The Hook Fix: One Simple Drill to Boost Reach

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

Canva – Living Billboards at London Waterloo

Canva’s recent out-of-home campaign at London Waterloo transformed static billboards into laugh-out-loud real-world features of their own design tools. Among the standout executions:

• A “transparent” billboard that appears see-through—showcasing Canva’s background removal feature.

• An oversized Canva logo bursting out of its frame, poking fun at the always-heard “Make the logo bigger” client demand.

• A compressed landscape ad squeezed into a portrait space, a witty nod to the platform’s Magic Resize tool.

• A billboard overflowing with Post-It notes—visualizing Canva’s collaboration strengths right on the street.

This campaign went beyond just telling people what Canva’s tools can do—it showed them, in ways that made users smile and immediately understand.

Key marketing lessons:

• Demonstrate, don’t describe – Showing a feature in action makes it instantly relatable—more memorable than text alone.
• Lean into design culture humor – Quirky inside jokes resonate with the intended audience (designers, marketers), inviting them to share and laugh.
• Turn the real world into your canvas – Real-world manifestation of a digital tool translates its value in context, not just on-screen.
• Start with frustration – Each billboard highlights a pain point (e.g., resizing headaches), then delivers the solution visually and swiftly.

Canva's campaign proves that the best tool ads don't list features—they bring them to life in ways only their own users can truly appreciate.

Latest Trends and News

Personalization Still Reigns

Digital Silk published a new article compiling key statistics on personalization in marketing. Highlights include:

• 76% of U.S. consumers expect tailored experiences.

• Brands leading in personalization may enjoy 40% higher revenue growth (McKinsey).

• 80% of consumers are more likely to buy when experiences are personalized (Epsilon).
  The resource serves as a go-to guide for marketers refining their personalization strategies in 2025.Luxury Daily+15TradingView+15WARC+15Newsfile

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Brand Misstep: e.l.f. Faces Backlash Over Controversial Influencer

Makeup brand e.l.f. is facing heavy criticism after featuring comedian Matt Rife—known for controversial jokes—in a social media campaign. Beauty influencers, including NikkieTutorials, condemned the move. In response, e.l.f. admitted the campaign "missed the mark," noting the intent wasn’t to offend.

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Weekly Tip

Ask Better Questions

Questions spark interaction, but not all are created equal. Broad or generic ones often get silence, while specific ones invite replies.

• Ask about personal experiences rather than yes/no answers
• Tie questions directly to your content theme
• Keep them short and easy to respond to

Better questions create real conversations—and conversations build community.

Weekly Challenge

Hook Rewrite Drill

Take three of your past posts and rewrite the opening line:

• Craft a version that sparks curiosity
• Craft another that highlights a clear benefit
• Post the rewrites as Stories or fresh captions this week
• Track which hook style keeps people reading or engaging most

Sharpening your hooks is one of the fastest ways to boost reach and retention.

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.