WORD Creative Agency | We Open Real Doors的动态

How can Youthforia be saved? What happened: 2 Inclusivity blunders First, influencer Golloria?George called out that the initial 15 shades of the Date Night Skin Tint Serum Foundation didn’t cover darker skin tones. Second, Youthforia’s course correct range contains a black shade W/O undertones that doesn't work for anyone, even people with the darkest complexion. Great inputs by all in the article by Rachel Brown of Beauty Independent. My JUMP Reco: PATH 1: If an existential threat: Youthforia to JUMP outta hell & make amends + friends: 1. First, the founder issues an authentic apology to the African American community & all others 2. Then, invite the fiercest critics & sympathizers from across the board: a. Marketers, founders, product formulators & influencers, fans within the African American community to a "Youthforia, Wesorryya'll" listen session with b. Youthforia's formulators & the internal product & marketing team. 3. Listen in 1:1 + group setting. External stakeholders share frustration & inputs, the team takes notes 4. Just "listen" 5. Do the group session first, & then the 1:1. -Founder & team take all the blows -Record the session -Encourage each to share 6. The objective is inputs on a. Why Youthforia landed here? b. How does it make the African American community feel? c. How can Youthforia course correct? During 1:1 sessions, get deeper with every feeling & input. Record all 1:1s too. 7. Compile all the inputs, code under topics with the contributors, get to the core reasons & solutions for failure at each stage of intent, development & marketing. 8. Dinner & thank you 9. Using the same coded inputs, advice from internal team & experts -ready a step-by-step plan to put inclusivity at the core 10. Invite back, share the roadmap for inclusivity -changes to every process, product dev. & brand messaging -Thank each by citing contributions to brand's inclusivity roadmap 11. Create an "Inclusivity Inspectors" club with these stakeholders, keeping the brand accountable, start adding people from other ethnic minorities 12. Let "Inclusivity Inspectors" -share your reasons for debacle & course correct, in their voice & then collab -to keep Youthforia accountable with continous evaluation of new products & marketing I spoke to the founder, Fiona Co Chan, before the launch, and admire her grit & acumen, am sure she'll learn & make amends. PATH 2: If it can survive the uprising -Apologise sincerely & roll back the product/claim -Share inclusivity roadmap -Stay away from sweeping claims -Get more inclusive with products but avoid big claims -Focus on the brand's core promise "make up that you can sleep in" All the best, Thoughts? #beauty #founders #entrepreneurship #inclusivity #socialmedia

One last introduction to our sibling agency, Seed's Cultivating Community partners, meet Peng Femme Jam and Black Girl Gamers... In their own words, Peng Femme Jam is "a live music jam session, for peng people, highlighting and nurturing femme talent!" Rebelling against the often male-dominated London jam scene, Peng Femme Jam centres and prioritises women, non-binary and queer musicians. The magic that populates their events at The Shacklewell Arms in east London is something that has to be experienced for yourself. Since its humble origins in 2015 as a Facebook group, Black Girl Gamers has evolved into a dynamic community of over 10,000 Black Women from across the globe. As a catalyst for change, BGG has become a powerful force within the gaming sphere, actively collaborating with brands to affect industry change from within. Learn more about the insights they’ve shared with us, here: https://lnkd.in/eB2C5sCi #creativity | #design | #community | #content | #collectives | #brandexperience | #experientialmarketing | #GenZ | #disruptors | #youthmarketing

?? Want to lead culture rather than ride the coattails? ?? Cross-pollination might be your secret weapon. Last Thursday, at an event held by ARIA - Australian Recording Industry Association and Sony Music Entertainment for #OurSoundtrackOurAds, Ricky Simandjuntak made a great observation: "There's a tendency for us to silo ourselves. I see the opportunity right now for [the advertising and music industries] to be working really closely together: The best cities are the one where you see cross-pollination. You go to New York or London and see the fashion kids with the music kids with the design kids with the sports kids. Look at the NBA: that's an amazing intersection of so many different things beyond just selling basketball. There's a massive opportunity to cross between product and lifestyle by asking ourselves: how are we telling the story?" Spot on. Cross-pollination is sadly uncommon in our market. But Australian brands have an opportunity change the narrative by leaning into local music, film, fashion, art and sport to tell our stories. Why bother? Because when it comes to changing behaviour, cross-pollination works. Want some theory to back it up? Start with Dr. Robert Cialdini's principle of social proof, highlighting how we look to others to determine our behaviour, with creators of culture?serving as powerful social proof of a shared belief. Why do shared beliefs matter? Ask Dr. Marcus Collins, he calls what we're talking about cultural intersectionality: the blending of different cultural domains to create richer narratives by uniting various tribes under shared beliefs. Tribes are groups that share common interests, values and cultural characteristics; bonded through shared experiences and consumption.?They determine far more behaviour than any demographic or persona a marketer can invent. Using cross-pollination and social proof to tell a more authentic story and unite more tribes means more people willing to act for your brand. Kimberlé Crenshaw originally coined intersectionality in 1989 by showing how overlapping social identities drive unique experiences and opportunities. In today's hyper-connected world, we’re only overlapping more. This is what you've probably heard called the "flattening of the curve". Simply: people are less concentrated in the mainstream middle. That's more unique tribes and more opportunity for you. It’s no wonder music is such a powerful driver of intersectionality, just look at the origin of hip hop, described by Dr Murray Forman as driven by connective marginalities: the vibrant spaces created by marginalised communities that allow for the blending of diverse influences –?like spoken word, sampling and dance – to foster expressive, innovative subcultures that give a voice to underrepresented groups. Sound familiar? It’s cross-pollination, starting at the fringe and snowballing through shared beliefs to create a global movement ?? ?? #Culture #BrandStrategy #Sociology #AusMusic

I'm very excited to announce that I'm now represented by Wavelength SpeakersHub and if you want to book me to talk, my page is now live. Bio here and link in the comments below: "Elle brings to life many compelling case studies, sharing her approaches, models, strategies and learnings including… Inside out brand transformation: Bringing Electronic Arts (EA) Games – a 40 year old gaming brand – back to life by setting a strategic vision, mobilizing employees to lead the cultural shift and standing up a net new product innovation team to scale the change. Modernizing marketing operating models: Leading a transformed talent, operating, marketing and brand model for Global Ad Agency BBDO Worldwide to help The Ford Motor Company respond to evolving market forces, mobility and electrification. Applying strategy to delivering measurable #DEI results at scale: Transforming a large network’s approach to DEI by using an insight and qualitative approach to uncovering the barriers to change in this area, and solving them with task forces set against clear objectives. Elle’s recent roles include Brand and Strategy Executive at PayPal, VP of Brand and Social Impact at EA Games where she also held the voluntary title Executive Champion of DE&I, EVP Global Head of Strategy at BBDO x Ford, and Strategy Partner at BBH, where she was also a Global DE&I lead. Some of her speaking platforms of note include #SXSW, TEDX, iHeartMedia and Advertising Week Europe. In addition to her executive marketing roles and speaking career, Elle has played a key role in creating social movements, including “Women Cannes”, highlighting female leaders at the Cannes 2018 Conference, and #OperationCroissant, a world-trending movement to spread intercontinental love in the run up to Brexit in the UK. Elle was recently inducted into the AAF Hall of Achievement in recognition of her contribution to the marketing field overall, following recognition as Brand Innovators 40 under 40, The Marketing Academy Scholar and IPA (Institute of Practitioners in Advertising) Woman of Tomorrow finalist." *** But how did this happen? Through some good old girl power. Women who truly support women don't say "I'm a woman who supports women"... they act, they do, they connect, they pick you up when you're down, say your name in rooms you're not in. They share their success by sharing their platform. I'm so grateful to Zoe Scaman for encouraging me to see myself as a speaker. Despite having keynoted on stages with up to 10,000 eyes on me I didn't truly see that until today.

One last introduction to our sibling agency, Seed's Cultivating Community partners, meet Peng Femme Jam and Black Girl Gamers... In their own words, Peng Femme Jam is "a live music jam session, for peng people, highlighting and nurturing femme talent!" Rebelling against the often male-dominated London jam scene, Peng Femme Jam centres and prioritises women, non-binary and queer musicians. The magic that populates their events at The Shacklewell Arms in east London is something that has to be experienced for yourself. Since its humble origins in 2015 as a Facebook group, Black Girl Gamers has evolved into a dynamic community of over 10,000 Black Women from across the globe. As a catalyst for change, BGG has become a powerful force within the gaming sphere, actively collaborating with brands to affect industry change from within. Learn more about the insights they’ve shared with us, here: https://lnkd.in/eD_JQ7db #creativity | #design | #community | #content | #collectives | #brandexperience | #experientialmarketing | #GenZ | #disruptors | #youthmarketing

8 March, Women International Day!! Dear Friend, every interaction, every moment, every experience we create in marketing isn't just about selling a product; it's about telling a story. And on International Women’s Day, that story is all the more poignant, powerful, and absolutely necessary. Imagine this. It’s not just about seeing a vibrant parade of colors on a poster or hearing a captivating story of women’s empowerment. It’s about integrating the soft touch of a handcrafted item made by women artisans from around the globe, the scent of wildflowers reminiscent of a garden nurtured by the feminine spirit, the taste of artisanal chocolates crafted in businesses led by women. It’s all these experiences, woven seamlessly into the fabric of your marketing efforts, that celebrate the essence of International Women’s Day. Omnisensory marketing on March 8th isn’t just effective; it’s a homage. It recognizes that women, much like the marketing strategies we should aspire to, are not one-dimensional. They are complex, multifaceted, and incredibly powerful when fully embraced. This approach allows us to create a symphony of experiences that resonate on a deeper, more emotional level, celebrating not just the achievements, but the very essence of womanhood. So, as we approach International Women’s Day, let’s think beyond the conventional. Let’s engage, empower, and inspire through every sense, creating experiences that linger long after the day is over. Because to truly honor women, we must engage with our audiences in a manner as dynamic and profound as women themselves. Here's to creating memorable moments that touch, move, and inspire. Warmly, Alberto P.S. Remember, the best marketing doesn’t feel like marketing at all. It feels like a story being told, an experience being shared, and on March 8th, let’s make those stories about the women who inspire us every day. #omnisensory #multisensory #womensday

We've just hit 4 months since we 'hard launched' Women in Brand. We are at over 400 followers on LinkedIn, and growing every day. We've just opened up 4 sponsorship slots to fund our future growth plans ?? So it seemed like a good time to write down 4 lessons I've learnt from running this amazing network for brilliant women in brand. If it's useful, maybe I'll come back for 5 next month ?? 1. Just do the damn thing - Ughhh this one is so obvious but SO HARD for the detail-oriented, Type A, perfectionists out there. All of us work in Brand. We don't like to push the button until the thing is perfect. If Victoria Montgomery and I had waited until the thing was perfect, we'd still be waiting. We were lovingly pushed off the cliff by Mimi Hayton, and haven't looked back since, which brings me to Learning No. 2... 2. Pay attention to 'coincidence' - Victoria, Mimi and I got chatting at a brand conference last year in Lisbon, totally by accident, and became fast friends. Somehow, we were all regularly within streets of one another in Oxford. We stayed in touch, met up, kept talking, and she kindly offered to help us out with the network because she believed in what we were trying to do. The rest is history. It's been my great luck that fortuitous moments like this and wonderful people like Mimi seem to manifest - but I think that might have something to do with being open to opportunity, and taking it when it comes along. 3. Listen, listen, listen - It bears repeating 3 times. If you're creating a product, service, community - ANYTHING - your audience knows better than you. Become obsessed with them (not in a stalker-y way), become invested in their journeys, what they're passionate about and what they hate. The success of whatever you make, and how well it does, lies in how deeply you invest in the success of these people. You're here to help them win. They will reciprocate. 4. The people 10 steps ahead of you asked for help - I don't know whether it's the veneer of *I have my shit together* on social, or the fragility of our egos, or what, but why are we crap at asking for help?! When I look at the founders slightly further along their journeys than we are, the consistent behaviour I see from them is reaching out and letting people know what they're trying to do, and drawing on the resources available to them to help get them there. Best believe I'm never letting my ego get in the way of my progress ever again! On to the next ?? If you're excited to find out what's next for WIB, please do give our page a follow, or sign up to the newsletter. Link in the comments!

?? Ready to take your brand to new heights? ?? Discover the unparalleled benefits of getting your brand promoted at Womenlines! ??? Global Visibility: Reach a diverse and engaged audience of women entrepreneurs, professionals, and leaders from around the world. With Womenlines, your brand will gain exposure to a global community eager to discover innovative products and services. Credibility Boost: Showcase your brand on a reputable platform known for empowering and inspiring women in their personal and professional lives. Being featured on Womenlines adds instant credibility and trustworthiness to your brand. Amplified Brand Awareness: Increase brand recognition and awareness as you share your story, expertise, and offerings with a captivated audience. With Womenlines, your brand will stand out amidst the noise and make a lasting impression on potential customers. Ready to elevate your brand to new heights? Contact Womenlines [email protected] today to explore advertising and promotional opportunities tailored to your brand's needs and goals! ?? #Womenlines #BrandPromotion #GlobalVisibility #CredibilityBoost #NetworkingOpportunities #AmplifiedAwareness

?? Ready to take your brand to new heights? ?? Discover the unparalleled benefits of getting your brand promoted at Womenlines! ??? Global Visibility: Reach a diverse and engaged audience of women entrepreneurs, professionals, and leaders from around the world. With Womenlines, your brand will gain exposure to a global community eager to discover innovative products and services. Credibility Boost: Showcase your brand on a reputable platform known for empowering and inspiring women in their personal and professional lives. Being featured on Womenlines adds instant credibility and trustworthiness to your brand. Amplified Brand Awareness: Increase brand recognition and awareness as you share your story, expertise, and offerings with a captivated audience. With Womenlines, your brand will stand out amidst the noise and make a lasting impression on potential customers. Ready to elevate your brand to new heights? Contact Womenlines [email protected] today to explore advertising and promotional opportunities tailored to your brand's needs and goals! ?? #Womenlines #BrandPromotion #GlobalVisibility #CredibilityBoost #NetworkingOpportunities #AmplifiedAwareness

So Pride Month is 10 weeks away! Lots of work is being developed as we speak, creative briefs, digital campaigns, etc… Which means you better be sure you have incorporated our recent insights. And I don’t just mean about LGBTQ+ consumers; I mean about how to lean into polarizing topics in a polarizing time -- and win. Our key finding from analyzing 100s of ads and millions of data points: 45% of top performing ads actually polarized consumers. On the face of it, this may seem like it leads to a crazy conclusion: “you mean, deliberately polarize consumers?” But if there is one thing we have learned: polarization is permanent, backlash is inevitable and supposedly “safe” ads that shirk from engaging consumers on values is a recipe for being forgotten. In this crazy world, how the heck do you not only survive but stand out? To answer this we looked deeper into those polarizing emotions. The conclusion is that top performing ads go beyond making consumers happy about?products and services. Instead the winning ads make consumers?proud of who they are. Yes, some consumers won't feel included, and will feel negative emotions (most likely annoyed and bored). But they are notably outweighed by the number of consumers feeling good about themselves. But this only works if the brand's values are strong enough to make that deep connection believable. Here's the question: does sticking up for your brand values mean sticking up for your growth consumers, for who they are? Do you have the brand values needed to go head to head and win? Only YOU, the professional marketer, can decide how to create the brand values that motivate deep cultural connection and create lifelong consumers. AI won’t do this for you. Contact us if you need insight into how consumers see your brand across any identity.?Get a better picture of your brand landscape now. Check it out https://lnkd.in/eRJY2JFW