Front-Load Value, Win the Scroll

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Spotify – “Wrapped 2025: Soundtrack of You”

Spotify’s 2025 edition of its “Wrapped” campaign turned personal listening data into a global storytelling moment. Instead of only highlighting top artists, the brand expanded Wrapped to feature micro-moments—like “Your 3AM thinker playlist” or “Your gym-skip anthem”—turning everyday habits into identity statements. Each user’s wrap became a mini ad for Spotify, shared across social media in millions of personalized formats.

Key marketing lessons
• Turn data into emotion: Wrapped works because it translates raw numbers into self-expression. People don’t share stats—they share feelings.
• Make the user the hero: Every listener becomes the main character in Spotify’s story, turning audiences into unpaid ambassadors.
• Evolve a tradition, don’t replace it: Spotify didn’t overhaul the beloved Wrapped idea—it built depth and humour into what already worked.
• Personalization at scale creates belonging: The campaign’s genius lies in making millions feel individually seen, yet part of a collective moment.
• Own your calendar moment: Wrapped isn’t just a campaign—it’s an annual event. Consistency turns marketing into a cultural ritual.

Takeaway:
Spotify shows how to make marketing participatory. When people see themselves in your campaign—and can’t resist sharing it—you’ve moved from promotion to culture.

Latest Trends and News

• Aerie Goes “No AI” in Ads
  The loungewear brand committed to “real people only” — no AI-generated bodies or retouching — and its Instagram post about this decision became its most engaged post in over a year. Engagement rose by approximately 75% in less than two weeks.

• Generative Engine Optimisation (GEO) Takes Over SEO
  As audiences shift to AI chatbots and generative search, brands are adapting from traditional SEO to GEO — creating structured content designed specifically for AI-driven responses.

• Mastercard Names New CMO
  Jill Kramer, formerly at Accenture, will join Mastercard as Chief Marketing & Communications Officer starting December 1, 2025 — signalling the brand’s renewed focus on tech-driven marketing and B2B credentials.

• Influencers Become Retailers
  The creator economy is evolving: influencers are launching their own storefronts and selling directly, shifting from affiliate links to full DTC models. This changes how brands approach creator partnerships.

• Tech Brands Embrace Real-World Pop-Ups
  AI companies such as Anthropic and Cursor are running pop-up experiences (e.g., “Claude Café”) to build brand trust and humanize technology in a physical space.

• AI Adoption Is Almost Universal Among CMOs
  A new survey found that 93% of CMOs report measurable ROI from generative AI, with the EMEA region seeing some of the highest usage rates (≈ 85%).

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Weekly Tip

Front-Load Value

Don’t make readers dig for the takeaway—give it to them upfront.

• Start with the most useful or surprising insight
• Avoid long setups before getting to the point
• Let supporting details follow, not lead

When value comes first, attention follows naturally.

Weekly Challenge

Voice-on-Reel Challenge

This week, show up with your own voice instead of trending sounds:

• Record one reel using your voice to explain, teach, or share a story
• Keep it short—under 45 seconds—with a clear message
• Add captions to make it accessible and easier to follow
• Track watch time and comments compared to your usual style

Using your voice builds authenticity and helps followers connect on a personal level.

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.