Sometimes you need to eat an entire cucumber.

At least, that’s what TikToker Logan Moffitt (the ‘cucumber guy’) says at the beginning of every single one of his videos.

Through his cucumber video series, the 23-year-old has built his following to over 6 million. And he’s attracted the attention of brands—and not just food brands, either.

Today, you’ll find out why partnering with creators outside your niche is such a smart move.

In today's newsletter:

• Why unconventional collabs can be a brand's secret weapon (it’s why the ‘cucumber guy’ is partnering with brands like Sephora)

• Lavazza uses a robot to remind us what it means to be human (check out this new campaign featuring a robot and our fave characters from The Office)

• Trend plug - Addressing the rumours

• Ask the Editor - I’m working in a highly regulated industry. How do I create content that doesn’t break industry guidelines?

- Charlotte, Editor ♡

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Sometimes you need to eat an entire cucumber.

And Logan Moffitt will show you the best way to do it.

If you’ve been online in the last few weeks, you’ve seen him.

The 23-year-old, platinum blonde, 'cucumber guy' has jumped from 3 million to over 6 million followers in the last two months. Why? Because of his viral cucumber salad series.

His salads include combinations like smoked salmon, cream cheese and everything bagel seasoning and have absolutely taken off on TikTok. So far, he's amassed over 300 million views across the videos. He's also sparked an outpouring of videos from other creators riffing off his format.

Now brands are swooping in to ride the high of the cucumber guy.

But it’s not just food brands that want to work with Logan.

Those in the beauty and hair care space, like Sephora, NYX Professional, K18 Hair and Flamingo are sponsoring Logan's videos. You can see him using their products during the usual format of his salad tutorials.

Some may think this is an odd pairing of genres. But cucumber is known for its high vitamin and silica content, making it great for skin and even hair loss prevention. It also helps that Logan's skin is ALWAYS dewy and glowy like some kind of ethereal prince.

In truth, unexpected partnerships can be a brand's secret weapon.

[Keep reading]

-Sophie, Writer

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Lavazza Uses a Robot to Remind Us What it Means to be Human

Obviously in light of AI and technological advancements, the fear of robots taking over the world becomes more real every day.

We’ve all seen iRobot, and Terminator, and the Matrix. So this is not a new concept. It’s just the fact that with each new breakthrough, the whole thing becomes more and more realistic.

And that scares the living sh*t out of me.

But, if said robots look anything like Luigi, Lavazza’s new brand icon, I think I’ll cope.

Pleasure Makes Us Human is the charming new global brand campaign from the coffee company. And it centres around an ad that shines a light on the little things that make us feel oh-so-human.

Lavazza believes a cup of coffee is one of life’s simplest pleasures, and the only thing needed to live la dolce vita.

And that’s the premise behind the Wall-E-esque campaign film. It follows everyday people and our sweet little guy, Luigi, through the expeditious pace of day-to-day life. Surprisingly, the ad ends with a cameo from The Office stars Steve Carell and John Krasinski.

But more than just a cute idea, there’s a clever insight behind this ad.

[Keep reading]

-Sophie, Writer

Trend Plug - Addressing the Rumours

The Minions are back and they're louder than ever!

Today's trending sound comes from Despicable Me 4's soundtrack Double Life by Pharrell. The line on everyone's lips at the moment is, 'I know you heard the rumours.'

The sound, which has over 194k videos to it, is having a resurgence months after the release of the movie. Now, creators are using the lyrics to clear up misinformation or fake news about themselves.  

How to jump on this trend:

Simply use this sound, lip-syncing to the sound's quote 'I know you heard the rumours.' Then use onscreen text to give your response to a rumour that may have been spread about you. You can also do this as a carousel format (like this).

A few ideas to get you started

• I never cancelled that meeting

• I never drank seven coffees in one day

• I never used Canva

Abdel, Social Media Coordinator

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Ask the Editor

Q - I work in a highly regulated industry (pharmaceuticals/healthcare) and am looking for some creative content ideas. We have to be extra careful because we can't say anything that might violate the advertising health authority codes. - Gregory

Hey Gregory!

Building your brand on socials doesn't have to mean creating content about the thing you do. You can build an audience so many ways beyond that.

For example, you could create skits about what it's like working in an office. This kind of content is highly relatable, and it's a good way for your audience to get to know the personalities in your team. This will make people feel connected to the humans behind your brand, rather than just some faceless entity.

Skits may not fit your brand. But the point is, there are so many ways you can connect with your audience beyond talking about what you do.

Think about who your audience is and what they are interested in, then figure out how to create content about that thing. By building your presence on the platforms, you're getting your brand out there and connecting with people. And that's the point of social media anyway!

- Charlotte, Editor ♡

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