- Monday Growing
- Posts
- Evergreen Beats Ephemeral
Evergreen Beats Ephemeral
Use durable content with timely angles to keep reach growing, not spiking.
Introduction
Welcome to another exciting week!
Table of Contents
Sponsored Section
Join 400,000+ executives and professionals who trust The AI Report for daily, practical AI updates.
Built for business—not engineers—this newsletter delivers expert prompts, real-world use cases, and decision-ready insights.
No hype. No jargon. Just results.
Best Ad of the Week
Maxwell House – “Maxwell Apartment” Campaign
What it is:
In response to the housing affordability crisis, Maxwell House rebranded itself temporarily as “Maxwell Apartment.” Ads play on rental language — e.g. “Maxwell House? In this economy?” — offering “12 months of coffee for under $40” as a mock lease deal, and tying their product to a social issue.
Key Marketing Lessons
Reframe your product via current social trends
Maxwell House repurposed its identity in light of macroeconomic pressures. By referencing rent, the brand tapped into a real stress point for many, making their campaign culturally relevant.Use satire to soften serious topics
The ad blends humor with commentary—affordability and housing stress—without coming across as preachy or detached. That tone invites people in rather than preaching to them.Leverage emotional empathy, not just benefits
Instead of focusing on aroma or flavor, this campaign leads with empathy for what people are going through—creating brand warmth through acknowledgment, not overselling.Be nimble and provocative
A rapid pivot to “Maxwell Apartment” shows how a brand can experiment with identity to stay top-of-mind. The boldness gets attention, but the idea still ties back to coffee and value.Generate earned media through narrative hooks
The concept is newsworthy. Many media outlets covered it simply because the brand’s shift had a story. This amplifies reach far beyond ad spend.
Takeaway:
Maxwell House’s campaign demonstrates how brands can transform identities to reflect consumer realities. When your message speaks to what people are actually facing, even legacy brands can feel timely and emotionally resonant again.

Maxwell House – “Maxwell Apartment” Campaign
Latest Trends and News
Meta Targets AI Conversations for Ads
From December, Meta will begin using interactions with its AI chatbots to refine ad targeting, though sensitive topics like health and religion will be excluded. This marks a major step in blending conversational AI with advertising strategies.
Google Fined €2.95 Billion in EU
The European Commission has penalized Google for abusing dominance in ad tech, accusing it of giving preferential treatment to its own platforms. The ruling is one of the largest ad-related fines in EU history.
H&M Goes Cultural at London Fashion Week
H&M staged “H&M&180: The London Issue” at London Fashion Week, blending runway shows with art, music, and talks. The event signals a push to reposition the brand as more premium and culturally relevant.
Sponsored Section
Marketing ideas for marketers who hate boring
The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.
Weekly Tip
Evergreen Over Trend-Only
Trends can boost reach, but evergreen content sustains it. A balance keeps your presence strong.
• Create guides or insights that stay useful year-round
• Layer in timely angles without relying solely on them
• Re-share evergreen pieces regularly to capture new audiences
Trends fade, but evergreen content keeps working for you long after the moment has passed.
Weekly Challenge
Story Series Challenge
This week, run a 3-part Story series around one theme:
• Day 1: Share the problem your audience faces
• Day 2: Show your process or solution
• Day 3: Give a quick win or takeaway they can apply right away
Use polls or questions in each Story to boost interaction, then review completion rates to see how many followed along until the end.
Submissions + Feedback
Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.
Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.
How was today's post? |
Reply