GirlBossTown (GBT)

We are over drastic, unrealistic, and joyless New Year's Resolutions at WeightWatchers. So we partnered with Robyn Delmonte, aka GirlBossTown, to help us "re-brand January.” Robyn's "$129.48 campaign" plays on this human truth and pokes fun at all we do in “the name of health" ...like buying spinach every week even though you hate it and just watch it wilt in your fridge. (#relatable) Last week, we brought this idea to life via a billboard in Robyn's hometown of Boston: https://lnkd.in/eQbKiXhS This has been such a rewarding partnership to work on, and we've loved seeing such positive reactions to Robyn getting the credit she deserves for her out-of-the-box ideas. Alix Weiss Melanie Cohn Rabino GirlBossTown (GBT)

Just over a month ago, I made some predictions in the Born Social 2024 Trend Report about how we'd see the role of Creators in brand building evolve over the course of the coming year. One of those predictions was that more and more brands would leverage Creators as creative consultants & strategists, rather than solely for content production and/or advocacy alone. AND this will no longer be limited to celebs and mega creators. We expect to see brand's expanding this strategy to up and coming creators with a genuine route to culture. SO you can imagine my excitement when Stephen Maycock sent me an example of this 'in the wild' from WeightWatchers and GirlBossTown (GBT) 👀 (only 20 days into the year!) 3 reasons why I love it: ❤️🔥 Weight Watchers haven't just used this creators image, they've really understood the value that she brings to her community on social and extended it beyond the feed. I love that they've used her @ instead of content featuring her, it's very "IYKYK". And proves they see her as a creative partner, rather than an advocate to use in PR. ✨ This campaign was born out of a reactive comment from Weight Watchers community management team. One comment on a previous video from GBT snowballed into this moment. This builds momentum with her audience & adds authenticity to the partnership. 💅 It proves that Creators can and should be central to campaign planning. "Creators at the Core" should be every social-first brand's motto going into 2024. Don't activate Creators in silo, (that is so 2019!!!) think about how you can extend their impact beyond just a post on the FYP. It also makes me think... if your OOH campaign didn't make it onto the FYP..... did it even happen? 😳 #influencermarketing #girlbosstown #creators

🏈 My Super Bowl commercial submission that nobody asked for 🏈 And why I think it would work… 💡 Here’s The Concept 💡 A Super Bowl commercial that pulls from AMC Theaters' iconic pre-movie anthem, but something’s off...That’s not Nicole Kidman delivering the message (although it’s most definitely her voice), it’s Travis Kelce donned in Kidman’s pinstripe pant-suit and wig. Why? Because “AMC Makes *Playoffs* Better”. But what if it wasn’t just a silly little concept? What if AMC Theaters took a bold leap into live sports broadcasting? 📉 AMC's Challenge: Facing all-time low stock prices, it's high time for innovative ventures. Enter live sports. 🏈 The Die-Hard Fan Economy: Just like Taylor Swift's Eras Tour captivated Swifties, imagine sports fans, the original die-hards, flocking to theaters for playoff games. 🏟 Beyond the Stadium: Limited seats and sky-high prices make AMC an attractive alternative for playoff experiences. 🍻 Ready for the Crowd: With experience hosting Marvel Universe marathons and equipped with McGuffins Bar and stadium snacks, AMC is practically built for this. Why playoffs? It's simple. Playoffs are special. They unify, electrify, and deserve a grand stage. AMC offers this — without the stadium price tag. ♟ How I Would Strategize the Campaign ♟ ➡️ Kick it off with a killer Superbowl commercial. The culmination of playoffs. America's greatest day in sports. In the final frame of the ad, I'd add a call-to-action that leads fans straight to AMCPlayoffs.com. Simple to remember. ➡️ Leverage the absurd ad spend with follow-up campaigns of the same format featuring stars from every major sport across social media platforms immediately after the big game. From LeBron James to Shohei Ohtani to Connor Bedard, ensure every fan sees their icon in AMC's corner. (Who knows, maybe Messi would even be interested 👀) ➡️ Continue the momentum by partnering with leagues for exclusive snacks and memorabilia. Keep the buzz alive with targeted campaigns leading up to each playoff season. Not So Silly Anymore, Huh? What started as a funny little ad concept unfolded into a real-fake campaign to redefine AMC's market position — offering a unique playoff experience for fans at a fraction of the ticket price. AMC Theatres, if you're listening, let's make playoff seasons unforgettable. Together. For everyone else, what's your take? Would you watch your team's playoff game in a movie theater setting, or do you just want to see Travis Kelce in a pin-stripe pant suit? I'm also starting a newsletter where I write about the ideas in my head – I'm calling it 🧠 Inside My Mind 🧠 If you'd like to sign up, you can do that here: http://bit.ly/3HUk8Pv

Happy Monday huns! We're in the business of putting people on to great things, so here are some resources I've loved this week 🧠 The TAG Agency Spenny Report: How the UK cost of living crisis is impacting British Youth. Making a permacrisis culturally relevant with insights from creators and brands, I wholeheartedly recommend a read of this ❤️ Strategy queen GirlBossTown (GBT)'s recent TikTok on her Superbowl moment, showcasing her journey and all of the iconic PR moves she's recommended whilst building her following 🌟 and finally, Polyester Zine for their cover with Avantika Vandanapu, who plays Karen in the latest Mean Girls adaptation. Polyester are absolute legends in the industry for a reason - but this cover deserves ALL the flowers 💐