Replicate Winners, Not Wishes

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

Celsius – “Live.Fit.Go.” Campaign

What it is:
Celsius, known for energy and fitness drinks, recently launched its biggest marketing push ever: Live.Fit.Go. The campaign shifts focus from hardcore fitness buffs to everyday high-achievers—nurses, firefighters, professionals—positioning Celsius as the fuel for ambition beyond the gym. The messaging stresses balance, endurance, and lifestyle.

Key Marketing Lessons

• Broaden your addressable market without losing identity
  By expanding from athletes to people with active lives, Celsius opens growth while staying true to its promise of functional energy.

• Shift from product to purpose
  The campaign is less about “how many mgs of caffeine” and more about the story of effort, persistence, and daily challenges. That pivot makes messaging more human, not just functional.

• Speak to real people, not ideal users
  Featuring professions like nurses and firefighters makes the campaign more grounded. It shows that ambition isn’t just for “fitfluencers”—it’s for everyone who pushes forward.

• Use scale to signal confidence
  This is the brand’s biggest investment so far; making a large play suggests belief in the strategy and gives it room to stand out amid noise.

• Be ready to evolve your brand’s persona
  Brands often get trapped by their origins. Celsius demonstrates that refreshing positioning—and communicating it boldly—can reframe how you’re perceived without abandoning your core.

Latest Trends and News

• Meta will let UK users buy ad-free versions of Instagram and Facebook (≈ £3.99/month mobile, £2.99 web), forcing brands to rethink targeting strategies.

• In the UK, 84% of marketers report using AI daily—mostly for routine tasks—while leaving creative, strategic work to humans.

• A grassroots campaign for Germany’s Baden-Württemberg, “Nett Hier,” has gone viral—thanks to bright yellow stickers locals place around the world. It’s a reminder that simple ideas + community can amplify reach.

• U.S. companies operating in Europe are more optimistic: 46% expect economic ties will worsen, down from 89% in January, following a recent US–EU trade agreement.

• Telecom brand Optus halted a major ad campaign following a nationwide network outage that disrupted emergency services—opting to pause marketing while addressing the crisis.

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Weekly Tip

Replicate What Works

Success leaves clues. Instead of guessing, study your top-performing content and repeat the formula.

• Identify which posts or campaigns got the most engagement
• Analyse patterns—tone, format, timing, or visuals
• Create new variations that follow the same structure

Doubling down on proven winners is one of the fastest ways to grow without reinventing the wheel each time.

Weekly Challenge

Engagement Chain

This week, use replies to spark deeper conversations:

• When someone comments on your post, reply with a follow-up question instead of a simple “thank you”
• Aim to keep the thread going for at least two exchanges
• Do this on three different posts throughout the week
• Track if longer comment chains boost your reach and visibility

Turning comments into conversations signals strong engagement to the algorithm.

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.