Morning Brew - ☕ Snack on it

Why Studs turned to sweet treats to engage customers.
October 30, 2024

Marketing Brew

Snowflake

It’s Wednesday. The Harris-Walz campaign is running ads on the Las Vegas Sphere to coincide with a campaign stop in Sin City on Thursday, becoming the first political campaign to do so.

Speaking of sins, we made a mistake in yesterday’s newsletter. YouTube isn’t a client for whom GroupM secures deals, but is instead a media partner that the agency works with.

In today’s edition:

—Katie Hicks, Jennimai Nguyen, Jasmine Sheena

SOCIAL & INFLUENCERS

How sweet it is to be pierced by you

Mixed collage of Studs, Shake Shack, and Glace marketing images. Illustration: Anna Kim, Photo: JBenitez/Shake Shack x Studs, Glace

Being served food at an ear-piercing studio may sound like a case for the health department. Turns out, it’s been a major marketing strategy for ear-piercing and jewelry brand Studs.

After the 2021 Studs Loves New York line featuring bagel, pizza, martini, and dumpling-shaped earrings did well, Studs co-founder Lisa Bubbers told us that it sparked an idea among her marketing team of four.

A review of the brand’s Instagram audience data revealed that Studs customers, whose median age is 27, were more likely to be interested in viral food content than fashion, Bubbers, who advises and leads the brand and marketing efforts, said.

So in the last year, Studs has partnered and hosted events with restaurant chain Shake Shack and bakeries Glace and Noa to give away everything from burgers and custard to crookies and hot chocolate. For Halloween this year, the brand partnered with the candy company BonBon to give away candy at its NoLita location on October 26.

Studs’s growing retail footprint and the foot traffic stores receive are the “growth engine of the business,” Bubbers said, noting that the brand generally spends less than 5% of its revenue on marketing. So far, she said food collabs are “really working” to drive up foot traffic and generate organic social content that can boost engagement.

Continue reading here.—KH

   

Presented By Snowflake

Meet the data game changers

Snowflake

BRAND STRATEGY

Inner beauty

stills of people putting on makeup in a Rare Beauty campaign Rare Beauty

While makeup products are only skin deep, Rare Beauty’s first-ever global brand campaign maintains that inner beauty is what the brand is all about.

The new campaign from the cosmetics brand founded by Selena Gomez is designed to remind current customers and potential future customers of its core ethos, according to Rare Beauty CMO Katie Welch.

“Selena was talking to some Sephora Beauty Advisors, and she talked about how when we started the brand—and she touched her heart—and she said, ‘We care about beauty on the inside,’” Welch told Marketing Brew. “And I was like, that’s it. That is what we have to capture, and that’s our point of difference.”

A moment of gratitude: The new campaign, titled “Every Side of You,” includes a 60-second spot called “Love Your Rare,” which features Gomez narrating a message of self-love and acceptance over a young cast experiencing various emotional moments while wearing and using Rare Beauty products. As the spot depicts people laughing, doubting themselves, or strutting with confidence, Gomez acknowledges every version of “you.”

Welch described the spot as a message to Rare Beauty’s customers that coincided with the company’s fourth anniversary in September. “It’s a letter of gratitude. It’s a letter of recognition to the community. And [Gomez] at the end is sort of the sign-off of her words,” Welch said.

Though Gomez is the face of the brand, she doesn’t appear in the spot until the very end. Welch said this was an intentional choice.

“I think this spot tells that story also, that while it’s Selena’s company, it’s more than just her,” Welch said.

Read more here.—JN

   

TV & STREAMING

Starstruck

a collage of creators participating in Tubi's Stubios project Tubi

Tired of endless remakes and shows that are more of the same? So is Tubi, which is bringing brands into its project to bring new creative voices to Hollywood.

This month, Tubi debuted the first batch of content from Stubios, an initiative first announced by the streamer in May aimed at bringing younger and more diverse creatives into Hollywood. Through the program, creators, or “Stubio runners,” make various kinds of programming for Tubi, and if their shows hit genre-specific, undisclosed viewership thresholds, the creators will automatically be green-lit for their next productions.

Brands are also coming along for the ride, and PepsiCo’s Starry has come aboard as its first brand partner. One of the first Stubios series, a half-hour scripted comedy Mo’ Waffles set in Atlanta and starring TikTok creators Grant Gibbs and Ashley Gill, features Starry product placements integrated throughout, according to Nicole Parlapiano, Tubi’s CMO.

“This challenging financial climate that we’ve found ourselves in across Hollywood [means] less things are getting made, and we are seeing tons of franchises and reboots instead of new voices and new stories coming to viewers,” she said. “Stubios [is] passing the camera to anyone who has a story to tell, and puts the power of the green light in the hands of the viewer.”

Continue reading here.—JS

   

Together With Hockeystack

Hockeystack

FRENCH PRESS

French Press Morning Brew

There are a lot of bad marketing tips out there. These aren’t those.

Research: Early tests of Google’s Privacy Sandbox suggest the tech could be “nearly as effective” at retargeting audiences as third-party cookies, according to an AdExchanger analysis of new research from BU.

C-suite: How CMOs are navigating performance marketing pressure and finding ways to brand-build, per Ad Age.

’Tis the season: How brands are marketing around Halloween.

All about data: It’s a post-cookie world, and marketers rely on data to make big decisions. Snowflake’s report explores how AI, privacy regulations, + data gravity impact marketing strategies. Read on.*

*A message from our sponsor.

METRICS AND MEDIA

Stat: 250,000. That’s how many Washington Post readers have canceled their subscriptions after owner Jeff Bezos ended the paper’s practice of presidential endorsements and reportedly blocked the opinion section’s planned support of Vice President Kamala Harris, according to NPR reporter David Folkenflik.

Quote: “I have never seen a new product in this category get this big so fast.”—TD Cowen analyst Robert Moskow, speaking to the Wall Street Journal about the meteoric rise of Nerds Gummy Clusters candy

Read: “Companies like Tupperware made multilevel marketing famous. Now some newer MLMs are ditching it” (the Wall Street Journal)

SHARE THE BREW

Share Marketing Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:
marketingbrew.com/r/?kid=303a04a9

         
ADVERTISE // CAREERS // SHOP // FAQ

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2024 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Older messages

☕ Better watch out

Wednesday, October 30, 2024

Don't fall victim to AI election scams. October 30, 2024 Tech Brew Presented By Cisco It's Wednesday. Election Day is upon us: Americans have just six days before it's time to head to the

☕ Push for plants

Wednesday, October 30, 2024

Key economic data releases before the election... October 30, 2024 View Online | Sign Up | Shop Morning Brew presented by Elf Labs Good morning. Down for a little weather small talk? Because here in

☕ Return of events

Tuesday, October 29, 2024

Offsetting the cost of returns. October 29, 2024 Retail Brew It's Tuesday, and it's been a roller-coaster week for meat sandwiches. Subway is facing a lawsuit alleging that its sandwiches are

☕ Chief among us

Tuesday, October 29, 2024

The Kansas City Chiefs' CMO on her biggest role yet. October 29, 2024 Marketing Brew Presented By Synthflow AI Happy Tuesday. After announcing plans to double its annual ad spend on women's

☕ Very important week

Tuesday, October 29, 2024

Thanksgiving meal deals are getting cheaper... October 29, 2024 View Online | Sign Up | Shop Morning Brew Presented By Incogni Good morning. Stock market news is about to get busier than your hometown

You Might Also Like

The best Wirecutter picks of 2024

Wednesday, December 25, 2024

You all have a great taste View in browser Ad The Recommendation December 25, 2024 Ad A little present for you: Our 100 most popular picks of 2024 Ninja 12-Cup Programmable Coffee Maker CE251,

Roots of wintertime celebrations and holidays

Wednesday, December 25, 2024

+ how Charlie Brown TV special was almost dropped ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Time to get rid of all those gifts you don’t want

Wednesday, December 25, 2024

Some advice for your post-Christmas declutter. December 25, 2024 View in browser Whizy Kim is a senior reporter at Vox covering wealth, economic inequality, and consumer trends. Whizy Kim is a senior

Operation Christmas Drop, Christmas NFL Games, and What's Open Today

Wednesday, December 25, 2024

Seven nations' air forces collaborated in Operation Christmas Drop 2024, delivering over 77000 pounds of humanitarian aid to remote Pacific islands in the DOD's longest-running airlift mission.

9 Things Anna Kendrick Can’t Live Without

Wednesday, December 25, 2024

Plus: Nice things to spend your FSA money on. The Strategist Every product is independently selected by editors. If you buy something through our links, New York may earn an affiliate commission.

Holiday Briefing: A day to celebrate

Tuesday, December 24, 2024

A special edition for a special day. View in browser|nytimes.com Ad Morning Briefing: Asia Pacific Edition December 25, 2024 Natasha Frost headshot Gaya Gupta headshot By Natasha Frost and Gaya Gupta

Here’s how we do it.

Tuesday, December 24, 2024

How did our work reach millions of eyes and ears in 2024? It's because we follow the money to find the real story behind breaking news. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

☕ You’re missing out

Tuesday, December 24, 2024

CMOs on overlooked marketing trends and opportunities. December 24, 2024 View Online | Sign Up Marketing Brew 'Twas the night before Christmas, and all through the house, not a creature was

☕ From bad to purse

Tuesday, December 24, 2024

Luxury handbag or empty box? December 24, 2024 View Online | Sign Up Retail Brew It's Tuesday, December 24, and you know what that means: Valentine's Day is right around the corner. You should

Memory Missing

Tuesday, December 24, 2024

The Colour Of Memory // Missing Links In American History Textbooks Memory Missing By Kaamya Sharma • 24 Dec 2024 View in browser View in browser The Colour Of Memory Grace Linden | Public Domain