Insights
Published:
May 11, 2022

Cuppa 19: Mega brands, CRO tips, WhatsApp, Pickleball

Sasha Jeppesen
Sr Marketing Manager

Welcome to the latest issue of Cuppa, a quick-fire newsletter for internet-first brand builders. Filled with analysis on the art, science and culture of building breakout brands in a digital age, it's quick enough to read over a cuppa. (Or something stronger if you need it...no judgement!). To get it direct to your inbox every other Tuesday, subscribe here.

The conflict in Ukraine has left us all rattled. Our hearts go out to the many vulnerable people in that region. So before we dive into this issue of Cuppa, we'd like to share with you this super site, which contains the most comprehensive list of resources and organisations you can support.

ART

Airbnb shifts spend from performance to brand-building

Without negatively affecting traffic, Airbnb has slashed their performance marketing and search engine marketing. Instead they've invested more of their marketing spend in brand. The result? They've had their strongest ever fourth quarter. A great reminder that performance acquisition alone doesn't build a brand people love, you need to also create and tell culturally relevant stories. You can see Airbnb's latest brand campaign video which does just that here.

Do DTC brands have what it takes to become mega brands?

There have been a lot of arguments as of late about the sustainability of the DTC model long-term. For example, in comparison to brands such as Lululemon, can DTC darlings like Casper, Allbirds and Warby Parker actually pull off category dominance in today's retail environment? This article is a stellar deep dive into this argument, and demonstrates that the DTC model isn't invalid, it's just that the fundamentals of brand building and brand strategy are just as critical to a brands success in today's digital world as they were in the days before the internet.

WhatsApp invests in their first ever global brand partner

Giannis Antetokounmpo, the Greek-Nigerian basketball player, has become the first-ever global ambassador for WhatsApp. The deal will see Antetokounmpo feature in branded content, as well as attend events and community outreach programmes. Reading more into Giannis' story and understanding the apps growth plans for the US, it looks as if WhatsApp has nailed the beginnings of a flourishing ambassador strategy, which I for one am excited to watch.

SCIENCE


The lingerie and underwear market explained through data

The lingerie market is expected to reach $78.66bn in 2027 and a new crop of disruptor brands are smelling opportunity, forcing legacy players to keep up or fade into obscurity. Recent data shows that retailers have increased investment in sports bras by 9% and bralettes by 4% YoY, whilst push-up bras have experienced a two-year decline. Sustainability is also being addressed with the investment in period pants skyrocketing to 273% YoY. Looks like our penchant for more comfortable, sustainable options isn't going away any time soon.

TikTok expands max video length

It looks like TikTok is becoming less and less of a short-form video platform, after the company announced that it’s expanding the maximum length for uploads to 10 minutes. Pass this one onto your social and marketing teams, TikTok strategies are about to get a whole lot more interesting.

Landing page inspiration library

As you know, landing pages can be a great device for testing messaging, creative and pricing strategies. So if you need some inspiration, here is a gallery of 300+ LPs from some of the top digital brands.

3 CRO tips to boost conversion

Simple fixes that you can deploy throughout your website to boost conversion.

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TikTok strategies are about to get a lot more interesting...

CULTURE


Companies are cashing in on Pickleball

I've definitely never heard of it, but I must be living under a rock because apparently Pickleball is the next big sport, with more than 4.8 million Americans playing it in 2021. Played with a wiffle ball, it's best described as a cross between tennis, badminton and Ping-Pong, and it's usually enjoyed in the privacy of retirement. However country clubs, Hollywood elites and Pickleball influencers are now transitioning the sport into the mainstream.

Wattpad unveils its “Grand Plan”

You'd be surprised at how many movies and TV shows are actually inspired by user-generated Wattpad content with ultra-dedicated fandoms. But it'll soon become common knowledge, as Wattpad CEO and co-founder Allen Lau has unveiled plans for Wattpad to become the next entertainment industry giant.

Sasha Jeppesen
Sr Marketing Manager
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