Demure girl fall has arrived
In a case of cultural whiplash, the chaotic and rebellious aesthetic of Brat Summer has been decisively overthrown by Demure Fall. The latest TikTok trend sparked by beauty creator Jools Lebron, serves as the antithesis to Brat Summer and its unapologetic bravado. Demure Fall is characterized by offering tongue-in-cheek advice for how to remain “demure,” “mindful,” “cutesy” and “considerate” in a variety of scenarios. Brands have quickly latched onto this trend as an opportunity to elevate their key messages and align their products and offerings with themes of peace and order in one’s life.
Takeaways
For the weary social media marketer who’s already rescheduled their third meeting to get Brat-branded content approved, it’s time to face the reality: your window of opportunity may have closed faster than Andrea’s time in the Love Island villa. As TikTok trends make their way through the cultural zeitgeist, the importance of quickly acting to ideate, develop, approve and schedule content has never been more crucial.
The Demure trend, however, does offer a silver lining amid the brat-fueled mayhem. It presents opportunities for brands to leverage its simple and versatile format to churn out high-quality content in a short period of time. The loose definitions assigned to the state of being “demure” allows brands to exercise increased creativity and flexibility when demonstrating the core benefits of their products or services. In this rapidly shifting social media landscape, those who can pivot quickly and align with the current trend stand to gain the most.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
‘Love Island’ urges viewers to be kind ahead of reunion—as the show’s biggest season sparks online bullying
Love Island USA was a major pop culture phenomenon this year and received record viewership. That viewership, though, also came with strong viewer opinions of the cast’s decisions on the show which led to intense cyberbullying for certain cast members. The reunion, which aired on August 19th, was no different.
Ahead of the reunion, the Love Island social media accounts urged kindness and positivity from viewers who may take to social media to give their views. Some contestants have cited difficulty in handling their sudden fame and vigorous fan opinions, noting that “no one expected it to be this big,” while others have taken to TikTok to share emotional videos of how rattled they’ve been since filming the show.
Takeaways
Certain TV shows and movies capture the attention of the masses as a major moment in pop culture. Typically, these moments are reserved for fictional or scripted works, where the cast is put through rigorous media training and are well prepped for the reception of their audiences. In the case of reality TV, cast members are largely left to fend for themselves. What’s more, scripted actors have the luxury of removing their personal identities from the characters they play – reality stars, unfortunately, must put their entire selves and identities out there for the world to judge, without anywhere to hide.
If reality stars handle the pressure well, their authenticity can resonate with viewers and provide them with a cult following. If they fold under the pressure, it can be a PR nightmare. The Love Island USA cast was ill-prepared for the attention they received from their season, and it is a hard lesson in crisis communications and reputation management:
First, remove personal feelings from backlash being received, as personal as it may feel. When driven by emotion, logic is lost, you act from a reactionary position, and you lose the chance to make a strong first impression with your public messaging.
Second, establish clear messaging of what you want to convey to the public. In the case of Love Island – is a contestant truly sorry for actions they did on the show, or do they stand by their decisions? How can they make sure that this is being communicated to their audience in a way they’ll understand?
Third, have a plan for what you want your reputation to be moving forward. It’s easy to look at a crisis only in the short term, addressing conflicts piecemeal so you can get over the initial hump. This is a mistake, and you must have a long-term strategy for how you want the public to perceive you. For these contestants, an influencer lifestyle is likely in their future – who do they want to speak to, what do they want to be remembered for, what actions can they take to make sure the future career they want is attainable? The internet is forever, and every decision now counts for years down the line.
No matter if you are a private individual, public figure, or a massive global brand – the tenants of reputation management stay the same and must be at the forefront of every decision made during a crisis.
The cast are all part of the Love Island USA fam now, and while we love your passion for them, we ask that you always choose to be kind. Let’s lift them up and spread the love. Enjoy the reunion, and see you in Fiji next summer! 💕 #LoveIslandUSA #SpreadLove #ChooseKindness pic.twitter.com/3lUjItIiMg
— Love Island USA (@loveislandusa) August 19, 2024
Vitaminwater offers free rent to consumers who use its flavors as design inspiration
Vitaminwater has launched its newest campaign, “Paint Your Rent,” encouraging consumers to customize and transform their living spaces by incorporating their favorite Vitaminwater flavor. Participants can enter by taking a photo of the Vitaminwater flavor they’d use as inspiration for a room upgrade and submitting it via text message. Vitaminwater will then select 5 lucky enterers to win a year of free rent along with custom design services from interior design company, Havenly. Each winner will be paired with a designer and will receive a tailored consultation, custom digital designs and a link to shop for products that reflect their chosen flavor’s colors. The “Paint Your Rent” campaign aims to empower consumers to express their creativity through their living spaces while offering support amidst rising rent costs.
Takeaways
VitaminWater’s “Paint Your Rent” campaign effectively taps into social media trends like #dopaminedecor while addressing a pressing issue: soaring rent prices. It’s great to see a brand not just recognize this pressing issue, but also provide a real solution for some of its customers who are feeling the impact. By offering $5,000 in free rent and custom design services to five customers, Vitaminwater connects with adults looking to personalize their space while managing the financial strain of rising rent costs. This turns a brand interaction into a lasting experience and potential lifestyle upgrade. As brands strive to connect with Gen Z and Millennials through authentic and relevant initiatives, Vitaminwater’s approach sets a new standard. By blending creativity with a genuine understanding of consumer challenges, the campaign demonstrates Vitaminwater’s deep connection with its audience and sets a new standard for integrating creativity, engagement and empathy into marketing strategies.
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The 50-year-old technology that brands and retailers are trying to quit
In this age of AI, quantum computing, space entrepreneurship, and mRNA, apparently one of the greatest advancements at this moment is the shift from bar codes – a pattern of black-and-white stripes that you point a device at – to QR codes – a square with a pattern of black-and-white splotches that you point a device at.
It shows how a simple, effective, inexpensive and widely used technology can be extremely difficult to displace. The disruption of bar codes has taken 50 years, for Pete’s sake.
This shift is driven by the need to blend the physical and digital worlds and encourage engagement between brands and consumers. Try this one out for yourself – it takes you to an augmented reality experience we developed for the FT.
Takeaways
QR codes, while not new, are popping up everywhere. Oklahoma State University announced a novel use this week. The university is putting a 1.5 inch QR code on the players’ helmets to make it easier for fans to donate to the program.
But QR codes can also be clunky or frustrating if used improperly (I tend to take blurry pictures of them). In the case of Oklahoma State, I love the ingenuity, but I also feel for all the moms, dads, grandmas and grandpas watching games at home trying to zero in on player’s helmets through the TV with their smartphones – I imagine it will require split second precision and the nerves of a fighter pilot to donate.
At the same time, QR codes have their place. When used in the right way, at the right time, in the right setting and when adding value in the form of useful information, a compelling experience, or some other reward, they can be highly effective. I’m keen to see new ways brands make use of QR codes, as well as what eventually replaces them.
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