdAge, AdWeek, Essence, Fast Company, TODAY)

Happy Tuesday! Before we enter the holiday this week, we’re sharing some topics the team has been circulating from our weekly internal newsletter written to unite, engage, and educate the OW Team on all things newsworthy and culture-driven. Welcome to the OW chat, here’s what we’ve been talking about! Marketing To Gen X: While often overlooked by marketers Gen X holds the greatest spending power across generations. When Gen Xers were growing up, ads were something to be skeptical about so traditional advertising may not move this self-sufficient bunch. Gen X wants to learn, grow, and create things—showing a high interest in gardening, DIY projects, cultural and culinary activities. To add, don't make it obvious that you are marketing towards them, similarly to Gen Z, that makes it "a thing". All in all, don’t overlook Gen X as a potential target audience, because they are real spenders! (Via Adage.com) Walmart’s Growing Role In Social Commerce: Walmart is utilizing UGC creators to grow a diverse range of social media content to increase its social commerce strategy. Having creators create partnerships with 3rd party sources like Amazon, Tik Tok, etc. is helping them display organic content to consumers having a “they look like me” approach. This type of advertising and marketing is also helping the Walmart brand grow on social channels. The impact of Influencers produces nearly 60% of all demographics buying decisions and 73% of Gen Z buying habits alone. The evolution of Walmart’s program is giving back to the shoppers’ experience and their trust. (Via Adage.com) Gen Z News Consumption Shows How Brands Can Engage With This Audience: Social media consumption is huge amongst all audiences today. Gen Z, the driving factor in all things social media, is completely disengaged in relying on cable networks for any news or general information. Social media apps like Tik Tok and Youtube are often utilized to keep up with news beyond entertainment. While this audience consumes news via social media, there still lies a disconnect with their news discovery as this trend has skewed the new generation’s view of professional news outlets and sources. (Via Adage.com) Disney Adds Advergaming To CTV Marketing Strategy : Disney is working to give gamers a new experience in advergaming to introduce an improved viewing experience that builds a more profitable service on the Disney platform. Merging advertising and gaming can reach players in a more effective way than keeping the two experiences separate. With close to ⅔ of gamers willing to take outside-of-game action in exchange for in-game reward and 36% willing to make a purchase from these experiences, offering an incentive to provoke action and using in-game rewards can motivate players to make a purchase. More efforts to create interactive experiences will continue to expand the world of innovating marketing. (Via MarketingDive.com) (Images sourced via: AdAge, Marketing Dive)