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    <p>
      This post was originally published in
      <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/intellectual-alibi-brand-story-purchase-intent/"
        ><i>Adweek</i></a
      >
    </p>
  </div>
</div>
<p>
When people ask me why El Tesoro is my favorite tequila, I always respond by sharing a bit of the brand’s <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/social-marketing/lore-is-the-new-core/"
        >lore</a
      > on how they’re one of the last remaining distilleries to employ the traditional method of using a volcanic tahona stone wheel to crush their agave piñas, which unlocks the true flavors of their blue Weber agave plants.

I don’t truly understand any of that, but it’s a great intellectual alibi to rationalize my decision with people who ask why I choose it over other tequilas. It not only makes for good bar talk, it makes me sound a lot more like a tequila aficionado than “I chose it because the bottle looks cool.” And yes, the bottle is quite eye-catching — in fact, the cork has a replica of the tahona stone on it.

The bottle is literally topped with the brand’s intellectual alibi. It cues that the drinker is sipping a tequila as it’s meant to be, the traditional way, the right way. 

  </br>
 <h2 class="h-main h-size-2 margin-t-1 margin-b-1">An excuse for emotional decisions </h2>

Intellectual alibis are used by brands to help consumers rationalize a decision that is <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/the-math-isnt-mathing-gen-zs-emotional-state-and-spending/"
        >driven by emotion</a
      >, helping consumers present it instead as a carefully thought-out and logical choice.

Research indicates that key drivers of brand preference, like impulse, initial attraction and final choice, are swayed much more by emotional factors than by rational ones. But those decisions are made all the easier when they can be backed up with a good reason. El Tesoro and other great brands understand this helps tell a better brand story.

Few categories are more rational than batteries, yet the No. 1 battery company in the world is <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/energizer-holdings-70-million-global-media-account-hops-along-to-um/"
        >Energizer</a
      >, whose marketing in the U.S. is dominated by a cheeky, sunglass- and flip-flop-wearing pink rabbit. Though a brand mascot, the Energizer Bunny is part of our cultural consciousness; tune into an NFL game and you might hear an announcer compare a player to him. The Bunny is so beloved that he even has a paw on the Madison Avenue Walk of Fame.

The Bunny drives brand choice, and the vast majority of the brand’s advertising celebrates that the Bunny is still going, but the intellectual alibi — representing “the world’s longest-lasting battery” — provides a simple rationalization as to how he is still going, which strengthens the entire brand story.

No brand in recent memory has taken the marketing world by storm quite like Liquid Death. Few brands have as powerful, or impactful, a brand story, as evidenced by its recent <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.forbes.com/sites/marcuscollins/2024/03/20/liquid-deaths-billion-dollar-valuation-underscores-the-power-of-brand/"
        >$1.4 billion valuation</a
      >. There is nothing innovative or special about the water in the can; it’s everything around the can, including its intellectual alibi, that makes the brand so magnetic.

The brand eschews all the usual bottled water marketing <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/creativity/how-to-use-memory-science-to-create-unforgettable-ads/"
        >codes</a
      > and cues, like water source and purity, in favor of an approach that feels like an over-the-top SNL parody of corporate marketing. Everything from the slogan “Murder your thirst” to the skull imagery on the can, to celebrity partnerships like Steve O getting a real “<a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/steve-os-latest-gnarly-stunt-a-water-tattoo-for-liquid-death/"
        >water tattoo</a
      >” with Liquid Death water instead of ink, is deliberately unhinged — the exception being the brand’s intellectual alibi of killing plastic pollution, “80% of which ends up in landfills,” according to its website.

It’s quite a worthy cause, and one easily telegraphed via the can, which is not only the vessel for a bigger emotive brand story but also a physical manifestation of their intellectual alibi: Cans are better than plastic, so drink out of a can. It’s a great justification for a purchase decision that is 100% triggered by the brand’s aura and zany acts. 

  </br>
 <h2 class="h-main h-size-2 margin-t-1 margin-b-1">Finding your brand’s intellectual alibi  </h2>

 A brand’s intellectual alibi is sourced from a simple yet irrefutable brand truth. It exists in what I call the brand’s 5 Ps: its Provenance, Product, Process, People and Proprietary attributes.

1. <b>Provenance = the place:</b> where the brand is from, its origin story, where it’s made, even the source of the brand’s spirit. No beer transports you to the beach like <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/corona-leans-into-latinx-roots-with-bilingual-ads-starring-pedro-pascal//"
        >Corona</a>.

2. <b>Process = the work that goes in:</b> the steps, the methods, the science that goes into making the product. <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/coors-light-will-bury-new-patrick-mahomes-commercial-in-a-time-capsule/"
        >Coors Light</a> is the perfect brand to “chill” with because it’s cold filtered.
3. <b>People = the brains behind it:</b> the inventors, the tinkerers, the workers that make the product special. <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/how-chipotle-and-gale-followed-a-hunch-to-marketing-success/"
        >Chipotle</a> is “as real as it gets”—that’s why those are real employees doing real food prep in their commercials. 
4. <b>Product = the parts and pieces:</b> the ingredients, what the brand puts in (or leaves out), the secret sauce. RXBar uses as few and as simple ingredients as possible. There is “<a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/agencies/rxbar-finds-the-perfect-no-b-s-spokesman-in-ice-t/"
        >No B.S.</a>“—they tell you what’s on the inside on the outside of the package. 
5. <b>Proprietary = the only:</b> the first, the sole, what no one else can claim. <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/performance-marketing/how-dyson-made-vacuuming-appealing-to-men/"
        >Dyson</a>‘s Hyperdymium motors spin at 125,000 RPM—five times faster on average than a jet engine. That’s why only a Dyson works like a Dyson. 

</br>
<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Permission to stand for something bigger   </h2>

  The intellectual alibi — regardless of which of the 5 Ps it is sourced from — needs to be based on a truth that is truer to that brand than other brands in the category. Consumers don’t need to understand the intellectual alibi, they just need to be aware of it to justify their brand choice. Does anyone know what “triple distilling” vodka really means, beyond connoting something that is probably clean and smooth?

A great intellectual alibi isn’t over-explained; rather, it’s used as a source of authority for a brand to claim something bigger.

In the era of the influencer, many brands try to manufacture deeper brand meaning through borrowed interest and association. It’s transactional instead of truthful, and the effect is often temporary.

Great brands understand the power of turning brand truths into intellectual alibis. They use them to tell more epic stories and to imbue their brands with more meaning—<a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/make-your-brand-associations-automatic-with-a-long-term-strategy/"
        >long-term</a
      >, differentiated meaning. They rationalize why a brand can claim, or own, a state of mind, a place, moments, a feeling or an emotion, and even a belief system.

And most importantly, it grants consumers permission to choose a brand on an emotional whim. 


intellectual-alibi-blog-Image

It's a key ingredient to strengthening your brand story

Does Your Brand Have an Intellectual Alibi?

Recently there has been a rising success with brand social accounts “shitposting”. It is hard to define because this can be so many different things but at its core, “shitposting” is brand content that is low effort to create and relevant to its audience’s humor and consumption pattern. People are tired of the polished and professional content that brands have historically posted on social media and have started to embrace this new raw, relaxed and humorous style of content. This style of content is most popular on Instagram, TikTok, and Reddit. 

Some examples of brands that have been very successful with shitposting are Slim Jim and Duolingo. Slim Jim is a pioneer of this style of content with some of their memes dating back to 2019. Slim Jim’s Instagram account has paved the way for other successful brand accounts, like Duolingo, who has really leaned into this style and it has been hugely successful for them. Duolingo currently has 2.9 million followers on Instagram and 11.8 million followers on TikTok. They have an above average engagement rate of 4.97% on Instagram and a total of 
<a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.tiktok.com/@duolingo"
        ><i>270,300,000 likes on TikTok.</i></a
      >

These brands are tapping into the humor and content style of this younger generation as a marketing tool, a strategy backed by research that suggests ads with humor tend to stick in the audience's mind for longer. These goofy things they post are easy to digest and often spark conversation in the comments. While this can be a fun way to engage your audience, there are some limitations to having a brand meme account. First, it’s critical to ensure this style is in-line with the brand’s tone and personality. Once the brand’s social presence is portrayed in a goofy way, it is harder for people to take the brand seriously and addressing serious issues doesn’t come off the same in a grid full of meme-style posts. If brands want to contribute to meaningful social conversations, they should consider if shitposting is the right strategy.

If a brand does decide to proceed with this style of content strategy, treading carefully is paramount. Analyze what has worked for others and understand the tactics at play behind successful campaigns.  It's essential to consider the intent behind each post and how it might be perceived. Always do the research to understand the landscape and how this target will relate to the message conveyed. Lastly, ensure there is a consistent framework with the appropriate parties for evaluating legal risk. While there are many things to consider with this approach to brand content, many brands are in a position to find the right balance for achieving success with it. 


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The Rise of Brand Shitposting in Social Media Marketing

Embracing the Chaos

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<p>
As the breadth and capability of AI solutions continues to grow, Director of Production and Partner at Camp+King, <a
    target="_blank"
    href="https://camp-king.com/people?n=garrett-delorm"
  >Garrett DeLorm</a
  >, walks you through the basics of Artificial Intelligence, how to navigate and use some of these tools, and some predictions for the future of AI in advertising. 

Check out the summary below and if you’re ready to immerse yourself in these topics, watch the full presentation in the video.
</p>
<h2 class="h-main h-size-2 margin-t-1 margin-b-1">
 The Basics:
</h2>
<p>
  In easy-to-understand terms, we dive into Artificial Intelligence, Machine Learning, Deep Learning, Neural Networks, and how things have evolved into Generative AI. 

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">
 Generative AI + Prompts
</h2>
<p>
  Tools like MidJourney, DALL-E, Runway, ChatGPT, etc. are examples of today’s Generative AI tools that can create new data (text/images/video/etc.) by working with the prompts we provide. Here we discuss the importance of good prompt writing and some common pitfalls. </p>
<h2 class="h-main h-size-2 margin-t-1 margin-b-1">
 Legal
</h2>
<p>
  In the video, we provide an overview of the legal landscape surrounding AI-generated content in advertising (risks, ownership, software indemnification, etc.), and share a list of protocols we use at Camp+King to communicate and manage the legal risks of using such tools. </p>
<h2 class="h-main h-size-2 margin-t-1 margin-b-1">
 Branded Examples
</h2>
<p>
To illustrate how Generative AI can be used, we’ll share examples of work we’ve done for brands like RE/MAX and Papa Johns. These include things like image generation and speech synthesis models that have helped us create content that would have been impossible to produce.  </p>
<h2 class="h-main h-size-2 margin-t-1 margin-b-1">
The Future
</h2>
<p>
Lastly, we share our predictions on where Generative AI is headed in the next few years, and some considerations as this world quickly evolves.  </p>  

Blog - Creativity Democratized - Header Image

A Practical Guide to Generative A.I. for Advertisers

Blog - Creativity Democratized - Header

The Democratization of Creativity

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    <p>
      This post was originally published in
      <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/make-waves-but-make-sure-they-propel-the-brand-forward/"
        ><i>Adweek</i></a
      >
    </p>
  </div>
</div>
<p>
The quick-service restaurant business is a sprawling, dynamic space, <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.fortunebusinessinsights.com/fast-food-market-106482"
        >expected to grow</a
      > to nearly $1.47 trillion by 2028 at a compound annual growth rate of 6%. It’s a highly competitive category, with more than 420 brands spending more than $3.3 billion combined in yearly advertising. In this environment, QSR brands need to innovate and offer new products and experiences to thrive continually. 

As these brands scramble for the next celebrity partnership or limited-time offer, these short-changing steps often distract QSR marketers from building a marketing model that delivers short-term sales success while also building brand equity and differentiation that compounds to support long-term growth. 

Based on over two decades of experience, I have codified a model to manage a QSR brand for sustained, ongoing business and brand growth—Anchors, Currents and Waves. It’s a practical blueprint for success, from developing a confident understanding of core brand appeal to designing strategies aimed at cultural relevance. The model is designed to deliver the often-mentioned, rarely realized “sales overnight, brand over time.” 

 <h2 class="h-main h-size-2 margin-t-1 margin-b-1">Anchors: What is the brand known for?</h2>
The Anchor is ever-present and committed to. Everything the brand does should be tethered to the Anchor, no matter the menu updates, the new promos, the LTOs or the stunts. 

It’s not simply what the brand offers, but what makes it special and unique, often tied to the restaurant’s provenance, hero product, people or process. Burger King lets you <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/social-marketing/burger-king-tiktok-strategy-uk/"
        >“have it your way,”</a> and it’s always flame-broiled; Arby’s will always have “The Meats,” and unique ones at that; <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/how-chipotle-and-gale-followed-a-hunch-to-marketing-success/"
        >Chipotle</a> is committed to real ingredients with real in-store preparation. 

Few QSR brands have true Anchors—most have lost theirs—and among the few that do, fewer commit to reinforcing their Anchors consistently over time. The best QSR brands blaze it on their restaurant, place it on their packaging and put some level of ongoing media spend behind it. 

 <h2 class="h-main h-size-2 margin-t-1 margin-b-1">Currents: The steady reasons why consumers should visit, now</h2> 
This is the bulk of a restaurant brand’s communication and media spend. 

On the surface, Currents appear to be the promos and LTOs—the “limited-time free delivery” or <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/doordash-super-bowl-58-sweepstakes-promo-code/"
        >“Big Game sweepstakes”</a> kind of thing—but any brand can offer those. The strongest Currents are ones that emanate from the brand’s Anchor: Burger King’s <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/brand-marketing/speed-of-culture-podcast-burger-king-million-dollar-whopper-idea-cmo-pat-otoole/"
        >Million Dollar Whopper</a> contest, for example, asks customers, “How will you top your Whopper?”, encouraging them to build an AI Whopper “your way.” It’s an LTO, and yet it also acts as a long-term brand deposit. 

The strongest ripples of a brand’s Currents start from its Anchor and thus make the Anchor stronger.

 <h2 class="h-main h-size-2 margin-t-1 margin-b-1">Waves: Piercing the cultural conversation</h2> 
Waves are occasional or opportunistic and often come in the form of “planned” earned impressions. 

Any brand, with the right amount of money, can work with a celebrity, partner with an influencer or pay to be part of an event like the Met Gala; these types of partnerships and stunts are quickly becoming one of the most used tropes of our industry. More often than not, it’s pure borrowed interest—it makes a Wave, yes, but the momentum of the Wave doesn’t necessarily propel the brand forward. 

Again, the best Waves originate from the Anchor. Dunkin’ <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/creativity/dunkin-and-ben-affleck-drop-a-pop-banger-after-super-bowl-ad/"
        >partnering with Ben Affleck</a> is the perfect pairing, as they share the same Boston DNA. Of course, Chipotle would support the <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/creativity/kacey-musgraves-provides-a-soundtrack-to-chipotles-charming-tribute-to-farmers/"
        >Young Farmers Coalition</a>, the future makers of real food, by partnering with Kacey Musgraves to reimagine Coldplay’s “Fix You” for a short film. Arby’s launched a <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.foodandwine.com/news/arbys-smoked-bourbon"
        >smoked bourbon</a> with the same hickory they use to smoke their brisket and rib their Meats. Burger King used <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.adweek.com/creativity/burger-kings-awesome-new-ads-show-actual-bks-that-caught-fire-from-flame-grilling/"
        >real images</a> of its restaurants on fire and stamped the photos with “Flame Grilled Since 1954.” 

All these Wave-making stunts emanate from the respective brand’s Anchor, and they propel the brand forward. They aren’t about borrowed interest; they’re about brand equity. 

Anchors, Currents and Waves is a simple tool—it starts as a worksheet-driven exercise, and once committed to (particularly the Anchor), it manifests into a blueprint to guide a brand in all it does. It can be distilled to a single page to guide campaign development, content calendaring, even media allocations and budgeting. It can be used as a filter for judging ideas: Does this Current emanate from the Anchor? Is this Wave tethered to the Anchor? 

The model ensures that the brand can create varied yet consistent content that reinforces the simple shorthand for why a QSR brand is special and, more importantly, why consumers should choose it—now and in the future.

Blog Image - Make Waves—But Make Sure They Propel the Brand Forward

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Make Waves—But Make Sure They Propel the Brand Forward

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    <p>
      This post was originally published in
      <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.lbbonline.com/news/camp-king-reintroduces-a-legacy-of-transformation-for-nu-finish"
        ><i>Little Black Book</i></a
      >
    </p>
  </div>
</div>
<p>
Energizer Holdings has entrusted its automotive business, encompassing brands like Armor All and Nu Finish, to the full-service ad agency Camp + King. As part of this consolidation, Camp + King has collaborated with Nu Finish to reintroduce the brand to both new and existing car enthusiasts through a campaign showcasing its authentic side.

Nu Finish holds a distinguished legacy of transforming car exteriors and is a long time, trusted brand in the car care sector. To contemporize their legacy with a modern, relatable essence, Camp + King sought inspiration from Nu Finish’s iconic “Junkyard” ad featuring The Once A Year Polish(r). In the ad, Nu Finish puts its products to the test on junkyard clunkers to prove its efficacy in a bold way.

To adapt this concept for the digital age and capture the attention of today’s social media audience, Camp + King devised a real-life experiment where they treated old clunkers with Nu Finish, then challenged car lovers to identify if a vehicle was brand new or polished with their newest product, the Nu Finish Once A Year Polish & Sealant. The setup involved concealing both the new and old cars under tarps, with only a small square of paint on each car exposed. This experiment was unveiled at a prominent car show where car lovers congregate, ensuring that only the most discerning car enthusiast's eyes were part of the experience.
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During the experiment, Camp + King captured the genuine reactions of car enthusiasts as they deliberated, speculated, and marvelled at the vehicles’ true identities once revealed. Throughout the day, the crew captured shock, dismay and amazement as nearly every participant could not tell the difference between the new car and polished cars, underscoring the efficacy of Nu Finish’s products.

The campaign yielded a diverse range of captivating video assets crafted for optimal impact on social media. These assets include a long-form video as well as shorter versions spanning 15 and 6 seconds. The shoot also produced exciting and fast-paced organic content and ‘Reaction Reel’ featuring a montage of genuine expressions of surprise and delight from car enthusiasts. Utilising footage of real enthusiasts and car lovers was an ideal way to create an authentic connection with their audience on social media, where testimonials and influencer content works to support an always-evolving market of new products and ways to detail a vehicle.

“What a way to pay off live and unedited reactions from car lovers on the efficacy of this exciting new product and further our creative partnership,” said Lori Shambro, CMO of Energizer Holdings. “This brand has such a wonderful legacy of restoration, and we wanted to show our newest innovation’s ability to deliver authentic results with ease and the reactions you see through this campaign really showcases that.” Filmed in December 2023 at Irwindale Speedway in California, Nu Finish used this opportunity to launch their newest product, the Once a Year Polish and Sealant. The 2-in-1 formula effectively restores your car's exterior while providing year-round protection against the elements. Updating a classic ad for the modern era seemed fitting for launching an innovative product that builds upon the brand’s legacy of transformation.

Joey McRobert, associate creative director from Camp + King, helped lead the project. He said, “This was a great first step in establishing a more authentic connection with the Nu Finish audience. It’s inspiring when a brand is willing to take risks—like a docu-style shoot with real people—because bold moves are what capture attention and move the needle. I am excited to see where this partnership goes.”

Blog Header - Nu Finish

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Camp + King Reintroduces a Legacy of Transformation for Nu Finish

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    <p>
      This post was originally published in
      <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://adage.com/article/opinion/creative-debate-why-disagreements-can-benefit-agencies/2547261"
        ><i>AdAge</i></a
      >
    </p>
  </div>
</div>
<p>
Lincoln had his team of rivals. John and Paul had their creative differences in the Beatles. Record producer Rick Rubin has worked with various strange bedfellows who share differing cultural views. And we’ve all come to learn how Oppenheimer harnessed divergent perspectives to build an innovative team that changed the world.

A dynamic at the core of these partnerships is proactive disagreement, the practice of constructively pitting differing points of view against each other to inspire enhanced creativity.

Agencies, too, contain integrated teams that bring different skill sets to the table, including data analytics, consumer insights and creative ideas that move and persuade people. When presented with a client brief, an agency collectively attacks it from different angles, often differing on the approach and disagreeing on the solution. There is tension and dissension—and that's healthy. Few muscles, including creative ones, are strengthened without some form of discomfort.

What follows such proactive disagreements are creative sparks and surprising solutions. Yet organizations and people often want more immediate consensus. They seek to find a unifying ground that moves the project forward comfortably. But therein lies the danger because once you have consensus, thinking stops. And once the thinking stops, ideas stagnate. 

Creative organizations can benefit from—and need to foster—an environment of proactive disagreement so they may harness its benefits. The intersection between intellectual and creative minds at an agency and the tension it creates is where unexpected, yet effective ideas are born. The beauty of the creative mind is that it isn’t indoctrinated. It approaches things from a naive place of curiosity, wonder and possibility. The intellectual mind is informed, calculated and filled with insight.

Proactive disagreement has many benefits for creative organizations, their people and the products they make:

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">It gives creative and intellectual minds equal influence</h2>
It’s where surprises and solutions find traction. Proactive disagreement functions as the agency’s first round of quality assurance and idea optimization. It also invites new lines of thinking that can have a compounding effect.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">It strengthens the voice and voices of an organization</h2>
“For good ideas, true innovation, you need human interaction, conflict, argument, debate,” said Margaret Heffernan, professor of practice at the University of Bath School of Management. The art of persuasion starts with debate. Through debate, individuals in an agency learn to hone their own points of view and they learn to influence others. So, the persuasive abilities of the collective agency grow, as do ideas they generate. Debate, dissension and tension, done proactively, are a precursor to persuasion. 

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">It fuels innovation</h2>
Steve Jobs fully understood that innovation starts with allowing people the freedom to fully exercise and express their opinions on ideas.  And it wasn’t something reserved for the engineers, it was everyone. In Jobs' words: “So when a good idea comes, you know, part of my job is to move it around, just see what different people think, get people talking about it, argue with people about it, get ideas moving among that group of 100 people, get different people together to explore different aspects of it quietly, and, you know, just explore things.”

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">It discourages conflict</h2>
Proactive disagreement discourages conflict. It enables everyone to get their point of view—for equal consideration—on the table at the outset. There’s a freedom and fairness to the debate that ensues. It allows the leaders of the agency to manage disagreement before it manifests itself in conflict. It’s not about any one person being right, it’s about doing the right thing for the idea.

How are three ways to get started:

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Invite it</h2>
This has to come from the creative leader or leaders within the organization. As curators of the agency’s ideas, they are best positioned to give colleagues permission and freedom to interrogate the agency’s thinking. It also has to be done in an environment of congenial candor. People should be able to speak freely and candidly while questioning the thinking, without interrogating the individual, and in a friendly (even fun) way. 

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Moderate it</h2>
This is someone who can extract the most compelling points from the creative and intellectual scrum, synthesize the bits and articulate them in a manner that provides direction and inspiration to the team. This individual needs to make the disagreement proactive and move the thinking forward.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Give it time</h2>
Of all the monumental changes that have impacted how we work, the biggest has been less and less time. Under the crush of deadlines and rush to the solution, values such as debate, dissent and differing points of view can be seen as obstacles instead of building blocks. For the sake of our industry, creativity—and great ideas everywhere—we have to fight this trend and make room for proactive disagreement as part of our process.

So yeah, let’s fight it out to make our people and the work better.

Blog Header - Creative Debate

Why Disagreements Can Benefit Agencies

Blog Thumbnail - Creative Debate

Creative Debate

<p>
  It’s been eight months since its release and now, Threads has undergone
  significant changes that make it familiar to Twitter (X), prior to its Musk
  era. Now, I don’t believe Twitter (X) will be replaced. If so, it would have
  been gone by now. News is still breaking on Twitter (X). Remember the whole<a
    target="_blank"
    href="https://mashable.com/article/sam-altman-openai-ceo-firing-breaks-silence"
  >
    Open AI and Sam Altman</a
  >
  chaos in November 2023? All developments on the matter were made on Twitter
  (X). It’s still where the internet goes to react. So, then where does that
  leave Threads this year?
</p>
<p>
  Rather than seeing this as a Twitter (X) copycat, Threads offers a unique
  opportunity for brands to curate an exclusive community. While brands are all
  about the aesthetics on Instagram and hopping on trends on Twitter (X),
  Threads might be where you take the same topic you explore on Instagram, for
  instance, and seek ways to foster a closer community feel – think discussing
  that topic in a tight Discord or Patreon group of super fans.
</p>
<p>
  Before you jump at the idea of establishing a Threads presence, let’s start by
  understanding where the platform is today and how you might look at platform
  success.
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  If Twitter (X) and Instagram Had a Baby: That’s Your Threads Audience.
</h2>
<p>
  Picture your Instagram audience. Now think about your Twitter audience. Two
  completely different people but that weird mash-up of the two is what you have
  on Threads. Some are there because they dislike where Twitter (X) is headed.
  Others are there because it was an easy cross over from Instagram. Whatever
  the case, you now have a completely new audience group. That means you can
  test out your brand tone and personality – maybe it levels up or down – in
  your content.
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  Community + Niche Conversations Distinguish This Platform
</h2>
    <p>
      Meta has stated that Threads is focused on
      <a
        target="_blank"
        href="https://www.theverge.com/2023/7/7/23787334/instagram-threads-news-politics-adam-mosseri-meta-facebook"
        >building community</a
      >
      (think private communications with friends) and brands have taken a<b>
        pure community building approach vs pushing lower funnel messaging</b
      >. Users are not interested in a hard-sell. Anything too hard-hitting
      becomes a turn-off. As such, engagement CTAs are less hard hitting here
      than seen on Twitter and Instagram. Separately, the experience feels
      clean, genuine, and transparent.
</p>
      <img
        src="https://static.camp-king.com/blog/20240309_threads/marvel_community_focused.png"
        width="1302"
        height="1578"
      />
      <figcaption class="image-caption centered">
        Marvel on Threads focusing on community building content
      </figcaption>
    </figure>

<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Threads Has a Genuinely Casual Tone</h2>
<p>
  While brands have brought their big personalities over (<a
    target="_blank"
    href="https://www.threads.net/@wendys"
    >Wendys</a
  >), the app encourages an element of honesty. We’re seeing less emphasis on
  the perspective of an entity – “us, the brand” – and instead, adopting a human
  voice. Because we’re building a tight knit community, the level of casualness
  here feels like you’re having a conversation with your best friend. It can be
  witty or serious, but it <b><i>feels </i></b>casual. With the strong emphasis
  on community, <b>testing informal/first person tone</b> here can help you
  adapt to the user conversations on Threads.
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20240309_threads/wendys.png"
    width="1220"
    height="288"
  />
  <figcaption class="image-caption centered">
    Wendy’s bold personality transferred over onto Threads
  </figcaption>
</figure>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  Building Community Becomes Easier Now that Keyword Searching + Tags Become
  Available
</h2>
  <p>
      <a
        target="_blank"
        href="https://www.theverge.com/2023/12/7/23992357/threads-hashtags-tags"
        >New updates</a
      >
      now make it easier to find relevant topics of conversation and engage in
      them. You can even tag your post BUT only with one searchable keyword.
      It’s also reported that a
      <a
        target="_blank"
        href="https://flight.beehiiv.net/v2/clicks/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJ1cmwiOiJodHRwczovL3d3dy50aHJlYWRzLm5ldC9AYWxleDE5M2EvcG9zdC9DMTJ2SHdub0wtOT91dG1fc291cmNlPWdlZWtvdXQubWF0dG5hdmFycmEuY29tJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX2NhbXBhaWduPXRpa3Rvay1zaG9wcy10aWwtaXQtZHJvcHMiLCJwb3N0X2lkIjoiMTYxYWQzYjYtNzBhNy00ZjY1LWE3ZjktMzBmYjI4OWQ1YTUyIiwicHVibGljYXRpb25faWQiOiJmOTMzNzExOC1hZDY0LTRmYmMtODk4Yy0wNWM2MjU5Y2NlYjEiLCJ2aXNpdF90b2tlbiI6IjBmNjZhNGUyLWI2OGUtNDlmNS1hODlkLTQ0ODIxNzA1MGFkZiIsImlhdCI6MTcwNTUzNzA5NiwiaXNzIjoib3JjaGlkIn0.fLvwVzjVjAyAT-Ifv8fdRFfUlHWUBO3WNL0p75vmXxg"
        >“trending topics” feature</a
      >
      is in the works. With these add-ons, it’s<b>
        essential to spark and maintain dialogue </b
      >with fans to build awareness, create community, and sustain activity.
      Whether that’s on your own content or in the conversations you proactively
      seek already happening around your brand or topic.
    </p>
    <figure class="margin-t-2 margin-b-2">
      <img
        src="https://static.camp-king.com/blog/20240309_threads/oreo_engaging_in_trending_convos.png"
        width="890"
        height="1280"
      />
      <figcaption class="image-caption centered">
        Oreo proactively engaging with conversations around the trending alien
        dupe
      </figcaption>
    </figure>

<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  Images/Videos on Threads are Added to Enhance the Idea or Conversation; Not
  Directly to Replace Dialogue
</h2>
<p>
  Visuals are beautifully displayed on Threads in contrast to Twitter (X)’s busy
  layout where sharing a quick response via meme or link is often seen. That’s
  not to say memes are not used on Threads. Again, it goes back to enhancing the
  conversation. How did it add value to the conversation?
</p>
<div
  class="columns h-pad-1 margin-t-2 margin-b-1"
  style="justify-content: center">
  <div class="col md-1-2 margin-b-1">
    <figure class="margin-t-2 margin-b-2">
      <img
        src="https://static.camp-king.com/blog/20240309_threads/tw_feed_looks_busy.jpg"
        width="1284"
        height="2402"
      />
      <figcaption class="image-caption centered">
        Twitter’s UI View Often Feels Busy
      </figcaption>
    </figure>
  </div>
  <div class="col md-1-2 margin-b-1">
    <figure class="margin-t-2 margin-b-2">
      <img
        src="https://static.camp-king.com/blog/20240309_threads/threads_feed_example2.png"
        width="888"
        height="1783"
      />
      <figcaption class="image-caption centered">
        Threads’ feed is cleaner and doesn’t crop vertical images
      </figcaption>
    </figure>
  </div>
</div>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  Some Thread Posts Are Seen On the Instagram Feed
</h2>
<p>
  If your Threads account is connected to your Instagram account, your Threads
  posts might see additional exposure in the Instagram feed. This doesn’t mean
  you selected to publish a Thread onto both platforms but this is Meta’s way to
  try to lure more people to click on the posts and hop on over to the Threads
  app.
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20240309_threads/threads_post_on_ig_feed.jpg"
    width="1284"
    height="985"
  />
  <figcaption class="image-caption centered">
    A collection of Threads posts appearing as a carousel mid-feed on Instagram
  </figcaption>
</figure>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  There is No Third Party Tool for Community Management
</h2>
<p>
  Sorry to break it to you but to optimize sourcing/responding to tagged content
  or fans’ conversations, this all needs to operate natively within the app or
  desktop. That said, we have the ability to hide replies or mute/restrict
  profiles that troll or violate our community guidelines.
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  Measuring Success on Threads Isn’t All About Engagements
</h2>
<p>
  It’s easy to turn our attention to the number of followers and
  likes/comments/shares/etc that you gain; however, because there really is no
  insights dashboard available to use or a clear way of knowing how many people
  you’re reaching – Meta says they’re still working on this – it’s best to think
  back to your <b><i>purpose. </i></b>Some brands use Threads to amplify their
  day-to-day Twitter (X) content while others have used it to identify niche
  topics that their super fans get most excited about (<a
    target="_blank"
    href="https://www.threads.net/@marvel"
    >Marvel Entertainment</a
  >).
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">
  Like All Major Platforms, Threads Struggles With Managing a Hate Speech
</h2>
<p>
  For the most part, things were good on Threads but as early as last Summer,
  some hateful content occasionally popped up. This happened again in December
  2023 when
  <a
    target="_blank"
    href="https://mashable.com/article/threads-transphobia-anti-abortion-posts-hate-speech?utm_source=geekout.mattnavarra.com&utm_medium=referral&utm_campaign=tiktok-shops-til-it-drops"
    >Islamophobic and transphobic</a
  >
  content appeared to infiltrate feeds. Meta confirmed this and stated they are
  actively working on removing content violating their community guidelines.
  Like other social platforms, this will always be an ongoing issue but given
  the relatively newness of the app, backlash on the platform hasn’t been as
  impactful as we typically see on apps like Twitter (X) or Meta’s other
  platforms.
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">So… Is Threads Worth My Time?</h2>
<p>
  It’s certainly a platform worth keeping in your radar. I’d suggest starting
  with good ol’ fashion social listening. Keyword search your brand followed by
  other terms that you closely associated with your brand – the category,
  product, or service.
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20240309_threads/searching_supreme_on_threads.jpg"
    width="1284"
    height="1563"
  />
  <figcaption class="image-caption centered">
    Searching the brand “Supreme” on Threads
  </figcaption>
</figure>
<p>
  Afterwards, you’ll have to ask yourself the tough question – why are you
  interested in Threads? Are there conversations happening there worth
  exploring? Is there more about your audience you want to learn? How can you
  learn from them? How can Threads be different from your other social
  presences?
</p>
<p>
  For now, start by gathering intel. The insights can help inform what your next
  step on the platform will look like.
</p>


Blog-Will Threads Become a Thing in 2024 - Header Image

Blog Header - Will Thread Become a Thing 

Will Threads Become a Thing in 2024? 

<p>
  Camp + King has been named creative agency of record for the auto care division
  of Energizer Holdings, including Armor All, Nu Finish, and others.
</p>
<p>
  The new announcement comes after Camp + King’s seven year lead on
  <a href="https://www.energizer.com/" target="_blank">Energizer’s</a> global
  battery advertising work. During this time, the agency reinvented the
  Energizer Bunny, a beloved cultural icon, in a
  <a href="/work/the-bunny-hops-back-into-culture">series of campaigns</a> that
  interrupted well-known film genres with his characteristically cheeky ways.
</p>
<p>
  “I can’t say enough about the great strategic and creative partnership we’ve
  had with Camp + King on Energizer. I’m incredibly excited to see what they do
  in our auto care business,” said Lori Shambro, CMO of Energizer Holdings.
</p>
<p>
  “Over the seven years that we’ve led Energizer globally, we’ve developed such
  a fantastic relationship with the entire Energizer team and are thrilled that
  they entrusted us with growing their entire line of auto care, including the
  Armor All brand,” said Roger Camp, Founder & Chief Creative Officer.
</p>
<p>View the latest work by Camp + King <a href="/work">here</a>.</p>


CKAA_4760x2160

CKAA_1200x630

Energizer Holdings Consolidates Business with Camp + King

<div class="centered">
  <div
    style="display: inline-block"
    class="note margin-b-2 md-margin-l-2 md-margin-r-2"
  >
    <p>
      This post was originally published in
      <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://musebycl.io/musings/revolving-door-isnt-inevitable-tips-creative-talent-retention"
        ><i>Muse by Clio</i></a
      >
    </p>
  </div>
</div>
<p>
Just over 10 years ago, I walked through the front door of Camp+King as a fresh-eyed intern and was greeted by a small group of go-getters and creators waiting to take me in. It felt like an agency where I could thrive. But, if you asked me on that first day how long I'd stay, I probably would've said "a year or two," not yet knowing the many positive effects that talent retention can have, both for individual employees and the agency as a whole.

At the time, my industry knowledge was limited. The prevailing wisdom said that in order to advance in your career, you needed to be nimble and nomadic—bouncing around to get higher pay, better titles and more opportunities.

Now, as I look back at my 10+ years at the agency, I see the huge advantages to retaining and building talent over the long haul. I've found that it doesn't always take Herculean efforts to keep people to help grow the operation beside you. While everyone is different, here are a few things that I've found effective at fostering and retaining new talent.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Give them opportunities</h2>
People are filled with unlimited potential that they're waiting to release into the world, but they'll never be able to show that potential if you don't give them opportunities early and often. It's a cliché for a reason. With younger talent, you can start small, but be ready to give them bigger and better opportunities as they become more secure. And if they underperform at any point, keep in mind that they're learning, and a miss shouldn't send them back to square one.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Give them access</h2>
Keep a progressive attitude towards hierarchy. Everyone at an agency knows where the buck stops and whose names are on the door, but there should never be a sense that anyone is unapproachable. The more people can engage with everyone at all levels, the sooner they can feel like they're part of a team. It also ensures that they will get comfortable speaking their mind without fear of repercussions or alienation.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Recognize growth</h2>
I distinctly remember someone early in my career whispering to me, "Once you're a junior somewhere, they'll never see you as anything other than a junior." For a while, I believed that was true. But, experience and growth are actually pretty easy to spot. Be proactive with advancement and rewarding progress. It makes people excited to grow into these new roles so they don't spend their time wondering if the next year or two will look more or less the same.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Mentor, Mentor, Mentor</h2>
Regardless of level, people want to learn new things from others who are invested in their success. As Camp + King grew over the years, we've become much more proficient at mentoring in both traditional and non-traditional ways, and it stands as one of the top reasons people stick around. Mentors focus on each individual and learn what makes them tick, what stresses them out, and how to best nurture them. This gives staffers somewhere to turn when they need to talk, plan, or engage in a venting session. If people feel unseen and unheard, they'll look for the first way out. Don't let this happen.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Let people invest in the agency's success</h2>
No one wants to go through their career feeling like they'll only ever be a worker bee, so find ways to let people invest in the success of the collective. Sometimes this can be through financial means like bonuses, but emotional investments are valuable as well. There are a lot of ups and downs in the advertising world, and being transparent about the process and behind-the-scenes happenings can help everyone feel more tied to the successes of the agency. There's infinitely more pride when you can stop saying, "I just work there" and begin saying, "I helped build that."

I don't know where I'll be in the next 10+ years, but I do know there's something special about the journey I started at Camp+King. By avoiding the common behavior of the industry, I found a wonderful place to grow, learn and build a career. I like knowing our history and being able to point to the past and see how far we've come.

I can remember when it was just 15 people trying to do it all. Now, I've seen us grow through our successes and failures. That's something I wouldn't be able to say if I had stepped into the revolving door all those years ago and let it spin me around into a different future.

For all I know, I could still be spinning today if I hadn't found an agency that saw something special in me, grabbed me by the arm, and said, "let's go for a different kind of ride."

Blog Header - Revolving Door

Tips on Retaining Creative Talent

Blog Thumbnail - Revolving Door

The Revolving Door Isn't Inevitable

<div class="centered">
  <div
    style="display: inline-block"
    class="note margin-b-2 md-margin-l-2 md-margin-r-2"
  >
    <p>
      This post was originally published in
      <a
        target="_blank"
        ref="noreferrer nofollow"
        href="https://www.lbbonline.com/news/high-five-perfect-celebrity-endorsements"
        ><i>Little Black Book</i></a
      >
    </p>
  </div>
</div>
<p>
  Celebrity endorsement can be traced to 1750 when Josiah Wedgewood used Royal
  endorsements as a branding mechanism to sell fine china dinnerware. Today,
  it's become one of the most overused tropes in our industry; 70% of
  commercials in Super Bowl LVII used a celebrity, with many spots using
  multiple. More often than not, the use of celebrity is pure borrowed interest.
  The celebrity isn't central to the brand or idea, rather they function as an
  attention-grabbing prop, and almost any celebrity could be swapped into the
  commercial. But there are some wonderful exceptions. Exceptions where the
  celebrity is the brand's kindred spirit, and where their DNA feels so
  inextricably linked to the brand purpose that you can't imagine anyone else
  playing the role. That's when the use of celebrity moves from a slightly
  desperate attention-grabbing device to an unforgettably smart brand
  statement...
</p>
<h2 class="h-main h-size-5 margin-t-6">
  Allstate – <span class="color-accent"> ‘Mayhem Is Your Cat’ </span>
</h2>
<div class="h-main h-size-2">Agency: Leo Burnett Chicago</div>
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    src="https://www.youtube-nocookie.com/embed/dHXL8A1dowo"
    title="YouTube video player"
    frameborder="0"
    allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share"
    allowfullscreen=""
  ></iframe>
</div>
<div>
  'Mayhem' is a great idea, but I don't think it would still be running 13 years
  after its debut without Dean Winters. This was A+ casting. He is the
  embodiment of mayhem – a mischief-maker, yet loveable. His comedic timing is
  brilliant, and this is the perfect portrayal of a cat.
</div>
<h2 class="h-main h-size-5 margin-t-6">
  Nike – <span class="color-accent"> ‘Dream Crazy’ </span>
</h2>
<div class="h-main h-size-2">
  Agency: Wieden + Kennedy <br />
  Production: Park Pictures
</div>
<div style="max-width: 520px" class="block-centered margin-t-1 margin-b-2">
  <blockquote class="twitter-tweet">
    <p lang="en" dir="ltr">
      Believe in something, even if it means sacrificing everything.
      <a
        href="https://twitter.com/hashtag/JustDoIt?src=hash&amp;ref_src=twsrc%5Etfw"
        >#JustDoIt</a
      >
      <a href="https://t.co/SRWkMIDdaO">pic.twitter.com/SRWkMIDdaO</a>
    </p>
    &mdash; Colin Kaepernick (@Kaepernick7)
    <a
      href="https://twitter.com/Kaepernick7/status/1036695513251434498?ref_src=twsrc%5Etfw"
      >September 3, 2018</a
    >
  </blockquote>
  <script
    async
    src="https://platform.twitter.com/widgets.js"
    charset="utf-8"
  ></script>
</div>
<p>
  I don't even need to show the spot, I can show the tweet. Few big, global
  brands have the courage to stick their neck out on social issues. And then
  there is Nike (take note, Bud Light). Few people can say "Believe in
  something, even if it means sacrificing everything" with as much impact as
  Colin Kaepernick.
</p>
<h2 class="h-main h-size-5 margin-t-6">
  Ugg – <span class="color-accent"> ‘Do Nothing Drone’ </span>
</h2>
<div class="h-main h-size-2">
  Agency: Camp + King<br />
  Production: Biscuit Filmworks<br />
  Director: Jeff Low<br />
  Sound: One Union Recording Studio<br />
</div>
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    src="https://www.youtube-nocookie.com/embed/uot_HPP2mL8"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>
<p>
  This campaign, for me, is in the top three things we've done at Camp + King.
  Jeff Bridges showing us how to 'do nothing' in Ugg's premium house slippers.
  Is there a more credible person to deliver this message than 'The Dude'?
</p>
<h2 class="h-main h-size-5 margin-t-6 margin-b-1">
  JBL x Doja Cat – <span class="color-accent"> ‘Jibble Jibble Jibble’ </span>
</h2>
<div style="max-width: 520px" class="block-centered margin-t-2 margin-b-4">
  <blockquote
    class="tiktok-embed"
    cite="https://www.tiktok.com/@jblaudio/video/7082572212758236458"
    data-video-id="7082572212758236458"
    style="max-width: 605px; min-width: 325px"
    id="v49094247855736190"
  >
    <iframe
      name="__tt_embed__v49094247855736190"
      sandbox="allow-popups allow-popups-to-escape-sandbox allow-scripts allow-top-navigation allow-same-origin"
      src="https://www.tiktok.com/embed/v2/7082572212758236458?lang=en-US&amp;referrer=https%3A%2F%2Fadmin.lbbonline.com%2Fadmin%2Fnews%2Fnews%2F101943%2F%3F_changelist_filters%3Dq%253Dhigh"
      style="width: 100%; height: 712px; display: block; visibility: unset"
    ></iframe>
  </blockquote>
  <script async="" src="https://www.tiktok.com/embed.js"></script>
</div>
<p>
  What could have easily been just another
  <span class="color-accent">#ad</span> became social gold when JBL rolled with
  Doja Cat, calling them 'jibble jibble jibble' as part of their 2022 Grammy's
  partnership (she wore the speaker on the red carpet too). It was as real as
  these things get,<i> and</i> it went viral, spawning this great duet.
</p>
<h2 class="h-main h-size-5 margin-t-6">
  Dunkin’ – <span class="color-accent"> ‘Dunkin’ Drive-Thru’ </span>
</h2>
<div class="h-main h-size-2">Agency: Anomaly x Artists Equity</div>
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    src="https://www.youtube.com/embed/BBIX9FG6kZ0"
    title="YouTube video player"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>
<p>
  Talk about overlapping DNA, it doesn't get more inextricably linked than
  Dunkin' + Affleck. Maybe Damon or Wahlberg could have pulled this off, but add
  a celebrity cameo from J-Lo, and this elevated to gold.
</p>


2023-05-25 celeb endorsements 4760x2160

Perfect Celebrity Endorsements

2023-05-25 celeb endorsements 1200x630

High Five

<p>
  The inception of a new social media platform always broaches the question for
  marketers and advertisers: How can my brand get on this? In the case of
  BeReal, your brand should not, and here’s why:
</p>
<ol class="small-numbers margin-t-2">
  <li class="font-special" style="font-size: 1.2em">BeReal is boring</li>
  <li class="font-special" style="font-size: 1.2em">
    BeReal was founded on FOMO, not a desire to connect
  </li>
  <li class="font-special" style="font-size: 1.2em">
    Choosing to opt out of joining every platform is an indicator of social
    media literacy
  </li>
</ol>
<h2 class="h-main h-size-4 margin-t-6 margin-b-1">
  1&#46; <span class="color-accent">BeReal is boring</span>
</h2>
<p>
  BeReal is meant to be a “more authentic” peek behind the curtain of people’s
  lives; removing filters and the ability to stage a photo beyond a few seconds
  of shuffling. It does succeed in being authentic, but this doesn’t mean it
  makes for particularly interesting or provocative content, nor does it make
  people stick around -
  <a
    target="_blank"
    href="https://techcrunch.com/2022/10/10/bereal-tops-53m-installs-but-only-9-open-the-app-daily-estimates-claim/"
    >TechCrunch reports that only around 9% of Android users open the app
    daily</a
  >.
</p>
<p>
  In his piece titled “BeReal Isn’t Real and Makes Everyone Look Extremely
  Boring”, Vice reporter Jason Koebler says, “If Instagram has the problem of
  making people’s lives look artificially glamorous, BeReal has the problem of
  making people’s lives look extremely (EXTREMELY) boring”. Kelsey Weekman of
  Buzzfeed News went on to say “[BeReal] is cosplaying as the solution to
  wasting time online, but the alternative it offers is also wasting time online
  with less interesting content”. As it turns out, when you take away people’s
  ability to curate what others see of their lives, most of their day is just…
  daily life. Brands shouldn’t want to become just more white noise in a barrage
  of monotonous, un-scintillating content - social media is an opportunity to
  remind consumers why they should choose you, and boring them won’t achieve
  that.
</p>
<h2 class="h-main h-size-4 margin-t-6 margin-b-1">
  2&#46;
  <span class="color-accent">
    BeReal was founded on FOMO, not a desire to connect
  </span>
</h2>
<p>
  BeReal gets away with being so boring because it is not about the actual
  content. I didn’t download BeReal for the aesthetics or the daily notification
  or the thrill of the two minute posting window; I didn’t even download BeReal
  because I was convinced my friends were doing anything particularly
  interesting in their day to day. I downloaded BeReal because everyone else did
  and I wanted to make sure that I wasn’t missing anything.
</p>
<p>
  This same phenomenon is what makes marketers feel like they should join an app
  that makes no sense for brands to be involved in. It’s tempting to want to put
  your brand on the platform because other brands are doing it but brands
  shouldn’t intentionally interject themselves into a conversation that makes
  them seem less interesting. Authenticity does not have to be achieved with
  less polished content or by hopping on the newest social platform - brands are
  not people.
</p>
<h2 class="h-main h-size-4 margin-t-6 margin-b-1">
  3&#46;
  <span class="color-accent">
    Choosing to opt out of joining every platform is an indicator of social
    media literacy
  </span>
</h2>
<p>
  BeReal was developed as the antithesis of standard social media. Some of the
  real authenticity behind the app comes from the fact that there isn’t an
  opportunity for monetization on the platform - people are posting truly just
  for themselves and their friends. Brands interjecting themselves into that
  conversation are showing that they don’t care about the intentions behind the
  platform, just that their brand is involved. In
  <a
    target="_blank"
    href="https://www.thedrum.com/news/2022/10/11/chipotle-serves-up-its-first-bereal-sweepstakes-booreal"
    >October 2022, Chipotle included a BeReal component</a
  >
  to their long-running Boorito sweepstakes: Consumers who posted their BeReal
  in a Chipotle location in costume and with the #booritosweepstakes hashtag
  were entered to win one of “Ten Free Burritos for a Year” prizes. While the
  brand is typically very social savvy, this activation demonstrated a lack of
  understanding, or a disregard, for how BeReal is meant to operate: encouraging
  posting outside of the time window and using hashtags within the platform.
</p>
<p>
  Understanding that not every new app is meant for a brand demonstrates a kind
  of social media literacy that goes far beyond what could be achieved by
  jumping on a new platform. Just because a brand <i>can </i>join a platform
  doesn’t mean they <i>have to </i>or, more importantly, should<i>. </i>
</p>
<h2 class="h-main h-size-4 margin-t-6 margin-b-1">
  In summation:
  <span class="color-accent">
    BeReal is not for everyone and BeReal is really not for brands
  </span>
</h2>
<p>
  Your brand doesn’t belong on BeReal because BeReal is about unplanned, boring,
  authenticity designed to make people feel more in the loop with their close
  friends. Deciding how and where your brand should show up is already a
  challenging conversation - don’t make it more complicated by trying to put
  your brand somewhere it doesn’t naturally belong. As more and more social
  platforms continue to pop up, it will become impossible for brands to
  participate in, and sustain, conversations on all these channels, so choose
  where you use your energy wisely.
</p>


BeReal Illo 2380x1080

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No, Your Brand Still Shouldn’t Be on BeReal

<p>
  Whether you’re new and looking to break into the industry or you’ve been in
  the ad game for quite some time, you’ve probably heard of the “Cannes Lions''.
</p>
<p>
  For those who don’t know, the Cannes Lions International Festival of
  Creativity is a global awards event that is held annually at Palais des
  Festival et des Congrès in Cannes, France. It is considered one of the largest
  and most prestigious gatherings in the advertising world. This event is a
  five-day festival to celebrate creativity, network, and discuss award-winning
  work.
</p>
<p>
  Last summer, I had the opportunity to participate and compete in Future Lions,
  a global student competition hosted by AKQA, to inspire and generate the next
  wave of creative talent entering the industry. The selected client was
  Gymshark; the brief was a call to action for young people to build a better
  future and overcome the barriers they face to create a healthier life for
  themselves. One of the challenges was to come up with an innovative idea that
  wasn’t possible five years ago. Judges weren’t looking for a typical ad
  concept, but for innovative ideas that could potentially impact culture.
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/Image_0.png"
    width="925"
    height="521"
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      href="https://www.lbbonline.com/news/akqas-future-lions-2022-winners-and-grand-prix-revealed"
      target="_blank"
      rel="nofollow noreferrer"
      >LLBOnline</a
    >
  </figcaption>
</figure>
<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  Our Ticket to Cannes
</h2>
<p>
  Out of 600+ entries globally, my team and I were selected as one of the four
  winning teams. Our winning entry, “<a
    target="_blank"
    href="https://www.youtube.com/watch?v=Gttn3fqnHyk"
    >The Tank by Gymshark</a
  >”, is a TikTok smart filter that matches you to a virtual trainer with a
  similar body type to you. The filter improves as you do without being faced
  with unrealistic body image ideals. In addition, the filter is a 90-day
  comprehensive workout program that allows people to track their progress and
  hone their fundamentals.
</p>
<p>
  The inspiration behind this idea was based on the insight that many people
  feel intimidated by the gym because they can’t find anybody that looks like
  them. What if people could train and learn fundamentals from someone that had
  a similar body type as them, but also meet them where they already are?
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/Image_2.jpg"
    width="1250"
    height="703"
  />
</figure>
<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  At the Festival
</h2>
<p>
  Fast forward to the moment I arrived at Palais des Festival et des Congrès, I
  knew I wanted to take full advantage of the festival. From attending award
  ceremonies, and workshops led by industry leaders, to experiencing huge brand
  activations. The entire week was a great learning experience and a reminder of
  why I do what I do, which motivated me to share a few takeaways.
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/Image_3.jpg"
    width="1113"
    height="641"
  />
</figure>
<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  Creativity is not linear
</h2>
<p>
  As I walked through the halls of the Palais and saw hundreds of award-winning
  work being posted on the wall, I immediately felt my creative juices flowing
  around me. It brought the feeling when I was younger at the book fair reading
  anything that caught my interest. My favorite part was getting the chance to
  read beautiful concept boards and learning how each of the creative solutions
  pushed the boundaries to solve a problem. Even when the brief was mundane,
  each of the creative solutions was approached from a different angle.
</p>
<p>
  One campaign that displayed a great example of pushing boundaries would be
  <a target="_blank" href="https://vimeo.com/491984471">“The Tampon Book”</a>, a
  book designed against tax discrimination in Germany. This campaign was awarded
  a Gold Lion in the creative effectiveness category. The work was tangible and
  capable of forcing a change to create an everlasting impact. It once again
  reminded me that there are many ways to solve a problem. That’s what makes
  being creative in this industry so exciting.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  Brands stepped up
</h2>
<p>
  This was the first time the festival was hosted back in person after a
  two-year hiatus, and the brands brought their A-game. Pinterest, TikTok,
  Spotify, Meta, Reddit, and Twitter all had major beachside brand activations.
  All of them represented their brand in the best way possible, so no activation
  was similar.
</p>
<figure class="margin-t-4 margin-b-1">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/meta.jpg"
    width="880"
    height="587"
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      href="https://www.bizbash.com/production-strategy/experiential-marketing-activations-sponsorships/media-gallery/22327343/top-activations-from-cannes-lions-2022"
      target="_blank"
      rel="nofollow noreferrer"
      >BizBash</a
    >
  </figcaption>
</figure>
<p>
  Brands showed next-level use of consumer engagement through experience design,
  immersive, creativity, and overall 360 customer experience. For instance, one
  of Meta's virtual reality experiences was a game called “Space Explorers”.
  This was one of the largest productions ever filmed in space and a four-part
  epic immersive series that allowed people to join eight astronauts on
  extravagant space missions while experiencing the joy and dangers in orbit.
  Participating in this made me realize how powerful virtual reality can be when
  combined with amazing storytelling.
</p>
<figure class="margin-t-4 margin-b-1">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/pinterest.jpg"
    width="880"
    height="576"
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      target="_blank"
      rel="nofollow noreferrer"
      href="https://www.adweek.com/creativity/im-not-in-the-c-suite-heres-what-i-got-out-of-cannes-lions/"
      >Ad Week</a
    >
  </figcaption>
</figure>
<p>
  Pinterest set up stations along the beach where people could screen print
  their own designs, get a micro tattoo, or create a new aesthetic for
  themselves with nail paintings. If you guessed the micro tattoos had the
  longest line... you’re right. I didn’t get the chance to get one, but if I
  ever go back, I’d be sure to get one as a memory. This was well thought out to
  inspire people to try new things and the way they had structured the entire
  activation essentially brought the Pinterest platform to life in the real
  world.
</p>
<figure class="margin-t-4 margin-b-1">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/tiktok.jpg"
    width="xxx"
    height="xxx"
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      href="https://www.campaignlive.com/article/cannes-lions-2022-activations-google-meta-spotify-pinterest/1791052"
      target="_blank"
      rel="nofollow noreferrer"
      >Campaign Live US</a
    >
  </figcaption>
</figure>
<p>
  TikTok’s activation was super informative, with many screen displays for
  people to try out different filters and how to use them. They had creators
  such as
  <a
    target="_blank"
    href="https://www.tiktok.com/@tegaalexander?is_from_webapp=1&sender_device=pc"
    >Tega Alexander</a
  >, a creator from France, and
  <a
    target="_blank"
    href="https://www.tiktok.com/@glamzilla?is_from_webapp=1&sender_device=pc"
    >Stephanie Valentine</a
  >, a beauty guru who also goes by her handle Glamzilla. They were both on-site
  sharing knowledge on the different app functions and providing insight on how
  to build a community with fellow creators. Aside from aesthetically pleasing
  filters and duets, I was more surprised by the functionality of the app and
  how it has transformed into becoming a “search engine” for many people in the
  world.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">Off-Script</h2>
<p>
  Every year, less than 4% of award entries globally are rewarded with a Lions
  award. Across all of the awarded work, the thing that stood out to me the most
  was that the creative was human-centered and focused very little on the
  product. These are a few of my favorite pieces that took home awards based on
  their simplicity, innovativeness, and level of craft.
</p>
<h3 class="h-main h-size-3 margin-t-4 margin-b-1">
  Apple – Escape From The Office
</h3>
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube-nocookie.com/embed/GC5Gmkn92Bg"
    title="YouTube video player"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>
<p>
  This film from Apple was awarded a Grand Prix in the Film category. This
  eight-minute short film was about a team of employees looking to escape from
  their evil boss by launching a new idea and turning it into a company with the
  help of numerous Apple devices. I thought the combination of storytelling and
  product placement throughout the entire film was seamless. Throughout the
  film, there were a lot of relevant moments that many could relate to in a work
  setting, and most importantly, the use of humor in telling the stories that
  people have with the devices was the best part.
</p>
<h3 class="h-main h-size-3 margin-t-4 margin-b-1">
  Girls Who Code – DojaCode with Doja Cat
</h3>
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    src="https://www.youtube-nocookie.com/embed/D3Phbpa7qTg"
    title="YouTube video player"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>
<p>
  This piece of work from Girls Who Code was awarded a Gold Lion in the Brand
  Experience and Activation category. First time and with the help of Doja Cat,
  they turned a music video into a code-able experience for women all over the
  world to learn. Women can customize and create their versions of the music
  video, making it a fun and accessible learning experience for everyone. This
  was an innovative and functional concept that was executed perfectly by using
  technology in a way for the female audience in a culturally relevant fashion.
  In addition, the mission-driven aspect behind this concept was impactful
  because it essentially exposed the audience to the world of coding for the
  first time in a genuine way.
</p>
<h3 class="h-main h-size-3 margin-t-4 margin-b-1">
  Pepsi –
  <a
    target="_blank"
    href="https://www.dandad.org/awards/professional/2022/235445/better-with-pepsi/"
    >“Better With Pepsi”</a
  >
</h3>
<figure class="margin-t-1 margin-b-1">
  <img
    src="https://static.camp-king.com/blog/20230325_canne/pepsi.jpg"
    width="xxx"
    height="xxx"
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      href="https://www.dandad.org/awards/professional/2022/235445/better-with-pepsi/"
      target="_blank"
      rel="nofollow noreferrer"
      >D&AD</a
    >
    <a href="xxx" target="_blank" rel="nofollow noreferrer">xxx</a>
  </figcaption>
</figure>
<p>
  It’s always good to see a clever, beautifully crafted print ad, and this is
  one of them! This piece of work won a Gold Lion in the Outdoor + Print
  Publishing category. One of the aspects I love about this piece of work is the
  craft and the art direction. This execution is effective and simple, yet
  carries out the concept extremely well. Anyone who looks at the work will
  quickly understand the message without further explanation and I think that’s
  what makes it award-winning.
</p>
<hr class="divider margin-t-4 margin-b-4" />
<p>
  My main takeaway from these favorite pieces: the power of creativity can not
  only solve business problems, but also world problems. As you can see, many
  that have won awards embody those traits and it goes to show that when it’s
  executed perfectly, it can truly be beautiful.
</p>
<div class="margin-t-2 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">Marc Pritchard</div>
      <div class="extra">Chief Brand Officer at Procter & Gamble</div>
    </header>
    <div class="bq-content">
      <span>
        That’s the joy of creativity. It touches hearts and minds, gives people
        something of personal value, and can make them smile, laugh, cry, act
        and, of course, buy.
      </span>
    </div>
  </blockquote>
</div>
<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  Closing Thoughts
</h2>
<p>
  After a week of fully immersing myself in creativity and inspiration, this was
  an incredible experience that I will remember for a long time. It has
  certainly set the bar for me of what good “creative” should look like. As a
  creative, it will be my endless pursuit to try and create work of that
  caliber. One thing I am certain of is that the craft of storytelling still
  exists regardless of emerging technology. For work to move the needle and
  create change, it needs to be human-centered. At the end of the day, we’re in
  the business of people and communication. The more we can relate to people on
  a personal level, the more genuine relationships begin to happen between
  people and brands.
</p>


2023-05-25 canne lions 4760x2160

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I Canned Believe I Won!!

Camp + King's campaign started the 'Texts With Your Agent' social video series for RE/MAX that turns viral UGC videos into hardworking content for the brand. The team find funny, interesting clips online and pair them with an overlaid text message thread between a client and RE/MAX agent. This reverse-engineering of UGC videos has become a really fun, authentic tool for the brand to reach a social-savvy audience.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">The Problem</h2>
RE/MAX wanted to better connect with an audience that was increasingly drawn to digital ways of doing real estate, like home search apps and iBuyers. We needed to highlight the benefits of working with a real-life real estate agent in a way that would resonate with a group of people who would rather go online than pick up the phone.

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Ideation</h2>
The main hurdle was making spots that this audience would relate to. To help us out, we turned to viral videos as a source of content that’s already proven to perform well on social. What’s excellent about UGC is that so much of it is filmed in and around the home, which creates a natural tie to real estate. But beyond just houses, real estate is so connected to milestones and important life decisions - there’s a lot of humanity wrapped up in the trade. Because of that, we found it really wasn’t a big stretch to re-contextualize viral videos to create compelling RE/MAX stories.

Once we had our videos, we added the storytelling via text exchange overlays between clients and agents. We chose text messages to both humanize our agents and show them in a modern light. We wanted to showcase them as funny, empathetic, and overall regular people who know a ton about real estate and even more about how to help you buy and sell.
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube-nocookie.com/embed/ZyoISPyKeOA"
    title="YouTube video player"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>

<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Prototype and Design</h2>
The campaign reversed the traditional process; instead of writing scripts and crafting content to fit the narrative, we started with viral moments and built from there. 

Working with UGC didn’t come without problems. We had to juggle hitting key selling points for the brand with the reality that we couldn’t control what videos were out there (and licensable.) The process we found worked best was to avoid painting ourselves into a corner early. Instead of searching with just our selling-points in mind, we cast a wide net to find the best videos. Once we had a pool of videos, we pressure-tested which ones could be reverse-engineered into hardworking content.
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube-nocookie.com/embed/Onno1AoGINc"
    title="YouTube video player"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>
<div class="embed-container margin-t-1 margin-b-1">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube-nocookie.com/embed/seQxgeMIFnY"
    title="YouTube video player"
    frameborder="0"
    allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"
    allowfullscreen
  ></iframe>
</div>
<h2 class="h-main h-size-2 margin-t-1 margin-b-1">Live</h2>
So far, we’ve seen really encouraging engagement with the Text With Your Agent videos. The series has produced over 791 million impressions across paid and organic social. Beyond impressions, it's providing results. The videos drove over 8k conversions to remax.com, which is outstanding for upper funnel. Our top performing video drove 181k+ clicks to remax.com, had 249% above platform average CPC, and a 264% above average Click Thru Rate. All in all, this bet on reverse-engineering UGC videos has proven to be a fruitful one for RE/MAX.

Blog Header - TWYA

How RE/MAX Used Social Videos to Bring Buyers and Real Estate Agents Together

Blog Thumbnail - TWYA

Problem Solved

<div class="centered">
  <div
    style="display: inline-block"
    class="note margin-b-2 md-margin-l-2 md-margin-r-2"
  >
    <p>
      This post was originally published in
      <a
        target="_blank"
        href="https://www.lbbonline.com/news/how-gen-z-is-changing-nostalgia"
        ><i>Little Black Book</i></a
      >
    </p>
  </div>
</div>

<p>
  There’s no question that nostalgia has captivated Gen Z’s attention. From Y2K
  fashion and accessories flooding middle schools across the globe to the
  <a
    href="https://www.tiktok.com/@anuheanihipali/video/7105462519183068462"
    target="_blank"
    >TikTok trend</a
  >
  showcasing young people’s parents in full 90s grunge, Gen Z has a tendency to
  look at any era through rose-colored glasses. This younger generation craves
  the sentimental longing of the past in fashion, entertainment, and trends and
  uses it as a way to seek comfort and connection. These styles enable them to
  romanticize the past, escape, and cope with the often dark realities of today.
  For them it’s a simpler time; before COVID-19 remote learning, and an economic
  recession that's affecting their entrance into the job market, and before
  social media and online pressures became so
  <a
    href="https://www.businessinsider.com/gen-z-nostalgia-y2k-indie-sleaze-old-money-economic-response-2022-1"
    target="_blank"
    >omnipresent.</a
  >&nbsp;&nbsp;
</p>

<figure class="block-centered margin-t-2 margin-b-2" style="max-width: 400px">
  <img
    width="601"
    height="900"
    src="https://static.camp-king.com/blog/20221206/90s-Shirts-From-Urban-Outfitters.webp"
  />
  <figcaption class="centered">
    <a
      href="https://www.popsugar.com/fashion/90s-Shirts-From-Urban-Outfitters-45257112"
      ><small>Source – Pop Sugar</small></a
    >
  </figcaption>
</figure>

<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  Redefining the Nostalgia Timeline
</h2>
<p>
  Gen Z is also changing what it means to be nostalgic, and shrinking the amount
  of time it takes for something to be nostalgic. Nostalgia to Gen Z can mean
  last summer, or even just last week. Viral TikTok trends and
  <a
    href="https://twitter.com/DynamoSuperX/status/1385331496064471042?s=20&amp;t=caWCr5MGCyCCzgDO-X7_6Q"
    target="_blank"
    >Twitter memes</a
  >
  recall elementary school memories, from the floor scooters used in gym class
  to the feeling of being underneath the rainbow parachute. Gen Z was born in
  the early 2000s, and their nostalgia taps into fairly recent childhood
  memories.
</p>

<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 500px">
  
  <blockquote class="twitter-tweet"><p lang="en" dir="ltr">pov: when you were actually excited about gym class <a href="https://t.co/JkJHG6TRCJ">pic.twitter.com/JkJHG6TRCJ</a></p>&mdash; JOLLY J✨ (@DynamoSuperX) <a href="https://twitter.com/DynamoSuperX/status/1385331496064471042?ref_src=twsrc%5Etfw">April 22, 2021</a></blockquote>
  <script
    async
    src="https://platform.twitter.com/widgets.js"
    charset="utf-8"
  ></script>
</div>

<p>
  Perhaps one of the most apparent ways in which this nostalgic shift showed
  itself was during the height of the pandemic. In a time of so much loss,
  change and discomfort, people longed for familiarity and a romanticized past –
  no matter how recently that might have been. Gen Z shared online in June how
  they missed April, and in December, they missed June.
</p>

<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 320px">
  
  <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@james_ikin/video/6929250743413181701" data-video-id="6929250743413181701" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@james_ikin" href="https://www.tiktok.com/@james_ikin?refer=embed">@james_ikin</a> In honour of it being March again next month, feeling weirdly nostalgic <a title="lockdown" target="_blank" href="https://www.tiktok.com/tag/lockdown?refer=embed">#lockdown</a> <a title="memories" target="_blank" href="https://www.tiktok.com/tag/memories?refer=embed">#memories</a> <a title="tiktokaudios" target="_blank" href="https://www.tiktok.com/tag/tiktokaudios?refer=embed">#tiktokaudios</a> <a title="lockdowntiktok" target="_blank" href="https://www.tiktok.com/tag/lockdowntiktok?refer=embed">#lockdowntiktok</a> <a title="nostalgia" target="_blank" href="https://www.tiktok.com/tag/nostalgia?refer=embed">#nostalgia</a> <a title="nostalgic" target="_blank" href="https://www.tiktok.com/tag/nostalgic?refer=embed">#nostalgic</a> <a target="_blank" title="♬ original sound - Aujonta" href="https://www.tiktok.com/music/original-sound-6885716486145526530?refer=embed">♬ original sound - Aujonta</a> </section> </blockquote>
  <script async src="https://www.tiktok.com/embed.js"></script>
</div>

<p>
  Today, the shortening of the nostalgia life cycle is apparent in TikTok
  accounts dedicated to nostalgia reflecting on
  <a
    href="https://www.tiktok.com/@nostalgia__hub/video/6965270903491955973"
    target="_blank"
    >trends of 2016</a
  >
  and songs from the summer of 2019. Recently, Wildflower phone cases reminisced
  on their past case styles from 2014 and brought back a
  <a
    href="https://www.nylon.com/fashion/wildflower-cases-stud-drop"
    target="_blank"
    >Tumblr-era throwback</a
  >
  to their collection. Influencer Addison Rae initiated the campaign, tweeting
  that she was ready for “a comeback.” Younger consumers not only want to buy
  products that spark nostalgia, but they’re eager to support brands that deeply
  understand the fast-moving cycle of reliving trends.
</p>

<figure class="margin-t-2 margin-b-1 block-centered">
  <img
    width="925"
    height="521"
    src="https://static.camp-king.com/blog/20221206/2ed1eaf6-61ff-4587-a2a9-a356bbee5212.png"
  />
</figure>

<div class="margin-t-1 margin-b-2 block-centered" style="max-width: 320px">
  
  <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@nostalgia__hub/video/6965270903491955973" data-video-id="6965270903491955973" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@nostalgia__hub" href="https://www.tiktok.com/@nostalgia__hub?refer=embed">@nostalgia__hub</a> Who want to go back? 😢 <a title="nostalgia" target="_blank" href="https://www.tiktok.com/tag/nostalgia?refer=embed">#nostalgia</a> <a title="nostalgic" target="_blank" href="https://www.tiktok.com/tag/nostalgic?refer=embed">#nostalgic</a> <a title="2016" target="_blank" href="https://www.tiktok.com/tag/2016?refer=embed">#2016</a> <a title="childhood" target="_blank" href="https://www.tiktok.com/tag/childhood?refer=embed">#childhood</a> <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp?refer=embed">#fyp</a> <a title="usa" target="_blank" href="https://www.tiktok.com/tag/usa?refer=embed">#usa</a> <a title="trend" target="_blank" href="https://www.tiktok.com/tag/trend?refer=embed">#trend</a> <a title="foryou" target="_blank" href="https://www.tiktok.com/tag/foryou?refer=embed">#foryou</a> <a title="foryoupage" target="_blank" href="https://www.tiktok.com/tag/foryoupage?refer=embed">#foryoupage</a> <a title="viral" target="_blank" href="https://www.tiktok.com/tag/viral?refer=embed">#viral</a> <a target="_blank" title="♬ originalljud - absolutesnacc" href="https://www.tiktok.com/music/originalljud-6948086450214701830?refer=embed">♬ originalljud - absolutesnacc</a> </section> </blockquote>
  <script async src="https://www.tiktok.com/embed.js"></script>
</div>

<p>
  In contrast to Gen Z’s excitement, older consumers (cough cough, Millennials),
  commented that the studded design and iconic floral look came back too soon.
  While it was an homage to the brand’s 10-year-anniversary, naysayers argued it
  had not been enough time for it to make it back to the trend cycle. The
  changing definition of nostalgia plays out here, as we see older generations
  uncomfortable with the idea and Gen Z consumers hungry for the return of a
  recently extinct trend.
</p>

<h2 class="h-main h-size-5 color-accent margin-t-6 margin-b-1">
  Why Does this Matter for Brands?
</h2>
<p>
  Tapping into the “true” meaning of nostalgia with retro styles and vintage
  fonts is still a very valuable tool for brands to utilize. However, the
  changing use of nostalgia is something that brands have to pay close attention
  to.
</p>
<p>
  There’s a fine line between brands coming across as disingenuous and forced
  when tapping into microtrends, and nostalgia is no exception. With the
  ever-changing online landscape, once the trend has left, it feels like eons of
  time have passed. Not only has a trend passed, but so has an era, making it
  feel nostalgic despite being months, or even weeks ago. Brands like Wildflower
  have tapped into a version of this, bringing back 2014 styles as opposed to
  their usual 90s-inspired looks. With product drops frequently selling out
  within days, the success is clear. This new nostalgia is a space that
  resonates with young consumers and if the brand voice aligns, the potential
  for brands to connect with Gen Z is strong.
</p>
<p>
  Brands like Wildflower have tapped into a version of this, bringing back 2014
  styles instead of their usual &rsquo;90s-inspired looks. With product drops
  frequently selling out within days, the success is apparent. This new
  nostalgia is a space that resonates with young consumers, and if the brand
  voice aligns, the potential for brands to connect with Gen Z is strong.
</p>

2022-12-06 blog hero

Why brands should listen closely to keep up with young consumers’ ongoing reminiscence about the recent past.

2022-12-06 blog thumbnail

How Gen Z Is Changing Nostalgia

4760x2160 StratBlog

How brands are drawing from religious behavior traits to cultivate trust with their audience

1200x630 StratBlog

Conversationworthy Cult Brands

<p>
  The term “hot girl walk”,
  <a
    target="_blank"
    nofollow
    noreferrer
    href="https://www.tiktok.com/@exactlyliketheothergirls/video/6921093565200207110"
    >originally coined by TikTok user Mia</a
  >
  (<a
    target="_blank"
    nofollow
    noreferrer
    href="https://www.tiktok.com/@exactlyliketheothergirls"
    >@exactyliketheothergirls</a
  >), has become almost inescapable on the internet. Like most things that
  originate on TikTok, the Hot Girl Walk had a meteoric rise to fame, and the
  original “rules” that surrounded the Hot Girl Walk are simple:
</p>
<div class="margin-t-1 margin-b-1">
  <ul class="bullet-list">
    <li>Walk four-ish miles <em>outside</em></li>
    <li>
      Only think about the following:
      <div class="margin-l-2">
        <ul class="bullet-list">
          <li>How hot you are</li>
          <li>What you’re grateful for</li>
          <li>What you want to achieve</li>
        </ul>
      </div>
    </li>
  </ul>
</div>
<p>
  Since the original video was posted, the Hot Girl Walk has been adopted and
  adapted by other creators and users, stripping away the rules and leaving just
  the idea: use walking as a way to get in tune with your thoughts or the world
  around you, while working on your physical and mental health in an easy,
  non-committal way.
</p>
<div
  class="columns h-pad-1 margin-t-2 margin-b-1"
  style="justify-content: center"
>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@danielle_carolan/video/6979233437857189126"
      data-video-id="6979233437857189126"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@danielle_carolan"
          href="https://www.tiktok.com/@danielle_carolan"
          >@danielle_carolan</a
        >
        starting today I’ll be going for a hot girl walk everyday &#38;
        empowering myself ✨<a
          title="hotgirlwalk"
          target="_blank"
          href="https://www.tiktok.com/tag/hotgirlwalk"
          >#hotgirlwalk</a
        >
        <a
          target="_blank"
          title="♬ Steeeam - Shelly"
          href="https://www.tiktok.com/music/Steeeam-6887962112417613825"
          >♬ Steeeam - Shelly</a
        >
      </section>
    </blockquote>
    <script async src="https://www.tiktok.com/embed.js"></script>
  </div>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@cearakirk/video/6976805368525491461"
      data-video-id="6976805368525491461"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@cearakirk"
          href="https://www.tiktok.com/@cearakirk"
          >@cearakirk</a
        >
        my take on the
        <a
          title="hotgirlwalk"
          target="_blank"
          href="https://www.tiktok.com/tag/hotgirlwalk"
          >#hotgirlwalk</a
        >! (Originally by hot girl @exactlyliketheothergirls but my spin on it
        🤓)
        <a
          title="hotgirlsummer"
          target="_blank"
          href="https://www.tiktok.com/tag/hotgirlsummer"
          >#hotgirlsummer</a
        >
        <a title="walk" target="_blank" href="https://www.tiktok.com/tag/walk"
          >#walk</a
        >
        <a
          target="_blank"
          title="♬ Juless Edits - Shou"
          href="https://www.tiktok.com/music/Juless-Edits-6789995456064669697"
          >♬ Juless Edits - Shou</a
        >
      </section>
    </blockquote>
    <script async src="https://www.tiktok.com/embed.js"></script>
  </div>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@itsgretawilson/video/7067298144110939438"
      data-video-id="7067298144110939438"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@itsgretawilson"
          href="https://www.tiktok.com/@itsgretawilson"
          >@itsgretawilson</a
        >
        <p>10&#47;10 recommend</p>
        <a
          target="_blank"
          title="♬ original sound - Molly"
          href="https://www.tiktok.com/music/original-sound-7058943936773442309"
          >♬ original sound - Molly</a
        >
      </section>
    </blockquote>
    <script async src="https://www.tiktok.com/embed.js"></script>
  </div>
</div>

<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  What makes the Hot Girl Walk so successful?
</h2>
<p>
  Social media thrives on perfectionism and aesthetic appeal, and this
  commitment to broadcasting a perfect life is exactly the reason that fitness
  influencers can’t compete with the widespread success and adaptability of the
  Hot Girl Walk. Originally meant to be inspiring, fitness influencing has often
  caused active lifestyles to appear unapproachable and unsustainable, making
  them ultimately unattainable for most regular people. Many of the routines
  require equipment, skill, or access to a gym and the meal plans can be
  expensive and limiting. The success of the Hot Girl Walk lies in its
  simplicity and customizability: if you’re walking, you’re doing it right. The
  Hot Girl Walk is liberating, acting as a free, no-commitment-needed workout
  that, at the very least, gives you some time to reconnect with your thoughts
  and get some fresh air. It is a blatant “F you” to social media perfectionism
  and proof that realism and authenticity are dominant players in the social
  space.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  How the Hot Girl Walk continues to grow
</h2>
<p>
  One of the biggest differentiators of the Hot Girl Walk, compared to other
  fitness trends, is the community-minded aspect. You can Hot Girl Walk alone
  just as easily as you can Hot Girl Walk with a group of 30 strangers who live
  in your city and are looking to make new friends. Walking groups can be found
  on all social platforms, encouraging anyone to meet at a designated location
  and walk, chat, meet new people, or explore the city. New York based
  fitness-guru Brianna Joye launched
  <a
    target="_blank"
    nofollow
    noreferrer
    href="https://www.instagram.com/citygirlswhowalk/?hl=en"
    >City Girls Who Walk</a
  >, a weekly walking group in New York, offering participants the chance to
  ‘meet new life long friends’ while safely walking through the city. Locally,
  <a
    target="_blank"
    nofollow
    noreferrer
    href="https://www.tiktok.com/@katie_coult/video/7091838745682513198"
    >Katie Coult</a
  >
  has coined the Marina Girl MILF Manifestation Walk, where walkers can speak
  their dream lives into existence while walking through the nicest
  neighborhoods in San Francisco. Lifestyle influencer and model Hannah Meloche
  has a Spotify playlist called “hot girl walk” with over 39,000 likes, despite
  only being 33 songs long. Creators on all platforms are finding ways to make
  the Hot Girl Walk their own, while inviting followers to join their unique
  community. Because the concept of the Hot Girl Walk is so simple, it can be
  executed by anyone, anywhere, making it rich with possibilities for engagement
  and expansion.
</p>
<div
  class="columns h-pad-1 margin-t-2 margin-b-1"
  style="justify-content: center"
>
  <div class="col md-1-2 margin-b-1">
    <figure class="margin-t-2 margin-b-2">
      <img
        src="https://static.camp-king.com/blog/20220822_hot_girl_walk/grouppic_left.jpg"
        width="1284"
        height="1003"
        alt="A large group photo of women in a New York City park"
      />
      <figcaption class="image-caption centered">
        Source:
        <a
          target="_blank"
          nofollow
          noreferrer
          href="https://www.instagram.com/p/Cd5kuRrOAOb/?hl=en"
          >City Girls Who Walk; Instagram</a
        >
      </figcaption>
    </figure>
  </div>
  <div class="col md-1-2 margin-b-1">
    <figure class="margin-t-2 margin-b-2">
      <img
        src="https://static.camp-king.com/blog/20220822_hot_girl_walk/spotify_right.jpg"
        width="1060"
        height="1003"
        alt="A screenshot of a Spotify playlist titled 'hot girl walk'"
      />
      <figcaption class="image-caption centered">
        Source:
        <a
          target="_blank"
          nofollow
          noreferrer
          href="https://open.spotify.com/playlist/7FABKFsBHoqlNDEQVenQtw?si=18af488d4e224ac2"
          >Hannah Meloche; Spotify</a
        >
      </figcaption>
    </figure>
  </div>
</div>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  The impact on the wellness industry and how it can be used by brands
</h2>
<p>
  Brands have seen success embracing the Hot Girl Walk mentality years before
  the term was coined: Outdoor Voices leaned into the laid back nature of
  exercising for yourself, and Glossier championed the idea that products should
  elevate your natural look rather than try and change it entirely. In the same
  way that the Instagram Photo Dump has liberated people to post whatever they
  want and romanticize the boring aspects of their life, the Hot Girl Walk has
  provided people freedom in their personal fitness journeys and an easy way to
  improve their self image.
</p>
<figure class="margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20220822_hot_girl_walk/group_pic_1.jpg"
    width="1544"
    height="1028"
    alt="Five women wearing athletic wear laughing on a picnic table in the woods. Snow is on the ground."
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      target="_blank"
      nofollow
      noreferrer
      href="https://journal.getaway.house/getaway-partners-getting-outside-with-outdoor-voices-boston/"
      >Outdoor Voices; The Getaway</a
    >
  </figcaption>
</figure>
<p>
  Hot Girl Walks are appealing to a generation of consumers who value
  individuality and things that fit their lifestyle, rather than a one size fits
  all. In an era where everything feels over-edited and unattainable through
  social media, the Hot Girl Walk is a breath of fresh air. The mindset of the
  Hot Girl Walk &ndash; doing something easy and fun for your physical and
  mental health &ndash; is resonating with current consumers, and brands that
  embrace this independent and free-form mindset will see success.
</p>


julyblogpostheader-2380x1080-

julyblogpostheader-1200x630

How the hot girl walk has democratized workout culture and what this means for the wellness industry


Did you know that Gen Z has an estimated collective buying power of [$150 billion](https://www.emarketer.com/content/us-generation-z-shopping-behaviors)? With that much money on the line, it is important to understand what and why they are buying. In this post, we'll discuss what Gen Z is purchasing, how technology has influenced their spending habits, and how their shopping behaviors impact different industries.

<p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Fashion Devotion</h2>
Gen Z loves fashion. Gen Z is more committed to shopping and fashion than any other generation. A report conducted by  <a
    target="_blank"
    href="https://www.afterpay.com/en-US/for-retailers/access/news/next-gen-index-us-september-2021"
    >Afterpay</a
  > revealed that fashion accounts for 80% of Gen Z spending through their service compared to 70% of Millenial spending. Why?

A potential reason for Gen Z’s devotion to fashion could be due to the power of social media. Gen Z grew up on the internet and they currently spend about [4.5 hours](https://nrf.com/blog/how-gen-z-driving-future-retail#:~:text=These%20generations%20are%20using%20social,about%203.8%20hours%20each%20day.) a day on social media which is influencing their shopping behaviors. For example, [47%](https://www.surveymonkey.com/curiosity/gen-z-social-media-and-shopping-habits/) of Gen Z say that they turn to social media for inspiration and [78%](https://www.statista.com/statistics/1260868/social-media-influence-on-shopping-by-generation-us/) of Gen Z shoppers have purchased an item they had seen on their social media feed.

![Screen Shot 2022-06-01 at 10.28.41 AM](//images.ctfassets.net/enzv3zmclegl/6Kkbl2vsVqRWEMxNkKudUW/92b150c53e2d3ad47e36fdfa90319b8e/Screen_Shot_2022-06-01_at_10.28.41_AM.png)
</p>
<p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Which social platforms are driving fashion consumption?</h2>
<a
    target="_blank"
    href="https://kibocommerce.com/blog/millennials-gen-z-2021/"
    >64%</a
  > of Gen Z say they get shopping inspiration from Instagram. Another social media platform driving inspiration and sales is TikTok. For example, TikTok #hauls, which include showing off items purchased from a shopping trip, have amassed over 17.6 billion views on the platform. And let's not forget about #TikTokMadeMeBuyIt, which includes sharing items purchased because of TikTok. The hashtag has garnered over 9.2 billion views. 
</p>

<a
    target="_blank"
    href="https://www.tiktok.com/@emmylizabethhauls/video/7071369795098250542"
    >

![TikTok Example](//images.ctfassets.net/enzv3zmclegl/3pXJAPGzKqlxBrzczTKnPk/29d918fe92256a59028b79098d34d348/Screen_Shot_2022-06-01_at_1.45.26_PM.png)
</a>

<p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Fast Fashion on the decline</h2>
Gen Z is passionate about buying with intention. A report conducted by First Insight revealed that Gen Z shoppers value “<a
    target="_blank"
    href="https://financesonline.com/generation-z-trends/"
    >high-quality, long-lasting products</a
  > over trendy disposable items,” including clothing items. Another report conducted by Vogue and GQ revealed that <a
    target="_blank"
    href="https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal"
    >60%</a
  > of Gen Z shoppers think the pandemic made them more conscious about the fashion items they buy. A potential reason for this could be due to the spike in social media usage during the pandemic and the climate change resources that are easily shared on the platforms Gen Z uses. As a result, <a
    target="_blank"
    href="https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal"
    >73%</a
  > of Gen Z consumers reported that they are willing to spend more on environmentally-friendly products. 
</p>
<p>
What does this look like? Instead of buying from fast fashion brands, Gen Z is purchasing from second-hand stores. Gen Z is <a
    target="_blank"
    href="https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal"
    >27%</a
  > more likely to shop second-hand in order to get quality and affordable clothes that will allow them to have a unique fashion style. 

  ![Dazed Blog Image](//images.ctfassets.net/enzv3zmclegl/6B89SdrNCA2unTAL5tQgTc/c54c79503aa954fbf0f95e999cebe908/Screen_Shot_2022-06-01_at_5.33.34_PM.png)

> “I prefer thrifting to regular shopping for two main reasons: one, I don’t want to give in to fast fashion, and two, I am very money-conscious. Thrifting is a wonderful solution to both dilemmas because it’s usually very cheap and helps keep perfectly fine clothes out of landfills!” – [Kate, Cary High](https://www.nytimes.com/2021/11/11/learning/what-students-are-saying-about-gen-zs-values-thrift-shopping-and-beloved-family-members.html)

> “Thrifting is much more affordable, discourages fast fashion, sustainable, and fun to go in not knowing what there will be.” – [Zoe Howroyd, New York](https://www.nytimes.com/2021/11/11/learning/what-students-are-saying-about-gen-zs-values-thrift-shopping-and-beloved-family-members.html)
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">What this means for your brand</h2>
How can your brand continue to keep a pulse on Gen Z shopping trends? Jump on the social platforms they are on! Start with TikTok and Instagram. Search for popular hashtags including #hauls, #thrifting, or #TikTokMadeMeBuyIt. Take a look at the content that shows up. Do you see a common theme? Lastly, don’t shy away from following Gen Z influencers! 


blog 2020-07-22 header

blog 2020-07-22 thumbnail

Trending Shopping Habits of Gen Z

<div class="centered">
    <div style="display:inline-block" class="note margin-b-2 md-margin-l-2 md-margin-r-2">
    <p>
        This post was originally published in <a target="_blank" href="https://shots.net/news/view/the-gatekeepers-of-comedy-are-no-longer-in-charge"><i>Shots</i></a>
    </p>
    </div>
</div>

What’s the funniest thing you’ve seen today? Or this week? Maybe it was something from a movie. Or the latest series on Netflix. Maybe it was even something from an ad.

But, more than likely, the funniest thing you’ve seen recently wasn’t penned by a professional writer or creative person, the type employed by movie studios, advertising agencies, or the Conan O’Brien writer’s room. Chances are, it was probably created by a novice. An ‘amateur.’ Someone not employed in a professional capacity to make you laugh.

<figure class="margin-t-2 margin-b-2">
    <img
    src="https://static.camp-king.com/blog/20220502_comedy_gatekeepers/memes.jpg"
    width="1280"
    height="720"
    alt="Left: A comic of a man standing in a corner looking at two cats saying, “They don’t know I’m about to vacuum.” Right: a photo of a cat wearing rubber human hands folded together."
    />
    <figcaption class="image-caption centered">
    Two memes I've enjoyed in recent weeks. I am a cat person, so these jokes speak directly to me.
    </figcaption>
</figure>

Be it a meme, a viral tweet, or a hilarious TikTok video filmed by a 20-something influencer, this funny thing probably didn’t cost a million dollars to make, or require an A-list director to shoot. It was likely made with an iPhone in somebody’s living room, on an average Tuesday afternoon. And then it got 6.5 million views!

To the casual observer, it might seem like the professional humorists are getting beat at their own game. But, if you look closer, it’s obvious that something bigger is happening. Something huge, actually. Put simply: the traditional gatekeepers of comedy are no longer in control of what’s funny.

Or, said another way, if mainstream comedy has been centralised until now, with a handful of individuals deciding what the world should see and laugh at, then the future of humour will be the opposite: decentralised, community driven and radically more inclusive. Does this mean that professional creative people should hang up their hats, turn in the expensive ad school diplomas and agency pedigrees? Will hordes of influencers eager to work for freebies force us into early retirement? Fuck, I hope not. Before we give up, let’s take a step back and see how this all started.

<figure class="margin-t-2 margin-b-2">
    <img
    src="https://static.camp-king.com/blog/20220502_comedy_gatekeepers/snl.jpg"
    width="1282"
    height="797"
    alt="An scene featuring the cast of Saturday Night Live in the Oval Office, with Robert Deniro and Alec Baldwin as Donald Trump in the foreground."
    />
    <figcaption class="image-caption centered">
    <span style="display:inline-block;max-width: 36em;">Jokes can start to look and feel the same if we're working from the same comedic references, such as <i>Saturday&nbsp;Night&nbsp;Live</i>.<span>
    </figcaption>
</figure>

Ever since the Greek playwrights, what the collective audience considers funny has been chosen by a small, privileged group who decide what comedy we should see. Up until modern times, these gatekeepers have controlled the content we watch across the channels they own. They decide which scripts are green-lit, and even who delivers the jokes.

The choices the gatekeepers make have a trickle-down effect on the ‘style’ of humour we see across mainstream media including, and sometimes especially, in advertising. The result is humour that is homogenised. The jokes start to look and feel the same, because we’re all working from the same comedic reference points. In the past, the US used to collectively wait for 11:30 on a Saturday night to find out what would be funny next week—which <i>Saturday Night Live</i> skit we would talk about around the water cooler.

But then the internet happened, along with social media, streaming platforms, and websites like Reddit. Suddenly there were an almost infinite number of places where you could find funny stuff. This was a revolution. Gone were the days of pretending to think something is funny because the mainstream says you should, or because there were no better options. Now you could find comedy that spoke to you as an individual, no matter what demographic, subculture, or group you were a part of.

<figure class="margin-t-2 margin-b-2">
    <div class="embed-container">
        <iframe width="560" height="315" src="https://www.youtube-nocookie.com/embed/ZyX5IiPnqwk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
    </div>
    <figcaption class="image-caption centered">
    An example of contemporary advertising humour based on a shared internet meme.
    </figcaption>
</figure>

Although this transition went mostly unnoticed as a social phenomenon, it changed everything. Not only were people given actual choice when it comes to comedy, but they were being exposed to all types of cultures and comedic situations that were very different from their own. For the first time ever, the gatekeepers of comedy weren’t in control of all the outlets, and thanks to the dawn of user generated content, they weren’t even the ones making most of the content.

You could argue that the impact of all this is a more comedically well-rounded populace, and that the influence can be felt in mainstream entertainment that is slowly becoming more inclusive. Certainly, it has unleashed an army of creators who wield humour with ease and who now have the ability to share what they make with millions of people at the tap of an app.

As advertisers tasked with competing on these platforms, both for attention and comedic respect, we can choose to be resistant to the change, or we can be liberated by it. We can lament the good old days when the joke writing was the job of pros who ‘know what they’re doing.’ Or, instead, we can embrace this brave new world and see the paradigm shift as the opportunity that it is.

At our agency, we are choosing the latter. First, because it leads to better, more relevant creative work. But, also, because we live in a world where we put too much importance on having the right comedic references. References that tend to support our own limited points of view. For example, you might lean toward hiring someone because they love <i>Monty Python</i>, and you do too. But doing so only perpetuates the same type of comedy gatekeeping that was never equitable in the first place. You have to ask, do I really need another writer like me?

In summary, democratising the roles in the writer’s room or creative department leads to comedy that is fresher, more inclusive, and most importantly, more true than the scripted comedy we’ve been programmed to laugh at for decades. Motivated by this revelation, it’s our duty to seek out talent beyond traditional hiring channels. Because the more voices we can invite into our industry, the more people we can make laugh. And when it comes to comedy, isn’t that the whole point?


blog 2022-05-03 cover-image

<p style="margin-left: auto;margin-right:auto;text-align:center;font-size: 0.65em; max-width:34em;">
  All emojis in header image designed by
  <a target="_blank" href="https://openmoji.org/">OpenMoji</a>
  – the open-source emoji and icon project. License: 
  <a target="_blank"
     href="https://creativecommons.org/licenses/by-sa/4.0/#"
  >
    CC BY-SA 4.0
  </a>
</p>  

...and that's a good thing

blog 2022-05-03 thumbnail-image

The gatekeepers of comedy are no longer in charge...

<p>
  Writing this blog post has sat at the top of my to-do list for months.
  Ironically it kept falling to the bottom for one simple reason: client work
  always takes priority—almost a testament to the topic of this blog itself.
</p>
<p>
  But, taking a step back and thinking through the nuggets of wisdom I’ve gotten
  over the years, all roads lead to Rand.
</p>
<p>
  Rand Harbert, that is—the EVP and Chief Agency, Sales, and Marketing Officer
  at State Farm.
</p>
<p>
  For those who know Rand, he is a gregarious, whip-smart, sophisticated, kind
  person, leader and marketer. And for those who don’t know Rand, it will take
  only one meeting to feel like old friends.
</p>
<p>
  Rand’s philosophy can be boiled down to two simple areas: passion and
  compassion. Be passionate about what you do and who you are. Be compassionate
  for those who work with you and for you. He’s led his life and his career by
  these standards.
</p>
<p>
  Rand is the reason I work in advertising and recently (okay—several
  <i>months</i> ago), I had the opportunity to sit down with him to discuss the
  principles of the client-agency relationship.
</p>
<p>
  And, it really is a relationship, which means there are endless cliches and
  cheap metaphors that can be employed to describe how it works. But a quote
  from Atticus in <i>To Kill a Mockingbird</i> kept rising to the top as I
  reflected on the dynamic:
</p>
<blockquote
  class="centered margin-l-1 margin-r-1 sm-margin-l-2 sm-margin-r-2 color-accent h-size-2"
>
  “You never really understand a person until you consider things from his point
  of view… until you climb in his skin and walk around in it.”
</blockquote>
<p>Or, as Rand puts it, “ideally, you’re finishing each other’s sentences.”</p>
<p>
  In our conversation, a few key themes bubbled to the top for navigating the
  client-agency relationship. Maybe not groundbreaking, but as one Don Draper
  would say, they’re simple but significant.
</p>
<h2 class="color-accent h-main h-size-5 margin-t-6 margin-b-1">Trust</h2>
<p>
  Trust is the single most important thing to have with your agency. And trust
  needs to be a two-way street built upon mutual respect. Rand needs to know
  that his agency understands his business needs, goals and his vision for
  success. And then he needs to trust the agency can bring the creative chops to
  solve the challenge.
</p>
<p>
  “I have to trust that my agency truly has my organization’s best interest in
  mind. And not only do I have to trust that—I have to believe it to my soul
  because only then if you’re on my side do I see what you’re going to tell me
  is your best work and believe you.”
</p>
<p>
  Rand also noted how important it is for the agency to trust the client—trust
  that they’ll push for great work, trust that they’re open to recommendations
  and partnership.
</p>
<h2 class="color-accent h-main h-size-5 margin-t-6 margin-b-1">
  The “Get it” Factor
</h2>
<p>
  Building on trust, Rand says he looks for the “get it factor” in his agency.
  The “get it factor” is about not only knowing the business and challenges, but
  also anticipating opportunities, blocking out potential headwinds and adding
  that extra creative polish that pinpoints the vision of the brief. It means he
  doesn’t have to repeat himself because he’s got a team that can keep his pace
  and be ahead of the curve.
</p>
<blockquote
  class="centered margin-l-1 margin-r-1 sm-margin-l-2 sm-margin-r-2 color-accent h-size-2"
>
  “You make me go ‘wow.’ Not only is that what I had in mind, it’s way better
  than what I had in mind.”
</blockquote>
<h2 class="color-accent h-main h-size-5 margin-t-6 margin-b-1">
  In Sync, Not an Echo Chamber
</h2>
<p>
  Rand desires a shared creative wavelength where you’re literally able to
  finish each other’s sentences. But he doesn’t want an echo chamber.
  Importantly, it’s not just about playing back his words to him—he wants
  honesty that will make the work, the situation or the solution better.
</p>
<p>
  In fact, for his own team, he’s looking for talent that are so in sync with
  each other and State Farm’s collective goal, they too finish each other’s
  sentences.
</p>
<h2 class="color-accent h-main h-size-5 margin-t-6 margin-b-1">Be a Human</h2>
<p>
  Giving of yourself personally, professionally and still saving time to mentor
  and pay it forward can be exhausting. It’s no shock that most in the workforce
  have experienced burnout some time in their career.
</p>
<p>
  Rand’s antidote? Be your authentic self in every facet of your life. You can’t
  sustain energy if you’re being something that you're not. He’s the same Rand
  at work as he is at home with his family.
</p>
<p>
  For agencies, it’s the reminder that clients are human too (duh). They’re
  looking for partners who bring authenticity to the job they do and the work
  they create.
</p>
<p>
  Finally, while not a direct client-agency tip, Rand ends with his true
  passion: “doing for others.” It’s a mindset he believes everyone should employ
  in business and life.
</p>
<blockquote
  class="centered margin-l-1 margin-r-1 sm-margin-l-2 sm-margin-r-2 color-accent h-size-2"
>
  “Compassion and doing for others is really my north star.”
</blockquote>
<p>
  Rand believes in being an energy giver and fostering talent for the future of
  his team and beyond. It’s the simple reminder that you don’t have to save the
  world—you can do small things every day for those in your life to make a
  profound impact.
</p>
<p>
  His impact on me and my career is a wonderful example. And as he taught me, I
  will continue to pay it forward for my clients, co-workers and mentees.
</p>
<p>Okay. Back to client work.</p>


StrategyBlog ClientagencyRelationships cover image

4 Principles for a Great Client + Agency Relationship

StrategyBlog ClientagencyRelationships Thumbnail image

A Client POV

<p>
  The next generation of consumers are making decisions based on their values,
  and now have a wide variety of preferences when it comes to spending their
  money on brands they relate to. Consumers are experiencing record levels of
  stress and place a high importance on mental health. They want brands to
  highlight their psychological needs in an authentic manner. Marketing in
  regards to mental health can be a tricky thing to achieve, especially when
  considering social media channels which can be a major source of stress
  despite simultaneously serving as a vital marketing route for brands. Looking
  back at COVID times, we see a rise in the rates of mental illnesses including:
  depression, self-harm, and suicide – 67% of adults say they have experienced
  <a
    target="_blank"
    href="https://www.apa.org/news/press/releases/stress/2020/report-october"
    >increased stress</a
  >
  over the course of the pandemic. Even as a college student, it is easy to get
  in your head about the pressure to be perfect and it can be suffocating and
  detrimental to our confidence. So how can brands help? Let’s talk about it.
</p>
<h2 class="h-main h-size-3 margin-t-6 margin-b-1">
  Collaboration With Non-Profits Aid in Brand Relevance via Involvement Instead
  of Just Influence
</h2>
<p>
  There are two types of brands that are addressing mental health the right way.
</p>
<ol>
  <li>Brands who have created their entire platform around mental health</li>
  <li>
    Brands whose platform does not revolve around mental health, but still find
    ways to give back.
  </li>
</ol>
<h2 class="h-main h-size-3 margin-t-6 margin-b-1">
  Brands with platforms revolving around mental health:
</h2>
<h3 class="color-accent h-main h-size-5 margin-t-2 margin-b-1">
  <a href="https://www.social-goods.com/" target="_blank">Social Goods</a>
</h3>
<p>
  “A sister-owned online store where the goods give & every transaction comes
  with real action. Every purchase includes a nonprofit donation!”
</p>
<h4 class="h-main h-size-2 margin-t-2 margin-b-1">Their mission:</h4>
<ol>
  <li>
    Shop goods that start conversations and benefit the causes you care about
  </li>
  <li>Every purchase you make gives back to a nonprofit</li>
  <li>
    Connect with nonprofits working to deliver real change, and learn more ways
    to get involved
  </li>
</ol>
<p>
  This brand has mastered the concept of engaging with their consumers in real
  time by offering them a chance to have a voice and spark change. They are an
  umbrella to other sub-brands and not only support mental health awareness
  nonprofits but even nonprofits that take action on issues like climate change
  and racial justice. The mental health nonprofits they support are:
  <a target="_blank" href="https://jedfoundation.org/">The Jed Foundation</a>,
  <a target="_blank" href="https://sadgirlsclub.org/">Sad Girls Club</a>, and
  <a target="_blank" href="https://www.thementalhealthcoalition.org/"
    >The Mental Coalition</a
  >.
</p>
<div class="block-centered margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20211104_mental_health/social-goods.png"
    width="2399"
    height="1348"
  />
</div>
<div style="max-width: 480px" class="block-centered margin-t-2 margin-b-4">
  <img
    src="https://static.camp-king.com/blog/20211104_mental_health/self-care-not-selfish.jpg"
    width="1490"
    height="1902"
  />
</div>
<h3 class="color-accent h-main h-size-5 margin-t-2 margin-b-1">
  <a href="https://selfcareisforeveryone.com/" target="_blank"
    >Self-Care is for Everyone</a
  >
</h3>
<p>
  An online store that has curated collections on different aspects of mental
  health. They honor the importance of choosing self-care over self-harm. Their
  sales have generated over over $400,000 contributed back to the mental health
  community, both nonprofits and independent artists. Their community boasts 1M+
  mental health advocates connecting through their social media platforms and
  they have sent 100,000+ self-care reminders to this community since 2018.
</p>
<p>
  This brand wants to normalize the conversation of mental health for everyone.
  With the goal to amplify the voices of mental health advocates, their mission
  in a nutshell is to “spread kindness and love while helping to make self-care
  and healing resources, tools, and practices more accessible for everyone.” The
  nonprofits they support are:
  <a target="_blank" href="https://suicidepreventionlifeline.org/"
    >The National Suicide Prevention Lifeline</a
  >,
  <a target="_blank" href="https://www.crisistextline.org/">Crisis Text Line</a
  >, and
  <a target="_blank" href="https://thelovelandfoundation.org/"
    >The Loveland Foundation</a
  >.
</p>
<div style="max-width: 540px" class="block-centered margin-t-2 margin-b-2">
  <img
    src="https://static.camp-king.com/blog/20211104_mental_health/you-are-not-alone.jpg"
    width="1480"
    height="1480"
  />
</div>
<div style="max-width: 540px" class="block-centered margin-t-2 margin-b-4">
  
  <blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/CVvmsXIv6Nk/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CVvmsXIv6Nk/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; 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transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CVvmsXIv6Nk/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Self-Care Is For Everyone (@selfcareisforeveryone)</a></p></div></blockquote>
  <script async src="//www.instagram.com/embed.js"></script>
  <script async src="//www.instagram.com/embed.js"></script>
</div>
<h2 class="h-main h-size-3 margin-t-6 margin-b-1">
  Brands whose whole platform does not revolve around mental health but still
  find ways to contribute to the cause
</h2>
<h3 class="color-accent h-main h-size-5 margin-t-2 margin-b-1">
  <a href="https://www.papier.com/us/" target="blank">Papier</a>
</h3>
<p>
  This British stationery brand is promoting mental health awareness by
  emphasizing the impacts of journaling and how it plays a positive role on
  one’s mental state with their daily wellness personalized journal. The journal
  has sheets dedicated for writing intentions, making time for yourself, and
  meditating on ideas and emotions throughout a 12-week period.
</p>
<div style="max-width: 480px" class="block-centered margin-t-2 margin-b-4">
  <img
    src="https://static.camp-king.com/blog/20211104_mental_health/wellness-journal.jpg"
    width=""
    height=""
  />
</div>

<h3 class="color-accent h-main h-size-5 margin-t-2 margin-b-1">
  <a target="_blank" class="color-text" href="https://www.rarebeauty.com/"
    >Rare Beauty</a>
</h3>
<p>
  The makeup brand founded by Selena Gomez has created The Rare Impact Fund that
  will provide content, community, and financial support to mental health
  charities over the next ten years. They also launched a new initiative
  entitled Mental Health 101. It is a call to action to the philanthropic
  community to acknowledge the importance of mental health in schools.
</p>
<div style="max-width: 480px" class="block-centered margin-t-2 margin-b-4">
  <img
    src="https://static.camp-king.com/blog/20211104_mental_health/rare-beauty.png"
    width="1490"
    height="1489"
  />
</div>
<h2 class="h-main h-size-3 margin-t-6 margin-b-1">
  Advocating For Mental Health Awareness Beyond the Month of May
</h2>
<p>
  Yes, May is Mental Health Awareness month which is a great time for brands to
  support the cause. But mental health does not start and stop in that month. It
  is important to highlight that it is an issue that deserves year-round
  dialogue. Normalizing self-care is essential because people should be reminded
  that self-care is a way to de-stress, prioritize, and flourish daily. With
  each of these brands, not only are their brand communications featuring mental
  health conversation, but employees are communicating their personal mental
  health experiences on the company's social media sites.
</p>
<div style="max-width: 480px" class="block-centered margin-t-2 margin-b-4">
  <img
    src="https://static.camp-king.com/blog/20211104_mental_health/normalize-therapy.jpg"
    width="1480"
    height="1384"
  />
</div>
<h2 class="h-main h-size-3 margin-t-6 margin-b-1">Final Takeaway:</h2>
<p>
  Brands have the capability to meet people where they are. The shift in
  generational focus on mental health provides a path for brands because it
  gives them the benefit of adapting to consumers' values. Joining in and
  finding innovative ways to resonate with their audience/market is key to
  becoming a brand that is relatable and accessible beyond purchase.
</p>

blog 2022-01-31 cover image

blog 2022-01-31 thumbnail image

What Steps Brands are Taking to Advocate for Mental Health

<p>
  2021 was supposed to be a fresh start coming off the heels of COVID-shutdowns,
  yet the end of the year was just as confusing and scary as the one prior. New
  variants forced event closures and mask-mandates were brought back in many
  cities. Companies like Google and Uber pushed back return-to-office dates, and
  nearly
  <a
    target="_blank"
    href="https://morningconsult.com/2021/12/08/omicrons-muted-effect-on-comfort-levels/?utm_source=OBI&utm_medium=email_cta&utm_campaign=our_best_intel&mkt_tok=ODUwLVRBQS01MTEAAAGBRY20PGh-Ud2M6MjiTfKJSV3aqAXQ3C-4mR1iM3PdflVQDX8Mt-FSy9sdHH7X8abY7XKtcbPUJYzZKZJLIPb68ubj8N_cIAEy8JijAVeX7wI"
    >70% of Americans</a
  >
  planned on having scaled back, immediate-family-only holiday celebrations.
</p>
<p>
  Collective mental health continued to decline – depression rates in 2021 were
  <a
    target="_blank"
    href="https://www.futurity.org/covid-19-depression-rates-2640962/"
    >up 5%</a
  >
  from 2020, impacting 32.8% of Americans and “how to maintain mental health”
  was
  <a target="_blank" href="https://about.google/stories/year-in-search/"
    >searched more</a
  >
  in 2021 than ever before.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Brand voice is lagging.
</h2>
<p>
  It’s safe to say 2021 was not the beacon of hope and new beginnings that we’d
  hoped it would be – I spent my Christmas isolating away from my family and
  friends despite being vaccinated and boosted. So much about our
  COVID-realities has changed but brands continue to talk to us the same way
  they did in 2020.
</p>
<p>
  Comparing year-end ads from 2020 and 2021 demonstrates just how duplicative
  the pandemic-related brand voice has become. Brands struggle to strike the
  right balance between acknowledging the strife of the year and trying to move
  on with daily life, which results in generic, feel-good messaging across the
  board.
</p>
<p>
  Google’s Year in Search for 2021 felt so duplicative from last year, with
  we’re-in-this-together rhetoric and uplifting imagery, that the two videos
  could almost be spliced together.
</p>
<div class="cols h-pad-1 margin-t-1 margin-b-3">
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/year-in-search-1-2020.jpg"
        width="1053"
        width="761"
        alt=""
      />
    </figure>
  </div>
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/year-in-search-1-2021.jpg"
        width="1053"
        width="761"
        alt=""
      />
    </figure>
  </div>
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/year-in-search-2-2020.jpg"
        width="1053"
        width="761"
        alt=""
      />
    </figure>
  </div>
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/year-in-search-2-2021.jpg"
        width="1053"
        width="761"
        alt=""
      />
    </figure>
  </div>
</div>
<p>
  Pantone’s 2022 Color of the Year, Very Peri, is meant to represent “[an
  emergence] from an intense period of isolation, [where] our notions and
  standards are changing” that “introduces an empowering feeling of newness”.
  For comparison, the 2021 Color of the Year “speaks to the resilience, the
  optimism and hope and positivity that we need, as we reset, renew, reimagine
  and reinvent”. Visually, the difference is stark, but the meanings behind them
  are interchangeable.
</p>
<div class="cols h-pad-1 margin-t-1 margin-b-3">
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/color-of-year-2022.jpg"
        width="750"
        width="500"
        alt=""
      />
    </figure>
  </div>
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/color-of-year-2021.jpg"
        width="1280"
        width="800"
        alt=""
      />
    </figure>
  </div>
</div>
<p>
  Merriam-Webster’s word of the year for 2020 and 2021 were both clinical and
  COVID-related.
</p>
<div class="cols h-pad-1 margin-t-1 margin-b-3">
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/word-of-year_2020.jpg"
        width="1764"
        width="1174"
        alt=""
      />
    </figure>
  </div>
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://static.camp-king.com/blog/20220112/word-of-year_2021.jpg"
        width="1764"
        width="1174"
        alt=""
      />
    </figure>
  </div>
</div>
<p>
  The last two years have blended together in a mix of COVID-shutdowns, natural
  disasters, and political unrest, but that’s not to say the two years were
  exactly the same. People who have lived through three years of COVID have a
  different mindset than they did when they were two months into the pandemic –
  yet brand messaging has remained almost the same. Attitudes continue to shift
  and mental health continues to decline, but it feels like brands are stuck in
  a feel-good-messaging echochamber.
</p>
<p>
  There is no single thing that brands can cut from their rhetoric or immediate
  tone shift that will fix all the half-hearted you’ll-get-through-this
  messaging but there are some things that brands can do to get through to a
  calloused population:
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Don’t overpromise.</h2>
<p>
  In part, consumers are realizing brands are not living up the sunny ideals
  they are presenting. Brands like Amazon, who released videos about respecting
  the health and safety of their workers during the beginning of the pandemic,
  spent the last year under fire for unsafe warehouse working conditions.
  Creating reasonable expectations and living up to them can help appease
  audiences wary of disappointment.
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Retire old rhetoric</h2>
<p>
  Times <i>are</i> unprecedented, but nobody ever wants to hear that phrase
  again. A poll conducted by Acquia in the UK found that
  <a
    target="_blank"
    href="https://metro.co.uk/2020/11/12/the-new-normal-these-are-the-most-hated-covid-19-phrases-13581872/"
    >80% of consumers</a
  >
  think “covid sayings” are annoying. Speaking to audiences honestly, without
  relying on fluffy broad language, can help establish a lasting rapport rather
  than blending in to every other brand communication.
</p>
<h2 class="h-main h-size-3 margin-t-4 margin-b-1">Speak with purpose</h2>
<p>
  Most importantly, brands shouldn’t join in cultural conversations just for a
  participation trophy. Brands have been in hot water for years for empty
  activism – changing profile pictures to feature rainbows during Pride Month
  despite donating to anti-LGBTQ organizations – and COVID created a breeding
  ground for light, often meaningless content. Not every brand has to be a
  pandemic expert, but 2022 can be an opportunity for brands to step beyond the
  traditional conversations and say something meaningful.
</p>
<p>
  The we’re-in-this-together mentality is no longer resonating with an
  increasingly cynical audience. 2022 is an opportunity for brands to act on the
  “reset” of our country, rather than keep talking about it.
</p>


StrategyBlog talkingthesame cover image

StrategyBlog talkingthesame thumbnail image

Why are brands still talking to us the same way they did in 2020?

<p>
  In the eighth grade, we held a graduation ceremony to commence our rise from
  middle school to the god-forsaken high school era. It was tradition to dress
  up and show off your best style: snazzy dress, fresh kicks, best hairstyle.
  All we could talk about for weeks was what shoes we were going to wear. One
  day, the suggestion of pink converse with the dress came up and a debate broke
  out. Who suggested converse with the dress first? Who had started the trend?
</p>
<p>
  Everyone, not just eighth-grade girls, wants to be a trendsetter. It is valued
  to be the first to do something, and to make it cool and desirable. Not just
  in fashion, but all cultural categories. There is a seemingly unspoken wish to
  define oneself based on individualistic taste and style.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Cool is cutthroat
</h2>
<p>
  Our culture perpetuates a cycle of what’s hot and what’s not. From award shows
  to pop culture podcasts, movie reviews to Instagram influencers who are paid
  to tell us what to buy. Hot button consumerism is the nature of our culture.
  Be yourself but don’t actually be yourself because if that’s too much like
  someone else then you are just following the pack. Don’t stray too far from
  the norm because then you are classified as weird.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Defining cheugy
</h2>
<p>
  According to the
  <a target="_blank" href="https://www.nytimes.com/2021/04/29/style/cheugy.html"
    >New York Times</a
  >,
  <a
    target="_blank"
    href="https://www.urbandictionary.com/define.php?term=cheugy"
    >cheugy</a
  >
  (pronounced chew-gee) can be used, broadly, to describe someone who is out of
  date or trying too hard. The term cheugy is often associated with the
  “gaslight, gatekeep, girl boss” (another nod to TikTok trending terminology)
  sect of<a
    target="_blank"
    href="https://www.tiktok.com/@ashleight819/video/6924357101821234438?_d=secCgYIASAHKAESMgowpTmpX4DU27NM5vQ4KpUrjsJtKDD5moGtHYVnyro3VXf1X7DPlax900cCR5pi6siCGgA%3D&checksum=a0870cbf04fe388bc772ce9cb87b5b42bf439cb435b2b3fee35b39061e3ed290&enable_clips=1&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAOeF-efKplBJ0S6xnIfVkjGTS_xYS2eO0Dx0l1sfjZ60M0gS1Map2pxkH5EdvoQCD&share_app_id=1233&share_item_id=6924357101821234438&share_link_id=8318E73A-D471-4A11-8AD9-9CFD87BECCED&source=h5_m&timestamp=1627670721&tt_from=sms&u_code=d91571hbckkg6j&user_id=6750877013349368837&utm_campaign=client_share&utm_medium=ios&utm_source=sms&_r=1"
  >
    Millennial women.</a
  >
  Side parts, skinny jeans, live laugh love and wine o’clock, or in simpler
  terms “the millennial girl boss aesthetic”, that’s
  <a
    target="_blank"
    href="https://www.tiktok.com/@acooz31/video/6969381781673938182?_d=secCgYIASAHKAESMgow6z6Ht5Q4ggi85FHj9EszAglldEiALPyD%2FMoqnNMSjyxp3lXACv54Nx7Dwvyel%2BM%2FGgA%3D&checksum=9991cf66c9abef7beea45289e8d156ae260aa65818a51c7c3e9c6a279a6e1faf&enable_clips=1&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAOeF-efKplBJ0S6xnIfVkjGTS_xYS2eO0Dx0l1sfjZ60M0gS1Map2pxkH5EdvoQCD&share_app_id=1233&share_item_id=6969381781673938182&share_link_id=832F4537-29B0-42DA-B18A-C3885C0C351A&source=h5_m&timestamp=1627670760&tt_from=sms&u_code=d91571hbckkg6j&user_id=6750877013349368837&utm_campaign=client_share&utm_medium=ios&utm_source=sms&_r=1"
    >cheugy</a
  ><a
    target="_blank"
    href="https://www.tiktok.com/@acooz31/video/6969381781673938182?_d=secCgYIASAHKAESMgow6z6Ht5Q4ggi85FHj9EszAglldEiALPyD%2FMoqnNMSjyxp3lXACv54Nx7Dwvyel%2BM%2FGgA%3D&checksum=9991cf66c9abef7beea45289e8d156ae260aa65818a51c7c3e9c6a279a6e1faf&enable_clips=1&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAOeF-efKplBJ0S6xnIfVkjGTS_xYS2eO0Dx0l1sfjZ60M0gS1Map2pxkH5EdvoQCD&share_app_id=1233&share_item_id=6969381781673938182&share_link_id=832F4537-29B0-42DA-B18A-C3885C0C351A&source=h5_m&timestamp=1627670760&tt_from=sms&u_code=d91571hbckkg6j&user_id=6750877013349368837&utm_campaign=client_share&utm_medium=ios&utm_source=sms&_r=1"
    >.</a
  >
  Unfiltered, carefully curated effortless Instagram posts, wide-leg jeans and
  iced oat milk lattes or “trendy, not cheugy”, is how Gen Z defines their own
  aesthetic.
</p>
<figure class="margin-t-2 margin-b-1 block-centered" style="max-width: 500px">
  <img
    src="https://static.camp-king.com/blog/20210909_cheugy/cheugy_001.png"
    width="1120"
    height="1120"
  />
  <figcaption class="image-caption centered">
    Source:
    <a
      target="_blank"
      href="https://www.thecut.com/2021/05/cheugy-is-hard-to-define-but-easy-to-identify.html"
      >The Cut</a
    >
  </figcaption>
</figure>
<p>
  Each grouping is simply the latest in a long line of niche, categorial
  identifiers being used to further perpetuate separation between two ultimately
  very similar generations. This is where the term cheugy comes into relevance
  in modern vernacular. Gen Z specifically seems to fear being “basic” and/or
  out of touch with what’s trending in culture. Thanks to the hyper-speed
  popularization techniques of TikTok, cheugy has been coined as a way to group
  out-of-touch trends or styles.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  TikTok’s role in all of&nbsp;this
</h2>
<p>
  For Gen Z, most current trends concerning fashion, lifestyle, comedy and even
  language use can be credited to TikTok. The word cheugy is no different. At
  the beginning of 2020, the Millennial women vs Gen Z women face-off began on
  the platform. Cheugy was used to question the taste and style of Millennials,
  and Millennials defended their beloved taste with a fearless vengeance.
</p>
<p>
  Where does this comical yet somewhat truly vengeful face-off originate
  societally? There is often a separation between generations and debate over
  how to stay relevant and keep up with the times. The use of social media, and
  the explosion of TikTok, has only further pushed this concept into culture. It
  has continued to develop – the latest argument being over the classification
  of cheuginess.
</p>
<div
  class="columns h-pad-1 margin-t-2 margin-b-1"
  style="justify-content: center"
>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@webkinzwhore143/video/6945562242259684613"
      data-video-id="6945562242259684613"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@webkinzwhore143"
          href="https://www.tiktok.com/@webkinzwhore143"
          >@webkinzwhore143</a
        >
        <p>
          Expand 👏 your 👏 vocabulary 👏 to 👏 include 👏 made 👏 up 👏 words
          👏<a
            title="greenscreen"
            target="_blank"
            href="https://www.tiktok.com/tag/greenscreen"
            >#greenscreen</a
          >
          <a
            title="cheugy"
            target="_blank"
            href="https://www.tiktok.com/tag/cheugy"
            >#cheugy</a
          >
          <a
            title="cheug"
            target="_blank"
            href="https://www.tiktok.com/tag/cheug"
            >#cheug</a
          >
        </p>
        <a
          target="_blank"
          title="♬ original sound - Hal"
          href="https://www.tiktok.com/music/original-sound-6945562078400891653"
          >♬ original sound - Hal</a
        >
      </section>
    </blockquote>
  </div>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@whatspoppinshow/video/6972262118473075973"
      data-video-id="6972262118473075973"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@whatspoppinshow"
          href="https://www.tiktok.com/@whatspoppinshow"
          >@whatspoppinshow</a
        >
        <p>
          E113: Comment cheugy things below ⬇️
          <a
            title="comedy"
            target="_blank"
            href="https://www.tiktok.com/tag/comedy"
            >#comedy</a
          >
          <a
            title="funny"
            target="_blank"
            href="https://www.tiktok.com/tag/funny"
            >#funny</a
          >
          <a
            title="cheugy"
            target="_blank"
            href="https://www.tiktok.com/tag/cheugy"
            >#cheugy</a
          >
          <a
            title="improv"
            target="_blank"
            href="https://www.tiktok.com/tag/improv"
            >#improv</a
          >
          <a
            title="interview"
            target="_blank"
            href="https://www.tiktok.com/tag/interview"
            >#interview</a
          >
          <a title="nyc" target="_blank" href="https://www.tiktok.com/tag/nyc"
            >#nyc</a
          >
          <a title="wsp" target="_blank" href="https://www.tiktok.com/tag/wsp"
            >#wsp</a
          >
          <a
            title="newyork"
            target="_blank"
            href="https://www.tiktok.com/tag/newyork"
            >#newyork</a
          >
          <a
            title="viralposts"
            target="_blank"
            href="https://www.tiktok.com/tag/viralposts"
            >#viralposts</a
          >
        </p>
        <a
          target="_blank"
          title="♬ original sound - What’s Poppin? with Davis!"
          href="https://www.tiktok.com/music/original-sound-6972262034700290822"
          >♬ original sound - What’s Poppin? with Davis!</a
        >
      </section>
    </blockquote>
  </div>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@acooz31/video/6969381781673938182"
      data-video-id="6969381781673938182"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@acooz31"
          href="https://www.tiktok.com/@acooz31"
          >@acooz31</a
        >
        <p>
          Tag urself I’m “I did a thing”
          <a
            title="cheugy"
            target="_blank"
            href="https://www.tiktok.com/tag/cheugy"
            >#cheugy</a
          >
          <a
            title="viral"
            target="_blank"
            href="https://www.tiktok.com/tag/viral"
            >#viral</a
          >
          <a
            title="katespadenyhappydance"
            target="_blank"
            href="https://www.tiktok.com/tag/katespadenyhappydance"
            >#katespadenyhappydance</a
          >
          <a
            title="trendy"
            target="_blank"
            href="https://www.tiktok.com/tag/trendy"
            >#trendy</a
          >
        </p>
        <a
          target="_blank"
          title="♬ original sound - Angie Cocuzza"
          href="https://www.tiktok.com/music/original-sound-6969381622756510469"
          >♬ original sound - Angie Cocuzza</a
        >
      </section>
    </blockquote>
  </div>
</div>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  The heart of&nbsp;cheugy
</h2>
<p>
  Delving deeper it is likely this territorial fight stems from insecurity in
  both groups. People do not like change or being told they are phasing out of
  relevance and this is exactly what is occurring. While cheuginess and the
  debate over whether hair should be worn in a middle part or side part and if
  jeans should be baggy or straight feels insignificant, it speaks to a larger
  idea of embracing change, cohabitating with people who may not be like
  yourself and embracing the allure of human difference.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  What does this mean for&nbsp;brands?
</h2>
<p>
  Address the elephant in the room. Relatability and transparency never go
  unnoticed. Brands should do their best to speak to both generations to avoid
  either group feeling alienated and instead embraced. Depending on their target
  audience’s and age range brands should work to incorporate influencers from
  each group who have an authentic and committed following. Lastly, you can use
  trending terms, (like cheugy or girlboss) in advertising, but do it
  authentically. It never hurts to call on the insight of people from each
  generation to make sure terms and references are being used… correctly.
</p>
<h2 class="h-main h-size-2 margin-t-4 margin-b-1">Sources</h2>
<ul class="bullet-list">
  <li>
    <a
      target="_blank"
      href="https://www.inputmag.com/culture/instagram-photo-dump-trend-captions-meaning-kim-kardashian-kylie-jenner-bella-hadid-emma-chamberlain"
      ><i
        >Everyone you love is doing it: How the 'photo dump' took over
        Instagram</i
      ></a
    >
    – <a target="_blank" href="https://www.inputmag.com/">inputmag.com</a>
  </li>
  <li>
    <a
      target="_blank"
      href="https://www.nytimes.com/2021/04/29/style/cheugy.html"
      ><i>What Is ‘Cheugy’? You Know It When You See It.</i></a
    >
    – <a target="_blank" href="https://www.nytimes.com/">nytimes.com</a>
  </li>
  <li>
    <a
      target="_blank"
      href="https://www.vox.com/the-goods/22570006/cool-consumer-identity-gen-z-cheugy"
      ><i>The Great American Cool</i></a
    >
    – <a target="_blank" href="https://www.vox.com/">vox.com</a>
  </li>
</ul>


StrategyBlog Cheugy cover image

StrategyBlog Cheugy thumbnail image

“Cheugy”  vs. “Trendy” and the Rise of Gen Z vs. Millennial Territorialism

<p>
  It’s no surprise that influencers have a massive impact in our lives – whether
  we love them or hate them, they’ve forever changed the way we discover brands
  on social. But are influencers losing the credibility we once bestowed upon
  them? These days, it feels like every other post is a sponsored ad. Meanwhile,
  die-hard superfans are taking the spotlight, generating brand interest thanks
  to platforms like TikTok. So, which of the two is more influential? It all
  boils down to the level of authenticity and relatability of each that creates
  trust among audiences.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Influencers</h2>
<p>
  The world of influencers gets larger and more complex with time. In fact,
  there are four categories of influencers. So, what makes it about them that we
  <i>choose to follow and trust</i> the content they share?
</p>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Top-Tier Influencers</h3>
<p>
  Historically, brands have used mid to top tier influencers as a tactic to
  reach new audiences at mass scale. The problem: this has become an expected
  tactic and frankly, we can spot a sponsored ad from a mile away – especially
  when it’s the occasional 1x post that has no connection to the influencer’s
  lifestyles or interests. As a result, followers become critical of the
  influencer and the endorsement he/she is making. However, if the brand’s goal
  is to drive mass awareness, when done right, partnering with these influencers
  is effective. A step after that, we can even ask influencers to drive their
  fans to a site or use a coupon code but only if the brand or product ties back
  to the niche of what this influencer is known for.
</p>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Low-Tier Influencers</h3>
<p>
  Nano and Micro influencers are different. Partnering with them gives brands
  the opportunity to create long-term partnerships, given the costs are much
  lower than partnerships with mid to top tier influencers. Plus, low-tier
  influencers boast stronger engagement with their followers. But are they
  trusted? Yes. Most of them are in the early stages of growing their following
  and they likely haven’t worked with too many brands yet. Because of that, they
  develop stronger relationships with their existing followers which creates
  trust among fans. This then makes those fans receptive to trying a brand the
  influencer recommends.
</p>
<div aria-hidden="true" class="margin-t-2 margin-b-2">
  <img
    width="1480"
    height="814"
    src="https://static.camp-king.com/blog/20211103_influencers_vs_superfans/chart01.png"
  />
</div>
<div class="screen-reader-only">
  <h4 class="h-main h-size-1 margin-t-2 margin-b-1">Nano/Micro (1k - 50k)</h4>
  <ul class="line-list">
    <li>
      Best for working with multiple niches to understand which community best
      resonates with your brand or product
    </li>
    <li>“Always On” ambassador</li>
    <li>More budget friendly</li>
  </ul>
  <h4 class="h-main h-size-1 margin-t-2 margin-b-1">Mid-Tier (50k - 500k)</h4>
  <ul class="line-list">
    <li>
      Best to drive awareness and incentivize trial of products (coupon codes)
    </li>
    <li>Higher-reach, “Always On” ambassador</li>
    <li>Supplements larger marketing programs</li>
  </ul>
  <h4 class="h-main h-size-1 margin-t-2 margin-b-1">Macro (500k - 1M)</h4>
  <ul class="line-list">
    <li>Best to drive mass awareness</li>
    <li>Supports pulse-level marketing initiatives</li>
  </ul>
  <h4 class="h-main h-size-1 margin-t-2 margin-b-1">Mega (1M +)</h4>
  <ul class="line-list">
    <li>Best for mass awareness at a celebrity level</li>
    <li>
      Opportunity to establish partnerships for exclusive branded lines or
      merchandise
    </li>
  </ul>
</div>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Superfans</h2>
<p>
  Like influencers, Superfans come in all shapes and sizes. They can span from
  your most avid community members to creators who are visually showing the
  brand in their day-to-day. What sets these apart is the level of authenticity
  and relatability they evoke (often at no cost from the brand) making them
  trustworthy.
</p>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Community Members</h3>
<p>
  If your brand has built an
  <a
    target="_blank"
    href="https://camp-king.com/theplus/how-fandoms-contribute-to-building-brands"
    >active community</a
  >, then you likely noticed fans who frequently chime in the comments of your
  posts or tag you in their content. They have a smaller reach but because
  they’re an everyday person, that has a lot of influence.
</p>
<p>
  Brands like
  <a target="_blank" href="https://twitter.com/BurgerKing">Burger King</a>,
  <a target="_blank" href="https://twitter.com/Airbnb">Airbnb</a>, and
  <a target="_blank" href="https://twitter.com/Microsoft">Microsoft</a> often
  turn to fans who mention them to amplify those voices and generate additional
  brand love on social. What’s great is that those voices are
  <i><b>believable</b></i
  >. The brand didn’t ask them to create it, let alone pay them. It’s authentic.
  Even if you didn’t like that brand, you can’t argue the comment is a fluke.
  It’s a real person and that itself is believable, even if you don’t agree
  Burger King has the best chicken nuggets.
</p>
<div class="block-centered margin-t-1" style="max-width: 500px">
  
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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CH_AUPlBaiy/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Burger King (@burgerking)</a></p></div></blockquote>
</div>
<script async src="//www.instagram.com/embed.js"></script>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Creators</h3>
<p>
  Waaaayyy before TikTok rolled out any ad capabilities, TikTokers were Gen Zers
  seeking to be entertained or freely expressing raw moments of culture through
  their eyes. This of course included cameos of products, services, or their
  attitudes about brands as lived in their day-to-day lives. In fact, a recent
  <a
    target="_blank"
    href="https://www.tiktok.com/business/en-US/blog/nielsen-study-tiktok-discovery-content-authentic"
    >Nielsen study</a
  >
  found an average of 64% of TikTokers said they can be their true selves on
  TikTok. Additionally, 53% of TikTokers globally said they trusted others to be
  their real selves on the platform. So when a brand or product is seen on a
  TikTok, the authenticity is real. Brands aren’t paying them to talk about it.
  As a result, a plethora of TikToks emerged (and continue to do so) with
  glimpses of products here and there. Though the brand isn’t the star of the
  TikTok, it’s subtly seen in the background. These creators are Superfans with
  genuine brand love.
</p>
<p>
  By now, we all know the story of<a
    target="_blank"
    href="https://www.marketingdive.com/news/dunkin-dubs-coffee-drink-the-charli-after-tiktoks-biggest-star/584625/"
  >
  </a
  ><a
    target="_blank"
    href="https://www.marketingdive.com/news/dunkin-dubs-coffee-drink-the-charli-after-tiktoks-biggest-star/584625/"
    >Charile D’Amelio and Dunkin’</a
  >. Long before the brand approached her, Charlie was often seen taking a sip
  of her Dunkin’ coffee before doing one of her dancing TikToks. She’s a perfect
  example of a Superfan turned brand ambassador. And if you followed her
  content, you’d never question whether she <i>really</i> liked loved Dunkin’.
  Just like Charlie, there are other Superfans out there creating content,
  <a target="_blank" href="https://camp-king.com/theplus/influencer-made-brands"
    >some who have successfully built their own businesses out of it</a
  >, and the potential to generate a larger impact is real.
</p>
<div class="block-centered margin-t-1" style="max-width: 500px">
  
  <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@dunkin/video/6867887864416324869" data-video-id="6867887864416324869" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@dunkin" href="https://www.tiktok.com/@dunkin">@dunkin</a> <p>The swirl is real. @charlidamelio fave drink is officially on the menu! Go order ‘The Charli’ 🙌🙌 <a title="charlirunsondunkin" target="_blank" href="https://www.tiktok.com/tag/charlirunsondunkin">#CharliRunsOnDunkin</a> <a title="dunkin" target="_blank" href="https://www.tiktok.com/tag/dunkin">#dunkin</a></p> <a target="_blank" title="♬ original sound - Dunkin' " href="https://www.tiktok.com/music/original-sound-6867887892870597381">♬ original sound - Dunkin' </a> </section> </blockquote>
  <script async src="https://www.tiktok.com/embed.js"></script>
</div>
<p>
  So there you have it. Although the low tier influencers continue to carry
  credibility, there’s growing power behind the Superfans. If you proactively
  monitor those Superfan opportunities, you may find this approach works better
  for you and your brand. Meanwhile, using influencers can effectively act as
  supplemental pulses supporting a campaign.
</p>

StrategyBlog Superfan cover image

StrategyBlog Superfan thumbnail image

Influencers or Superfans: Which Has More Power? 

<p>
  There’s an obvious truth I need to get out of the way before diving into this
  blog post.
  <b>The pandemic has put a strain on people’s mental health. </b>Feeling
  anxious, stressed and lonely has become commonplace. As such, there has been
  an increased emphasis on tending to our mental health. We saw a rise in apps
  like Calm and Headspace. Gardening and baking became mindfulness tools. Two
  major athletes made powerful statements by stepping away from major career
  events in order to protect their mental health, Naomi Osaka at the French Open
  and Simone Biles at the Tokyo Olympics.
</p>
<p>
  What’s the most important lesson of pandemic life? I would argue that it’s
  this: Self-care isn’t selfish. And many brands have found obvious ways to tap
  into the self-care trend.
</p>
<p>
  Given the state of the world and the news cycle, the self-care trend isn’t
  going anywhere. Today,
  <a
    target="_blank"
    href="https://www.healio.com/news/psychiatry/20200612/80-of-americans-intend-to-regularly-practice-selfcare-after-covid19-pandemic"
    >80% of Americans</a
  >
  intend to regularly practice it in some way. The events of 2020 and beyond
  forced us into a year of extreme self-care, and with good reason. Self-care
  has evolved beyond a modern luxury and into a literal means of survival. And
  survival is hard! Consumers officially feel like they have permission to
  define self-care however they want. We’ve entered the world of self-care 2.0.
  Today, you don’t have to be a brand with a direct connection to the mental
  health and wellness space in order to tap into the new self-care.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Old way of thinking
</h2>
<p>
  <span class="h-size-2">How consumers defined self-care:</span>
  Strictly things like healthy habits, spa-like luxuries, and exercise
</p>
<p>
  <span class="h-size-2">Brands thought:</span> “If my brand doesn’t have an
  inherent connection to these things, this is not a trend we can tap into.”
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  New way of thinking
</h2>
<p>
  <span class="h-size-2">How consumers defined self-care:</span>
  Connection, indulgence, slowing down
</p>
<p>
  <span class="h-size-2">Brands should think:</span> “Self-care has become so
  central to consumers’ lives in the state of the world today. How can my brand
  acknowledge and create messaging and experiences that promotes or supports my
  target’s definition of self-care?”
</p>
<p>
  Here are a few examples of how brands have tapped into consumers deep desire
  for self-care through this new lens:
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Connection</h2>
<p>
  Many people didn’t realize how important companionship and quality time with
  others were to them until that was quite literally ripped away for a long
  period of time. And Zoom happy hours don’t cut it. People are hungry to not
  only spend quality time with others, but connect with people simply to help
  them see that they’re not alone in the challenges they’re facing.
</p>
<p>
  <span class="h-size-2">Brands should ask themselves:</span>
  “How can we facilitate spaces, experiences, or moments that empower connection
  and bonding?”
</p>
<h3 class="h-main h-size-3 margin-t-3 margin-b-1">Dove</h3>
<p>
  Maintaining close connections has been especially hard for parents who, beyond
  social distancing rules, had to take on remote learning while schools were
  closed. Instead of a standard “gift chocolate” message for Mother’s Day, DOVE
  sponsored private, social distance-friendly movie theater rental experiences
  across the country. Mom could be entered for a (chocolate-fueled) night out
  with her gal pals.
</p>
<img
  style="max-width: 450px"
  class="block-centered margin-t-1"
  src="https://static.camp-king.com/blog/20211012_selfcare/dove.jpg"
  width="2400"
  height="2400"
/>
<h3 class="h-main h-size-3 margin-t-3 margin-b-1">Lagunitas Brewing</h3>
<p>
  For many, self-care during the last year meant getting a pet. In fact, 68%
  said that quarantining with a pet
  <a
    target="_blank"
    href="https://www.apartmenttherapy.com/pet-self-care-quarantine-study-36806646"
    >helped them feel less alone</a
  >. Lagunitas celebrated the closeness we’ve developed with our pups more than
  ever before by offering party packs for dog owners and their friends to get
  together on National IPA Day.
</p>
<img
  style="max-width: 800px"
  class="block-centered margin-t-1"
  src="https://static.camp-king.com/blog/20211012_selfcare/lagunitas.jpg"
  width="1200"
  height="675"
/>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Indulgence</h2>
<p>
  In the new state of self-care, we’ve flipped the narrative on “guilty
  pleasures.” Guilty pleasures have become well-deserved pleasures. Indulgence
  has not only become more planned, it’s purposeful. Indulging is an intentional
  means to achieving a particular mood or desired mental state.
</p>
<p>
  <span class="h-size-2">Brands should ask themselves:</span> ”What are the
  various things and activities my target considers a “well-deserved pleasure”?
  How can my brand relate to their mindset towards those things and connect with
  them in those moments of indulgence?”
</p>
<h3 class="h-main h-size-3 margin-t-3 margin-b-1">Pepsi</h3>
<p>
  Many define their version of the new self-care as a shameless content binge.
  Netflix data
  <a
    target="_blank"
    href="https://www.statista.com/topics/2508/binge-watching-in-the-us/"
    >shows</a
  >
  that 73% of users reported positive feelings associated with binge-watching.
  To help kick off the 2021 NFL season, Pepsi’s “Made for Football Watching”
  encourages fans to binge game after the game. The campaign kicks off with a
  spot featuring David Costabile of Showtime’s drama Billions, in which the
  actor delivers a rousing speech glorifying the sanctity of a binge...
  <i>
    “Give me 12 straight hours of sinking so deep into your favorite spot on the
    couch that you don’t know where the couch ends and you begin.”</i
  >
</p>

<div class="embed-container margin-t-1">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube-nocookie.com/embed/SR9wdPjru78"
    title="YouTube video player"
    frameborder="0"
    allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
    allowfullscreen
  ></iframe>
</div>
<h3 class="h-main h-size-3 margin-t-3 margin-b-1">Coors</h3>
<p>
  Coors has continued to lean into the role that beer has played within many
  people’s lives the last year and a half: a coping mechanism. It started as the
  brand’s response to a 93-year-old woman’s viral plea for more beer during
  quarantine, in which they sent her 10 cases.
</p>
<img
  style="max-width: 800px"
  class="block-centered margin-t-1 margin-b-1"
  src="https://static.camp-king.com/blog/20211012_selfcare/coors.jpg"
  width="780"
  height="438"
/>
<p>
  It led to ongoing social campaigns that allowed consumers to send beer to
  someone who might need it
</p>
<div class="margin-t-1 margin-b-1 block-centered" style="max-width: 480px">
  <blockquote class="twitter-tweet">
    <p lang="en" dir="ltr">
      America
      <a
        href="https://twitter.com/hashtag/CouldUseABeer?src=hash&amp;ref_src=twsrc%5Etfw"
        >#CouldUseABeer</a
      >. But today (and most days, actually), nobody&#39;s more deserving of it
      than mom. So here&#39;s to kiddo moms, dog moms and everything in between.
      <a
        href="https://twitter.com/hashtag/HappyMothersDay?src=hash&amp;ref_src=twsrc%5Etfw"
        >#HappyMothersDay</a
      >! <a href="https://t.co/pv0CcGdN22">pic.twitter.com/pv0CcGdN22</a>
    </p>
    &mdash; Coors Light (@CoorsLight)
    <a
      href="https://twitter.com/CoorsLight/status/1259552999640379393?ref_src=twsrc%5Etfw"
      >May 10, 2020</a
    >
  </blockquote>
</div>
<script
  async
  src="https://platform.twitter.com/widgets.js"
  charset="utf-8"
></script>
<p>
  And has evolved into encouraging and enabling people to grab beers with those
  they said they’d meet up with when the world opened up
</p>
<div class="margin-t-1 margin-b-1 block-centered" style="max-width: 480px">
  <blockquote class="twitter-tweet margin-t-1 margin-b-1 block-centered">
    <p lang="en" dir="ltr">
      If someone told you, “we should get a beer when this is over,” we’re gonna
      hold them to it. With beer on us.*
      <a href="https://t.co/akBZzhDxiG">https://t.co/akBZzhDxiG</a>.
      <a
        href="https://twitter.com/hashtag/TIMEFORTHATBEER?src=hash&amp;ref_src=twsrc%5Etfw"
        >#TIMEFORTHATBEER</a
      >
      <a href="https://t.co/6Xm5ESQAFp">pic.twitter.com/6Xm5ESQAFp</a>
    </p>
    &mdash; Coors Light (@CoorsLight)
    <a
      href="https://twitter.com/CoorsLight/status/1412818748185137156?ref_src=twsrc%5Etfw"
      >July 7, 2021</a
    >
  </blockquote>
</div>
<script
  async
  src="https://platform.twitter.com/widgets.js"
  charset="utf-8"
></script>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Slowing Down</h2>
<p>
  It’s one of the more mundane paradoxes of the pandemic: There’s a distinct
  feeling that we don’t have a moment to spare. The blurring of boundaries
  between work and home has led to
  <a
    target="_blank"
    href="https://www.birchbox.com/guide/article/how-to-practice-self-care"
    >51% of Americans</a
  >
  feeling burnt out.
</p>
<p>
  <span class="h-size-2">Brands should ask themselves:</span> “How can my brand
  acknowledge that consumers are eager for moments of peace? Are there ways I
  can create or empower those moments, even in small ways?”
</p>
<h3 class="h-main h-size-3 margin-t-3 margin-b-1">Real California Milk</h3>
<p>
  Recognizing the nonstop constant influx of digital notifications, Real
  California Milk designed a campaign acknowledging the mindset consumers are in
  and encouraging a moment of slow-living during breakfast before the craziness
  of the day begins.
</p>
<div class="embed-container margin-t-1">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube-nocookie.com/embed/QSoC2v_7Mnc"
    title="YouTube video player"
    frameborder="0"
    allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
    allowfullscreen
  ></iframe>
</div>
<h3 class="h-main h-size-3 margin-t-3 margin-b-1">Colgate</h3>
<p>
  Colgate partnered with meditation app Headspace to offer weekly programming
  through Hum, their line of smart toothbrushes. The collaboration aims to
  encourage consumers "to observe and reflect on their thoughts" and by doing so
  turn a regular behavior into a quiet moment of mindfulness.
</p>
<img
  style="max-width: 500px"
  class="block-centered margin-t-1"
  src="https://static.camp-king.com/blog/20211012_selfcare/colgate.jpg"
  width="682"
  height="684"
/>
<hr class="divider margin-t-4 margin-b-4" />
<p>
  Self-care has become survival. And through self-care’s evolution, consumers
  feel they can define it just about however they want, as long as it makes them
  feel the way they want to feel. This shift presents many brands with the
  opportunity to connect in a way that they haven’t before.
</p>


Three colorful hearts on a warm gradient background

StrategyBlog SelfCare cover image

How Non-Wellness Brands Can Tap Into the Self-care Trend

StrategyBlog SelfCare thumbnail image

Self-care 2.0

<p>
  As human beings, we have a psychological need to feel safe, respected and
  wanted. As such, humans naturally form communities and social relationships
  based on our values and beliefs. While communities used to be based on our
  physical proximity, mass media and the internet has facilitated the growth of
  digital communities across borders. As social media grew and fans connected
  with each other online more and more, these communities started forming
  quickly. This is how the modern day fandom exploded in popularity.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  What is Fandom?
</h2>
<p>
  Fandoms are groups of extremely dedicated fans; fans who are passionately
  committed (to almost anything really!) and banded by a strong sense of
  camaraderie, a dedication to expertise, and creativity. Many fandoms have
  adopted names: Travis Scott fans are known as
  <a
    target="_blank"
    href="https://www.okayplayer.com/originals/travis-scott-rodeo-ragers-anniversary.html"
    >Ragers</a
  >, followers of Justin Beiber dub themselves
  <a target="_blank" href="https://justinbieber.fandom.com/wiki/Belieber"
    >Beliebers</a
  >, and viewers of The Bachelor call themselves<a
    target="_blank"
    href="https://bachelornation.com/"
  >
    Bachelor Nation</a
  >. Although many fandoms center around pop culture, there are also many brands
  that have die-hard aficionados, like Apple and Tesla. Whatever you may be
  interested in, there is a group out there for you: from
  <a
    target="_blank"
    href="https://www.facebook.com/groups/traderjoesmealideas4busymoms/"
    >Facebook Trader Joe’s Fans</a
  >
  to
  <a target="_blank" href="https://www.reddit.com/r/orchids/"
    >Orchid Growers on Reddit.
  </a>
</p>
<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 500px">
  <blockquote class="twitter-tweet">
    <p lang="en" dir="ltr">
      this is a Pilot G2 Gel Pen stan account. retweet if you are part of the
      superior Pilot G2 Gel Pen fandom
      <a href="https://t.co/NDSWpP575M">pic.twitter.com/NDSWpP575M</a>
    </p>
    &mdash; it’s just meera (@meeracleshappen)
    <a
      href="https://twitter.com/meeracleshappen/status/1425317967752011778?ref_src=twsrc%5Etfw"
      >August 11, 2021</a
    >
  </blockquote>
  <script
    async
    src="https://platform.twitter.com/widgets.js"
    charset="utf-8"
  ></script>
</div>
<p>
  The strength of the fandom truly lies within its collective power. Fandoms
  have been notorious for becoming influential organizers, especially when it
  comes to their passion. When the NBC show <i>Chuck </i>was at risk of
  cancellation, fans organized #SaveChuck to keep it from getting cancelled.
  Because of the massive media coverage and national attention,
  <i>Chuck</i> came back for a final season.
</p>
<p>
  Fandoms are well aware of the fact that pop culture is a two way street and
  that they are not passive consumers. Fandoms have not only banded together to
  influence the content they consume, but they have also used their power to
  make real change. A recent example is when BTS decided to donate $1 million
  dollars to the Black Lives Matter organization in light of George Floyd’s
  death. Within 25 hours of campaigning on social media under the hashtag
  #MatchAMillion, BTS fandom,
  <a
    target="_blank"
    href="https://www.usbtsarmy.com/tutorials/bts-global-official-fanclub"
    >‘the ARMY’</a
  >, collectively matched the donation.
</p>
<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 500px">
  <img src="https://static.camp-king.com/blog/20210823/btsarmy.png" />
</div>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  How have Fandoms affected brand marketing?
</h2>
<p>
  While all brands have loyal consumers, fans go above and beyond the
  traditional loyalist. Let’s take the Marvel Cinematic Universe, one of the
  most popular fandoms, as an example. Whereas a classic loyal consumer may go
  watch a new movie when it comes out, a fan would go see the movie multiple
  times, tweet about it, buy it on streaming platforms, and continue to engage
  with other fans online about the movie long after it leaves theaters.
  <b
    >The fan is important because not only do they buy, but they are actively
    creating organic marketing for your brand: authentically expanding your
    audience much more than a traditional loyal consumer. </b
  >As more and more marketing comes from social media or other earned channels,
  fans are central to the success of most modern businesses. As a brand, you
  need to be creating and cultivating a fanbase in order to unlock this power.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  How should brands approach Fandoms?
</h2>
<p>
  Brands often think that it is solely their product or service that can breed
  fandoms. However, businesses need to think about what comes after they create
  the product. How can they build continual touch points with fans and what
  additional experiences can they provide so fans continue to stay engaged?
</p>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Understand</h3>
<p>
  It’s critical for brands to understand their particular fandom in order to
  engage with them authentically. Brands should go to where fandoms connect with
  one another and immerse themselves in fandom spaces on social media like
  Reddit, Twitter, YouTube, Instagram and fandom-specific places (e.g. Discord
  for gamers). It is important to keep in mind that these platforms are not the
  same and fans interact with each other differently depending on the platform.
</p>
<p>
  In order to better appeal to fandoms, Brands need to learn certain unspoken
  rules, acronyms, and memes that are commonly used within the fandom. Analyze
  these spaces and seek to understand where fans are congregating, what they’re
  saying and how they’re saying it. Use those insights to drive future
  conversations and marketing towards fandoms. Fandoms are keen on authenticity
  and if they know that you are not in tune with their community, they will call
  you out for it. You must never take your fandom for granted, for even your
  biggest fans could turn on you at any time.
</p>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Engage</h3>
<p>
  It seems obvious, but brands need to pay special attention to engaging with
  fandoms. The more you communicate with and value your customers, the more
  they’ll reciprocate that positivity. Whereas normal promotional marketing may
  be enough for the average consumer, fandoms need more to stay engaged. Fandoms
  need immersive experiences to further enrich their typically digital
  communities and deepen their passion for the brand. Brands should take a cue
  from events like ComicCon, which welcomes fans and anyone interested to come
  and <i>experience </i>their shared love for Comics. These are experiences that
  not only allow fans to live in and intensify their fandom, but also find
  community and camaraderie.
</p>
<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 500px">
  <img src="https://static.camp-king.com/blog/20210823/incredibles.png" />
</div>
<h3 class="h-main h-size-3 margin-t-2 margin-b-1">Embrace</h3>
<p>
  Fandoms are breeding grounds for new creativity. You can think of fandoms as a
  very welcoming micro-universe for all who have the same interests. Out of this
  passion and welcoming space, fandoms nurture a safe space to create art,
  cosplay, podcasts, songs, short stories, poems, videos, and more. Through
  these works, fandoms often express values and sentiments that are very
  different from what the mass-market can offer. They challenge norms within
  mass media and push brands to think about things they never thought to offer.
  Brands should embrace this type of creativity and listen to what fandoms are
  saying and the ideas they have. These are ideas that push the label on
  innovation and creativity.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Conclusion</h2>
<p>
  At its core, fandom is so appealing to people because it meets so many innate
  human needs: entertainment, community, connection, creativity and
  collaboration--whether that is a community of Reddit memers, Twitter friends,
  or cosplaying at live events. This holds true for fandoms across genres. In
  order to truly connect with fans, businesses must understand how fandoms bring
  people together, what keeps them together, and how they can yield that
  community to further build their brand.
</p>


blog 2021-08-27 fandoms cover image

Taking a look at how fandoms have shaped brands and how brands should approach their followers 

blog 2021-08-27 fandoms thumbnail

How Fandoms Contribute to Building Brands

<p>
  Last year so many of us participated in protests, marches, and rallies for
  racial justice. We flooded our timelines with messages of solidarity and
  donation links, and called on brands to do the same. Brands answered that call
  with a barrage of statement after statement of solidarity with the Black Lives
  Matter Movement, some becoming so disingenuous that a
  <a
    target="_blank"
    href="https://twitter.com/Campster/status/1267183124582215680?s=20"
    >parody post</a
  >
  mocking the cookie-cutter-like outpouring went viral.
</p>
<p>
  A year and a half later, one thing has become clear: statements of solidarity,
  donations, and fluffy Black History Month and Juneteenth campaigns aren’t
  making the cut. They want lasting, institutional change, and they expect
  brands to step up to the plate.
  <a
    target="_blank"
    href="https://www.ypulse.com/article/2021/02/16/do-young-consumers-think-brands-have-been-following-through-on-their-anti-racism-promises/"
    >63% of Millennials and Gen Z feel that brands still haven’t done enough to
    support Black Lives Matter.</a
  >
</p>
<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 500px">
  <img src="https://static.camp-king.com/blog/20210805/chart_01.png" />
</div>
<p>
  By February of 2021, Millennials and Gen Z’s expectations of brands shifted
  from online showings of solidarity to more institutional changes like better
  hiring and training practices:
</p>
<div class="margin-t-2 margin-b-2 block-centered" style="max-width: 500px">
  <img src="https://static.camp-king.com/blog/20210805/chart_02.png" />
</div>
<p>
  That’s not to say there weren’t any standouts in the beginning, though. Savage
  X Fenty and Fenty Beauty rerouted all web traffic to bail funds and local
  anti-racist organizations in Minnesota. Netflix pledged $100 million to the
  Black community and released their first
  <a
    target="_blank"
    href="https://about.netflix.com/en/news/netflix-inclusion-report-2021"
    >inclusivity report</a
  >
  and made moves to put more Black talent on screen and behind the scenes. Ben &
  Jerry’s partnered with Color of Change and its local NAACP, releasing a
  <a
    target="_blank"
    href="https://www.benjerry.com/home/about-us/media-center/dismantle-white-supremacy"
    >lengthy</a
  >
  statement that led with the hard-hitting headline: DISMANTLE WHITE SUPREMACY.
  As extraordinary as these actions were, they’re just small ways that brands
  can <b>begin</b> the fight against racism and white supremacy, and we’d be
  hard pressed to find a brand that has consistently followed up with
  institutional changes.
</p>
<p>
  While that sounds daunting, the good news is that you don’t necessarily need
  to be a Savage X Fenty, Netflix or Ben & Jerry’s to make tangible change. Here
  are some ways brands can ensure that they are making changes that will last:
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Be specific.</h2>
<p>
  Name racism. Name white supremacy. Don’t be shy about it. Vague language is an
  immediate red flag. People don’t want to contribute to brands that play fast
  and loose with their humanity, and clarity is crucial.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Be authentic.
</h2>
<p>
  Make sure your response is true to your brand. A good way to start is by
  looking at your industry, finding the ways in which it contributes to racial
  injustice, and going from there. Working to bring equity to your industry
  builds something stronger and longer lasting than scrambling to follow some
  other brand’s lead. Always look inward first.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Be accountable.
</h2>
<p>
  Be honest about your brand’s stance on racial justice now, and where they have
  stood in the past. If your brand’s track record on racism hasn’t been great,
  acknowledge that. The work of justice begins internally. Any action taken
  without introspection is sure to fall on deaf ears.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">Take action.</h2>
<p>
  This is the most crucial part! You can wax poetic about racial injustice all
  you want but nothing matters until your brand actually DOES something. Most
  brands do a great job of donating to worthy causes, but oftentimes that’s
  where the action stops. Donations to anti-racist organizations are nice, but
  it means very little if your home offices, board rooms, and store fronts are
  not welcoming places for Black people (or any other marginalized group).
</p>
<p>
  A lot of brands hesitate once it’s time to take action. Saying the wrong
  thing, hiring the wrong person, or pandering can derail the most well-meaning
  gestures, but that’s part of the learning process. And after all, the risk is
  certainly worth the reward of making a difference and gaining more consumers
  in the process.
</p>
<p>
  It’s easy to make social media statements and throw money at an issue every
  time racial injustice occurs, but it isn’t sustainable. Here we are a year and
  change later, and not much has changed, even after the herculean efforts made
  by multiple organizations. If brands really want to stand against racism,
  they’re going to have to change the way they operate, and not just in February
  or June. Unless your brand has specificity, authenticity, or accountability,
  every action you take toward racial justice will fall flat. Millennials and
  Gen Z consumers are more interested in brands making lasting changes like
  hiring BIPOC employees, cultivating inclusive workplaces, and using their
  platforms to create equity within their industries- and in turn, the world
  over.
</p>


StrategyBlog RacialJustice cover image

How to Make Tangible Change for Racial Justice

StrategyBlog RacialJustice thumbnail image

Black Lives Still Matter

<p>
    Our Associate Strategy Director, Sally Kallet, was recently featured on
    Julian Cole&rsquo;s "Starting in Strategy" podcast. In the episode, she offers
    advice for strategists, shares her career journey, and discusses what she
    finds most useful in being a member of the Planning Dirty Academy.
  </p>
  <p class="centered margin-t-2 margin-b-2">
    <a class="h-size-2" target="_blank" href="https://open.spotify.com/episode/4jna5L8k767UduqkjNdT8s?si=37c54026855844d4">
      Have a listen.
    </a>
  </p>
  <p>
    One of her tips includes creating a diary of deconstructed strategies from
    good advertising. This is the template that she uses:
  </p>
  <h2 class="h-main h-size-2 margin-t-2 margin-b-1">
    <span class="color-dark">1.</span> <span class="color-accent">Identify the business challenge</span>
  </h2>
  <h2 class="h-main h-size-2 margin-t-2 margin-b-1">
    <span class="color-dark">2.</span> <span class="color-accent">Write the brief of the ad via Get/To/By</span>
  </h2>
  <p class="h-size-1">
    <span class="bold">Get:</span> How a brand sees their audience and audience&rsquo;s problem<br />
  <span class="bold">To:</span> The audience&rsquo;s desired response <br />
  <span class="bold">By:</span> One message/action</p>
  <h2 class="h-main h-size-2 margin-t-2 margin-b-1">
    <span class="color-dark">3.</span> <span class="color-accent">Identify The idea</span>
  </h2>
  <h2 class="h-main h-size-2 margin-t-2 margin-b-1">
    <span class="color-dark">4.</span> <span class="color-accent">Identify the tension (if any)</span>
  </h2>
  <h2 class="h-main h-size-2 margin-t-2 margin-b-1">
    <span class="color-dark">5.</span> <span class="color-accent">Identify the creative strategy</span>
  </h2>


cover image

thumbnail

Podcast Feature: Starting in Strategy

<p>
  Over this past year plus, my family has been fortunate to have tools and
  resources that helped us get through this extraordinary time. We know that not
  everyone has those same things available. Beyond some of the basics like
  access to school and safe meals, I’ll look back on this time with appreciation
  for my family’s resolve to tackle each day head on, along with some
  Monday-morning quarterbacking for things we may have done better.
</p>
<p>
  Now that my wife and I have a vaccine in our systems, it’s starting to feel
  like this can be a time to “look back on.” While I recognize there’s still
  work to be done, I can reflect on this time in my role as a dad, what I
  learned from it, and what helped my family get through it. Because I’m writing
  about this in my role as a Brand Director, I’ll focus on tools and experiences
  related to brands and organizations, and what benefits they created for my
  family along the way.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  A Paradigm Shift in Using Technology to
  <span class="no-break">Educate Kids</span>
</h2>
<p>
  Over the past year, I’ve spent most of my time in a basement. It’s not a bad
  basement. I don’t mind it. But it’s a basement.
</p>
<p>
  My wife is situated at our dining table upstairs from me. She gets a bit more
  daylight up there and conducts her Zoom meetings from her iPad, which sits on
  a <a target="_blank" href="https://www.zingermans.com/">Zingerman’s</a> cured
  meat gift box. (Zingerman’s is a deli in Ann Arbor that puts together great
  gift boxes. Their role in this story is basically limited to ‘iPad Pedestal,’
  but they have a great box design and make really good bacon and I thought it
  was worth a shoutout.)
</p>
<p>
  My daughter is located on our top floor. While she’s getting back into hybrid
  school a couple days a week now, she’s let me know that she’ll miss having a
  couch as her classroom moving forward. For us, the biggest hurdle when schools
  shifted to remote learning was to maintain some form of structure and
  stability. Our daughter is in the Chicago Public School system which services
  hundreds of thousands of students. Finding a common solution for the entire
  system was likely a herculean task. I appreciate the fact that they landed on
  Google Classroom as the solution.
</p>
<div class="margin-t-1 margin-b-1 block-centered" style="max-width: 500px">
  <img src="https://static.camp-king.com/blog/20210615/google-classroom.jpg" />
</div>
<p>
  Before I go too far on giving kudos to Google Classroom, I will first give
  credit to the teachers and administrators for figuring out how to use it in a
  clear and consistent manner. With the strong anchor of those educator brains,
  my family experienced the benefit of a familiar interface with
  easy-to-navigate functionality and Google Apps integration. Google Classroom
  seamlessly integrates with tools like Hangouts, Drive, Gmail and Surveys. My
  daughter’s teachers can consistently deliver clear direction for at-home
  learning, facilitate live instruction, and support a clear tracking of
  progress on assigned work. I’ve appreciated that it’s a system that my
  daughter was able to learn to use in an intuitive way. She’s developed a great
  deal of self-sufficiency while I’ve enjoyed a system that allows me to check
  in with her regularly and talk with her about her lessons.
</p>
<p>
  When schools return to full in-person instruction, my hope and expectation is
  that education platforms like Google Classroom remain in place to enable a
  more effective system for students to manage their workloads, for teachers to
  manage their curriculum, and for parents to engage with their kids on their
  education. I recently saw that New York Public Schools will no longer close on
  snow days in the future and will instead treat them as remote learning days. I
  think shifts like these are a valuable step forward – and it leaves plenty of
  time for a good snowball fight once class is done.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Making Valuable Connections Between Online and
  <span class="no-break">Offline Downtime</span>
</h2>
<p>
  It is my express plan to never try and learn how much time my daughter has
  spent on streaming services this past year. I have a general sense, but I’d
  probably lose it if I knew the actual number.
</p>
<p>
  There <i>are</i> nuggets that I feel good about sharing with her. Her brain
  gets engaged and it creates curiosity about things away from a screen. A while
  back, Mythbusters was pretty much the epitome of this type of inspirational
  content. For my daughter, it’s
  <a target="_blank" href="https://www.youtube.com/c/MarkRober/featured"
    >Mark Rober</a
  >. Mark Rober is a former JPL engineer and Apple employee that now makes
  YouTube videos about things like
  <a target="_blank" href="https://youtu.be/hFZFjoX2cGg"
    >squirrel obstacle courses</a
  >.
</p>
<div class="margin-t-1 margin-b-1" style="--aspect-ratio: 16/9">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube.com/embed/hFZFjoX2cGg"
    title="YouTube video player"
    frameborder="0"
    allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
    allowfullscreen
  ></iframe>
</div>
<p>
  They’re awesome. As with most content creators, Mark Rober will occasionally
  hawk some goods on his channel. What I’ve appreciated about his endorsements
  is that they are very ‘on-brand’ for him, which is to make the intricacies of
  STEM readily accessible to audiences young and old. We ended up subscribing to
  one of the products he endorsed –
  <a target="_blank" href="https://www.kiwico.com/">KiwiCo</a> – which provides
  at-home S.T.E.A.M. (science, technology, engineering, art, mathematics) kits
  for all ages. To date, my daughter and I have built a motorized spin-art
  machine, an air cannon tic-tac-toe game, and a mini catapult.
</p>
<div class="margin-t-1 margin-b-1 block-centered" style="max-width: 440px">
  <img src="https://static.camp-king.com/blog/20210615/kiwico.jpg" />
</div>
<p>
  I like when my daughter’s downtime is spent with content and activities that
  enrich her. For those who create content, this audience-of-one will share his
  appreciation when you strive to engage her mind, rather than just seek to gain
  her attention for a view count.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Rediscovering Old Experiences Suited to
  <span class="no-break">New Norms</span>
</h2>
<p>
  About a month back, we ventured out for one of the first ‘real’ indoor
  experiences in about a year – the Immersive Van Gogh Exhibit in Chicago. This
  installation has been travelling the globe since 2008, so it is by no means
  new and was certainly not designed with COVID in mind. Even so, it was
  particularly well-suited for the protocols and behaviors that are inherent
  with our collective return.
</p>
<p>
  The installation operates in 19 cities across the United States and opened in
  Chicago in February. It lets you know about the safeguards they have in place
  in consideration of Covid: temperature checks, painted circles on the gallery
  floor to support social distancing and contact tracing measures. The
  experience was an environment where my family and I felt comfortable and
  absolutely immersed. The exhibit runs on a 40-minute loop and allows you to be
  situated in a single, social-distanced location enveloped by the
  audio-enhanced visuals of Van Gogh. My daughter and I relaxed and lost
  ourselves in the artwork.
</p>
<div class="margin-t-1 margin-b-1 block-centered" style="max-width: 660px">
  <img src="https://static.camp-king.com/blog/20210615/van-gogh.jpg" />
</div>
<p>
  Before COVID, the movie theater was our go-to for random Saturday outings.
  Occasionally, we would shift gears and head to the Museum of Science and
  Industry or the Shedd Aquarium. As I think ahead to Saturday outings, I’ll
  look for opportunities like the Immersive Van Gogh exhibit where we have an
  opportunity to experience culture in a safe manner.
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Preparing for <span class="no-break">Re-Entry</span>
</h2>
<p>
  I know that we’ll never go back to the way things were before this thing hit
  us. My family’s experiences have changed us and our definition of ‘normal.’
  For my daughter, the role of technology has quickly and vastly expanded beyond
  her daily iPad time and now serves a critical role in how she operates. For
  our time together at home, we now depend more on content creators to deliver
  valuable enrichment rather than just filled hours. And as we start venturing
  back out in the world, we’ll look for experiences that help deliver a sense of
  normalcy while staying mindful of what it means to transition back to it
  safely.
</p>
<p>Onward.</p>


blog 2021-06-14 cover image

blog 2021-06-14 thumbnail image

A Dad’s Thoughts on His Child’s Interactions with Brands During Covid

<p class="italic">
  It was an honor to judge the Effie Awards this year. As perpetual students of
  the industry, it’s always inspiring to get that exposure to the greatest home
  runs of the past year and the cases that attempt to do
  <span class="no-break">them justice.</span>
</p>
<p class="italic">
  That said, it’s not lost on me how tedious and overwhelming the process of
  writing an Effie Case Submission is. Not unlike pitching, you’re committing to
  a process of gathering, revisiting, writing, rewriting, and directing a
  concept video with your extended team. All above and beyond your day-to-day
  responsibilities. So kudos to everyone who poured so much of themselves in
  service of their teams <span class="no-break">and agencies.</span>
</p>
<p class="italic">
  While I can’t disclose details of the work I reviewed, my hope is that the
  following observations help paint a picture of what the best case submissions
  looked like to us from across the virtual
  <span class="no-break">judging table.</span>
</p>
<div
  class="
    divider
    margin-t-4 margin-b-4 margin-l-2 margin-r-2
    md-margin-l-4 md-margin-r-4
    block-centered
  "
></div>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  They’re simple.
</h2>
<p>
  The best cases read like stories. They refuse to hide behind jargon and
  overpromises. Through ruthless exclusion, they stand up and out from all the
  other TL;DR contenders. They are about the cleverness of the campaign, not
  just the strategist. And by way of their refreshing brevity, they refuse to
  give you permission <span class="no-break">to skim.</span>
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  They’re courageous.
</h2>
<p>
  These cases do a lot with a little. They view a scarcity of budget, time, or
  resources, as a worthy challenge. These cases start by dramatizing the
  challenge, kicking things off with a tangible tension. Through a series of
  reveals, they bring you into the metaphorical war room in which they were
  conceived. They leave you with a feeling that success is born of a whole lot
  of audacity and a little bit <span class="no-break">of magic.</span>
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  Their reels get real.
</h2>
<p>
  When it comes to case reels, most tend to minor in information and major in
  sizzle. But the ones that capture authentic reactions to the work - from
  tweets to reddit threads - seem to sizzle a little differently. Real-time
  reactions help take the work out of adland and into people’s homes and lives,
  proving that great ideas often take on a life of
  <span class="no-break">their own.</span>
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  They’re insight-rich.
</h2>
<p>
  The best cases are perceptive throughout. They don’t lazily rely on a silver
  bullet insight sitting dutifully in the strategy section. Through their
  generosity of sparks, these cases signal cross-departmental collaboration and
  intelligent evolution throughout the entire campaign
  <span class="no-break">development journey.</span>
</p>
<h2 class="h-main h-size-5 color-accent margin-t-4 margin-b-1">
  They get us rooting.
</h2>
<p>
  My favorite part of the experience, by far, was the post-review dialogue with
  my fellow judges. As I sat alongside an accomplished panel of agency and brand
  executives volunteering their time to observe, unpack, and critique, it
  quickly became clear that the mentor in us was rooting for the people behind
  the words. While there’s no such thing as a perfect submission, the best cases
  made advocates of <span class="no-break">us all.</span>
</p>


blog 2021-06-effies-header-image

blog 2021-06-effies-thumbnail

What Makes a Great Effie Award Submission

<p>
  According to the
  <a
    target="_blank"
    href="https://covid.cdc.gov/covid-data-tracker/#vaccinations"
    >latest CDC data</a
  >
  at the time of publishing this piece, 47% of Americans have received at least
  one dose of a COVID-19 vaccination and 36% of Americans are now fully
  vaccinated.<sup id="fnref:1"><a href="#fn:1" rel="footnote">1</a></sup> For
  many of us, that means more willingness to accept the risks of vacation travel
  and to make up for lost trips planned for 2020 or 2021.
</p>
<p>
  To get a better sense of who is most willing to travel for leisure, when,
  where, and why, Camp + King fielded a proprietary study in April. Because many
  U.S. destinations or travel and hospitality brands are very dependent on
  international travelers, our study also included respondents from Canada, the
  United Kingdom, and Australia. We chose these countries because they allowed
  us to avoid any language barriers or translation issues, but still gave us a
  view into international travelers’ perspectives from several global regions.
</p>
<p>
  Here are five quick consumer takeaways for brands to be considerate of now:
</p>
<h2 class="h-main h-size-4 color-accent margin-t-4 margin-b-1">
  <span class="color-grey">1.</span> There’s more pent-up demand to travel than
  at any other point during <span class="no-break">the pandemic</span>
</h2>
<p>
  Most consumers are currently seeking inspiration and ideas, or actively are
  planning their next vacation<sup id="fnref:2"
    ><a href="#fn:2" rel="footnote">2</a></sup
  >—this is true even amongst those who may still be months away from feeling
  comfortable traveling. In fact, there’s more excitement to travel this spring
  than there has been at any point since the pandemic started, including last
  summer, when cabin fever first became a reality.<sup id="fnref:3"
    ><a href="#fn:3" rel="footnote">3</a></sup
  >
</p>
<div class="margin-t-2 margin-b-2">
  <h3 class="h-main h-size-2 margin-b-1">
    When do you plan to take your first true vacation in a post-COVID world?
    <small class="no-break">(U.S. consumers)</small>
  </h3>
  <img
    width="1200"
    height="329"
    src="https://static.camp-king.com/blog/20210513/When_vacation.png"
  />
</div>

<p>
  What we found is that, in general, U.S. travelers will return to vacationing
  sooner than international travelers, presumably because of later access to
  vaccinations in other countries.<sup id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
  However, in our research, we found that most (59%) Americans are not
  immediately ready to vacation within the next three months either, and nearly
  a third are actually waiting until 2022 to vacation.<sup id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
</p>
<div class="margin-t-2 margin-b-2" style="--aspect-ratio: 16/9">
  <iframe
    width="560"
    height="315"
    src="https://www.youtube.com/embed/2hekDuCBxCc"
    title="YouTube video player"
    frameborder="0"
    allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
    allowfullscreen
  ></iframe>
</div>
<p>
  We also evaluated several different travel audiences. We found that Mature
  travelers—or those 55 years or older—are the first audience to return to
  vacation travel,<sup id="fnref:4"><a href="#fn:4" rel="footnote">4</a></sup>
  presumably because they are the most likely audience to be fully vaccinated.
  However, they’re the <i>least</i> willing audience to visit large cities<sup
    id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >—making Mature travelers a more immediate, but less lucrative consumer target
  for travel and hospitality brands.
</p>
<p>
  Conversely, BIPOC travelers may be an important consumer target for these
  brands, as they’re more likely to return to vacationing sooner than white
  travelers and more comfortable visiting cities. Nearly three-quarters of BIPOC
  travelers plan to take their first vacation post-COVID by the end of 2021,
  compared to just 64% of white travelers.<sup id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
</p>
<h2 class="h-main h-size-4 color-accent margin-t-4 margin-b-1">
  <span class="color-grey">2.</span> There’s an opportunity to convert would-be
  international travelers in <span class="no-break">2021 + 2022</span>
</h2>
<p>
  In a typical year, Americans take some 19MM trips abroad.<sup id="fnref:2"
    ><a href="#fn:2" rel="footnote">2</a></sup
  >
  With restrictions still in place limiting U.S. travelers in many countries,
  and trepidation that many international destinations still face public health
  crises, many of those would-be international travelers will redirect their
  vacation planning efforts to U.S. destinations.
</p>
<h2 class="h-main h-size-4 color-accent margin-t-4 margin-b-1">
  <span class="color-grey">3.</span> For many travelers, there’s a common
  motivation with their <span class="no-break">next vacation</span>
</h2>
<p>
  Perhaps it’s no surprise, but when asked <i>what</i> they’re looking to get
  out of their next vacation in a post-COVID environment, the majority (56%) of
  respondents said they’re looking to recharge.<sup id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
</p>
<div class="margin-t-1 margin-b-1">
  <img
    width="1200"
    height="329"
    src="https://static.camp-king.com/blog/20210513/Motivation.png"
  />
</div>

<p>
  But it’s important to remember that different people have different
  motivations for their travel. Mature and white travelers were the most likely
  audiences to be seeking a recharge in their next vacation, while BIPOC and
  LGBTQ+ travelers are more diverse in their vacation motivations.<sup
    id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
  In fact, LGBTQ+ travelers are the most likely consumers to be seeking both
  excitement and exhilaration or opportunities to immerse themselves in new
  cultures in their first post-COVID vacation.<sup id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
</p>
<h2 class="h-main h-size-4 color-accent margin-t-4 margin-b-1">
  <span class="color-grey">4.</span> There’s growing willingness to return to
  cities—but the level varies greatly among
  <span class="no-break">traveler audiences</span>
</h2>
<img
  class="margin-t-1 margin-b-1"
  alt="Nomadland movie poster"
  width="2492"
  height="1184"
  src="https://static.camp-king.com/blog/20210513/nomadland.jpg"
/>
<p>
  Over recent months, road trips became the new norm and
  <a
    target="_blank"
    href="https://www.cbsnews.com/news/rv-life-booms-during-the-pandemic/"
    >sales of RVs</a
  >
  and
  <a
    target="_blank"
    href="https://www.prnewswire.com/news-releases/transpotainment-trends-buoy-flailing-motorcycle-sales-during-covid-19-pandemic-301213405.html"
    >motorcycles</a
  >
  surged. People welcomed the change, as road-tripping allowed for
  <i>some</i> sort of regional travel with one’s pod and got us out of the
  confines of our homes. For many, this trend wasn’t about taking a single trip,
  but represented a major shift in lifestyle. Hell, <i>Nomadland</i>, a quiet
  film that celebrated the solitude and remoteness of life on the road, won
  <a
    target="_blank"
    href="https://www.cnn.com/2021/04/25/entertainment/academy-awards-2021/index.html"
    >best picture this year</a
  >.
</p>
<p>
  The effect of this trend is that remote or rural travel destinations have
  fared much better in economic recovery than urban destinations.<sup
    id="fnref:2"
    ><a href="#fn:2" rel="footnote">2</a></sup
  >
  This shift to remote and rural destinations makes sense given people’s desire
  to avoid crowds, not to mention the common motivation to recharge. But for
  many destination and travel brands, it’s imperative that people return to
  cities, where most travel services live—like hotel rooms, restaurants,
  airports, and car rental services.
</p>
<p>
  With that in mind, we took a closer look at current perceptions of urban
  travel. We asked respondents, “During your next vacation, how willing are you
  to spend more time traveling and staying in a large city?” and gave them the
  following response options:
</p>
<ul class="line-list margin-t-1 margin-b-1">
  <li>
    Very willing—Urban travel is important to me and I plan to spend multiple
    nights in a city
  </li>
  <li>
    Willing—I’m open to using a city as a gateway for my travel to fly into/out
    of and potentially to stay a night or two
  </li>
  <li>
    Not at all willing—I’m not ready to visit a city yet and will not consider
    lodging options in a large city
  </li>
</ul>
<p>
  Overall, we were pleased to see that people appear to be much more willing to
  visit and stay in U.S. cities on their next vacation. However, again, there
  are big differences in that level of willingness among different traveler
  audiences.
</p>
<div class="margin-t-2 margin-b-2">
  <h3 class="h-main h-size-2 margin-b-1">
    Willing or very willing to travel and stay in a large city
  </h3>
  <img src="https://static.camp-king.com/blog/20210513/Willing_to_travel.png" />
</div>
<h2 class="h-main h-size-4 color-accent margin-t-4 margin-b-1">
  <span class="color-grey">5.</span> Perceptions of destination readiness vary
  greatly—and it (partly) comes down <span class="no-break">to politics</span>
</h2>
<p>
  Following one of the most politically divisive periods in our country’s
  history, we believe that an individual’s political perceptions greatly affect
  vacation destination choice. At Camp + King, we love our home state of
  California. Our new office on Crissy Field literally sits in the shadow of the
  Golden Gate Bridge, one of California’s top tourist attractions. But we
  recognize that the brand of California has been adversely affected on the
  national stage by everything from very real crises, like wildfires and
  homelessness, to political grandstanding, like the petition to recall Governor
  Newsom. All of these things have legitimate impact on people’s vacation
  choices.
</p>
<p>
  To unpack that, we were interested to see how views toward the COVID
  vaccination affected travel perceptions. In our study, 20% of U.S. respondents
  said that they do not intend to get vaccinated.
  <i
    >(For reference, this is fairly well aligned to a recent NPR/Marist poll
    that found that 25% of Americans don’t intend to get vaccinated.<sup
      id="fnref:5"
      ><a href="#fn:5" rel="footnote">5</a></sup
    >)</i
  >
  We asked respondents if they were considering California as a possible
  destination for their next vacation. Of all travelers, 44% said yes, they were
  considering vacationing in California. Interestingly, among those travelers
  who do not intend to get vaccinated that number dropped 15 points to just 29%.
</p>
<div class="margin-t-2 margin-b-2">
  <h3 class="h-main h-size-3 margin-b-1 color-accent">
    <span class="">Hypothesis:</span> Political perceptions affect vacation
    destination choice
  </h3>
  <h4 class="h-main h-size-2 margin-b-1">
    “Are you considering California as a potential travel destination for your
    next vacation?”
  </h4>
  <img
    widht="1200"
    height="329"
    src="https://static.camp-king.com/blog/20210513/Considering_California.png"
  />
</div>
<p>
  We also believe that national media coverage about a destination, combined
  with its approach to COVID response affects people’s views as to whether or
  not that destination is ready to accept travelers. For instance, as of April,
  only about one-quarter of U.S. consumers believed that California was ready to
  receive their visits as a destination.<sup id="fnref:2"
    ><a href="#fn:2" rel="footnote">2</a></sup
  >
  In other words, most Americans assumed California isn’t “open,” whereas 40% of
  U.S. consumers believed that Florida was visitor-ready.<sup id="fnref:2"
    ><a href="#fn:2" rel="footnote">2</a></sup
  >
</p>
<p>
  Looking back, California took a more cautious approach to its pandemic
  response, while Florida took a more laissez faire approach, limiting
  restrictions that could hinder economic opportunity. Recently, Florida
  welcomed NFL fans for the Super Bowl, Daytona Bike Week motorcyclists, and
  college spring breakers, and—for better or worse—these depictions portrayed in
  national news media reinforced a perception of destination readiness for the
  state of Florida.
</p>
<p>
  Those perceptions have real business impact: by the end of 2020, Florida
  recovered 70% of its domestic airlift (the number of domestic passengers
  flying into the state) from pre-COVID levels, while California had recovered
  only 49% of its domestic airlift.<sup id="fnref:2"
    ><a href="#fn:2" rel="footnote">2</a></sup
  >
  So, it’s important for travel and hospitality brands to counter any perception
  that a destination isn’t ready for visitors.
</p>
<h2 class="h-main h-size-4 color-grey margin-t-4 margin-b-1">
  What this all means for brands—immediate top-of-mind relevance
  <span class="no-break">is critical</span>
</h2>
<p>
  Even if most U.S. consumers don’t feel comfortable vacationing in the next
  three months, the majority are actively planning or seeking inspiration for
  their next trip <i>now</i>. Like, right now! And with a backlog of vacation
  days and a desire to tackle more activities or visit more places than they can
  pursue in a single vacation, the planning they’re doing now will ultimately
  influence their travel decisions for years to come.
</p>
<div class="footnotes">
  <ol>
    <li class="footnote" id="fn:1">
      <a
        target="_blank"
        href="https://covid.cdc.gov/covid-data-tracker/#vaccinations"
        >CDC, COVID-19 Vaccinations in the United States</a
      >, data accessed 5.11.2021
    </li>
    <li class="footnote" id="fn:2">
      Visit California, Marketing Strategic Framework FY20-22, 2.17.2021
    </li>
    <li class="footnote" id="fn:3">
      Visit California, COVID-19 Research Dashboard Report, March 2021
    </li>
    <li class="footnote" id="fn:4">
      Camp + King, Travel Attitudes + California Tourism Perceptions Study,
      4.27.2021
    </li>
    <li class="footnote" id="fn:5">
      NPR; Vaccine Refusal May Put Herd Immunity At Risk, Researchers Warn;
      4.7.2021
    </li>
  </ol>
</div>


Several pieces of luggage parachuting high over the earth

StrategyBlog DomesticVacation cover image

StrategyBlog DomesticVacation thumbnail image

Five things to know about how consumers are returning to domestic vacations

<p>
  Brands have a space on TikTok, but their roles on this platform are markedly
  different than on other platforms.
  <span class="highlight"
    >TikTok constantly reminds brands not to create ads, but to create
    <i>TikToks</i>.</span
  >
  When it says “make TikToks,” the platform is referring to making content that
  feels more personal, relatable, or inspiring, and less like an ad. The key to
  creating a successful brand social strategy on this platform is a combination
  of timeliness and the ability to embrace some of the unpolished, real, and raw
  ways that creators and audiences show up.
</p>
<h2 class="lg color-accent margin-t-4 margin-b-1">
  Entertainment or social media?
</h2>
<p>
  TikTok operates as an entertainment platform, not a social media platform. It
  connects creators and audiences by interests instead of by real-life social
  networks. The app doesn't scrub your contacts or other connections, but
  instead, uses an algorithm to respond to your interests with undiscovered
  content that is
  <a target="_blank" href="https://www.tiktok.com/tag/foryou">#ForYou</a>. This
  takes the cap off of discovery and allows brands to create content that
  reaches audiences that are excited to engage. Brands should craft their
  content to fit within the entertainment style of TikTok.
</p>
<h2 class="lg color-accent margin-t-4 margin-b-1">
  How brands find their home on TikTok
</h2>
<p>
  Brands benefit by finding what part of TikTok they fit into when it comes to
  the many niche interests, fandoms, and life-hack corners of the app. Do you
  have a scrappy social media manager or know a popular creator that could be
  the face of the brand on social? Should your brand be tapping into DIY or
  enthusiast niches?
</p>
<p>
  For example, on the popular
  <a target="_blank" href="https://www.tiktok.com/tag/cleantok?lang=en"
    >#cleantok</a
  >
  tag, creators share the best tips for cleaning as well as oddly satisfying
  before and after dirty-to-clean transformations. It’s worth it for a cleaning
  supply brand’s social strategy team to explore whether or not content around
  their most popular and effective product has a place in this community.
</p>
<div style="max-width: 580px" class="block-centered margin-t-1 margin-b-2">
  <div class="columns h-pad-1">
    <div class="col md-2-5 align-self-center">
      <figure>
        <img
          class="block-centered"
          style="max-width: 500px"
          src="https://static.camp-king.com/blog/20210402/cleantok.png"
        />
      </figure>
    </div>
    <div class="col md-3-5 block-centered">
      <blockquote
        class="tiktok-embed"
        cite="https://www.tiktok.com/@homewithchloex/video/6924427233515801861"
        data-video-id="6924427233515801861"
        style="max-width: 605px; min-width: 325px"
      >
        <section>
          <a
            target="_blank"
            title="@homewithchloex"
            href="https://www.tiktok.com/@homewithchloex"
            >@homewithchloex</a
          >
          <p>
            ✨ like and follow to stay ✨
            <a
              title="homewithchloex"
              target="_blank"
              href="https://www.tiktok.com/tag/homewithchloex"
              >##homewithchloex</a
            >
            <a
              title="cleantok"
              target="_blank"
              href="https://www.tiktok.com/tag/cleantok"
              >##cleantok</a
            >
            <a
              title="satisfying"
              target="_blank"
              href="https://www.tiktok.com/tag/satisfying"
              >##satisfying</a
            >
            <a
              title="hincher"
              target="_blank"
              href="https://www.tiktok.com/tag/hincher"
              >##hincher</a
            >
          </p>
          <a
            target="_blank"
            title="♬ ily (i love you baby) - Surf Mesa"
            href="https://www.tiktok.com/music/ily-i-love-you-baby-6798329661525854210"
            >♬ ily (i love you baby) - Surf Mesa</a
          >
        </section>
      </blockquote>
      <script async src="https://www.tiktok.com/embed.js"></script>
    </div>
  </div>
</div>
<p>
  Another popular tag is
  <a target="_blank" href="https://www.tiktok.com/tag/tiktokmademebuyit"
    >#TikTokMadeMeBuyIt</a
  >, where creators list products they are currently obsessing over. For brands
  with a product that increases the comfort of home life while many of us are
  still working, teaching, exercising and dining at home, it may be worthwhile
  to aim to be one of the items on those lists. Brands can insert themselves
  into these lineups by using the hashtag and creating content that demonstrates
  the product's convenience to inspire a purchase.
</p>
<div class="block-centered margin-t-1 margin-b-2">
  <div class="columns h-pad-1">
    <div class="col col-left sm-1-1 md-1-2 margin-t-1">
      <blockquote
        class="tiktok-embed"
        cite="https://www.tiktok.com/@briannaxliv/video/6872802248653606150"
        data-video-id="6872802248653606150"
        style="max-width: 605px; min-width: 325px"
      >
        <section>
          <a
            target="_blank"
            title="@briannaxliv"
            href="https://www.tiktok.com/@briannaxliv"
            >@briannaxliv</a
          >
          <p>
            Target must-haves pt13! ✨ link in bio, use AT300 for 30%
            off🥰@therabreath
            <a
              title="therabreath"
              target="_blank"
              href="https://www.tiktok.com/tag/therabreath"
              >##therabreath</a
            >
            <a
              title="targetmusthaves"
              target="_blank"
              href="https://www.tiktok.com/tag/targetmusthaves"
              >##targetmusthaves</a
            >
            <a
              title="targethaul"
              target="_blank"
              href="https://www.tiktok.com/tag/targethaul"
              >##targethaul</a
            >
            <a
              title="targetfinds"
              target="_blank"
              href="https://www.tiktok.com/tag/targetfinds"
              >##targetfinds</a
            >
            <a
              title="tiktokmademebuyit"
              target="_blank"
              href="https://www.tiktok.com/tag/tiktokmademebuyit"
              >##tiktokmademebuyit</a
            >
          </p>
          <a
            target="_blank"
            title="♬ original sound - Brianna"
            href="https://www.tiktok.com/music/original-sound-6872802200553392901"
            >♬ original sound - Brianna</a
          >
        </section>
      </blockquote>
      <script async src="https://www.tiktok.com/embed.js"></script>
    </div>
    <div class="col col-left sm-1-1 md-1-2 margin-t-1">
      <blockquote
        class="tiktok-embed"
        cite="https://www.tiktok.com/@blinkbeauty/video/6921820991748361478"
        data-video-id="6921820991748361478"
        style="max-width: 605px; min-width: 325px"
      >
        <section>
          <a
            target="_blank"
            title="@blinkbeauty"
            href="https://www.tiktok.com/@blinkbeauty"
            >@blinkbeauty</a
          >
          <p>
            <a
              title="tiktokmademebuyit"
              target="_blank"
              href="https://www.tiktok.com/tag/tiktokmademebuyit"
              >##tiktokmademebuyit</a
            >
            with @cortneydryden 😍 THAT MASCARA ✨
            <a
              title="drugstoremakeup"
              target="_blank"
              href="https://www.tiktok.com/tag/drugstoremakeup"
              >##drugstoremakeup</a
            >
            <a
              title="ultahaul"
              target="_blank"
              href="https://www.tiktok.com/tag/ultahaul"
              >##ultahaul</a
            >
            <a title="nyx" target="_blank" href="https://www.tiktok.com/tag/nyx"
              >##nyx</a
            >
            <a
              title="nyxshineloud"
              target="_blank"
              href="https://www.tiktok.com/tag/nyxshineloud"
              >##nyxshineloud</a
            >
            <a
              title="makeuptutorial"
              target="_blank"
              href="https://www.tiktok.com/tag/makeuptutorial"
              >##makeuptutorial</a
            >
          </p>
          <a
            target="_blank"
            title="♬ original sound - cortneydryden"
            href="https://www.tiktok.com/music/original-sound-6911822184776354565"
            >♬ original sound - cortneydryden</a
          >
        </section>
      </blockquote>
      <script async src="https://www.tiktok.com/embed.js"></script>
    </div>
  </div>
</div>
<h2 class="lg color-accent margin-t-4 margin-b-1">
  Brands that have done it right
</h2>
<p>
  Some stand out brands on the platform include Chipotle, Marc Jacobs and
  Arby’s.
</p>
<p>
  Chipotle not only has a habit of sharing TikToks from creators and brand
  loyalists, but it has also employed hashtag activations with its
  <a target="_blank" href="https://www.tiktok.com/tag/chipotleroyalty?lang=en"
    >#ChipotleRoyalty</a
  >
  challenge. The challenge called for creators to battle it out over why their
  custom Chipotle order was superior. The hashtag currently has 78M views.
</p>
<figure class="margin-t-2">
  <img src="https://static.camp-king.com/blog/20210402/chipotle_royalty.png" />
</figure>
<figure class="margin-b-2">
  <img
    style="border: 1px solid #eee"
    src="https://static.camp-king.com/blog/20210402/how_it_works.png"
  />
</figure>
<p>
  Marc Jacobs had great success with TikTok for the launch of its new fragrance,
  “Perfect.” It partnered with creator Rickey Thompson, who used a custom sound
  and invited TikTokers to use the duet feature and tag content with
  <a target="_blank" href="https://www.tiktok.com/tag/perfectasiam"
    >#PerfectAsIAm</a
  >. Entries included people reacting to his motivating and high energy
  personality that many have grown to know and love. The more duets, the more
  exposure for the launch. The hashtag currently has 10.2B views.
</p>
<figure class="margin-t-2 margin-b-2">
  <img src="https://static.camp-king.com/blog/20210402/perfect_as_i_am.png" />
</figure>
<p>
  When someone stole a display from an Arby’s location and sold it as a
  flatscreen TV, Arby’s got creative and documented an entire saga on TikTok.
  The unsuspecting television buyer made a TikTok, and Arby’s responded and
  negotiated how to get the sign back. This humor and fast-acting social
  strategy paid off -- the six videos Arby’s made on its account raked in over
  1M views. The TikTok creator’s original video has over 3.6M views.
</p>
<div class="margin-t-1 margin-b-2 block-centered">
  <blockquote
    class="tiktok-embed"
    cite="https://www.tiktok.com/@arbys/video/6888327263226465541"
    data-video-id="6888327263226465541"
    style="max-width: 605px; min-width: 325px"
  >
    <section>
      <a target="_blank" title="@arbys" href="https://www.tiktok.com/@arbys"
        >@arbys</a
      >
      <p>
        <a title="duet" target="_blank" href="https://www.tiktok.com/tag/duet"
          >##duet</a
        >
        with @h1t1 Now everyone knows what you’ve done @h1t1 😂😂
        <a title="h1t1" target="_blank" href="https://www.tiktok.com/tag/h1t1"
          >##h1t1</a
        >
        <a
          title="arbystv"
          target="_blank"
          href="https://www.tiktok.com/tag/arbystv"
          >##arbystv</a
        >
        <a
          title="arbysmenu"
          target="_blank"
          href="https://www.tiktok.com/tag/arbysmenu"
          >##arbysmenu</a
        >
        <a
          title="arbysmenuscreen"
          target="_blank"
          href="https://www.tiktok.com/tag/arbysmenuscreen"
          >##arbysmenuscreen</a
        >
        <a title="arbys" target="_blank" href="https://www.tiktok.com/tag/arbys"
          >##arbys</a
        > <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp"
          >##fyp</a
        >
      </p>
      <a
        target="_blank"
        title="♬ h1t1 sound - john casterline"
        href="https://www.tiktok.com/music/h1t1-sound-6882484098397522694"
        >♬ h1t1 sound - john casterline</a
      >
    </section>
  </blockquote>
  <script async src="https://www.tiktok.com/embed.js"></script>
</div>
<h2 class="lg color-accent margin-t-4 margin-b-1">Go forth and TikTok!</h2>
<p>
  Is your brand ready to get on TikTok now? Here are seven quick tips for
  thinking through your brand’s strategy:
</p>
<ol
  class="big-numbers margin-t-1 margin-b-1 margin-l-1 md-margin-l-3 margin-r-1"
  start="1"
>
  <li>Find a home within niche interests and communities</li>
  <li>Participate in and generate challenges that make sense for your brand</li>
  <li>Demonstrate your products placed in the life of audiences</li>
  <li>Use great hashtag strategy to get discovered by engaged audiences</li>
  <li>
    Don’t just drop in content from other platforms – master in-app features and
    tools
  </li>
  <li>Choose great sounds that are trending and/or clever and useful</li>
  <li>
    And most importantly… take off your cool and lean into the creator and
    influencer community
  </li>
</ol>
<p>
  Adopting these strategies and habits are key to navigating how to get brands
  to connect meaningfully with audiences on this platform. Building such
  connections leads to simplified and shortened funnels as well as growing brand
  excitement and loyalty.
</p>


A 5-card hand of playing cards with TikTok icons instead of regular suits.

StrategyBlog TiktokStrategy cover image

StrategyBlog TiktokStrategy Thumbnail image

  How Brands Can Craft a Successful Social Strategy for TikTok

<p>
  I make a LOT of ill-fated purchases because “someone on the internet said it
  was good”. I’m not immune to influencer marketing – I just purchased Moon
  toothpaste, thank you Kendall Jenner – but I am far more likely to buy a
  product <i>created</i> by an internet personality, not just sponsored by them.
  Many online celebrities are opting to create their own products instead of
  sponsoring someone else's, and as marketers, there is a lot to learn from
  them.
</p>
<p>Here are some of the influencer-made products that are working:</p>
<h2 class="lg color-accent margin-t-4 margin-b-1">
  Chamberlain Coffee by <span class="no-break"></span>Emma Chamberlain
</h2>
<figure class="margin-t-1 margin-b-1">
  <img
    src="https://static.camp-king.com/blog/20210315/chamberlain_stairs.jpg"
  />
</figure>
<p>
  Emma Chamberlain, a 19-year-old YouTuber from the Bay Area who built her
  personal brand largely around daily YouTube videos speaking candidly about her
  life, launched her own coffee brand in 2019. With videos like “Trying Every
  Coffee Shop in LA”, “Trying Viral Coffee Trends”, and “Which Coffee Chain is
  Best”, Chamberlain became somewhat of an expert on all things coffee. When she
  wasn’t reviewing coffee brands, she was always drinking, making, or buying a
  coffee instead, so a coffee company of her own seemed like a logical next
  step.
  <a target="_blank" href="https://chamberlaincoffee.com/"
    >Chamberlain Coffee</a
  >
  offers whole beans and coffee brewing bags that combine the convenience of
  instant coffee with the taste of fresh-brewed French press. The brand is
  bright, playful, funky, and has attracted the attention of both my 60 year old
  mother and me.
</p>
<h2 class="lg color-accent margin-t-4 margin-b-1">
  Huda Beauty by <span class="no-break">Huda Kattan</span>
</h2>
<figure class="margin-t-1 margin-b-1">
  <img src="https://static.camp-king.com/blog/20210315/huda1.png" />
</figure>
<p>
  Huda Kattan got her start by blogging about her experience as a celebrity
  makeup artist and has since amassed nearly 48 million Instagram followers and
  over 4 million subscribers on YouTube. Kattan can be found on almost every
  “most influential beauty blogger” list and posts makeup tutorials and beauty
  hacks, in addition to more personal, anecdotal videos. In 2013, Kattan founded
  <a target="_blank" href="https://hudabeauty.com/us/en_US/home">Huda Beauty</a
  >, a cosmetics line that now boasts over 140 products and first garnered
  attention after Kim Kardashian publicly donned her fake eyelashes.
</p>
<h2 class="lg color-accent margin-t-4 margin-b-1">
  Mean Mugs by <span class="no-break">Cody Ko</span>
</h2>
<figure class="margin-t-1 margin-b-1">
  <img
    src="https://static.camp-king.com/blog/20210315/meanmugs1.jpg"
  />
</figure>
<p>
  <a target="_blank" href="https://buymeanmugs.com/">Mean Mugs</a> is an online
  store that offers a variety of mugs that feature popular Gen Z slang. Mean
  Mugs is co-owned by
  <a
    target="_blank"
    href="https://www.youtube.com/channel/UCfp86n--4JvqKbunwSI2lYQ"
    >Cody Ko</a
  >, a comedian who got his start on Vine and eventually transitioned to
  YouTube, where he now creates social commentary about internet trends. The
  store is simple, to the point, and has just a fleeting mention of the owner,
  which makes it even more on-brand.
</p>
<h2
  class="centered lead-in lead-in-lg center-text color-black margin-t-4 margin-b-1"
>
  <span style="font-size: 1.5em; line-height: 1.5em"
    >What can we learn from <span class="no-break">these products?</span></span
  >
</h2>
<h3 class="lg color-accent margin-t-4 margin-b-1">
  The brands serve as an extension of
  <span class="no-break">the influencer</span>
</h3>
<p>
  While I know at the end of the day these products are money-making endeavors,
  the brands have an enticing realness I continue to be drawn to. These brands
  aren’t starting from scratch, they are an extension of the influencer
  themselves, and by attaching a product to an already established public
  persona, the personality of the influencer is automatically transferred to the
  brand. Chamberlain Coffee? Fun, bright, quirky, and inventive. Cody Ko’s Mean
  Mugs? Crude, witty, what-you-see-is-what-you-get attitude. Huda Beauty?
  Authentic, tasteful and classy. The brand and influencer work in tandem,
  creating a shared personality that fosters goodwill and generates exposure for
  both.
</p>
<p>
  For some bigger brands this can happen organically, a result of true brand
  adoration. Tik Tok star Anna Sitar (@annaxsitar) rose to fame by posting
  videos of her Starbucks order every day and has since amassed over 8 million
  followers on Tik Tok alone. Known for her catchphrase “another day another
  starbies”, Sitar’s bubbly personality and magnetic attitude have become
  synonymous with Starbucks for many as a result of her daily videos.
</p>
<div class="block-centered" style="max-width: 580px">
  <div class="columns h-pad-1" >
    <div class="col col-left sm-1-1 md-1-2 margin-t-1">
      <img src="https://static.camp-king.com/blog/20210315/annax_starbies1.jpg" />
    </div>
    <div class="col col-left sm-1-1 md-1-2 margin-t-1">
      <img src="https://static.camp-king.com/blog/20210315/annax_starbies2.jpg" />
    </div>
  </div>
</div>
<h3 class="lg color-accent margin-t-4 margin-b-1">
  Influencer-brand consumers have a predisposition to trust
  <span class="no-break">the product</span>
</h3>
<p>
  People engaging with the influencer’s content have presumably already taken
  advice or recommendations from these personalities, and are predisposed to
  trust them. The brands aren’t presented as being made by experts, but rather
  people who spend a lot of time in the product category. Kattan has spent her
  entire career surrounded by makeup so she’s learned a thing or two about what
  makes a good cosmetic product. Emma Chamberlain built her identity around her
  caffeine addiction and often made coffee taste-test videos on her channel well
  before the creation of Chamberlain Coffee. Cody Ko has nailed the snarky humor
  the internet loves (think: Wendy’s Twitter).
</p>
<p>
  This industry-expert technique has been utilized by brands like SiriusXM who
  regularly feature segments hosted by popular artists of the moment. The
  artists aren’t radio hosts by trade but they’re able to curate playlists that
  resonate with audiences as a result of being knowledgeable about the music
  industry.
</p>
<figure class="margin-t-1 margin-b-1">
  <img src="https://static.camp-king.com/blog/20210315/24kgoldn.jpg" />
</figure>
<h3 class="lg color-accent margin-t-4 margin-b-1">
  Products are seen more often and in an
  <span class="no-break">organic context</span>
</h3>
<p>
  The creation of these side companies shows genuine interest in the product and
  the work that goes into it, and speaks to the heart of the brand. In turn,
  influencers are able to showcase their brands more often and in more organic
  contexts than normal brand deals would be able to. If I see Kattan using her
  own palette in a video I’m probably not even registering the product
  placement. Cody Ko sipping out of a Mean Mug mid-video feels natural, like he
  probably has them laying around his house. Seeing Chamberlain Coffee bags in
  Emma Chamberlain’s kitchen confirms that she is probably drinking her own
  coffee even when the cameras are off. The creators of these companies actively
  using their own products shows they are proud of the work they’ve created.
  Additionally, these brands are able to legally evade the “promoted by” and
  “#ad” tags that can cause some audiences to tune out.
</p>
<figure class="margin-t-1 margin-b-1">
  <img src="https://static.camp-king.com/blog/20210315/huda_product.jpg" />
</figure>
<h3 class="lg color-accent margin-t-4 margin-b-1">
  Brands embrace missteps and invite consumers behind
  <span class="no-break">the curtain</span>
</h3>
<p>
  Emma Chamberlain launched and then re-launched Chamberlain Coffee, giving it a
  complete branding overhaul to better match her personality and love of the
  product. Chamberlain was very vocal about wanting the product to truly be the
  best version of itself and felt the original branding didn’t do the product
  justice, openly talking about the process in YouTube videos and interviews.
  Brands publicly embracing their failings like this can cause their missteps to
  seem almost endearing and only strengthen fans allegiance to them.
</p>
<p>
  On a more macro-scale, Aerie, an offshoot of the clothing brand American
  Eagle, implemented the still-running #aeriereal campaign in 2014, which
  eliminated retouching of models and used “real girls” instead of super models.
  This campaign successfully acknowledged the brand’s previous shortcomings of
  conforming to impossible beauty standards, while promising to promote a more
  authentic image in the future.
</p>
<div class="columns h-pad-1">
  <figure class="col col-left md-1-2 margin-t-1 margin-b-1">
    <img
      src="https://static.camp-king.com/blog/20210315/chamberlain_before.jpg"
    />
    <figcaption class="image-caption centered">Old branding</figcaption>
  </figure>
  <figure class="col col-left md-1-2 margin-t-1 margin-b-1">
    <img
      src="https://static.camp-king.com/blog/20210315/chamberlain_after.jpg"
    />
    <figcaption class="image-caption centered">New branding</figcaption>
  </figure>
</div>
<p>
  Not every small brand is destined for greatness. In fact, the success of many
  could be chalked up to pandemic-induced boredom - at least that is how I ended
  up with a David Dobrik
  <a target="_blank" href="https://100kpuzzle.com/">puzzle</a>. There are also a
  growing number of influencer-founded companies that have the potential to
  change the market. The brains behind these companies have amassed millions of
  fans on social platforms before they even had products to offer, so they might
  be worth listening to.
</p>


StrategyBlog Influencer cover image

StrategyBlog Influencer thumbnail image

How Influencer-Made Brands are Changing the Sponsored Content Landscape 

StrategyBlog brandcharacter cover image

StrategyBlog brandcharacter thumbnail image

Celebrating Brand Characters

<p>
  I remember a time years ago when staying up-to-date on trends and culture was
  easy. I was a social-savvy millennial and simply spending much of my time on
  the internet was enough to spot new trends, consistently consume the latest
  viral content and ultimately, inform my clients with thorough POVs on what was
  relevant. As adulthood responsibilities took over and my media diet changed,
  I’ve become far less cool and have to work harder to keep up with the latest
  in culture, entertainment, and business. With the vastness of the internet
  today and the proliferation of content, sources, and platforms, my secret
  weapon has become my email newsletter strategy.
</p>
<p>
  I let experts curate the content and everything is served directly to my inbox
  in the form of links and brief descriptions, allowing me to digest the latest
  and click through to go deeper on what I choose. I strive to protect time
  every day to get through my newsletters instead of sending them straight to
  the trash in an effort to clear my inbox. Staying consistent with this
  requires you to be protective of what newsletters get your loyalty. When
  crafting your newsletter strategy, liberally give out your email address to
  try new ones but be a savage with the unsubscribe button if you’re not finding
  the content useful. Here are the newsletters that have earned their place in
  my inbox by giving me everything I need to stay relevant and nothing I don’t.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://www.ypulse.com/sign-up/">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/1PGf0UwTRH2VPd6a4xpD4V/8d6135fcd6c1159967a972ad3aae6bb4/blog_2021-02-05_ypulse_1200x280.jpg"
      width="1200"
      height="280"
      alt="YPulse"
    />
  </a>
</h2>
<p>
  As a leading authority on Gen Z and Millennials: today's tweens, teens,
  college students, young adults, and young parents, YPulse offers up a daily
  email that is a good mix of interesting stats on the demographic and what’s
  resonating with them lately.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://www.bigspaceship.com/internet-brunch">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/79k3lSEfn1CSfAO1p2pre8/5cf5cd6dbc803ab9c228c2e254c92ac5/blog_2021-02-05_bigspaceship_1200x280.png"
      width="1200"
      height="280"
      alt="Internet Brunch"
    />
  </a>
</h2>
<p>
  From the folks at Big Spaceship, this daily email features a list of links to
  the latest viral content on social, as well as pop culture events of the day.
  Arguably my favorite because there’s always a nugget or two that will make me
  laugh.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://intelligence.wundermanthompson.com/">
    <figure>
      <img
        src="https://images.ctfassets.net/enzv3zmclegl/2lz3mozdM4kWKtnDU61svp/c54bd963c138d9c15bfaca23ae801376/.blog_2021-02-05_wunderman_1200x280-imageoptim.png"
        width="1200"
        height="280"
        alt="Wunderman Thompson Intelligence Brief"
      />
      <figcaption class="image-caption centered">
        (scroll to bottom for sign up link)
      </figcaption>
    </figure>
  </a>
</h2>
<p>
  The intelligence unit for Wunderman Thompson offers up provocative thinking
  that focuses on identifying shifts in the global zeitgeist. Their weekly email
  highlights fascinating, emerging topics and trends with digestible examples,
  typically ones I haven’t seen featured elsewhere yet.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a
    href="https://news.futureparty.com/t/t-l-mldddty-wljhiilp-s/"
    target="_blank"
  >
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/6MDhITrvxAg8pm3iPWDhw3/31e72f61db5484dacb5aa8bbc20bc2e8/blog_2021-02-05_futureparty_1200x280.jpg"
      width="1200"
      height="280"
      alt="Future Party"
    />
  </a>
</h2>
<p>
  This daily email features a robust digest of insights into pop culture,
  entertainment and business. They start with links to viral content across
  social platforms, feature 2-3 deeper dives on a trend or category, and wrap up
  each email with a curation of links to interesting stories from around the
  web.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://cassandra.co/daily">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/7sdsVIZpRHCtFCaWkMVgxZ/4c426313037d90a286e72504932fdae9/blog_2021-02-05_cassandra_1200x280.png"
      width="1200"
      height="280"
      alt="Cassandra Daily"
    />
  </a>
</h2>
<p>
  This intelligence consultancy on Millennials and Gen Z chooses one cultural
  trend per day and elaborates on it with a handful of relevant links and
  examples.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a
    target="_blank"
    href="https://us3.campaign-archive.com/home/?u=595c64b70aaa2b7b17d17486b&id=579476d426"
  >
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/7gCBHcMRE5HkclFTyK20bx/a04e3de28a362852a5315d2259e4fa42/blog_2021-02-05_publicannouncement_1200x280.png"
      width="1200"
      height="280"
      alt="Public Announcement"
    />
  </a>
</h2>
<p>
  A random but thoughtful curation of purely interesting links around the web
  across topics.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://thehustle.co/?ref=7b33116417">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/2WjfkwxqoggUpdImvvdkJX/b088d1c9b722462d3d1f71078a681c8b/blog_2021-02-05_thehustle_1200x280.png"
      width="1200"
      height="280"
      alt="The Hustle"
    />
  </a>
</h2>
<p>
  A daily newsletter with over 1.5 million subscribers featuring commentary and
  analysis on the latest in business and tech. They’ve stood out and grown
  quickly with their bold and authentic voice. Every Sunday, they offer up a
  long-form deep dive into one category or topic.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://morningbrew.com/marketing/r/?kid=fd7cb46f">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/3UZ6RMJ4j7N6CAJRrIlLWl/be556cab8ae38524158d019516fbfca5/blog_2021-02-05_marketingbrew_1200x280.png"
      width="1200"
      height="280"
      alt="Marketing Brew"
    />
  </a>
</h2>
<p>
  Delivered every Monday, Wednesday, and Friday, Marketing Brew is a
  comprehensive, more traditional marketing newsletter featuring news about
  platforms, trending campaigns, and links to case studies and tactical tips.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://www.contagious.com/newsletter">
    <img
      src="//images.ctfassets.net/enzv3zmclegl/5XqFoEq5vbCSB4N8ZbA1yo/a3a46b61991eb33a1e0eb42866a03b3c/blog_2021-02-05_contagious_1200x280.png"
      width="1200"
      height="280"
      alt="Contagious"
    />
  </a>
</h2>
<p>
  Sent weekly, Contagious’ email is a source of inspiration featuring insights
  into great campaigns from around the world.
</p>
<h2 class="margin-t-4 margin-b-1">
  <a target="_blank" href="https://www.vox.com/pages/newsletters">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/4PJO19HoS3KZCx25E5h8N5/01bf26d29ed3555fed46b0af945571a8/blog_2021-02-05_vox_1200x280.png"
      width="1200"
      height="280"
      alt="Vox: The Goods"
    />
  </a>
</h2>
<p>
  A newsletter on the consumer economy—what we buy, why we buy it, and why it
  all matters—written with Vox’s trademark consumer-friendly language and pop
  culture savvy with some really excellent investigative journalism.
</p>
<hr class="divider margin-t-4 margin-b-4" />
<p>
  If you’ve made it this far and are still grumbling at the thought of adding
  more to your inbox, I hear you and will offer up one more tip. Most email
  clients have a “rule” feature in which you can move emails from defined
  senders straight to a seperate folder, bypassing your inbox, for you to read
  later. Here are instructions for
  <a
    target="_blank"
    href="https://www.fastcompany.com/90550712/how-to-train-gmail-tabs"
    >Gmail</a
  >,
  <a
    target="_blank"
    href="https://support.microsoft.com/en-us/office/manage-email-messages-by-using-rules-c24f5dea-9465-4df4-ad17-a50704d66c59"
    >Outlook</a
  >
  and
  <a
    target="_blank"
    href="https://support.apple.com/guide/icloud/set-up-filtering-rules-mm6b1a3f8a/icloud"
    >Apple Mail</a
  >. I hope this list makes you a little smarter and a little less lost when a
  teenager in your life is suddenly
  <a
    target="_blank"
    href="https://www.thecut.com/2021/01/sea-shanty-tiktok-whats-the-deal-with-the-shanty-trend.html"
    >into Sea Shanties</a
  >.
</p>


StrategyBlog SecretWeapon cover image

StrategyBlog SecretWeapon thumbnail image

Make these 10 eNewsletters Your Secret Weapon for Staying in the Know

<p>
  As we approach the close of 2020 there’s definitely quite a bit to digest.
  From a social media perspective, the pandemic unearthed a bevy of new
  learnings for brands--many of which provide a blueprint for how brands should
  approach 2021. From platform innovation to consumer learnings, 2020 has been a
  year of pivoting by both brands and social media platforms alike. As an agency
  we’ve been on the front lines, advising our clients in the moment on what
  steps set up the best chance for success. In all my years working in the
  social space, I’ve never seen a year this impactful. Now that the year is
  coming to an end, we can take a look at some of the trends that are certain to
  make an impact in 2021.
</p>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  Make Way For TikTok
</h2>
<p>
  TikTok has been one of the heroes of 2020. The platform catapulted itself to
  the forefront of relevancy with a mixture of viral moments, product
  innovation, and consumer targeting. One thing for brands to keep a definite
  eye on for next year is how to authentically integrate TikTok into their
  overall strategy. Brands that are succeeding on the platform have taken a more
  user-friendly approach, rather than that of traditional advertising. Simply
  handing someone a camera and telling them to “go create” seems to be the best
  course of action. Sam’s Club is one of a few brands that’s made major strides.
  They’ve promoted authenticity by choosing to highlight their products on the
  platform through culturally relevant memes and challenges.
</p>
<div class="tiktoks h-pad-1 cols margin-b-1 margin-t-1">
  <style>
    .tiktoks {
      display: flex;
      justify-content: center;
      flex-wrap: wrap;
    }
  </style>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@samsclub/video/6819026908244659461"
      data-video-id="6819026908244659461"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@samsclub"
          href="https://www.tiktok.com/@samsclub"
          >@samsclub</a
        >
        <p>
          Cedric Clark leads more than 85 of our clubs. But we think he would
          rather be CEO of hand washing 🧼 @norry_96
          <a
            title="samsclub"
            target="_blank"
            href="https://www.tiktok.com/tag/samsclub"
            >#samsclub</a
          >
          <a
            title="goingpro"
            target="_blank"
            href="https://www.tiktok.com/tag/goingpro"
            >#goingpro</a
          >
          <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp"
            >#fyp</a
          >
          <a
            title="clean"
            target="_blank"
            href="https://www.tiktok.com/tag/clean"
            >#clean</a
          >
        </p>
        <a
          target="_blank"
          title="♬ original sound - Sam’s Club"
          href="https://www.tiktok.com/music/original-sound-6818350366048914181"
          >♬ original sound - Sam’s Club</a
        >
      </section>
    </blockquote>
  </div>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@samsclub/video/6872438899881331974"
      data-video-id="6872438899881331974"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@samsclub"
          href="https://www.tiktok.com/@samsclub"
          >@samsclub</a
        >
        <p>
          Oh, so you’re saying you gotta work out on this stuff? 🏋️😂
          <a
            title="samsclub"
            target="_blank"
            href="https://www.tiktok.com/tag/samsclub"
            >#samsclub</a
          >
          <a
            title="whatspoppin"
            target="_blank"
            href="https://www.tiktok.com/tag/whatspoppin"
            >#whatspoppin</a
          >
          <a
            title="boostyourmood"
            target="_blank"
            href="https://www.tiktok.com/tag/boostyourmood"
            >#boostyourmood</a
          >
          <a
            title="protein"
            target="_blank"
            href="https://www.tiktok.com/tag/protein"
            >#protein</a
          >
          <a
            title="membersmark"
            target="_blank"
            href="https://www.tiktok.com/tag/membersmark"
            >#membersmark</a
          >
        </p>
        <a
          target="_blank"
          title="♬ original sound - Sam’s Club"
          href="https://www.tiktok.com/music/original-sound-6872438854226316037"
          >♬ original sound - Sam’s Club</a
        >
      </section>
    </blockquote>
  </div>
  <div class="col md-1-2 margin-b-1">
    <blockquote
      class="tiktok-embed"
      cite="https://www.tiktok.com/@samsclub/video/6852778144701746438"
      data-video-id="6852778144701746438"
      style="max-width: 605px; min-width: 325px"
    >
      <section>
        <a
          target="_blank"
          title="@samsclub"
          href="https://www.tiktok.com/@samsclub"
          >@samsclub</a
        >
        <p>
          🌭🌭🌭
          <a
            title="todayyearsold"
            target="_blank"
            href="https://www.tiktok.com/tag/todayyearsold"
            >#todayyearsold</a
          >
          <a
            title="samsclub"
            target="_blank"
            href="https://www.tiktok.com/tag/samsclub"
            >#samsclub</a
          >
          <a
            title="membersmark"
            target="_blank"
            href="https://www.tiktok.com/tag/membersmark"
            >#membersmark</a
          >
          <a
            title="grilling"
            target="_blank"
            href="https://www.tiktok.com/tag/grilling"
            >#grilling</a
          >
        </p>
        <a
          target="_blank"
          title="♬ Swear By It - Clutch"
          href="https://www.tiktok.com/music/Swear-By-It-6777237779509151746"
          >♬ Swear By It - Clutch</a
        >
      </section>
    </blockquote>
  </div>
</div>
<p>
  The platform also encompasses all walks of life, Tiktok actually saw a major
  shift from a younger audience to a more seasoned one. 43% of its active users
  are between the ages of 25 – 54.
</p>
<figure class="h-pad-0 margin-t-2 margin-b-2">
  <img
    width="1480"
    height="671"
    src="https://images.ctfassets.net/enzv3zmclegl/6ZByEn3PjdHk7JzlAuGUir/783754a58b10fcf73f7e27921ae0b83d/blog_2020-12-18_tiktok-ages_1480x671.png"
  />
</figure>
<p>
  It’s also taken the reins as the most engaged platform. With an average
  engagement rate of 9%, the platform is vastly outperforming other major
  platforms. This includes Instagram, traditionally the engagement leader
  amongst platforms. In response, IG has now incorporated similar technology
  with the release of IG Reels.
</p>
<figure
  style="max-width: 500px"
  class="h-pad-0 margin-t-2 margin-b-2 block-centered"
>
  <img
    width="1480"
    height="925"
    src="https://images.ctfassets.net/enzv3zmclegl/1KiRPhZgtzb7WbnP4hMkrq/73360a07a4904e50e3cff843fba8205a/blog_2020-12-18_engagement-by-platform_1480x925.png"
  />
</figure>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  GO LIVE… or Not at ALL
</h2>
<p>
  Expect to see way more live content in 2021! Live streaming is an avenue that
  will definitely be explored by brands in the coming year. Users share comments
  and likes that a brand can directly respond to in real time. According to
  Stacey McLachlan’s hootsuite article,
  <a
    target="_blank"
    href="https://blog.hootsuite.com/social-media-live-streaming/"
    >The Ultimate Guide to Social Media Live Streaming in 2020</a
  >, “There’s an urgency to a live post that demands attention. A recent study
  showed that 80% of audiences would
  rather watch a livestream than read a blog post. In an age of
  everything-on-demand, live TV broadcasts are still must-see-TV.”
</p>
<figure
  style="max-width: 410px"
  class="h-pad-0 margin-t-1 margin-b-2 block-centered"
>
  <img
    width="1200"
    height="1228"
    src="https://images.ctfassets.net/enzv3zmclegl/4ljFKEmHWcx5MlRoVJuoEz/e749dd68ccf596f16bc8626884bc4f69/blog_2020-12-18_live-reactions_1200x1228.jpg"
  />
</figure>
<p>
  This is a level of excitement that brands should be capitalizing on, as
  real-time content has become the norm amongst desired media for consumers.
  There’s also major interest in behind the scenes content from brand audiences.
  According to McLachlanan, 87% would prefer to watch more videos online if it
  means more access to bts content. Another indication of the value here is the
  fact that all of the major platforms have adopted it. Facebook, Twitter,
  Instagram, LinkedIn and YouTube all possess live streaming capabilities.
  Furthermore, as a result of on-site shopping activations becoming obsolete in
  2020, livestream shopping events<a
    target="_blank"
    href="https://coresight.com/research/livestreaming-e-commerce-takes-off-in-the-us/"
  >
  </a
  >are now predicted to generate $25 billion in sales by 2023. So as you’re
  building out those content calendars for 2021, gather some listening around
  what consumers are saying or asking about your brand and that will unlock some
  easy ideas on what types of live content should be produced.
</p>
<figure class="h-pad-0 margin-t-2">
  <img
    width="2374"
    height="1334"
    src="https://images.ctfassets.net/enzv3zmclegl/3Gs8uipeOwWnWSdD3g9caH/9ace7e519bb5033fec57acefdc8f3d41/blog_2020-12-18_fb-live_2374x1334.jpg
"
  />
</figure>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  Carousels Crowned King
</h2>
<p>
  Carousel posts have traditionally been some of the most engaging and impactful
  pieces of content of brand social strategies. Instagram has long seen these
  assets perform at high levels as their sole purpose has been to invite
  engagement. According to an SE Journal article by Matt Southern, a<a
    target="_blank"
    href="https://www.searchenginejournal.com/instagram-carousels/379311/#close"
  >
    study of 22 million IG posts finds Carousels are the most engaging</a
  >
  type of post. Carousels have an average engagement rate per post of 1.92%,
  compared to 1.74% for images and 1.45% for videos. The engagement rate per
  post goes over 2% when all 10 carousel slides are used. Southern reports that
  in 2017, 3 to 4% of Instagram content consisted of carousel posts, compared to
  19% in July 2020. We expect to see this trend continue significantly in 2021.
  Not only are brands starting to catch on but more platforms have begun
  producing and promoting their own carousel capabilities.
</p>
<figure
  style="max-width: 500px"
  class="h-pad-0 margin-t-2 margin-b-2 block-centered"
>
  <img
    width="1480"
    height="751"
    src="https://images.ctfassets.net/enzv3zmclegl/5rz6CAK3Ew8MjWljPGOSER/098183be4c2122418a1d00f076a95405/blog_2020-12-18_engagement-by-type_1480x751.png"
  />
</figure>
<p>
  Twitter has jumped head first into the carousel game, so you can see these
  engagement numbers continue to climb. Twitter is hands down the most
  conversation-and story-led platform of the bunch. Combine this with an asset
  that has already proven to be one of the industry’s most successful, with a
  usage rate that continues to rise, and you have a recipe for high impact
  social marketing. Carousels allow brands to showcase various products,
  highlight specific features, or tell a brand story that develops across 2-6
  Carousel cards. With this type of impact available in one single social post,
  brands should integrate a regular carousel cadence across all appropriate
  channels.
</p>
<div class="block-centered margin-t-2" style="max-width: 500px">
  <blockquote class="twitter-tweet">
    <p lang="en" dir="ltr">
      Air Force 1 is a legend built from the street up.<a
        href="https://t.co/7T8rqlrJwK"
        >https://t.co/7T8rqlrJwK</a
      >
    </p>
    &mdash; Nike (@Nike)
    <a
      href="https://twitter.com/Nike/status/1297960912675119104?ref_src=twsrc%5Etfw"
      >August 24, 2020</a
    >
  </blockquote>
</div>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  A Game of Adjustments
</h2>
<p>
  2020 took us on a roller coaster ride of restrictions, pivots and key
  learnings. Those who made adjustments to the new landscape have succeeded.
  While those who didn’t have faltered. As we head into the New Year, we all
  need to come to terms that this rapid pace of change is going to continue, so
  the best course of action has to be to continuously ADAPT!
</p>
<script
  async
  src="https://platform.twitter.com/widgets.js"
  charset="utf-8"
></script>
<script async src="https://www.tiktok.com/embed.js"></script>


blog 2020-12-18 cover-image

Unlocking the Trends 2021 Could Bring

blog 2020-12-18 thumbnail

Social Media Keys

<div class="note margin-b-2 md-margin-l-2 md-margin-r-2">
  <p>
    Camp + King wanted to know more about how alcohol brands are reaching Gen Z.
    Who better to help us out with this than a college student? We threw our
    (legal, 22 year-old) summer strategy intern, Emma Blackburn, at the task and
    here she shares her top insights with us on the + blog.
  </p>
</div>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  We want more than just a drink
</h2>
<p>
  With so many competing alcohol companies, it has become increasingly difficult
  for brands to differentiate themselves on packed shelves. I am guilty of
  gravitating towards the brightest bottles or the flashiest deals, but the
  brands that stick with me are the ones that keep me engaged beyond the point
  of purchase. Several brands have figured out how to talk to their consumers
  not just from a purchasing perspective but in a way that makes the consumer
  feel like the brand is more than just a drink. Here are a few of my favorites:
</p>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  Absolut Vodka and Patrón Tequila:
  <span class="no-break">Authentic Activism</span>
</h2>
<p>
  Activism and brand participation in cultural events is important in any
  industry, but many companies have taken heat for appearing to only participate
  out of due diligence, not a genuine interest in the cause. Companies often try
  to please the widest possible audience which results in mass participation
  from brands for all causes: rainbow logos during Pride, blackout logos during
  Black History Month, etc. Absolut Vodka has chosen to focus their effort on
  the LGBTQ+ community year round, establishing themselves more than a
  fair-weather supporter.
</p>
<p>
  Well-known for their limited edition bottle designs, Absolut was the first
  spirit brand to feature a rainbow flag bottle which is available to purchase
  all year. Absolut has continuously used its platform to give a voice to the
  LGBTQ+ community rather than switching around to relevant trends which has
  given the company’s efforts legitimacy.
</p>
<figure class="cols h-pad-0 margin-t-2 margin-b-1">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/EIy8pymvt5rYIxClCeo9b/a3663a67245a6bcc3cfd1735a74f58d5/blog_2020-12-08_absolut_950x475.jpg"
    width="950"
    height="475"
  />
  <figcaption class="image-caption centered">Source: Absolut Vodka</figcaption>
</figure>
<p>
  Similarly, Patrón Tequila has carefully chosen what events to commemorate in
  their limited edition bottles. As a company that prides itself on heritage and
  authenticity, Patrón has limited run cultural tins featuring imagery from
  different countries and cultures. The heritage collections correspond with the
  overall brand identity Patrón has already established so the alignment doesn’t
  feel forced.
</p>
<figure
  style="max-width: 380px"
  class="cols h-pad-0 margin-t-2 margin-b-1 block-centered"
>
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/4vIY3SOY6AQqsG1TE3e2Rn/e6e7df4c18e7191d2e4fab9eaa3ebd67/blog_2020-12-08_patron_392x514.png"
    width="392"
    height="514"
  />
  <figcaption class="image-caption centered">Source: Patrón Tequila</figcaption>
</figure>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  Jack Daniels: Branding a <span class="no-break">Culture + Style</span>
</h2>
<p>
  Jack Daniels has capitalized on the popularity and appeal of their logo. The
  Jack Daniels’ website directs customers to an online merchandise store
  featuring t-shirts, tank tops, hats and other branded items. The iconic label
  and branding allows the company to be relevant and top of mind for people who
  aren’t even consuming the product.
  <i
    >Even as a twenty-something college student who doesn’t drink whiskey, I
    have a shirt emblazoned with the Jack Daniels’ logo that I wear proudly. </i
  >Jack Daniels has successfully created a drink people enjoy, but more
  importantly a brand that people want to associate themselves with. By offering
  an in-depth character story behind Jack Daniels and creating an appealing and
  brandable logo, Jack Daniels has created a brand identity bigger than whiskey.
</p>
<figure
  style="max-width: 380px"
  class="cols h-pad-0 margin-t-2 margin-b-1 block-centered"
>
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/5Ps9hY9PuSnh2rdwpjOabB/e9335951c8a8a11cfb555223a6c4f2dd/blog_2020-12-08_jack_daniels_shirt_555x555.webp"
    width="555"
    height="555"
  />
  <figcaption class="image-caption centered">
    Source:
    <a href="https://the-selvedge-yard.myshopify.com/collections/all-t-shirts/products/a-lucky-jack-daniels-whiskey-crew-tee-t-shirt-vintage-black-womens" target="_blank"
      >The Selvedge Yard</a
    >
  </figcaption>
</figure>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  Fort Point Beer Company: Leaning into
  <span class="no-break">Local Culture</span>
</h2>
<p>
  Fort Point Beer Company has found a way to stand out in a sea of beer
  companies by giving a nod to its birthplace – the city of San Francisco. The
  packaging depicts line drawings of the Bay Area and the names of the beers are
  references to Northern California or the makers themselves.
</p>
<p>
  By aligning itself with a city and basing much of its identity on being local,
  Fort Point has created a community of devout fans that see themselves in their
  drink of choice. Many seemingly independent craft beers are actually owned by
  the big corporations and their attempt at small town charm comes across as
  kitschy. As an independent beer company, Fort Point is able to personalize
  their products and social feed to a particular region in a way a big
  conglomerate never could. The Bay-Area-specific branding makes consumers feel
  like they are being seen by the company and forges a bond bigger corporations
  could not maintain. Fort Point Beer Company is down to earth, unique and feels
  like an old friend, not a corporation.
</p>
<figure class="cols h-pad-0 margin-t-2 margin-b-1">
  <div class="col sm-1-1 md-1-2">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/1fo43gulr87CEbnIYSaLgt/43d8a1581279c5530bf8b90feb0981e4/blog_2020-12-08_fp_brewery_878x878.jpg"
      width="878"
      height="878"
    />
  </div>
  <div class="col sm-1-1 md-1-2">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/6LgbIONpTVXr4MSGbPrBwY/d1be26819814d6854541e1ad7f67df6d/blog_2020-12-08_fp_pack_1194x1194.jpg"
      width="1194"
      height="1194"
    />
  </div>
  <figcaption class="image-caption centered">
    Source: Fort Point Beer Company
  </figcaption>
</figure>
<h2 class="lead-in lead-in-lg margin-t-4 margin-b-1 color-accent">
  My drink = me
</h2>
<p>
  People connect to companies that share messages that resonate with them, and
  that’s what makes these brands so effective. Social causes invoke a feeling of
  being heard, good branding makes people feel like part of a community, and
  personalization of local products gives people a sense of local pride.
  Consumers may choose a flashy brand once but they are looking for products
  that make them feel like they belong for the long term.
</p>


blog 2020-12-08 cover-image 4760x2160

Alcohol Brands Successfully Reaching Us

blog 2020-12-08 thumbnail 1200x630

The Voice of Gen Z

<p>
  If you watch the <i>Great British Baking Show</i>, then you’ve probably
  learned a few things about baking. Like, don’t overwork the dough. Taste is
  more important than looks. And whatever you do, don’t underbake it. The
  series, known as <i>The Great British Bake Off</i> in the UK, is filled with
  kitchen wisdom.
</p>
<p>
  With 100+ episodes and counting, it’s also a binge watcher’s ticket. Now in
  its 11th year, the series is so popular that it has spawned a string of
  spinoffs, including <i>The Great British Sewing Bee</i> and
  <i>The Great Pottery Throw Down. </i>There’s also <i>Haute Dog,</i> where
  groomers compete to style the best doggy hairdos.
</p>
<figure class="margin-t-1 margin-b-1">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/7qsgWLiLhBqnPCZ5I2CkHG/ef9773d740a8065035d5f25206dc33f3/blog_2020-11-12_gbbs_cast.jpg"
    width="1920"
    height="841"
  />
  <figcaption class="image-caption centered">
    Cast of the Great British Baking Show, Series 11
  </figcaption>
</figure>
<p>
  If you don’t follow the series, the premise is simple. Every week, a group of
  amateur bakers compete in three challenges. The judges select a weekly winner,
  called the ‘Star Baker,’ and they also eliminate a contestant. In the final
  episode, the remaining bakers compete to be crowned the UK’s ‘Best Amateur
  Baker.’ In addition to baking, there’s funny banter, plenty of b-roll, and
  just the right amount of tension to keep you glued to the screen.
</p>
<h2
  style="max-width: 15em"
  class="margin-b-3 margin-t-3 color-accent lead-in lead-in-xlg block-centered centered"
>
  Every baking challenge starts with a brief
</h2>
<p>
  Watching the show, you might notice similarities between the baking
  challenges, and making creative work at an agency. For example, the beginning
  of every challenge starts with a brief. A brief might say, “Make 24 yeasted
  buns.”
</p>
<figure class="margin-t-1 margin-b-1 md-2-3 block-centered">
  <img
    alt="An image of a brief with an illustration of buns. Text: Brief - 12 Yeasted Buns. Ingredients – Flour, Yeast, Milk, Salt, Butter"
    src="https://images.ctfassets.net/enzv3zmclegl/3ybuUyBDSO9u4FOCCaSkRU/aeed3693d88f33df73c07ee378e7de65/blog_2020-11-12_brief.jpg"
    width="1200"
    height="1305"
  />
  <figcaption class="image-caption centered">
    Bun illustration by long-time <i>GBBO</i> illustrator Tom Hovey.
  </figcaption>
</figure>
<p>
  Sometimes the brief is filled with useful information, like a list of
  ingredients, and directions for combining them. But sometimes the brief – aka
  the recipe – has almost no information to go on. When this happens, the bakers
  are left to their own devices, relying on their skills and creativity to
  figure it out.
</p>
<p>
  If this is starting to sound familiar, the parallels don’t end there. As fans
  know, it’s not usually the recipes that cause trouble. More often, it’s the
  bakers who are their own worst enemies. Take Chocolate Week, from the fourth
  episode in the new season. In the first round, known as the
  <i>Signature Bake</i>, the bakers were tasked with making chocolate brownies,
  a deceptively simple assignment.
</p>
<h2
  style="max-width: 15em"
  class="margin-b-3 margin-t-3 color-accent lead-in lead-in-xlg block-centered centered"
>
  The brief went like this:
</h2>
<p>
  “Make a batch of 18 chocolate brownies. You can use any type of chocolate you
  like, and you can use as many additional flavors as you like, but the judges
  will be looking for that nice fudgy texture.” Sounds easy enough. But
  unfortunately, the bakers let their creative egos get in the way. Instead of
  solving the request, which was “18 chocolate brownies with ‘that nice fudgy
  texture,’” most of the bakers only heard, “you can use as many additional
  flavors as you like.”
</p>
<p>
  So began the race to reinvent the brownie with only 90 minutes to spare. When
  the baking was over, the judges were shaking their heads. Phrases like “it’s a
  mess,” “the flavors overpower the chocolate,” “it’s not your best work,” and
  the pointed “it’s not a brownie,” were used more than once.
</p>
<h2
  style="max-width: 15em"
  class="margin-b-3 margin-t-3 color-accent lead-in lead-in-xlg block-centered centered"
>
  The challenge played out like a disastrous creative presentation
</h2>
<p>
  In an effort to impress the judges with innovative flavors, the bakers missed
  the point. Their creative was all style and no substance. And because some
  bakers complicated the brief, they ran out of time for finishing touches.
  Meaning their brownies not only looked incomplete - they were underbaked!
  Which is perhaps the most mortal baking sin on the show (the other being a
  ‘soggy bottom,’ according to judge Mary Berry).
</p>
<figure class="margin-t-1 margin-b-1">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/63Zogkz9EthNBAtCrmKZPj/3e1d8ca7944e8794a515ba0b1b09783f/blog_2020-11-12_brownie-judging.jpg"
    width="1920"
    height="1080"
  />
  <figcaption class="image-caption centered">
    Paul Hollywood and Prue Leith judge the creative on the show
  </figcaption>
</figure>
<p>
  Overall, the judges were not pleased. They had asked for creativity, but not
  at the expense of the objective. As Paul Hollywood said, this was “about going
  back to basics. If you can’t produce a decent chocolate brownie, there’s going
  to be problems.” Even Peter, the contestant who is most skilled in the science
  of baking, and the baker most capable of balancing creativity with restraint,
  tried to combine too many ingredients. His ‘Upside Down Brownies’ made with
  dates, figs, cinnamon, and pistachios, were judged “different and risky, but
  just okay.”
</p>
<h2
  style="max-width: 11em"
  class="margin-b-3 margin-t-3 color-accent lead-in lead-in-xlg block-centered centered"
>
  The feedback <span class="no-break">sounded familiar</span>
</h2>
<p>
  The bakers were so off the mark, that it soured the judges for the next two
  rounds. Anyone who works in advertising is familiar with this phenomenon.
  Fortunately, the events during Chocolate Week are an extreme example.
  Typically, the bakers do better.
</p>
<p>
  Over time, you start to notice the trends that set the best bakers apart. They
  have ambitious ideas that don’t outpace their abilities. They adapt when
  things go sideways. They don’t lose sight of the brief. And importantly, they
  know how to manage their time. After all, what good is a concept if it comes
  out of the oven half-baked?
</p>
<figure class="cols h-pad-0 margin-t-2 margin-b-1">
  <div class="col sm-1-1 md-1-2">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/2IqoELzENLfzSSrWydQZnW/07dd8680639a71f270410ccc7933d214/blog_2020-11-12_hovey_kim-joy.jpg"
      width="1280"
      height="900"
    />
  </div>
  <div class="col sm-1-1 md-1-2">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/1sVcUu2GV4tDRFLzduG0Zn/728b915692460a8e1b8fe0e8c18ab548/blog_2020-11-12_hovey_frances.jpg"
      width="1280"
      height="900"
    />
  </div>
  <div class="col sm-1-1 md-1-2">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/1ygeAmX7SeShiKzvBgkBzX/d99c865d518c968b49802e4090bbaf85/blog_2020-11-12_hovey_benjamin.jpg"
      width="1280"
      height="900"
    />
  </div>
  <div class="col sm-1-1 md-1-2">
    <img
      src="https://images.ctfassets.net/enzv3zmclegl/WAXd2c3Z5DhqWro0pLtgV/dd8a628c63eb12b98716167812003308/blog_2020-11-12_hovey_rahul.jpg"
      width="1280"
      height="900"
    />
  </div>
  <figcaption class="image-caption centered">
    Examples of the show’s concept artwork by illustrator Tom Hovey
  </figcaption>
</figure>
<p>
  Contestants like Nadiya Hussain, the winner of Season 3, proved repeatedly
  that a simple idea, cleverly executed, could beat flashier efforts. Her ‘Soda
  Pop Cheesecake’ is a perfect example. And Paul Jagger’s ‘King of the Jungle’
  shows what is possible when a baker embraces the limitations of a brief. Made
  entirely of bread, it received the first special commendation ever given on
  the show.
</p>
<div class="cols h-pad-1 margin-t-2 margin-b-1">
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://images.ctfassets.net/enzv3zmclegl/2QTcMyRdIzoyDGj7XbT5nn/dd7c710555df54a38422286e1a50dfed/blog_2020-11-12_soda-pop-cake.jpg"
        width="345"
        height="345"
      />
      <figcaption class="image-caption centered">
        Nadiya’s ‘Soda Pop Cheesecake’ with three layers
      </figcaption>
    </figure>
  </div>
  <div class="col sm-1-1 md-1-2 margin-b-1">
    <figure class="">
      <img
        src="https://images.ctfassets.net/enzv3zmclegl/ozcL6FVwnOz2ZTQQgfGGI/b272f67f80386c37286f3033ae0141a6/blog_2020-11-12_lion-bread.jpg"
        width="686"
        height="686"
      />
      <figcaption class="image-caption centered">
        Paul’s ‘King of the Jungle’
      </figcaption>
    </figure>
  </div>
</div>
<h2
  style="max-width: 14em"
  class="margin-b-3 margin-t-3 color-accent lead-in lead-in-xlg block-centered centered"
>
  The talent is what makes the series so great
</h2>
<p>
  Every week, the bakers face a new set of challenges. The briefs are hard to
  solve. The judges are tough and informed. And the timelines are down to the
  wire. The pressure is high and the bakers can never be sure what will come out
  of the oven. Like advertising, they have to trust their skills and creative
  instincts. Sometimes they watch as their ideas crumble. But sometimes, they
  win Star Baker of the week.
</p>


blog 2020-11-12 header

What <i>The Great British Baking Show</i> can remind us about making ads

blog 2020-11-12 thumbnail

Don’t Underbake It

<p>
  It’s a bewildering time in the information worker world. The ability to safely
  return to the office is (hopefully) on the horizon, but we’re not sure when.
  Business leaders are being forced to make real-time decisions about the future
  of their “office” with what feels like insufficient data.
</p>
<p>
  Recently, some major corporations put their stake in the ground on different
  sides of the aisle. Pinterest
  <a
    target="_blank"
    href="https://www.sfgate.com/business/article/Pinterest-terminate-SF-office-lease-88-Bluxome-15525421.php"
    >paid $90 million</a
  >
  to terminate a new lease obligation to better support a more distributed
  workforce. Bloomberg is reportedly
  <a
    target="_blank"
    href="https://www.economist.com/briefing/2020/09/12/covid-19-has-forced-a-radical-shift-in-working-habits?utm_campaign=io12_cb&utm_medium=social-paid&utm_source=instagram&utm_term=lal-loy-10"
    >paying people to return to their London office</a
  >
  with a £55 a day stipend. Publicis CEO Arthur Sadouan clearly stated he
  <a
    target="_blank"
    href="https://www.mediapost.com/publications/article/356373/sadoun-publicis-will-not-be-a-zoom-company.html"
    >doesn’t want to be a “Zoom Company.”</a
  >
  And
  <a
    target="_blank"
    href="https://www.cnn.com/2020/07/27/tech/google-work-from-home-extension/index.html"
    >Google</a
  >
  is one of many major tech companies where employees will work from home until
  July 2021.
</p>
<h2 class="margin-t-4 color-accent lead-in lead-in-lg">Our Take</h2>
<h3 class="margin-t-1 lg">Before Zoom Ruled Our Lives</h3>
<p>
  Pre-COVID, Camp + King was not a big believer of WFH. Like most agencies, we
  prided ourselves on work derived from in-person collaboration. We flourished
  in serendipitous hallway conversations, strategizing on mute during a client
  call, reviewing creative taped to a wall, and debating
  <a target="_blank" href="https://www.instagram.com/p/Bcaq1nZl0Ah/"
    >Roger’s newest ripped jeans</a
  >. When someone asked me if Camp + King could operate working from home in
  February 2020, I would respond that it simply couldn’t be done. I didn’t even
  have Zoom downloaded on my computer.
</p>
<h3 class="margin-t-4 lg">An Unprecedented Pivot</h3>
<p>
  Then we went into lockdown. Thousands of businesses became 100% remote. And
  the entire world pivoted out of necessity.
</p>
<div class="margin-t-1 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">Jamie King</div>
      <div class="extra">CEO + Founder</div>
    </header>
    <div class="bq-content">
      <span>
        There was a violent propulsion forward for all businesses. Initiatives
        that would have taken 5 years took 1 month.
      </span>
    </div>
  </blockquote>
</div>
<p>
  Unlike some of our clients, the agency world is lucky that our services do not
  hinge on people going to a brick-and-mortar location. Even so, Camp + King
  (like most agencies) had a hectic transition period as we were launched into
  remote work.
</p>
<p>
  But we pivoted, adapted, and quite honestly, impressed ourselves. What we
  found was that working from home didn’t influence the amount or quality of
  work we produced. We actually produced as much, or more than we had produced
  pre-COVID.
</p>
<div class="margin-t-1 margin-b-1 md-2-3 block-centered">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/60YIGk81BtccH7GfIexdqD/9b71d441689e03d1ceb3d29e42045d24/blog_2020-11-6_productivity.png"
  />
</div>
<p>
  However, productivity alone doesn’t make Camp + King successful. A happy and
  fulfilled bunch of Camp + Kingers does. As we geared up for a longer haul of
  working from home it became clear that our violent propulsion forward meant we
  couldn’t simply go back to the way things were. And with a researcher at the
  helm of our company – the best way forward was to tap into the agency for
  guidance on what to do once we emerged on the other side.
</p>
<h3 class="margin-t-4 lg">Homebound Learnings</h3>
<p>
  We found that we missed humans from a cultural and collaboration perspective.
  We missed the structure of the day, but liked using our commute time for
  personal time. We were still working out Zoom presentation kinks, but enjoyed
  face time with our clients. We felt equally or more productive, but also found
  it hard to step away at the end of the day.
</p>
<div class="sm-1-1 md-4-5 margin-t-2 margin-b-2 block-centered">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/7wnjbbJGlkQ2AHx8Ekg3r0/d8fdf0701cf22eebd12ed268a6b1d44c/blog_2020-11-6_miss-most-1.png"
  />
</div>
<div class="sm-1-1 md-4-5 margin-t-2 margin-b-2 block-centered">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/7dNQiebVoUW85rmF90W2fN/d671f323533c7cee9a0cea8576cbce79/blog_2020-11-6_miss-most-2.png"
  />
</div>
<p>
  On the future Camp + King office, results showed that people neither wanted to
  work from home 100% of the time, nor return to the office full-time.
  <i class="color-accent">Flexibility was essential</i>.
</p>
<div class="margin-t-1 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">David Morrissey</div>
      <div class="extra">Director of Strategy</div>
    </header>
    <div class="bq-content">
      <span>
        It was interesting to see how results varied by department. Creatives
        were more efficient than ever, but least liked working from home.
        Strategy was the opposite, spending more time on the same amount of
        work, but okay with working from home.
      </span>
    </div>
  </blockquote>
</div>
<p>
  Inspired by the agency survey, the Camp + King leadership team created an
  approach for the Camp + King office once we are able to safely return.
</p>
<h2 class="margin-t-4">
  <img
    width="1200"
    height="600"
    src="https://images.ctfassets.net/enzv3zmclegl/2NtzdSrMhUzd0o6ADyWdjx/64439a958bdb9fb9f70c89c28936dfa5/blog_2020-11-6_cis-hdah.png"
    alt="Collaborate in Space, Heads Down at Home"
  />
</h2>
<div class="margin-t-1 margin-b-1 md-2-3 block-centered">
  <img
    src="https://images.ctfassets.net/enzv3zmclegl/QvFNwQuSXaiTiXQuljUh9/fe1b9438f15c66db2e6370e104469fe7/blog_2020-11-6_collaborate.png"
  />
</div>
<p>
  In essence this approach combines the best of both worlds – leaving us more
  alone when we need to be in the zone and bringing us more together when we’re
  together. Doing so means a recalibration of our office space and how we work
  at home. Here are key aspects Camp + King is thinking through to best fulfill
  Collaborate in Space, Heads Down at Home.
</p>
<h3 class="margin-t-2 color-black med">Presidio Roots</h3>
<p>
  The Presidio is part of Camp + King’s identity. It’s a (literal) breath of
  fresh air for our team, our clients, and our partners to come to. And now more
  than ever, being surrounded by the Presidio’s beauty is a respite. We won’t be
  leaving anytime soon.
</p>
<h3 class="margin-t-2 color-black med">Heads Up</h3>
<p>
  The office will be designed not to turn your head down but to look at a
  coworker. Our current office layout is optimized for big meetings and
  individual work time. The new space will promote coming together by
  prioritizing areas for brainstorming and concepting. This means an open floor
  plan with less workstations and more collaboration pods and nooks.
</p>
<div class="margin-t-1 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">Michael Ng</div>
      <div class="extra">Associate Creative Director</div>
    </header>
    <div class="bq-content">
      <span
        >When you concept in person, there’s a lot more room to digress and
        explore because you feel like there’s freedom to chase random thoughts.
        What creatives need is space and time to play.
      </span>
    </div>
  </blockquote>
</div>
<h3 class="margin-t-2 color-black med">Kitchen Comforts</h3>
<p>
  The Camp + King kitchen was the social center of the agency. It’s a space to
  eat, drink, vent, gossip or even hold impromptu meetings. The new office
  layout will super-size our eating space – making it an even more inviting
  place for people to congregate to.
</p>
<div class="margin-t-1 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">Stephanie Nerlich</div>
      <div class="extra">Head of Havas North America</div>
    </header>
    <div class="bq-content">
      <span
        >The office of the future shouldn't be set-up like a factory line, it
        should be set-up like a clubhouse with function...a place that people
        want to go to, to hangout in but also one that promotes collaboration
        and creativity.
      </span>
    </div>
  </blockquote>
</div>
<h3 class="margin-t-2 color-black med">ContentLab+</h3>
<p>
  Camp + King’s
  <a target="_blank" href="https://camp-king.com/capabilities">Content Lab</a>
  has unsurprisingly seen an uptick in work. From more animation needs to remote
  social content shoots, this momentum isn’t stopping. With less individual
  workstations, there will be more room to let our team work their magic.
</p>
<p><b> </b></p>
<div class="margin-t-1 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">Sophie Fyfield</div>
      <div class="extra">Associate Producer</div>
    </header>
    <div class="bq-content">
      <span>
        Being at home has uncovered our ability to produce work remotely and
        efficiently produce smaller projects, which has opened the door to more
        creative ideas actually getting made.
      </span>
    </div>
  </blockquote>
</div>
<h3 class="margin-t-2 color-black med">Breathers and Boundaries</h3>
<p>
  We’ve recently implemented some guardrails to create a finer line between work
  and personal life. This includes limited email and internal meeting hours, a
  light-meetings Friday, and encouragement to block lunch and break time
  throughout the day.
</p>
<div class="margin-t-1 margin-b-1 md-margin-l-2 md-margin-r-2">
  <blockquote class="bq-1">
    <header>
      <div class="name">Ellen Obletz</div>
      <div class="extra">Brand Supervisor</div>
    </header>
    <div class="bq-content">
      <span>
        I’ve learned the value of time affluence. Working from home has lifted
        the burden of being at a desk for a set amount of time. Control over my
        own time contributes to my happiness and productivity.
      </span>
    </div>
  </blockquote>
</div>
<p>
  Truth be told, we don’t know when it will be safe to fully put
  <i>Collaborate in Space, Heads Down at Home</i> into practice. And once we do,
  we’ll have more learning to do. But overall we’re energized by the idea. We’ve
  been given a rare opportunity to rewire how we think about work that
  ultimately will lead to a more progressive and creative workplace.
</p>


blog 2020-11-6 cover-image

Camp + King’s perspective on the future of “office life” for our agency

blog 2020-11-6 thumbnail

A Recalibration of Agency Life

blog 2020-10-23header

blog 2020-10-23thumbnail

Instagram launches reels and gives brands social innovation that is here to stay

<p>
  Millennials have been over-analyzed and unfairly chastised for most of their
  adult lives. Yet, the truth is they have been dealt a bad hand in more ways
  than one. Unfortunately, the pandemic is bringing a whole host of new
  challenges to this already disadvantaged generation.
</p>
<ul class="line-list margin-t-1 margin-b-1">
  <li>
    <span class="bold color-accent" style="font-size: 1.2em"
      >WFH isn’t working:</span
    >
    61% of Millennials are currently working remotely in some capacity.
    Pre-pandemic, 79% of Millennials wanted to be able to work from home. Yet
    today 36% say remote work during quarantine has been a difficult transition,
    and 34% say they are getting less work done.<sup id="fnref:1"
      ><a href="#fn:1" rel="footnote">1</a></sup
    >
  </li>
  <li>
    <span class="bold color-accent" style="font-size: 1.2em"
      >Playing double-duty:</span
    >
    More than 50% of families are without childcare, leaving them to balance
    eight hours of remote work with feeding, entertaining, and educating their
    children. 1 in 5 working parents said that either they or their partner are
    considering leaving the workforce to care for their children.<sup
      id="fnref:2"
      ><a href="#fn:2" rel="footnote">2</a></sup
    >
  </li>
  <li>
    <span class="bold color-accent" style="font-size: 1.2em"
      >Diverse and disadvantaged:
    </span>
    Millennials are an extremely diverse generation, making the current state of
    societal and political strife that much more pointed and personal. To make
    matters worse, the pandemic has hurt Black and Latinos populations
    disproportionately both in health and finances.<sup id="fnref:3"
      ><a href="#fn:3" rel="footnote">3</a></sup
    >
  </li>
</ul>
<p>
  From a marketer’s perspective, there are a number of ways to connect and
  provide tangible value to their fast-changing lives and priorities. Below are
  a few attitudinal and lifestyle shifts that rise to the&nbsp;top.
</p>
<h2 class="lead-in lead-in-lg margin-t-4">1. The Great Reshuffling</h2>
<p>
  This describes the exodus from high-priced heavily populated urban centers to
  towns that accommodate their new live-and-work realities. Older Millennials
  are driving this trend as they look to right-size their living spaces, get
  closer to family, or just feed their long-standing desire for homeownership.
  Only half of Millennials in their early thirties are currently homeowners, yet
  most view owning a home as the most important symbol of success, rating it
  higher than marriage or parenthood.<sup id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
</p>
<h3 class="margin-t-2 color-accent lg">What it means for brands:</h3>
<p>
  The concept of home is being radically redefined for many Millennials. It’s
  about a general shift in values – from urban access, population density, and
  proximity to transit to privacy, space, and comfort. It also suggests a huge
  swath of Americans are going to be collectively embarking on a new life stage
  over the course of the coming months/year, and brands can tap into the
  excitement and optimism of new beginnings that comes with it. See
  <a
    target="_blank"
    href="https://adage.com/article/cmo-strategy/house-sales-plummet-real-estate-brands-zillow-are-marketing-value-home/2250626"
    >Zillow’s latest commercial</a
  >
  below that offers to be of value during a time of fresh, optimistic change.
</p>
<div class="embed-container margin-t-1">
  <iframe
    src="https://www.ispot.tv/share/nino"
    frameborder="0"
    scrolling="no"
    allowfullscreen
  ></iframe>
</div>
<h2 class="lead-in lead-in-lg margin-t-4">2. Bubbles. Pods. Quaranteams.</h2>
<p>
  These are all terms used to describe a recent trend where groups of two to
  three families agree to socialize restriction-free with each other, while
  continuing to maintain strict social distancing rules with those outside the
  pod. The idea offers a healthy compromise between a degree of normalcy and a
  sense of physical safety, which is especially crucial to the development and
  mental health of school-age children.
</p>
<h3 class="margin-t-2 color-accent lg">What it means for brands:</h3>
<p>
  Through this trend, we are witnessing a shift in the concept of extended
  family. While we’re quite accustomed to the concept of family plans and
  memberships, brands may begin to expand their product offerings to include
  this adjusted definition of family. For example, UK travel company G
  Adventures has introduced flexible<a
    target="_blank"
    href="https://globetrender.com/2020/08/06/g-adventures-launches-book-your-bubble-trips-for-groups/"
  >
    ‘Book Your Bubble’</a
  >
  tours, where guests are encouraged to book private group trips of 8 to unlock
  their ‘family’ promotion.
</p>
<div class="margin-t-1">
  <img
    width="1794"
    height="1060"
    style=""
    class="block-centered"
    src="https://images.ctfassets.net/enzv3zmclegl/54V157AGbBPOcfo1HkQ4kp/125682e63b50c153d723554b44675b8c/blog_2020-09-16_g-adventures_1794x1060.jpg"
  />
</div>
<h2 class="lead-in lead-in-lg margin-t-4">3. Reimagining the staycation</h2>
<p>
  <i>Staycationing</i> is not a new concept. But as an audience that spent the
  last decade putting the experience economy into overdrive, Millennials are
  truly feeling the pain of being home-bound. This cohort is expected to be
  among the first to start venturing out as travelers post pandemic.<sup
    id="fnref:4"
    ><a href="#fn:4" rel="footnote">4</a></sup
  >
  But in the meantime, they’re taking advantage of an expanded definition of
  staycations – seeking out ways to stay entertained in and around their
  homebase.
</p>
<h3 class="margin-t-2 color-accent lg">What it means for brands:</h3>
<p>
  Brands are recognizing and responding to this audience’s pent-up desire for
  adventure in clever, inventive ways. Some are tech-forward in nature (Yeti and
  Audi), others take a more back-to-basics approach (Walmart and IKEA) and some
  straddle both worlds (the wine industry).
</p>
<div class="columns h-pad-1 margin-t-2">
  <div class="col col-left sm-1-1 md-2-5 margin-b-1">
    <img
      width="1794"
      height="1352"
      style=""
      class="block-centered"
      src="https://images.ctfassets.net/enzv3zmclegl/6MdQWydywXkvQEoSsZcFs9/44d5cb57472859734fd583c2a88b51c8/blog_2020-09-16_yeti_1588x1279.jpg"
    />
  </div>
  <div class="col col-right sm-1-1 md-3-5 margin-b-2">
    <h4 class="med">Explore the great outdoors:</h4>
    <p>
      Yeti launched the
      <a
        target="_blank"
        href="https://www.yeti.com/en_US/yeti-plus.html?utm_source=google&utm_medium=cpc&utm_content=__iv_p_1_g_38898173662_c_309104562229_w_dsa-19959388920_n_g_d_c_v__l__t__r__x__y__f__o__z__i__j__s__e__h_9032056_ii__vi__&gclsrc=aw.ds&&utm_id=google_794219202_38898173662_309104562229_dsa-19959388920_c&gclid=EAIaIQobChMItJ2Z7dPQ6wIVJQnnCh2M5AwiEAAYASAAEgJzRfD_BwE"
        >Yeti+</a
      >
      platform featuring footage of pure, unadulterated streams across North
      America for their nature-loving fans.
    </p>
    <p>
      <a
        target="_blank"
        href="https://www.fastcompany.com/90486949/audi-made-a-four-hour-road-trip-video-to-help-you-deal-with-being-stuck-inside"
        >Audi Australia</a
      >
      created a four-hour video that takes viewers across a winding road in New
      South Wales, to simulate the joy of an epic road trip for isolated
      Aussies.
    </p>
  </div>
</div>
<div class="columns h-pad-1">
  <div class="col col-left sm-1-1 md-2-5 margin-b-1">
    <img
      width="938"
      height="740"
      style=""
      class="block-centered"
      src="https://images.ctfassets.net/enzv3zmclegl/5KjZU0RYNj3x5XoXYZfm7w/24238ffd70f59bf8f6302365a490196e/blog_2020-09-16_virtual-tasting-1_938x740.jpg"
    />
  </div>
  <div class="col col-right sm-1-1 md-3-5 margin-b-2">
    <h4 class="med">Guided Virtual Tastings:</h4>
    <p>
      Tech-forward wineries are offering tasting packs that can be shipped to
      your home or picked up curbside; coupled with free remote group tasting
      sessions for at-home enjoyment.
    </p>
  </div>
</div>
<div class="columns h-pad-1">
  <div class="col col-left sm-1-1 md-2-5 margin-b-1">
    <img
      width="1320"
      height="660"
      style=""
      class="block-centered"
      src="https://images.ctfassets.net/enzv3zmclegl/4mlnzQaMYnSrazxflLNQ3J/abfe09ac9b7655e4cec05438cd3875d5/blog_2020-09-16_ikea-decor_1320x660.jpg"
    />
  </div>
  <div class="col col-right sm-1-1 md-3-5 margin-b-2">
    <h4 class="med">Wanderlust-themed decor:</h4>
    <p>
      <a
        target="_blank"
        href="https://www.travelandleisure.com/style/shopping/ikea-vacation-in-a-box"
        >IKEA UAE </a
      >released a holiday-themed series of décor collections, dubbed Vacations
      in a Box. The four travel destination themed boxes contain a selection of
      items to transform the home into a mini-escape.
    </p>
  </div>
</div>
<h2 class="lead-in lead-in-lg margin-t-4">
  4. Converting civic attitudes into civic action
</h2>
<p>
  Whether it's their views on immigration, gun laws, income inequality, systemic
  racism or climate change, 20-and-30-year olds today are hyper engaged on
  topics of political and societal change. With the presidential election around
  the corner, there’s been a shift in focus for brands - from reflecting and
  participating in civic attitudes to inciting civic action by way of voter
  participation. After all, increasing voter turnout is both a non-partisan
  cause and a civic duty.
</p>
<h3 class="margin-t-2 color-accent lg">What it means for brands:</h3>
<p>
  Good for democracy, good for business – 76% of people claim to be more likely
  to work for a company that promoted democracy; 81% were more likely to buy
  that company’s products or services; and more than 80% were more likely to
  recommend the company to their friends and family.<sup id="fnref:5"
    ><a href="#fn:5" rel="footnote">5</a></sup
  >
  <a
    target="_blank"
    href="https://fortune.com/2020/09/01/old-navy-election-day-voting-polls-volunteers/"
    >Old Navy</a
  >
  is the latest brand to play in this space, announcing that it will pay its
  employees to volunteer at the polls on Election Day, as well as give workers
  up to three hours of paid time off on Nov. 3 to cast their ballots.
</p>
<div class="margin-t-1">
  <img
    width="1999"
    height="1122"
    style=""
    class="block-centered"
    src="https://images.ctfassets.net/enzv3zmclegl/6KkIAnkK7T4xxhQcZDpjLI/611db1a7d7e3be6af4f33dfa095a1265/blog_2020-09-16_old-navy-vote_1999x1122.jpg"
  />
</div>
<h2 class="lead-in lead-in-lg margin-t-4">In closing:</h2>
<p>
  The health and economic consequences of the pandemic have hit Millennials
  especially hard – their families, finances, and future plans. Yet to date,
  they’ve shown impressive resilience and resolve to rebuild. Much like the
  examples mentioned above, brands can begin to lighten the load and be of
  value, by offering optimism, a spirit of inventiveness, and real action in
  light of uncertainty.
</p>

<div class="footnotes">
  <ol>
    <li class="footnote" id="fn:1">
      <a
        target="_blank"
        href="https://www.ypulse.com/article/2020/05/07/millennials-wanted-to-work-from-home-this-isnt-what-they-meant/"
        >YPulse</a
      >
    </li>
    <li class="footnote" id="fn:2">
      <a
        target="_blank"
        href="https://hicleo.com/blog/return-to-work-member-survey-results/"
        >Return to Work Member Survey, Cleo</a
      >
    </li>
    <li class="footnote" id="fn:3">
      <a
        target="_blank"
        href="https://hicleo.com/blog/return-to-work-member-survey-results/"
        >Return to Work Member Survey, Cleo</a
      >
    </li>
    <li class="footnote" id="fn:4">Mintel</li>
    <li class="footnote" id="fn:5">Global Strategy Group</li>
  </ol>
</div>

blog 2020-09-16 header

blog 2020-09-16 thumbnail

Brands respond with optimism, as Millennials face yet another cruel setback. 

<h2 class="color-accent lg">
  Millennials & Their Fur&nbsp;Babies:<br />
  3&nbsp;Things Dog Brands Need to&nbsp;Know
</h2>
<p>
  Here at Camp + King, we’re factually dog-crazy. Dogs are part of our agency
  ID—and at one point, even in our email signatures. Given our collective
  obsession with dogs, we wanted to create an intersection of our love for dogs
  and our strategic muscle. So we set out to do trends research on dogs and pet
  parents—including both third party data and our own proprietary research.
</p>
<p>
  There’s a collection of reasons Millennials have been deemed the most
  pet-crazy generation of all. They’re famously “delaying” life stages, like
  getting married and buying homes, compared to the generations preceding them.
  And women are having kids later, if at all. Because of this, pets, and dogs in
  particular, now play a bigger role in Millennial’s lives than ever before. Not
  only do they own more pets than any other generational cohort, but
  <a
    target="_blank"
    href="http://www.focusingfuture.com/data-driven-society/the-future-of-pet-ownership/"
    >76% of Millennials</a
  >
  see their pets as “beloved family members.”
</p>
<div class="block-centered margin-b-1 margin-t-1" style="max-width: 340px">
  <img
    width="700"
    height="858"
    src="https://images.ctfassets.net/enzv3zmclegl/4YL7gZXrv98VjPgrJylg3w/c6119c7a3d38049e2fe2ecc702b120bb/blog_2020-09-25_dog-babies_700x858.jpg"
  />
</div>
<p>
  Prior to the pandemic, dogs were already a point of generational identity for
  Millennials. And COVID only amplified this further with people spending more
  time at home, The ASPCA saw a
  <a
    target="_blank"
    href="https://www.adweek.com/brand-marketing/one-of-the-pandemics-most-unlikely-offshoots-are-high-quality-dog-food-brands/"
    >70% increase</a
  >
  in adoptions in April of 2020 over the same period last year. A
  <a
    target="_blank"
    href="https://www.adweek.com/brand-marketing/one-of-the-pandemics-most-unlikely-offshoots-are-high-quality-dog-food-brands/"
    >study</a
  >
  from Mira-Pet shows that 73% of people reported that having a pet helped them
  stay sane during lockdown and, perhaps most surprising, was that 38% said
  they’d take a pay cut if that allowed them to continue working from home
  solely so they could stay with their pets.
</p>
<p>
  There’s a whole slew of new pet parents out there looking to navigate the
  wonderful world that is pet ownership and introduce new pet brands into their
  life. As a collection of pet-obsessed folks ourselves, Camp + King decided to
  dive in and understand Millennial pet parents a little more to help brands
  stand out.
</p>
<h3 class="lead-in margin-t-4 margin-b-1">
  1. Millennials Acknowledge & Celebrate Their&nbsp;Crazy
</h3>
<p>
  Keeping their dogs happy and <i>thriving</i> is a Millennial priority.
  <a
    target="_blank"
    href="https://www.nbcnews.com/business/real-estate/one-big-reason-millennials-are-buying-homes-their-dogs-n790921"
    >Thirty-three percent</a
  >
  of Millennial home buyers’ decision to buy a home was driven chiefly by their
  dog. Dogs outranked getting married (25%) and having kids, too (only 19% of
  Millennials said the birth of a child was their prime incentive). Of those
  pet-owning Millennial homebuyers, 79% said they would pass up an otherwise
  perfect home if it didn’t meet the needs of their pets. And once Millennials
  do purchase a home, they often invest in upgrades just for their pets.
</p>
<h4 class="md margin-b-1 margin-t-1">Plus:</h4>
<ul class="line-list margin-b-1 margin-t-1">
  <li>
    <a
      target="_blank"
      href="https://intelligence.wundermanthompson.com/2019/08/petrenthood/"
      >91% of Millennials</a
    >
    in committed relationships who have pets consider these pets their “de
    facto” children.
  </li>
  <li>
    <a
      target="_blank"
      href="https://www.prnewswire.com/news-releases/study-shows-millennials-demand-personalized-care-for-their-pets-to-remain-loyal-to-their-vets-300915777.html"
      >92% of Millennial pet parents</a
    >
    would rather spend time with their pet than their spouse, parents, and
    friends combined.
  </li>
  <li>
    <a
      target="_blank"
      href="http://blog.qsample.com/inside-mind-millennial-pet-owner/"
      >76% of Millennials</a
    >
    are more likely to splurge on an item for their pet than they would for
    themselves.
  </li>
</ul>
<p>
  With dogs playing a bigger role in Millennials’ lives than ever before, and
  given Millennials’ love for dogs running so deep, culturally Millennials are
  proudly celebrating this irrational level of dog love. Millennial social feeds
  are filled with memes, like this one, that proudly exemplify that dogs are
  more important than anything else. And Millennials are quick to refer to their
  dogs as their “fur babies” –  with
  <a
    target="_blank"
    href="https://s1.q4cdn.com/959385532/files/doc_downloads/research/2018/Millennials-and-Their-Fur-Babies.pdf"
    >67% of Millennial pet owners see their pet as a ‘fur baby.</a
  >’
</p>
<div class="columns h-pad-1 margin-t-2">
  <div class="col col-left sm-1-1 md-1-2 margin-b-1">
    <img
      class="block-centered"
      width="882"
      height="832"
      src="https://images.ctfassets.net/enzv3zmclegl/1CstflCFBps6HAzjOSLlBt/150d37a14499bb8af6cf5aebe764e7e5/blog_2020-09-21_pie-chart_1200x1200.jpg"
    />
  </div>
  <div class="col col-right sm-1-1 md-1-2 margin-b-1">
    <img
      class="block-centered"
      width="882"
      height="832"
      src="https://images.ctfassets.net/enzv3zmclegl/66H8m6zg9luPbm3XHRdElE/6dc9f7b88acb345c247c81715d997122/blog_2020-09-21_birthday_882x832.jpg"
    />
  </div>
</div>
<h3 class="lead-in margin-t-4 margin-b-1">
  2. Their Dog Food Choices are Just as Important as Their Own Food&nbsp;Choices
</h3>
<p>
  Millennials have prioritized wellness in various areas of their life, with
  food as one of their main points of focus - nearly 50% consider themselves
  foodies! (<a
    target="_blank"
    href="https://www.facebook.com/business/news/insights/catering-to-the-tastes-of-tomorrows-food-shopper"
    >source</a
  >) They’ve shifted their definition of “healthy eating” too - from counting
  calories and fat content to seeking out food that is fresh, less processed,
  and with fewer artificial ingredients.
</p>
<div class="block-centered margin-b-1 margin-t-1" style="max-width: 560px">
  <img
    width="1000"
    height="718"
    src="https://images.ctfassets.net/enzv3zmclegl/7MKXmJ6WS1N2bVRWBYi4cx/5d25469c8f7154f2891e3eafb026487a/blog_2020-09-25_dog-at-table_1000x718.webp"
  />
</div>
<p>
  Naturally, the way Millennials think about food—and their focus on wellness—is
  impacting how they think about their dogs’ diets too. Millennials care just as
  much about natural and organic foods for their dogs, as they do for
  themselves, and in some cases more:
</p>
<ul class="line-list margin-b-1 margin-t-1">
  <li>
    <a
      target="_blank"
      href="https://morningconsult.com/wp-content/uploads/2018/05/Morning-Consult-Consumer-Trends-In-The-Food-and-Beverage-Industry.pdf"
      >75% of Millennials</a
    >
    purchase organic food for themselves for health reasons, and
    <a
      target="_blank"
      href="https://www.earthboundfarm.com/newsroom-items/survey-finds-organic-consumers-lifestyle-choices-bust-stereotypes/"
      >78%</a
    >
    purchase organic food for their dog for health reasons.
  </li>
  <li>
    <a
      target="_blank"
      href="https://morningconsult.com/wp-content/uploads/2018/05/Morning-Consult-Consumer-Trends-In-The-Food-and-Beverage-Industry.pdf"
      >81% of Millennials</a
    >
    believe “natural / fresh food is vital” for themselves, while
    <a
      target="_blank"
      href="https://www.adweek.com/brand-marketing/44-of-millennials-see-their-pets-as-starter-children-and-thats-a-big-opportunity-for-brands/"
      >86% of Millennials</a
    >
    believe “natural / fresh food is vital” for their pet.
  </li>
</ul>
<p>
  It’s no surprise then that
  <a
    target="_blank"
    href="https://www.prnewswire.com/news-releases/study-shows-millennials-demand-personalized-care-for-their-pets-to-remain-loyal-to-their-vets-300915777.html"
    >92% of Millennial pet owners</a
  >
  are just as concerned about their pet’s health as they are about their own
  health.
</p>
<p>
  <i
    >Interested in digging deeper into Millennials’ concern for their dogs’
    wellness and how that impacts their purchase behavior, we fielded a
    quantitative survey of 550 Millennial dog parents who purchase kibble to
    learn more about them and their buy habits. One piece we found particularly
    interesting, the top 5 things Millennial pet parents find motivating and
    unique when it comes to choosing a dog food brand:</i
  >
</p>
<ol class="small-numbers margin-t-2">
  <li class="font-special" style="font-size: 1.2em">
    Meat is the #1 ingredient
  </li>
  <li class="font-special" style="font-size: 1.2em">Made in the USA</li>
  <li class="font-special" style="font-size: 1.2em">
    Sourced from farmers we know and trust
  </li>
  <li class="font-special" style="font-size: 1.2em">Minimally processed</li>
  <li class="font-special" style="font-size: 1.2em">
    Enriched with vitamins, minerals, nutrients
  </li>
</ol>
<h3 class="lead-in margin-t-4 margin-b-1">
  3. There’s An Opportunity for the Dog Category to Better Speak to
  Pet&nbsp;Parents
</h3>
<p>
  Most dog food brands fall into two overarching brand categories, which you’d
  probably recognize. The first is illustrated by the happy, healthy dog –
  because who doesn’t want that! With these brands, you’ll notice overused,
  stock-like photography of happy dogs, plus generic health claims, like
  “wholesome ingredients” and “added vitamins for health benefits.” The brands
  often feature images of bountiful, real foods on their packaging.
</p>
<p>
  The second category of dog food brands leans heavily into the science behind
  their food and how “biologically appropriate” it is for your dog. More often
  than not, these brands compare dogs to their wild ancestors, utilizing visuals
  of wolves and claims like, “nature’s evolutionary diet.” Packaging for these
  brands features stats, like “85% wild-caught fish ingredients” and “90% of
  protein from animal ingredients.”
</p>
<p>
  Because the majority of dog food brands fall into one of these two overarching
  categories—happy, health pet or science + nature—their products sound the same
  and once meaningful claims are now table stakes. More importantly, these two
  groups offer little for Millennial dog owners to connect with emotionally.
</p>
<div class="margin-b-1 margin-t-1">
  <img
    class="block-centered"
    width="1600"
    height="1067"
    src="https://images.ctfassets.net/enzv3zmclegl/7sfmdbHlCJRNlsThW8NY0L/eb7470ce65420a3ad5859996d38d2bd3/blog_2020-09-21_dogs_1600x1067.jpg"
  />
</div>
<h2 class="margin-t-4 color-accent lg">In closing…</h2>
<p>
  Millennials are making monumental life decisions with their dogs’ best
  interest in mind. And they’re willing to go to the same lengths to keep their
  dog happy and healthy as they are for themselves—if not further. There’s an
  opportunity here for pet brands to reach this audience in a new way, and to
  demonstrate to Millennials that they’re just as dog crazy.
</p>


blog 2020-09-21 header

As the largest pet owning generation to date, we set out to better understand today’s pet parents and their needs from brands

blog 2020-09-21 thumbnail

We’re Dog Crazy

<p>
  Social media has become a cultural hotbed. Keeping that in mind, let’s dive in
  on how brands should be engaging in culture within the social space. First and
  foremost, brands should evaluate culture from a position of strength. This
  entails going on the offensive to locate and establish a narrative, rather
  than sitting back and allowing your product to define you. It’s no secret that
  every brand wants to have an identity. They're all looking to determine who
  they are and what they are, but the most important question when it comes to
  culture is “why they are.” Why is this brand here? Why do they exist? Why are
  they RELEVANT? The who and the what are universal, but defining the why is a
  goal that many brands struggle to achieve.
</p>
<h2 class="lead-in lead-in-lg margin-t-3 color-accent margin-b-1 margin-t-4">
  Engaging Culture
</h2>
<p>
  In order to set ourselves up for success, we need to identify any trends
  within culture that will help the brand achieve relevance amongst its
  audience. These can be revealed by the way an audience promotes, responds, and
  or creates content around the brand or its products. These trends also reflect
  the identity of the audience. The brand in turn, cultivates these behaviors in
  order to deliver powerfully to market.
</p>
<p>
  Arby’s is a great example of a brand that understands why identifying and
  engaging with broader culture is so important. They identify with relevance.
  So no matter what is taking place around them, they adapt, cultivate, and
  activate in a way that feels organic to their audience. The anime community is
  one that is niche and very tight knit, but grows more and more popular by the
  day. Arby’s took note of this and flipped it in a way that was authentic and
  inclusive by creating their very own anime campaign centered around their
  products. They identified the trends, the audience they needed to target, and
  presented it in a way that remained true to who and what they are. This is why
  they remain relevant. It's more than just “THE MEATS”. A breakdown of their
  top anime posts can be found
  <a
    target="_blank"
    href="https://beneaththetangles.com/2018/01/25/top-ten-arbys-anime-posts/"
    ><b>here</b></a
  ><b>. </b>
</p>
<div class="row h-pad-1">
  <div class="col md-1-2 margin-t-1 margin-b-1">
    <img
      src="//images.ctfassets.net/enzv3zmclegl/1UaAqDEOQgLT2vFdjB9Wao/8da409d2ff3fc8ea4f68c76330c42ffb/blog_2020-08-24_arbys_shake_1200x1200.jpg
    "
      width="1200"
      height="1200"
      style=""
      class="block-centered"
    />
  </div>
  <div class="col md-1-2 margin-t-1 margin-b-1">
    <img
      src="//images.ctfassets.net/enzv3zmclegl/5BDoCINz4eENFkr7Vervsj/326a1d8f6ee7997e28cea5ba5f6d0883/blog_2020-08-24_abys_sandwiches_1080x1080.jpg
    "
      width="1080"
      height="1080"
      style=""
      class="block-centered"
    />
  </div>
</div>
<p>
  LEGO is another great example of a brand that enjoys tapping into specific
  niche communities and cultures. Sci-fi is a popular genre amongst consumers of
  all ages that LEGO continues to leverage in their favor. They’re deliberate in
  their storytelling and innovation when targeting the Star Wars community. This
  <i>Impact</i>
  <a
    target="_blank"
    href="https://www.impactbnd.com/blog/9-brands-that-brilliantly-newsjacked-star-wars-the-last-jedi"
    >article</a
  >
  showcases how LEGO created a 360-degree video experience where you are placed
  into a LEGO adventure in the “same time and location of Star Wars ‘The Last
  Jedi.’” Despite having a product that’s geared towards children, they’ve
  created a culturally relevant experience for fans of all ages.
</p>
<div class="block-centered margin-t-1 margin-b-1">
  <img
    src="//images.ctfassets.net/enzv3zmclegl/1pqhRzrcs3LCFUzmFElGqr/e107ba4395153c2d9aa61c70a2ee30db/blog_2020-08-24_lego_last_jedi_01_1488x806.jpg
  "
    width="1488"
    height="806"
    style=""
    class="block-centered"
  />
</div>
<h2 class="lead-in lead-in-lg margin-t-3 color-accent margin-b-1 margin-t-4">
  Establishing an Audience
</h2>
<p>
  The makeup of our audience will always be important, but once again, we should
  be sure to understand why. We begin with who our audience is, age, gender,
  nationality, etc. When establishing this, brands should keep in mind that our
  target audience should be built around our culture but not limited by it. This
  means once the identity of our audience is known, we should look for ways to
  enter conversations both within and outside our target. It’s about growth. The
  purpose of finding your brand audience identity should be to shed light on how
  to grow and expand this group. By promoting a culture that is willing to
  explore a world outside their core target, you're presenting the brand as both
  inclusionary and culturally relevant.
</p>
<h2 class="lead-in lead-in-lg margin-t-3 color-accent margin-b-1 margin-t-4">
  UGC
</h2>
<p>
  User generated content can go a long way in establishing and cultivating the
  brand culture experience. We should be evaluating what types of content users
  are creating to show brand love. Whether positive or negative, this is going
  to reveal how our audience authentically views the brand. Memes, hashtags, and
  relevant events are all essential. We want to uncover where the brand resides
  within the lives of our consumers. Understanding how our audience feels and
  where they input the brand will provide the blueprint for how we’re able to
  reach them in the market. Lilach Bullock breaks down a few outstanding UGC
  programs in her
  <a
    target="_blank"
    href="https://www.business2community.com/content-marketing/15-examples-of-big-brands-using-user-generated-content-and-how-to-adapt-them-for-your-campaign-02221251"
    ><i>Business 2 Community published article</i></a
  ><i>. </i>Here’s a highlight of two of the absolute best:<i> </i
  ><a target="_blank" href="https://www.instagram.com/p/BnwqEaDhnMo/"
    >Louboutin asks their customers</a
  >
  to post photos of themselves wearing Louboutin shoes with the hashtag
  <a
    target="_blank"
    href="https://www.instagram.com/explore/tags/somethingrouge/"
    >#somethingrouge</a
  >. The company then selects the best photos and reposts them on their
  Instagram page.
</p>
<div class="block-centered margin-t-1 margin-b-1">
  <img
    src="//images.ctfassets.net/enzv3zmclegl/BVrH8bK97HrimL53jkaYM/0c0028b4ff940adaa5e966756c7c0a40/blog_2020-08-24_somethingrouge_1870x1200.jpg"
    width="1870"
    height="1200"
    class="block-centered"
  />
</div>
<p>
  <a target="_blank" href="https://www.instagram.com/p/Byd2fZ2JeXR/"
    >Calvin Klein asks its fans</a
  >
  to fill in the campaign line “I_____in
  <a target="_blank" href="https://www.instagram.com/explore/tags/mycalvins/"
    >#MyCalvins</a
  >.” After the inaugural campaign, thousands of their fans and followers took
  photos and posted their briefs, making the campaign go viral. In just a few
  months, over 500,000 photos were tagged on Instagram.
</p>
<div class="block-centered margin-t-1 margin-b-1">
  <img
    src="//images.ctfassets.net/enzv3zmclegl/1ObcNLckOeFOkWAYet4eXd/a5fda4262dd5b7f0412aeb363d5a6d5b/blog_2020-08-24_calvinklein_1630x1200.jpg"
    width="1630"
    height="1200"
    class="block-centered"
  />
</div>
<p>
  Imagine the insights each of these brands gained for simply asking their
  audience to showcase how their products are embedded within their everyday
  lives. There are endless amounts of ideas now available to both brands, their
  next step should be to simply activate on what’s already in front of them.
</p>
<h2 class="lead-in lead-in-lg margin-t-3 color-accent margin-b-1 margin-t-4">
  Where to Play
</h2>
<p>
  Having an understanding of the current social media climate is essential in
  identifying what cultural spaces to operate in. We can’t tell our cultural
  story without passing it through a lens of the current climate. We’re in a
  state right now in which everything needs a second set of eyes to ensure it is
  not perceived as insensitive. People are standing up and demanding to be
  heard. Brands need to understand this and adjust their messaging to adhere to
  the current landscape. It is not enough to just say the right thing, brands
  are now being forced to stand on their words and follow up with the right
  actions. That is the culture of today.
</p>
<h2 class="lead-in lead-in-lg margin-t-3 color-accent margin-b-1 margin-t-4">
  What Matters Most
</h2>
<p>
  The message going forward is clear. Those who choose to utilize cultural
  insights as a means of actionable data will set themselves apart from those
  who don’t. Strides forward are made on the strength of a brand’s cultural
  efforts rather than just that of their products. Become overly familiar with
  the primary social platforms. Every platform has its own nuances. Through
  platforms we’re able to discover where and how people are being the most
  creative. Twitter for example, is a conversation led platform that will
  provide the truest look into how your audience views the brand. Staying in the
  know of what conversations are taking place, what’s trending, and what verbage
  users are using to communicate, is an easy way for brands to help unlock the
  current culture. Relevance is the name of the game, while creativity and
  timing are indeed the weapons of choice. It’s going to be fun to watch out for
  which brands end up on top.
</p>
<p>
  Michael Plant is a Chicago‑based Community Strategist at Camp + King.
  Previously, he spearheaded UberEats social media engagement efforts, building
  its global engagement strategy.
</p>


blog 2020-08-24 header 2380x1080

blog 2020-08-24 thumbnail 1200x630

Helping Brands Engage Culture, Where to Play, & How to Identify What Matters Most 

blog 2020-08-17 header 2380x1080

Five Major Ways That U.S. Consumer Behavior Has Changed for the Long Term

blog 2020-08-17 thumbnail 1200x630

What Brands Need to Know for 2021

<p>
  We can all agree that our lives feel “interrupted” by COVID-19 in ways we
  could never have expected. For Gen Z, though, it’s almost as if life feels
  cancelled. Overnight they lost daily interactions with teachers, friends, and
  teams. They had milestones like proms, plays, big games, and graduation ripped
  away from them. These events are not only lifelong memories but rites of
  passage that are important to social and emotional development. Gen Z makes up
  <a
    target="_blank"
    href="https://www.adweek.com/agencies/covid-19-generation-defining-internet-obsessed-gen-z/"
    >40% of the global population</a
  >
  and COVID-19 has become a generation-defining moment that will have lasting
  effects on how they view the world and live their lives. As such, they’ll have
  evolving needs from the brands they connect with. Here are three ways we see
  the pandemic impacting Gen Z and ways for brands to support and engage them.
</p>
<h2 class="lead-in margin-t-4 margin-b-1">
  1. Amplifying a Relentless Pursuit to Make a Change
</h2>
<p>
  This generation has always been social action-oriented but as the world has
  seen massively unsettling events in this past year, their desire to help has
  kicked into overdrive. Gen Zers are less optimistic about the future, but
  increasingly believe they can shape it: Just 19% of Gen Z say the U.S. is
  heading in the right direction, down 12 points since May. But on the flipside,
  <a
    target="_blank"
    href="https://morningconsult.com/form/gen-z-worldview-tracker/"
    >62% of Gen Zers</a
  >
  agree they have the potential to impact the world, up six points since May,
  and 10 points higher than millennials. Part of this optimism is a recognition
  and pride that Gen Z will be the generation to lead the way, and taking action
  is deeply embedded into who they are even prior to COVID.
</p>
<p>
  Gen Z has always scrutinized brands and their values, with
  <a
    target="_blank"
    href="https://docs.google.com/presentation/d/1nG9dzBIUIltNshV9P7gAbBw5jfA5oH_9szl3sKbfqP0/edit?ts=5eeb9ad1#slide=id.g82085ab194_41_62"
    >two-thirds of them stating</a
  >
  that their impression of a brand is positively influenced by its association
  with a social cause. However in today’s state of the world, brands must move
  beyond just being purposeful to being useful. Your brand should find ways to
  empower Gen Z through their purchasing decisions because here’s what they
  expect today:
</p>
<div class="row h-pad-1 margin-t-1">
  <div class="col sm-1-1 col-right md-1-3 margin-b-1 md-margin-b-0">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="500"
      height="566"
      src="https://images.ctfassets.net/enzv3zmclegl/aJvgoibxGC4Sr0iHu5xMh/33e6dd764c94ac36743111cb147fff09/blog_2020-07-22_chart_1-1.png"
    />
  </div>
  <div class="col sm-1-1 col-right md-1-3 margin-b-1 md-margin-b-0">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="500"
      height="566"
      src="https://images.ctfassets.net/enzv3zmclegl/21tcUG5tsCLPFmaytbVgBd/9e4127bef95efb141aad03d211d8c3fb/blog_2020-07-22_chart_1-2.png"
    />
  </div>
  <div class="col sm-1-1 col-right md-1-3">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="500"
      height="566"
      src="https://images.ctfassets.net/enzv3zmclegl/2RUfRAwGBNFB75ZywzuNIk/62ffa2980c6a3be17df24d32307bc618/blog_2020-07-22_chart_1-3.png"
    />
  </div>
</div>
<p class="centered">
  <small>
    (<a
      target="_blank"
      href="https://www.adweek.com/agencies/covid-19-generation-defining-internet-obsessed-gen-z/"
      >source</a
    >)</small
  >
</p>
<h3 class="med color-accent margin-t-2">Example: Papa John’s</h3>
<p>
  Camp + King recently launched a campaign for Papa John’s called “Bigger Than
  Pizza” to promote its new product, the Shaq-a-Roni, in which $1 from every
  purchase goes toward the Papa John’s Foundation supporting community. This
  foundation supports issues like COVID relief, the fight against racial
  injustice and organizations like the Boys and Girls Club of America.
</p>
<div class="embed-container margin-t-1">
  <iframe
    src="https://www.youtube.com/embed/vi2oNS2Kgdg"
    frameborder="0"
    allowfullscreen
  ></iframe>
</div>
<h2 class="lead-in margin-t-4 margin-b-1">
  2. Giving Super Creators More Time to Create
</h2>
<p>
  Gen Z’s digital capabilities and hyper-connectivity have equipped its members
  with unmatched creative expression. They are the super-creatives and faced
  with a quarantine, they have more time on their hands to create. Gen Z is used
  to shooting content at home for social media and have a unique ability to
  reach their peers across different platforms during this time.
</p>
<p>
  To connect with Gen Z through their passion to create, your brand should
  consider consulting and empowering them with opportunities to express their
  creativity in new and interesting ways. Whether by offering tools, inspiration
  or a virtual megaphone, the brands that help them amplify their passion will
  be remembered for it.
</p>
<h3 class="med color-accent margin-t-2">Example: Hollister</h3>
<p>
  Unable to shoot its typical seasonal campaigns, teen clothing brand Hollister
  <a
    target="_blank"
    href="https://www.voguebusiness.com/consumers/marketing-to-gen-z-during-covid-19"
    >enlisted its community</a
  >
  to produce its brand content from home. Now, their own customers are featured
  across emails, their website and on social channels in place of typical
  models. The content is beautiful and reportedly performing very well.
</p>
<p>
  <img
    style="max-width: 400px;"
    class="block-centered"
    width="2150"
    height="4002"
    src="https://images.ctfassets.net/enzv3zmclegl/3Zsxdt6gTse0PzV1uaat2Y/6ad6d99ba3d76a184385937602823ef2/blog_2020-07-22_hollister.jpg"
  />
</p>
<h2 class="lead-in margin-t-4 margin-b-1">
  3. A Negative Toll On Mental Health
</h2>
<p>
  Gen Z has been notoriously more in-tune with and vocal about mental health
  issues than previous generations. A recent study from DoSomething shows that
  <a
    target="_blank"
    href="https://medium.com/dosomethingstrategic/gen-zs-thoughts-on-covid-19-2067b0f36af1"
    >65% of Gen Z reported</a
  >
  that mental health has become even more important to them in light of COVID.
  They are well aware of the disappointment, frustration, and sadness they are
  facing due to the disruption of important moments in young adulthood.
</p>
<p>
  As mental health becomes front and center for this generation, your brand
  should acknowledge this by considering messaging and tone through the lens of
  an audience who is likely learning how to process these difficult issues and
  emotions. Further, seek relevant connections between your brand and mental
  health issues and think about ways you may be able to provide tools and
  resources for young folks.
</p>
<h3 class="med color-accent margin-t-2">Example: Jansport</h3>
<p>
  In lieu of their usual product-focused back-to-school marketing efforts,
  Jansport launched a campaign called “<a
    target="_blank"
    href="https://www.adweek.com/brand-marketing/jansport-aims-to-lighten-the-load-for-gen-z-with-mental-health-resources/"
    >Lighten the Load</a
  >.” The brand aims to be an ally for Gen Z during this time. Campaign
  executions include live online conversations with mental health experts
  touching on topics like isolation, compassion fatigue, uncertainty and family
  relationships. They also debuted a series of original films to provide young
  people with a platform to have conversations surrounding mental health. Each
  unscripted film showcases an individual offering a glimpse into their mental
  health journey and insights on what they’re doing to lighten the load.
</p>
<div class="embed-container margin-t-1">
  <iframe
    src="https://www.youtube.com/embed/nnkSMOhPBOE"
    frameborder="0"
    allowfullscreen
  ></iframe>
</div>

<h2 class="lead-in margin-t-4 margin-b-1">In closing…</h2>
<p>
  COVID-19 hit during the most formative years of Gen Z’s lives. How your brand
  responds now may define your relationship with them for years to come. First
  and foremost, your brand should not be trying to solve their every need.
  Instead, look at your offering and values and identify the specific need(s)
  you could meaningfully respond to. More importantly though, empathy is key.
  Your brand must act with empathy in everything targeting Gen Z as we all move
  through this unpredictable future together.
</p>


A Generation Defining Moment

COVID 19 + Gen Z

<p>
  As a strategist, brand workshops are integral to our jobs — whether as a
  discreet agency offering, a component of a new business pitch, or as part of a
  new client engagement. We recently had the good fortune of on-boarding a new
  client and started to make plans to kick off an in-person brand workshop. And
  then we went into shelter-in-place.
</p>

<p>
  But the show goes on, and we successfully planned, conducted, and delivered a
  brand session that we're pretty proud of. Here are some of the learnings from
  it, that we figure could be useful to others planning the same.
</p>

<p>
  Note: This isn't about workshopping platforms, and there are plenty of other
  articles that get into that. We just used Zoom to keep things simple.
</p>

<div class="row h-pad-2 margin-t-4">
  <div class="col col-left sm-1-1 md-1-3 margin-b-1">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="400"
      height="400"
      src="https://images.ctfassets.net/enzv3zmclegl/1Blc9m2Uj66YtVi4JQmh3d/29ece0f7e9c0df249204e012dd4b403f/blog_2020-07-06_01_collaboration.png"
    />
  </div>
  <div class="col sm-1-1 md-2-3">
    <h2 class="lg color-accent margin-b-1">
      Agency × Client Collaboration is&nbsp;everything
    </h2>
    <p>
      Unlike in-person sessions where attendees are expected to just show up
      with nothing more than a willingness to play along, virtual sessions need
      a ton more collaboration between the agency and brand team. This is
      because they require a committed facilitator on both sides of the fence.
      While we, the agency, facilitated the <i>what</i> and the <i>how</i>, our
      lead client facilitated the <i>who</i> and the <i>when</i>. And together,
      we collaborated on the most important component — the <i>why</i>, so that
      we were in absolute lockstep going into the workshop.
    </p>
  </div>
</div>
<div class="row h-pad-2 margin-t-4">
  <div class="col sm-1-1 col-right md-1-3 margin-b-1">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="400"
      height="420"
      src="https://images.ctfassets.net/enzv3zmclegl/7t8TDZsQH9ikk8Jz7nVqY/95ae4514a21f8cf5ba9db06ea370cb2e/blog_2020-07-06_02_pre-video.png"
    />
  </div>
  <div class="col sm-1-1 md-2-3">
    <h2 class="lg color-accent margin-b-1">
      <span style="white-space: nowrap;">Pre-video</span> >
      <span style="white-space: nowrap;">Pre-read</span>
    </h2>
    <p>
      Here's the thing — brand workshops are fun. Mandatory Zoom meetings are
      not. Also, pre-reads only make them even more tedious. To lay the
      groundwork for a successful session with the right tone and energy, we
      recorded a simple 5-minute video as a pre-watch to all attendees. It
      detailed the vision and ambition of the session, a brief overview of the
      approach we would be taking, and ended with a simple homework assignment,
      so we could capture (and kick off the session with) top-of-mind sentiments
      from those closest to the brand day-in and day-out.
    </p>
  </div>
</div>
<div class="row h-pad-2 margin-t-4">
  <div class="col col-left sm-1-1 md-1-3 margin-b-1">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="400"
      height="250"
      src="https://images.ctfassets.net/enzv3zmclegl/3EOKXEcX29cj4d21RZjLOj/4d2504a2d665467e43dfd9b73ab219fc/blog_2020-07-06_03_shorter-sprints.png"
    />
  </div>
  <div class="col sm-1-1 md-2-3">
    <h2 class="lg color-accent margin-b-1">
      Shorter Sprints, Spread&nbsp;Out.
    </h2>
    <p>
      It's important to recognize that with remote workshopping, you're up
      against screen-time fatigue and all kinds of WFH realities. Rather than
      forcing a single-day marathon approach, chunking down the session to 1-2
      hour blocks over 2-3 days, is a more realistic approach to maintaining
      momentum.
    </p>
  </div>
</div>
<div class="row h-pad-2 margin-t-4">
  <div class="col sm-1-1 col-right md-1-3 margin-b-1">
    <img
      style="max-width: 270px;"
      class="block-centered"
      width="400"
      height="308"
      src="https://images.ctfassets.net/enzv3zmclegl/7j6hkOx1X7ySGFpajeAc99/025780a4c9cd95663891107c21bbd700/blog_2020-07-06_04_video-presence.png"
    />
  </div>
  <div class="col sm-1-1 md-2-3">
    <h2 class="lg color-accent margin-b-1">
      Video presence preferred (Tough&nbsp;Love Edition)
    </h2>
    <p>
      When it comes to brand workshops, video presence has an undeniable impact
      on quality of participation. We want all voices to be heard and that's
      hard to ensure when some are more visibly present than others. Of course
      we recognize that life happens, but it is important to set expectations
      early on the importance of on-cam presence as much as possible.
    </p>
  </div>
</div>
<div class="margin-t-4">
  <h2 class="lead-in lead-in-lg color-black margin-b-1">
    A few other learnings:
  </h2>

  <ul class="line-list margin-b-1">
    <li>
      <span class="highlight"
        >Breakout sessions on Zoom are a blast, if you haven't tried them.</span
      >
      You get to dispatch people into rooms, and then swiftly summon them back.
      The host can also broadcast messages to everyone and join separate rooms
      to check in on progress.
    </li>
    <li>
      <span class="highlight"
        >Use shared docs and shared slides where possible.</span
      >
      Make things easier on yourself with collaboration tools so you have all
      team exercises consolidated in one place. You'll thank yourself later when
      you're toiling over that post-workshop report.
    </li>
    <li>
      <span class="highlight"
        >Hire a great moderator, because they can't trust the DJ if the DJ
        sucks. </span
      >With remote workshops, you need a lead moderator, team breakout
      facilitators, and a technical facilitator for all that dispatching and
      summoning we talked about earlier. As strategists, we often try to double
      up and play multiple roles in a session, only for it to backfire. So
      contract someone great for the job and you won't be disappointed.
    </li>
  </ul>

  <p>
    Remote workshopping for us was definitely more work than the traditional
    in-person format, but we’re thrilled that we were able to maintain the
    quality of feedback and insight that we were hoping for. It certainly takes
    some getting used to, but will be an important skill to have in this new
    normal. Good luck to all of you out there. You got this.
  </p>
</div>


Newsletter 060620 2380x1920

Newsletter 060620 1200x630

Remote Brand Workshopping

<p>
  In 2005, USA Today covered a new type of media, podcasts, describing them as
  “free amateur chatfests.” 15 years later, over
  <a
    target="_blank"
    href="https://www.forbes.com/sites/bradadgate/2019/11/18/podcasting-is-going-mainstream/"
    >67 million Americans</a
  >
  listen to podcasts every week, and there are over
  <a target="_blank" href="https://podcasthosting.org/podcast-statistics/"
    >1 million podcasts</a
  >
  to choose from. What began as niche and scrappy radio-esque programming has
  become the new darling of audio entertainment, as well as a blooming arena for
  advertisers.
</p>
<div class="margin-t-1 margin-b-1 md-1 md-2-3 block-centered">
  <img
    width="1480"
    height="1356"
    src="https://images.ctfassets.net/enzv3zmclegl/TMWTxY1COqgiL5SNhcSgi/6292a8f561d5ea5724873ab25d42e013/blog_2020-06-22_podcast_listeners.png"
  />
</div>
<h2 class="lead-in margin-t-4 margin-b-1">
  Why are people attracted to podcasts?
</h2>
<div class="margin-t-1 margin-b-1">
  <blockquote class="bq-1 margin-t-1 margin-b-1">
    <header>
      <div class="name">Paul Zak</div>
      <div class="extra">
        Director of the Center for Neuroeconomics Studies at Claremont Graduate
        University
      </div>
    </header>
    <div class="bq-content">
      <span
        >A good story’s a good story from the brain’s perspective, whether it’s
        audio or video or text. It’s the same kind of activation in
        <span style="white-space: nowrap;">the brain.</span></span
      >
    </div>
  </blockquote>
</div>
<p></p>
<h3 class="med color-accent margin-t-2">Intimate listening</h3>
<p>
  Because podcasts are generally in an interview or co-host format, they have an
  intimate one-to-one atmosphere. Listeners feel like they are sitting in the
  living room with the hosts and guests, which leads to a sense of familiarity
  and trust. This also means podcast hosts are choosier about their advertisers,
  which lends itself to more inherent trust in featured sponsors.
</p>
<h3 class="med color-accent margin-t-2">Entertaining education</h3>
<p>
  Education is the
  <a target="_blank" href="https://www.entrepreneur.com/article/306174"
    >second most popular genre</a
  >
  of podcasting, following Comedy (which, is often a veiled form of education).
  Compared to written media, podcasting allows for much more room to play in
  delivering information in an attention-grabbing way. Studies have shown that
  “dramatized audio” yields increased levels of mental imagery and the retention
  rate of auditory learning is
  <a target="_blank" href="https://www.entrepreneur.com/article/306174"
    >2×&nbsp;higher than reading</a
  >.
</p>
<h3 class="med color-accent margin-t-2">Topical diversity</h3>
<p>
  Podcasting has exponentially expanded the topics traditionally covered in
  radio.<b> </b>The Apple Podcast app has 19 overall categories, the majority of
  which have subcategories. This range include podcasts like “<a
    target="_blank"
    href="https://podcasts.apple.com/us/podcast/the-pen-addict/id909109717"
    >The Pen Addict</a
  >,” which features two friends talking about pens and pen-adjacent
  accessories. Another example, “<a
    target="_blank"
    href="https://podcasts.apple.com/podcast/id979059619?ls=1&amp;mt=2"
    >Witch Please</a
  >,” is two literature professors who give a feminist analysis on the Harry
  Potter series. There’s something for everyone, which also means there is great
  opportunity for brands to reach and engage with hyper-specific audiences.
</p>
<h3 class="med color-accent margin-t-2">Focused multi-tasking</h3>
<p>
  In our proactivity-driven society, we are wired to consistently learn and do.
  This makes podcasting the perfect avenue to feed our brains while also being
  able to check off our long to-do lists. The majority of podcast listeners are
  listening while doing something else.
  <a
    target="_blank"
    href="https://www.slideshare.net/webby2001/infinite-dial-2018"
    >11% of podcast listeners</a
  >
  even turn on programs while they’re working.<sup id="fnref:1"
    ><a href="#fn:1" rel="footnote">1</a></sup
  >
</p>

<div class="margin-t-1 margin-b-1">
  <img
    width="1480"
    height="537"
    src="https://images.ctfassets.net/enzv3zmclegl/MLcOPJg2nuPBS7cgT12uK/33a02d9999ff1a7d9a24caf3e2c07268/blog_2020-06-22_where_listening.png"
  />
  <div style="text-align: center;">
    <small
      ><a target="_blank" href="https://www.entrepreneur.com/article/306174"
        >(source)</a
      ></small
    >
  </div>
</div>

<h2 class="lead-in margin-t-4 margin-b-1">
  If you aren’t already advertising, you’re late to the party
</h2>
<p>
  Podcast advertising
  <a
    target="_blank"
    href="https://www.statista.com/chart/17824/podcast-advertising-revenue-united-states/"
    >quadrupled between 2016 and 2019</a
  >. Why?
</p>
<ul class="line-list margin-t-1 margin-b-1">
  <li>
    Podcasts have active listeners devoted to the content (<a
      target="_blank"
      href="https://musicoomph.com/podcast-statistics/"
      >80% of podcast listeners</a
    >
    listen to most or all of an episode.
  </li>
  <li>
    The vast amount of podcast topics allow advertisers to reach hyper-specific
    target groups and micro-communities (see pen-lovers above).
  </li>
  <li>
    Podcasts have longer shelf-lives as listeners tend to search for topics or
    specific podcasts over looking at what’s new.
  </li>
  <li>
    Compared to other paid channels, there are few sponsors per episode. This
    has led to podcast ads having both higher ad recall (podcast ads are
    <a
      target="_blank"
      href="https://www.ebiquity.com/news-insights/blog/the-pros-and-cons-of-podcast-advertising/"
      >4.4×&nbsp;more effective than display ads</a
    >), and purchase intent (Podcast ads lead to an average of
    <a
      target="_blank"
      href="https://www.ebiquity.com/news-insights/blog/the-pros-and-cons-of-podcast-advertising/"
      >10% uplift in purchase intent</a
    >).
  </li>
</ul>
<p>
  And the growth of the channel is showing no signs of slowing down.
</p>
<div class="margin-t-1 margin-b-1">
  <img
    width="1480"
    height="721"
    src="https://images.ctfassets.net/enzv3zmclegl/30zaSEdpUhh50Lf8lMBmGc/031f37f8416234fecc67970d6e7a88eb/blog_2020-06-22_ad_revenue.png"
  />
</div>
<p>
  Including podcasts in your media mix extends beyond simply placing pre-roll,
  mid-roll, and post-roll ads. Advertisers have found creative ways to insert
  their brands into podcast content to add value to their audiences while also
  paying off for the brand. For example:
</p>
<h3 class="lg margin-t-3 color-accent">“How I Built This”</h3>
<div class="margin-t-1 margin-b-1">
  <a
    href="https://www.npr.org/podcasts/510313/how-i-built-this"
    target="_blank"
  >
    <img
      style="max-width: 380px;"
      width="1400"
      height="1400"
      src="https://images.ctfassets.net/enzv3zmclegl/4HDut6szJQc0w65FM0oi1B/8125dc82400ba2ac1f5d138e4e399ed5/blog_2020-06-22_how_i_built_this.jpg"
    />
  </a>
</div>
<p>
  Company leaders are increasingly coming into the limelight as consumers look
  for ways to build a deeper and more empathetic connection with brands. “How I
  Built This” is a podcast featuring interviews with some of the world’s
  best-known company founders like Ben &amp; Jerry’s (Ben Cohen and Jerry
  Greenfield), FitBit (James Park), and Birchbox (Katia Beauchamp). While the
  podcast is not a sponsorship opportunity, the founders get a platform to share
  not only their journey, but the values of their brand and their hopes for it.
  It’s a space for them to cultivate more intimacy between them, their company,
  and their current/potential customers.
</p>
<h3 class="lg margin-t-3 color-accent">“Slack Variety Pack”</h3>
<div class="margin-t-1 margin-b-1">
  <a
    href="https://podcasts.apple.com/us/podcast/slack-variety-pack/id1177619183"
    target="_blank"
  >
    <img
      style="max-width: 600px;"
      width="500"
      height="261"
      src="https://images.ctfassets.net/enzv3zmclegl/4XQtfw5vBAoFLhJFzaUa7f/1cd6dc7d53d07d880089d7e89cbb5b10/blog_2020-06-22_slack_variety_pack.png"
    />
  </a>
</div>
<p>
  Slack had low brand awareness amongst its target audience, so it launched a
  podcast as a way to introduce the brand to consumers in the workplace. Slack
  knew that podcasters, eager to learn and life-hack, would be the perfect
  audience for its productivity-focused workplace app. The podcast features a
  mix of stories on work culture, teamwork, workplace innovation and how it fits
  in modern society. The content is aligned with Slack’s mission to change the
  way that people work forever—and each story is centered around such. The
  season had millions of listens.
</p>
<h3 class="lg margin-t-3 color-accent">McDonald’s “The Sauce”</h3>
<div class="margin-t-1 margin-b-1">
  <img
    style="max-width: 600px;"
    width="1280"
    height="720"
    src="https://images.ctfassets.net/enzv3zmclegl/3dZKaJgZ75pOih1kY4UtH7/684737d8ee4d3fee1ce93d583e516d74/blog_2020-06-22_the_sauce.jpg"
  /><small>(this podcast no longer available)</small>
</div>
<p>
  McDonald’s announced it re-released its beloved Szechuan sauce via a
  three-part investigative podcast called “The Sauce.” The podcast, a mock play
  on the popular crime investigation genre, examined the controversy behind
  McDonald’s failed attempt at bringing back the Szechuan sauce months prior. It
  brilliantly capitalized on an obsessive (and angry) audience and gave a
  creative and transparent apology. The podcast made it onto the iTunes Top 100
  Podcast Chart less than 24 hours after its release and McDonald’s reported
  historic levels of online conversation about the brand.
</p>
<h2 class="lead-in margin-t-4 margin-b-1">
  How your brand can get involved now
</h2>
<p>
  Whether a paid ad, sponsorship, branded podcast or executive interview, there
  are a handful of creative ways brands can utilize this quickly growing
  channel. Our advice: be useful, be entertaining, and connect with your
  audience before promoting yourself.
</p>


<div class="footnotes">
  <ol>
    <li class="footnote" id="fn:1">
      <p>
        The author is not talented enough to listen to a podcast and write this
        blog post at the same time.
        <a href="#fnref:1" title="return to article"> ↩</a>
      </p>
    </li>
  </ol>
</div>

The Esports Revolution

An Introduction to Esports

WHAT IT IS

A LITTLE HISTORY

THE ESPORTS ECOSYSTEM

THE AUDIENCE & THE OPPORTUNITY:

BRANDS CREATING MEANINGFUL CONNECTIONS:

Coke – Feeding Fans’ Passion

Sephora – Promoting Diversity

Snickers – Extending a Successful Campaign to Serious Snackers

How Outdoor Voices Tied an Augmented Reality Experience to their Brand Motto

Five Lessons we Learned Judging the Effie Awards