3 years ago, Squid Game became one of Netflix’s most popular shows EVER.

The show’s brand became so well-known, it only took 3 symbols on a billboard to announce its return in 2024.

But it’s no coincidence Squid Game became so successful, so quickly. There’s some powerful marketing psychology at play here. Today, we’re revealing the exact tactics Netflix used to get us all hooked.

In today's newsletter:

• Netflix announces Squid Game Season 2 using just 3 symbols (find out which psychological tactic the show used to skyrocket in popularity)

• Why Prada's unlike every other fashion brand (this is the reason why they partner with stars like Frank Ocean & Tom Holland)

• Trend plug - Ooooh that sounded really bratty

• Ask the Editor - How can I create content that resonates across generations?

- Charlotte, Editor ♡

p.s. We’re hiring an Account Director here in Auckland, NZ. Know anyone who’d be interested? Learn more right here!

Netflix teased Squid Game Season 2 with a mysterious billboard featuring three symbols, but fans knew right away what it meant. This shows the power of building a brand with a strong, identifiable visual style.

A mysterious billboard has appeared by Netflix, containing nothing but three symbols.

But if you were around for the madness of 2021, these symbols will be no mystery at all.

Three years after Squid Game literally took over the world (and our brains), Netflix has announced Season 2 is on its way, via this clever billboard.

It goes to show, if your brand is powerful enough, you don’t need words to get your message across.

Whether you watched it or not, there was no way to ignore the impact the show had, particularly on social media. It was one of the most viral topics of 2021. Squid Game became one of Netflix’s most popular shows of all time. It stood in their Top 10 list for 20 weeks and continues to gain viewership to this day.

So, what can we learn from this cultural phenomenon?

[Keep reading]

-Sophie, Writer

Why Prada’s Unlike Every Other Fashion Brand

The devil is in the details when it comes to Prada’s casting.

Sexy villains and high fashion? What could be more up my alley?

The brand's Fall 2012 Men’s Show at Milan Fashion Week saw a line-up of the most iconic wicked faces. 

Willem Dafoe, Tim Roth, Adrien Brody, Gary Oldman, Emile Hirsch, Garrett Hedlund and Jamie Bell strutted down the runway while dark and ominous music played. The men wore austere suits, many of them complete with knee-length, double-breasted jackets.

The popular antagonists from Spider-Man to Pulp Fiction gave the audience their best menacing looks as they made their way down the carpeted venue.

It’s a show that’s still held in high regard after all these years. And it's been trending on social media again in recent months, with edits of the actors walking going viral on TikTok.

However, it’s not the first time that Prada has used cult men in their campaigns. The brand's been known to leverage models with icon status, creating cross-media appeal and capitalising on unconventional choices.

[Keep reading]

-Sophie, Writer

Trend Plug - Ooooh That Sounded Really Bratty

This trend uses a clip of Abby Lee Miller from Dance Moms saying, 'Ooooh that sounded really bratty,' followed by a clip from Charli XCX's song '360'.

Tiktokers are using this trend to talk about times someone else sounded bratty. We've seen creators use this for situations like, 'when a customer complains,' or 'when someone calls me a brat but it's literally brat summer so it's a compliment.'

How to jump on this trend:

Simply, use this sound, come up with an OST (on-screen text) that describes a time someone sounds bratty. Even better if you can find something relatable that applies your brand/niche. Then record yourself lip-syncing the sound!

A few ideas to get you started: 

• 'When the Gen Z intern says literally anything'

• 'When I get hate comments but I'm getting paid to make TikTok's so I don't care'

• 'What goes on in my head when a client is complaining'

-Carter, Intern

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Ask the Editor

Q - I work in the construction industry and am wondering, how can I capture different generations with my content? - Sam

Hi Sam!

Two of the most important elements of good content are humour and relatability. And speaking of relatability, think about how many people across the globe work in construction. To be honest, your industry is the perfect setting for creating good, multi-generational content.

So when it comes to creating content, think about what parts of your day-to-day working life are funny and/or relatable. Some of the classics never get old, like convincing the apprentice on site to ask for a long wait/tartan paint.

You can also go the relatability route. For example, you could try something like, 'POV it’s 4pm Friday and the client just asked for a re-do on the grouting before you go home.'

These are just a few ideas, but the key here is to think about what has made you feel any kind of strong emotion while on site. From seething anger to side-splitting hilarity, and everything in between. This is perfect for content inspiration because if you’ve thought about it, or it felt it, it’s likely others have, too.

Once you've got a few ideas, just start posting content. It won't take long to figure out what resonates!

- Charlotte, Editor ♡

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