27.06.24: Edition #1
Holly Chapman
Head of Brand at Papier | Advisory Board Member @ Ok Mentor | Brand + Content Strategy | Speaker
Feeling summer-y with this week's roundup of marketing campaigns ??
?? rhode skin This week, the beauty brands did it again. Rhodes launched its first pop-up in New, which sold out on the first day and had queues that were 6 hours long and sold out (BoF). The queuing, with ice cream for those waiting, was described in comments as the ultimate girlhood experience and further built community, connection, and covetability with its customers. The space was, of course, chic, beautiful with an aesthetic that reflects the minimalist branding too.?See more here
?? Glossier, Inc. Building on the product marketing of their new “old” balm dotcom formula, the brand hosted a pop-up in NY's Union Sq with a vending machine and on-site charm personalisation for Glossier fans to make the product their own. As always, it was beautifully executed and further built on Glossier’s connection with their community. ? Beauty is doing so much in the IRL space for community building. and I think we’ll see a return to other brands doing the same in the next year! (here)
? Duolingo - a parody of the bear, this ad reflects the playfulness the brand has become known for. The campaign was so well executed, drawing closely to the Bear references, and I love that the title “The Bird” brings it back to the beloved mascot and perfectly timed with the new season coming out - driving relevance. And as with all things Duolingo, the hilarity is in the comments and the unhinged replies from the brand!? There’s already 127k views in 12hrs - make sure you check it out here
?? Sun Bum campaign: “We don’t care if you use ours, Just use Sunscreen.”? with no image of their product on here this ad relies heavily on brand recognition through their distinctive monkey logo and perfectly captures the brand's spirit with the slightly retro nod and relaxed fun surf spirit.? I love the simple execution of their billboards (there’s a longer video) it’s smart, thoughtfuland? brand driving by positioning them as a brand that cares (brands like this are more likely to drive repeat purchases)?watch the vid here