What Exactly is Kinder Joy’s Strategy?
Hello there,
Hope you're doing well! The first week of the year always feels a bit slow, doesn’t it?
Well, at least we’re here to brighten up your Wednesday with all the latest updates!
Let’s dive right in.
What’s popping this week:
Samay Raina’s lowkey app launch
By now, I’m sure everyone knows who Samay Raina is. And if you don’t… well, you might just be living under a rock. One of the most successful Indian comedians today, Samay is not only cracking jokes but also redefining creativity in the digital space. His show, India's Got Latent, has been a massive hit. If you’re curious about the show, be sure to check out our previous newsletter.
This time, Samay has pulled off a masterstroke by launching an app exclusively for Latent, which was previously streaming on YouTube. The announcement? Completely casual and understated—no countdowns, no hyped-up teasers. He simply informed his audience, “Latent is getting an app.”
The result? Fans went wild. Within hours, the app was trending #1 on both the Google Play Store and App Store in India. And here’s the kicker, the app offers the same content already available on YouTube! So, why did so many loyal viewers rush to download it?
Here’s where the genius marketing comes in. By leveraging FOMO (Fear of Missing Out), the team behind Latent made the app feel essential. Fans assumed there must be something exclusive on the app something they couldn’t afford to miss. And when it comes to a loyal audience, even the hint of exclusivity can drive massive action.
This move not only boosted engagement but also solidified Samay Raina’s position as a brand. It’s a brilliant example of how clever marketing and an understanding of your fanbase can turn a simple launch into a cultural moment.
Sabrina - fication of all collaborations!
The pop girlies are not just dominating the music charts—they’re also redefining the art of brand collaborations, and Sabrina Carpenter is leading the charge! Known for her cheeky, double-entendre humor, which often carries into her music, Sabrina has a knack for making everything she touches fun and engaging.
If you haven’t already seen her latest campaign with Dunkin’, you’re seriously missing out!
Sabrina brought her playful energy to life in a witty commercial promoting Dunkin’s new shaken espresso drink. With a clever twist on the phrase “shaking that ess,” the campaign perfectly captured her lighthearted humor while adding a cheeky spin to her brand image. Fans loved this fun yet sophisticated take, proving once again why Sabrina is a pro at blending her personality into her partnerships.
But that’s not all—Sabrina was also recently announced as the brand ambassador for Redken, the renowned hair care brand. Last year, rumors swirled about her wearing wigs during performances, and she responded in the most iconic way possible: by teaming up with a top-tier haircare brand. Her collaboration with Redken came with “message” and a fantastic script!
From Dunkin’ to Redken, Sabrina Carpenter is setting a new standard for artist-brand collaborations.
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What Exactly is Kinder Joy’s Strategy?
The hunt for Harry in Kinder Joy’s latest Harry Potter collection deserves to be a case study in marketing brilliance!
Kinder Joy has always been a popular chocolate, known for its unique packaging and exciting toys. However, its relatively higher price point meant it wasn’t always accessible to every child back in the day. Its USP—the fun and collectible toys—has remained timeless, and now, it’s tapping into something even more powerful: nostalgia.
Those kids who once craved Kinder Joy are now adults with disposable income, and the brand’s new Harry Potter-themed collection has struck a chord with them. The toys, cleverly designed as cable protectors, have sparked a wave of excitement, especially among early 2000s kids. Some fans are going so far as to buy dozens of Kinder Joys—up to 50 or more—just to complete the collection or get their favorite character. If you’re not one of them, you surely know someone who is!
This nostalgia-driven strategy has been a massive win for Kinder Joy, with products flying off shelves and even going out of stock in several places. (Trust me, I’ve been trying to snag one myself and have had no luck!) By reconnecting with its original audience in such a creative way, Kinder Joy is proving that it’s not just a childhood favorite—it’s a brand that continues to grow and evolve with its loyal consumers.
Social Media Updates
TikTok is appealing to Donald Trump by highlighting his popularity on the platform as it faces a January 19th deadline to sell to a U.S. company or risk a ban.
While Trump now supports the app, his ability to prevent the ban remains uncertain. Even if removed temporarily, TikTok could return later.
Meta has Appointed a New Public Policy Team To Align With Trump Administration.
Meta’s new appointments seem like a smart move to align with the incoming government, though it may spark some debate in Silicon Valley. It’ll be interesting to see if this leads to a shift in Meta’s move away from political content.
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That’s all for this week folks! We’ll see you again next week :)
Till then,
Stay positive and keep testing negative!