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- Your ATTN Please || Thursday, 1 August
Your ATTN Please || Thursday, 1 August
Snoop Dogg’s already won Gold at the Paris Olympics.
Which makes you wonder how a 90s rapper went from convicted felon to everyone’s fave Olympic commentator.
The way Snoop Dogg’s brand has evolved is truly iconic. And today, we’re looking at exactly how he has diversified his brand to win over new audiences (and make millions in the process).
In today's newsletter:
From the streets to the suites: Snoop’s brand evolution (he’s created his own record label, a cannibis line, and just about everything in between)
How Squishmallows became Warren Buffett's fave plushies (here are the 3 strategies the brand used to make $1B in sales last year)
Trend plug - You know ME!
Ask the Editor - How can I track my organic content metrics without pulling data manually?
- Charlotte, Editor ♡
From the Streets to the Suites: Snoop’s Brand Evolution
Snoop Dogg has evolved from rapper to global brand icon and now, Olympic commentator. His ability to stay relevant across generations shows the importance of adaptability and diversifying your approach to reach new audiences.
From convicted felon to West Coast icon to formidable global brand.
Snoop Dogg made it from the streets to the suites. And now, he's covering the Olympics, arguably one of the most esteemed broadcasts on the planet, even participating in the torch relay. Put that in your pipe and smoke it.
This is what I would call peak brand evolution.
Many rappers from the same era as Snoop are still considered successful. But none of them have achieved the entrepreneurial range that he has. He's partnered with and endorsed a seemingly endless list of brands and has a diverse mix of business investments of his own. He is one of rap’s great survivors.
As of this year, Snoop is worth a cool $160 million, showing us how you can take a brand to the bank, and teaching us the importance of brand evolution.
So, how did he do it?
One way Snoop has stayed relevant is by diversifying his music career.
Snoop expanded beyond rap, exploring multiple genres and collaborating with artists across different sides of the music industry.
-Sophie, Writer
How Squishmallows Became Warren Buffett’s Fave Plushies
Squishmallows have captured the hearts of both children and adults, leading to a billion-dollar brand and a place in Warren Buffett’s conglomerate. The brand has created an extremely loyal fanbase by using product scarcity and fostering an active online community.
Would you take marketing advice from a plushy?
Of course you wouldn’t. It’s an inanimate object and you’d probably end up at the funny farm.
But would you take marketing advice from a plushy that joined Warren Buffett’s conglomerate?
That might change your mind.
What about the fact that Lady Gaga collects them? Or that the company made $1 billion in sales last year?
Or just the fact that they’re so fricken cute (my bed may or may not be home to at least 4 of them.)
Squishmallows, the ultra-soft, ultra round, limbless plushies have taken over the world one squish at a time, with adults driving sales. Think, the Beanie Baby craze of the 90s – but with social media.
With over 3,000 different characters to discover, some rarer than others, Squishmallows are not just a toy, they’re a phenomenon.
So, how does a toy brand become part of the world's largest holding company?
Let’s look at 3 marketing strategies Squishmallows used to become so wildly successful.
-Sophie, Writer
Trend Plug - You Know ME!
This simple two-photo carousel 'You know ME!' trend uses Clairo's smash hit 'Juna' to show the deeper side of ourselves.
People are using this trend to display all the different little things that mean a lot to them. From ramen, flowers and afrobeats to brainrot, ranch and ASMR, the options are pretty much limitless.
How to jump on this trend:
Using this sound, create a carousel with two photos. Photo one should be a regular selfie with the onscreen text, 'you know me.'
For photo two, use a different photo of yourself and the onscreen text 'YOU KNOW ME,' along with a list of all the things that mean a lot to you.
A few ideas to get you started:
Easy clients
6-figure ad budgets
10 minute meetings
-Abdel, Social Media Coordinator
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Ask the Editor
Q - How can I easily access and track my organic content KPIs without having to manually update my spreadsheet every week to show upper management? -Candice
Hey Candice!
Reporting KPIs for your organic content can be really time-consuming! This is because social channels generally haven't invested as much on these analytics (compared to their tools for paid ads).
If you don't want to be pulling this data manually, you'll need to use a paid tool to pull metrics from these platforms. You could try using Funnel or Supermetrics, then pair one of those with a dashboarding tool like Google's Data Studio (which is free!) so you can easily visualise the data.
Unfortunately, given the development costs involved with building these tools and keeping up with platform changes, they often aren't cheap. But they can definitely save you a whole heap of time.
- Charlotte, Editor ♡
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