Mischief @ No Fixed Address’ Post

Recent examples of high-profile brands misjudging consumer response include Apple’s Crush! iPad Pro campaign, and the Bumble dating app’s anti-celebacy spot, both this past May. Both Apple and Bumble suffered widespread backlash on social media which was then covered by mainstream media, and both companies issued public apologies. Synthetic personas, aka virtual personas, powered by the latest LLMs from Google and OpenAI mimic the sensibilities of real human personas and can help brands test and optimize creative for different target audiences, reduce backlash risk, and potentially increase the chances campaigns will go viral. Developing advertising that is topical and resonates with consumers is a balancing act for brands. What appeals to some as clever or funny, can be viewed by others as offensive. Synthetic personas done right can help brands identify the best balance and reduce brand damaging missteps. https://lnkd.in/eWUyXHGg Forbes #digitalmouth #syntheticpersonas #AIadvertising

Marketing is like Tinder. (Yes, really.) Let’s break it down: 𝐂𝐨𝐥𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜: 𝐓𝐢𝐧𝐝𝐞𝐫 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 - Your ad is like a profile swipe—you need to stand out. - You’re just another face in the crowd. - They don’t know you. 𝐖𝐚𝐫𝐦 𝐓𝐫𝐚𝐟𝐟𝐢𝐜: 𝐒𝐞𝐜𝐨𝐧𝐝 𝐃𝐚𝐭𝐞 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 - They’ve met you, but they’re not committed. - One wrong move and you’re ghosted. - They’re still figuring out if it’s a fit. 𝐇𝐨𝐭 𝐓𝐫𝐚𝐟𝐟𝐢𝐜: 𝐍𝐞𝐭𝐟𝐥𝐢𝐱 𝐚𝐧𝐝 𝐂𝐡𝐢𝐥𝐥 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 - If they could, they’d spend all their time with you. - They’ve worked with you before. - They know you, they trust you. In marketing, just like in dating, you need to know where your audience stands. Adjust your approach accordingly. Curious... Which traffic are you targeting the most right now? P.S. Share this if you found it helpful ♻️

Dear mass fashion: the big picture is that the US consumer continues to set spending records Up nearly 6% yoy in March to $19 TRILLION What exactly is this macro environment fashion exec bros keep blaming for their utter failure to keep up w/girls on TikTok? NYX does not suffer this issue have ya’ll not heard?? #duckplump IT’S FOR LIPS ONLY #iykyk That’s how you get the #1 video on TikTok TODAY It's no accident sales followed B/c the TikTok consumer is spontaneous She’s a power user And actively engages in her own trend research She can’t wait to share her #dupe She craves new experiences, variety, freedom, & trends Your job this era is to get her attention + motivate her to act Product & content development must intersect w/creator passion & audience interests - this is how you win the era of social commerce A market worth $11.1T by 2030 run by digital natives unlocking products communities can’t wait to promote is simple Well if you have the right tools ;) Stop paying millions for one-off one size fits none mass campaigns For trend forcing reports And inventory no one asked for Toss kpis based on reach & frequency Get down to the neighborhoods b/c I can all but guarantee the super user in her bedroom understands more about community than any exec bro Hence historic stockouts, unsold inventory, profit loss totaling $1.77T ly WE'RE GOING THE WRONG WAY TikTok was a cultural disruption that unsettled the capital TikTok Shop gives ALL people in the districts financial freedom This is why the ban Most social listening or ai platforms I’ve demo’d are arduous b/c you have to know that something’s already happened or go down hours long rabbit holes to find out where the conversation originated, who has the most influence, & why it resonates NONE of them dig into communities This is THE opportunity B/c this is where social commerce originates & gets amplified trends are irrelevant if you don't know who to connect them to I want to know what the problems are, what people are talking about to help them NOW I want to know the people getting others to participate in the dms, in the comments Social listening is a result of a conversation that’s already happened– I want to know happening NOW to join w/content + products while it still matters and to serve Given these insights, brands could become the conduits for the remix... Just ingest what's working now & produce something similar, fast At scale Not 6 months later The market is real time - creators will start to use every ai tool up & down the video value chain And your job is to keep pace if you wish to sell stuff The inability & unwillingness to serve is a massive 150-door closing problem Macy's can't enter a bold new chapter until they identify their power users w/ precision & understand that speed + relevance trumps everything in social commerce #thegreatfashionreset #creatoreconomy #communitycommerce #contentistheproduct #tiktokisthestore

🔥 I love a bit of provocative marketing 🔥 I believe brands can - and must - leverage their platforms to talk authentically and unapologetically about the issues overwhelming our fragile world today. If that provocation upsets people...great. It's just about upsetting the right people. And that's what I talk about in my latest article for The Drum. There's been a lot of fall out for Apple and Bumble this week on their ads. And they've apologised accordingly for the unintentional upset. Whether you agree with the backlash or not, I just hope it doesn't cause other brands to play is safe. Our world doesn't need more bland and scared creative, it needs unapologetic and intentional provocation. And if you've got anything interesting to say in these binary times, be prepared for negativity. Embrace it and use it to get the conversation going. What do you think? https://lnkd.in/d--7z8vM #marketing #branding #creative

Last night while getting off the L, my friends and I noticed this Tinder ad. For the last year or so, Tinder has massively increased its advertising in the MTA. The ads I used to see emphasized the relationship possibility offered by Tinder, but the ads I saw last night seemed to play up the one-night-only aspect. Tinder’s ads catch your attention for a variety of reasons. They’re always brightly colored and typically have some quippy, cute copy accompanied by their slogan, “It starts with a swipe”. The imagery itself also tends to be quirky and unexpected. This points to a younger target audience.  In this example, the couple is riding a hot pink horse-shaped motorcycle in the mountains at sunset. This seemingly random depiction’s primary function is likely to grab attention, but with that, it cultivates a feeling of youth and playfulness that many people want in their romantic lives. The pair is also outfitted head-to-toe in a loud orange color, which ties in with the more subtle orange used for the copy color. 🧡 🍊 The tagline, "Taking it fast," played on a double meaning: the speed of the motorcycle and, well, the potential for quick connections on Tinder. Now, did this ad make me wanna download Tinder? Not necessarily. But I'll hand it to their marketing team, they know how to grab attention in the subway. And hey, a little fun and color on the commute never hurt anyone, right? #adcampaigns #tindermarketing #MTAads

A recent roundup of cool internet things! 🐝 Bumble or fumble? The dating app caused a stir when they deleted all their Instagram posts and launched a redesign & new user updates to target younger audiences. People are underwhelmed by the changes. Thoughts? 🤳🏼 Is there space for Nospace? A new "nostalgia-filled" social media app for Gen Z is launching soon (with a 500,000-person waiting list). They've said it's going to put the "social" in social media, so it'll be more about connecting with friends than virality. 📲 Instagram algo changes Meta has come out and said they're changing the algorithm to make it easier for smaller creators to grow and for original content creators to get credit for the content they create. 👧 Not-so-Ordinary The beauty brand came out with a campaign that addresses the elephant in the room: the huge trend of teenagers using anti-aging skincare. Love 👏 Anything else I should check out?

It's been a rough week for a couple well-known brands. Unfortunately, creating a memorable marketing campaign is a double-edged sword. Brands aren't unfamiliar with courting controversy. However, with every day that passes, the metaphorical snowball of digital social thought keeps growing. Gone are the days of newspapers and radio. In fact, social media is Yelp restaurant reviews on steroids. My hot take on Bumble's latest ad blunder: 1️⃣ There’s always a man or brand trying to control women’s ability to navigate the world safely. 2️⃣ At best, an attempt to erode that power to generate more app downloads is a cheap shot.  3️⃣ Dating apps are built to exploit fantasy and vulnerability by leveraging the constructed power imbalance of patriarchy. Bumble's audience is simply asking for the bare minimums: respect, safety, and choice. This is a great example of why more diversity in marketing is needed. For more on Bumble and Apple, plus my key lessons, hit the blog. Subscribe to the newsletter and let's take it to the inbox.

This beauty creator is having an awesome summer She has generated $1.92M in GMV She worked hard for it too - 190 videos in 90 days For all the exec bros suddenly all in on community – here's a major TikTok update that should thrill you Users can now create and send messages for group chats for the first time in the app with custom stickers I like to think of group as community Here are her community's fave stickers TODAY btw 🎀🎧🧸☁️💄🩰💅🏻 Funny b/c mass fashion still hanging on to WGSN's every word to predict what fashion people want a year from now This is where commerce is headed Because when the median compensation for CEOs who ran companies listed on the S&P 500 in 2023 was $15.2 million (Source: ADWEEK) An amount that was194 times larger than what their typical employees earned during the same The only way forward is to earn with the people who care about you / your interests, values, and passions $385k for 90 days is pretty life changing... The game has changed Forget social listening just to catch your brand being mentioned so you can insert yourself to sell more of your things It's time to dive deep into every creator's own community world Who are they really? What makes them tik(tok)? What do they need, even if they don't know it yet? This isn't about hijacking conversations or forcing your brand into spaces it doesn't belong It's about genuine understanding and unexpected service Imagine showing up with solutions before they even voice the problem That's the power of truly knowing a community TikTok's new group chat feature is not just a social update It's a window into real, unfiltered community interactions And TikTok Shop partnering with Amazon? It's not just another e-comme deal It's a fusion of content, community, and commerce that will redefine how we connect and consume Feels important since they have both individually decimated mass fashion Together we're at a tipping point To succeed, brands must stop pushing products It's about becoming an integral, valuable part of each creator's community's life It's about serving, not selling - (wonder how many linkedin posts will have this line soooon) The job this era is to understand the nuance of individual behavior, engagement motivations, drivers and the opportunities they offer Unpacking how not just fashion shows up in their world b/c they care far more deeply about things past a mass watered down for all (none) hoodie Time to stop listening from the sidelines and start showing up in ways that truly matter to shared interests groups That is if you can discover them and keep up with every need and conversation in real time #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #creatorsarethestore

ICYMI: Unlock the power of Snapchat marketing with our comprehensive guide. Reach and engage with a younger demographic on this misunderstood platform. https://lnkd.in/dX2s23Gn #Snapchat #marketing #business #SMM #SocialMediaMarketing

Is there a new digital romance in the air? 🌹👩🏼💻 The trend of Gen Zers breaking up with Google in favour of TikTok as their primary search engine is an increasingly popular conversation. But, what’s driving this digital divorce? And how can brands adapt their omnichannel marketing strategies to capitalise on TikTok’s addictive algorithm? Read more on my latest Young Folks | B Corp Creative Agency blog below 👀