Valentine’s Day is one of those holidays where you have to ask,

“Does anyone actually care?”

As marketers, it’s kind of an obligation to run a promo around the Hallmark holiday. But rather than being just another basic (read: eyeroll-worthy) brand, why not have a bit of fun with it?

In today's newsletter:

• 4 Ways to market for Valentine's Day (without being totally insufferable)

• Is Doritos' UGC Super Bowl ad the future of advertising?

• Trend plug - I forgot everything that happened

• Ask the Editor - How do I get more engagement on my videos?

- Charlotte, Editor ♡

Valentine’s Day is coming up and I already want to smash my head through a brick wall.

It’s no different to any other year.

My social media becomes bombarded with ads, urging me to pay for an absurdly expensive dinner at 1 of 10 of my local artisan restaurants.

Oh, and they’ve got a special menu that’s packed full of aphrodisiacs.

But that’s only for the couples. Or if someone’s asked you.

And if your situationship hasn’t, best believe we’ll be sending you a DAILY reminder on your feed.

So then how about a deeply patronising deal on overpriced skincare?

Because you’re chronically single and need a self-care night that includes a S&TC omnibus, a bubble bath and 2 bottles of malbec.

Because, let’s be honest, being single is SO TAXING, amirite ladies?

“No date, no problem! Here’s a scented candle!”

Errr. Sure. Save your pity promo. I’m good.

Now, don’t get me wrong. I’m not having a love sucks, let’s cancel Valentine’s rant. It doesn’t. And I'm not.

But the way we commercialise Valentine's Day is freaking insufferable.

However, since I am not in charge of society (tragic oversight), and neither are you, we must face reality. February 14th isn’t going anywhere.

And if you’re a marketer, you probably do have to acknowledge it. So, let’s talk about how to do that without making people want to throw their phones into the ocean.

[Keep reading]

-Sophie, Writer

Is Doritos' UGC Super Bowl Ad the Future of Advertising?

For its 25th Super Bowl appearance, Doritos took a different approach—by not actually making any ads.

Not themselves, anyway.

Instead, the brand has revived their Crash the Super Bowl contest, challenging fans to do the heavy lifting and create their own 30-second spots.

After more than 2,000 submissions and a public vote, one lucky team has officially won $1 million.

Oh – and of course - ultimate bragging rights - with their commercial airing during the biggest advertising event of the year.

So, is fan-generated content making a comeback? And if so, what does this mean for the future of Super Bowl ads—and advertising in general?

Crash the Super Bowl originally ran from 2006 to 2016.

It delivered some of the most memorable Super Bowl ads and even launching the careers of filmmakers.

By reviving it now, Doritos is crowdsourcing content while tapping into collective memory from a time before streaming services made Super Bowl ads an optional viewing experience.

So, is this the future of Super Bowl ads?

[Keep reading]

-Sophie, Writer

Trend Plug - I Forgot Everything That Happened

Today’s trend takes inspiration from Antonio Brown’s iconic NFL interview, where he’s asked, “What’s your favourite memory of your NFL career?” 

His response? “I forgot everything that happened.”

The original video transitions into a highlight montage set to Mom Jeans’ “Scott Pilgrim vs. My GPA,” but TikTok has flipped it.

Now, it’s being used to respond to bad, chaotic, or embarrassing moments that people would rather block out completely.

For this trend, TikTokers are setting up a question they should have an answer to (but wish they didn’t) and delivering the “I forgot everything that happened” punchline.

The humour comes from the fact that they’re clearly choosing to forget something they don’t want to relive, like your fav memory from freshman year, the year 2020, or even your first semester.

How you can jump on this trend: 

Using the sound, pick a bad, chaotic, or cringy memory you wish you could erase. Set up the question, deliver the Antonio Brown line, and let the humour come from the fact that we all know what you’re avoiding.

A few ideas to get you started:

• “What’s the worst campaign you’ve ever run?”

• “What’s the most painful client feedback you’ve ever gotten?”

• “What’s the most embarrassing social media post you’ve made?”

-Abdel, Social Media Coordinator

Today on the YAP podcast… A Little BTS 👀 

@yourattnp.lease

Best podcast in the world 🏆 #YAPPodcast

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I've started creating content for my wellness coaching business but I'm not getting much interaction with it. What should I do? - Claudia

Hey Claudia!

First of all, I'd encourage you to spend some time on social media, paying attention to what stops your scroll. Analyse the hooks that grab you, then think about how you can use those as inspiration for your own content.

Second, think about how relatable your content is. I know you're targeting a specific audience. But if you want to grow your following, your content can't be too niche. So if you find your content isn't accessible to the average person, ask yourself how you can speak to a broader audience.

Lastly, you need to make more content. Posting more often will not only make you more visible on the platform. It will also give you more data, which will help you improve your content faster.

- Charlotte, Editor ♡

For the group chat

😲WTF: Rivers turn BLOOD RED?!
❤How wholesome: you can’t watch this not smiling 
🎧Soooo tingly: hot cheeto girl asmr
🍝What you should make for dinner tonight: Hot Cheeto Balls

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