And we’re back! The second half of ‘23 is almost here (!!), so let’s keep you up to speed on everything you need to know now within the marketing + creative space.
As always, we recommend reading it with a cup of coffee, on your next subway ride or saving it for a lazy Sunday.
Consider this a resource for marketers, by marketers. Enjoy!
How Erewhon Turned Smoothies into a Marketing Machine
Social is an endless scroll. Where to stop? Here we’ll analyze relevant moments, cultural trends and the marketing geniuses behind it all.
Two current topics of conversation in our Slack channels are Erewhon smoothies and our love for Emma Chamberlain — so when we saw Emma’s Cold Brew Cookie Smoothie hit the Erewhon menu, we couldn’t have been more excited. There was just one problem: none of us live in LA…
So how does our entire team — who live nowhere near an Erewhon — know about the smoothie menu at an LA-based grocery store? Some incredibly smart marketing moves. Despite being a regional brand, Erewhon has turned a smoothie into a highly-coveted collaboration resulting in brand awareness nationwide.
So what can marketers take away from this first-of-its-kind ‘branded smoothie’? Let’s break it down:
Partnership Series: The foundation of Erewhon’s smoothie campaigns is partnerships. Erewhon partners with the most influential creators, celebrities + brands of the moment — and they keep them coming. Every month there are new smoothie collabs to try, keeping fans engaged + itching to see what’s next.
A Social-First Product: People don’t just buy an Erewhon smoothie to drink — they buy it to post. You’ll notice these don’t look like your run-of-the-mill drinks, they’re aesthetically pleasing + colorful — blue, pink, orange, green, even black. Consumers want these drinks on their social feeds, and the content is shared over and over again. So what does this mean for marketers? Considering how your product will be shared across social is important and leads to organic growth. Erewhon does this seamlessly.
Rooted in Authenticity: Despite each branded smoothie having its own twist, every partnership is authentic to the Erewhon brand — as well as each collaborator. All smoothies use functional, clean ingredients (an Erewhon signature). Individual examples include Marianna Hewitt’s Coconut Cloud Smoothie which was blue, a nod to her brand Summer Fridays, as well as Hailey Bieber’s Strawberry Glaze Skin Smoothie containing skin-enhancing ingredients, which went hand-in-hand with her Rhode Skin launch. These branded smoothies seamlessly fit into the Erewhon brand while simultaneously elevating a collaborator’s narrative — certainly no small feat.
All in all, if you would have told us that we’d know the smoothie menu of a grocery store we’ve never been to, we wouldn’t have believed you. Now, it just makes sense.
Key Takeaways and Themes from Cannes Lions 2023
The news cycle is never-ending. Marketing is ever-evolving. Here we’ll keep you in the know on timely topics and key learnings that can elevate your marketing game.
Last week, marketers + creatives flocked to the South of France for the 2023 Cannes Lions International Festival of Creativity — the largest festival + awards for creatives across the globe. Here are some themes that took center stage:
Generative AI Dominated the Conversation: Marketers are eager to understand how these new technologies fit into their strategy to drive performance. Meta went into the festival laser-focused on sharing their new AI capabilities and vision for the future, including tools to help generate ads and support media buying.
Sustainability Was on the Brain: Sustainability is top of mind — for the first time, brands had to estimate their environmental impact and carbon footprint to be considered for awards.
Creators Crowded Cannes: This year, creators like Jake Shane, Alex Cooper and Emma Chamberlain took center stage as influencer marketing spend continues to increase and brands are relying on the power of creators to drive results.
Pitching Took a Back Seat: Though pitching has always been a part of the festival, this year saw some executives not having it — opting for authentic relationship building over traditional pitching. We’re over the old way too. 😉
GA4 – Here’s What You Need to Know
If you spend time in Google Analytics, you know the ominous GA4 notification all too well — “X days left to migrate, your Google Analytics account needs immediate attention.” — and with July 1st right around the corner, GA4 is here.
Transitioning to a new analytics system is stressful and there’s a lot to track (we’re right there with you), so we’re here to help. Here are some of GA4’s key differences that you should know:
Data Collection: Data collection will now be focused on the user, as opposed to the device (i.e. it will be easier to get cross-device data). What does this mean? Tracking will be cookie-less! With GA4, data collection will be event-based. Another key update will include two types of data being collected: user data + session data. This will allow for a more complete story of the user journey.
Advanced Segmentation: The segmentation advancements in GA4 will allow you to get even more intentional with your audience structure. These segmentation improvements will offer more personalization with targeting + experiences based on demographics, interests and behavior.
AI: AI — it’s everywhere! GA4 automatically incorporates machine learning tools to elevate your insights, allowing you to identify trends and opportunities more easily with your data. The goal? Extremely informed decisions.
We get it, no one loves change (especially when it comes to analytics tools 🫠). But, with GA4 comes a lot of exciting features that will help you innovate + elevate. You’ve got this!
For support with GA4, visit support.google.com/analytics.
Marketing Wins We <3
Who doesn’t love a marketing win? Below are recent marketing moments we couldn’t help but share — and their main takeaways.
Nike Snags “Future Marketing Star” + No. 1 NBA Draft Pick Victor Wembanyama
Nike is ahead of the curve…yet again. The first pick at this year’s NBA Draft was 19-year-old Victor Wembanyama. His unique marketing appeal + dynamic skillset make him every sports marketer's ‘unicorn.’ Yet, to no one’s surprise, Nike first spotted his potential (on and off the court) during his time as a professional in Europe. Nike is now reaping the rewards of investing in this incredible talent early.
💡 Takeaway: Invest in relationships. Building relationships with talent (athletes, creators, influencers, etc.) doesn't happen overnight — but the payoff is worth it! Authenticity is key to a successful partnership.
Barbie The Movie Goes Viral With Architectural Digest Barbie Dreamhouse Tour
AD recently took their quintessential house tour series to the next level with a tour inside the Barbie Dreamhouse. It took place with Margot Robbie on the set of Barbie The Movie — and we couldn’t be more obsessed!
💡 Takeaway: Dynamic PR builds buzz! Thinking (and planning) outside the box with a publication using a multi-channel approach is a recipe for viral content.
Kith + Wilson Come Back for an *Even More Elevated* Chapter 2 of Their Longtime Collab
After a wildly successful collaboration in 2021, Kith + Wilson came back better than ever, with elevated styles and a mission behind it all. Together, they restored local tennis courts in communities for people to enjoy for generations to come.
💡 Takeaway: Old meets new. Partnerships that blend legacy brands with current ‘it’ players reach users across generations and tap into a sense of nostalgia.
Marketing Jargon
In marketing, it feels like there's a new term being thrown around every day. We've got you! Here are a few you should have on your radar (and mention in your next meeting).
Short-Attention Economy: The attention economy is the collective human capacity to engage with the many elements in our environments that demand mental focus. So what is the short-attention economy? You guessed it, the lack of human capacity to engage in focus for long periods. Attention spans are getting shorter, and consumers are looking for results ASAP.
Fluid Fans: Step aside ‘superfan,’ fluid fans are a segment marketers should be paying attention to. Fluid fans are people whose interests / fandoms cross between a wide variety of areas. What does this mean for marketers? Fluid fans’ engagement is broad, but passionate, giving brands more touch-points and opportunities to connect.
Blanding: The opposite of brand differentiation, blanding is the phenomenon of brands adopting the same minimalist aesthetic across the market. The reason? Many feel blanding removes negative associations, attempting neutrality — the downside? It also removes positive associations and brand personality.
Breef in The Press
We couldn’t help but share a few recent press milestones from the month of June — sharing the news of Breef(Pay) + our Co-Founder being named to Adweek's Creative 100.
A Better Way to Pay for Agencies
Learn how to extend your marketing budget + unlock more work with Breef(Pay) in Ad Age and PYMNTS.
Adweek’s Creative 100
Our Co-Founder, Emily Bibb, is recognized as one of Adweek’s 2023 Creative 100! As an honoree in the 'Agency Leaders' category, Emily is spotlighted for her vision and leadership — changing the future of work (+ payments) for marketers across the globe. View the full story in Adweek.
And that wraps our second issue! Keep an eye on your inbox for the next edition. In the meantime, browse more on The Breefing Room.
