📰 Growth Daily - Wednesday, Feb 1

✏️ The Best New Copy Angle For 2023?

📰 TL;DR - One of our favorite niche media sites Modern Retail just dropped an interesting article mentioning that brands are having a lot of success using “affordability” in their marketing copy due to the economic times.

💡 Insight - Although this isn’t a shock, it’s important to remember that using affordability as an angle in your copy goes far beyond simply promoting a sale! Maybe show in a graphic how you could buy 3 fewer cups of coffee a month at Starbucks to afford your product. Or perhaps leaning into your product’s quality with a message like “yes we are 2X the cost of our competitors but we last 4X as long” … Succesful brands lean into their affordability in 2023!

➡️ Read the full article here…

🥊 Logan Paul’s “ PRIME” Is Now The Offical Sports Drink Of UFC

📰 TL;DR - For those that aren’t familiar, Logan Paul was a Vine start turned YouTube star turned low-level professional boxer. We would sum him up by saying he is one of the biggest social media personalities ever with more than 50m combined social followers. Well as of last night, his sports drink is now the official drink of UFC!

💡 Insight - Most articles will write about how he is trying to further integrate his personal brand into the world of wrestling but we are going to take this opportunity to talk about something different. The fact that this is a reminder to seek out niche partnerships! Did you know that Playa Bowls (one of our favorite acai smoothie places) is the official healthy bowl partner of the United Surfing League?

You don’t have to spend billions on a partnership with the NBA or the NFL to make an impact. It could be as small as sponsoring your local little league team’s shirts or something bigger like working with your local minor league basketball team to do a t-shirt giveaway night with your logo on it!

➡️ You can read the article here...

🔥 Influencer Agency Of Records Are In Demand

📰 TL;DR - This article was gated and but the little teaser it gave us was enough to feature in Growth Daily! According to DIGIDAY, Influencer marketing agency executives have seen a significant uptick over the last 18 months, and particularly since Q4 of 2022, for agency of record relationships with brands. What does that mean? Long-term partnerships baby!

💡 Insight - As brands try to diversify away from the rising cost and data dependency of Facebook & Google ads it’s no surprise that brands are looking to lock in long-term relationships with influencer agencies. We agree with the article that this is also a sign of the Influencer marketing market maturing a bit. We aren’t seeing as many brands pour money into 0 ROI driving campaigns. It seems the wild wild west of Influencer marketing might be slowing. Yay!

➡️ You can read the article here...

☠️ Liquid Death’s $700m Marketing Brilliance

📰 TL;DR - If you live in the states and haven’t seen Liquid Death water you must be living under a rock. They are valued at more than $700b and have crazy bold cans to match their crazy name. Well we stumbled across this really interesting titled “Liquid Death is an entertainment machine with a water brand attached” and it’s a really interesting written Q&A with their Founder Michael Cessario

💡 Insight - Here are some of our favorites highlights:

• Their goal is to make health and sustainability 50X more fun! We love this because most brands just say we want to make X more boring or Y more fun but by putting 50X in there, you get a sense of just how crazy their brand and marketing activations could be.

• When asked about some parents not wanting their kids to drink water from a can that says “death” on it, the Founder responded and said they get even more feedback from grateful parents who say their kids are actually wanting to drink more water than soda because of how cool the can is… So sometimes your weakness can be a strength!

• Their Founder said they like to think of their marketing department like Saturday Night Live. When they think about posting a piece of social content or scripting a TV commercial they first ask themselves what is so funny or creative that could actually end up as an SNL skit? This is brilliant! really forces your marketing department to think different!

➡️ You can read the full Q&A here…

📍 Everyone’s Ramping Up Pinterest Ad Spend*

📰 TL;DR - One of our favorite ad tracking and attribution partners, Northbeam, just released some really interesting data about where brands are investing their ad spend this January compared to last January and it seems Pinterest ads are getting a huge influx of spend! See here:

💡 Insight - We have heard nothing but good things about Pinterest ads for brands that take the time to really learn the platform and invest a fair budget to test it. The feedback has been great overall but some people do mention it can be tough to scale. Also if you are looking for more clarity into your attribution:

➡️ Check out Northbeam here…

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