Passionfruit Pulse by Mischa

Hey passionate people and welcome newbies,

Don't panic, but the John Lewis Christmas ad has dropped. And no, this does not mean it's okay to start hanging up Christmas decorations.?

This is the first Christmas ad by Saatchi & Saatchi after John Lewis famously ditched Adam & Eve last year. It's not my favourite ad but I do love the new direction — focusing on humour as much as heart. What do you think?

Now, it's Passionfruit Pulse time?→ Killer?articles, a marketing breakdown and?campaigns that get the pulses going.

There is an?overwhelming amount of content out there. So every Thursday, I make it easier by sharing a selection of super valuable marketing content.

Not for skim-reading.?

What's raising our pulse...

The world of work

• Meta rejected this sex toy shop's ads...until they marketed to men.?
• Why every enterprise needs a freelance strategy right now.?
• UK advertising spend has only grown 1% in 2023 so far...
• The community retention playbook?you have to read.?

Marketing

• How 19 Crimes is paving the way for wine marketing.?
• The rules of brand messaging you need to be living by.
• Why playing it safe is the most dangerous thing a brand can do.?
• Six lessons from the 'father of creative advertising', Bill Bernbach.

The marketing breakdown...

What the heck is influencer allowlisting??

Influencer marketing is one of the 'most used' marketing strategies of 2023.?

In fact, Digiday recently?reported that more than 73% of brand professionals spend a portion of their marketing budget on influencers.?

As advertisers continue to look for ways to stand out in an oversaturated market, influencer marketing is no longer a 'nice to have', but a necessity.

And a current trend tied to influencer marketing is, allowlisting.?

Allowlisting is actually nothing new. It used to be known as whitelisting but it's having a little rebrand.

Why? The term 'Whitelisting' was dropped in 2020 because of diversity, equity and inclusion issues and the historical meaning of a whitelist being good and a blacklist being bad.?

But what is influencer allowlisting??

Allowlisting is an opportunity for companies to run branded social ads through an influencer's profile rather than a standard sponsored post.?

Think of it like this — if influencer marketing and sponsored posts had a baby, it would be allowlisting.?

Through social media platforms like TikTok and Instagram, a brand utilising allowlisting gains access to an influencer's account. They can post under that influencer's handle and measure the engagement of the posts. The one thing brands can't access are the influencer's direct messages (and rightly so!).?

Let's break it down further...

For the full marketing breakdown, subscribe below...        

Marketing campaigns we love...

1/7 heterosexual couples face fertility issues, so Hertility is putting a stop to unwanted questions.?

And that's all you're getting this week. To see more marketing campaigns,?subscribe below???????