Your Way Is the Strategy

From Pull&Bear’s micro-choices to AI tagging, Prime-powered checkout, and Reels analytics that all reward how people actually move.

Author

Javier García
December 03, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Pull&Bear – “Your Way Counts” (2025 Global Youth Campaign)

Pull&Bear’s “Your Way Counts” celebrates the small, personal choices that shape youth identity. The ad follows different young people in everyday micro-moments: choosing to walk instead of taking the bus, styling an outfit twice before leaving, staying in to work on a side project, or heading out alone to a concert. Each moment is quiet but intentional. The film ends with: “Your way is the way.”

Key marketing lessons

• Identity through subtle choices: Instead of focusing on big life decisions, the campaign highlights the micro-expressions of individuality that resonate with Gen Z.
• Authenticity over spectacle: Natural lighting, real settings and unscripted interactions give the ad a documentary feel, avoiding any sense of performance.
• Fashion as companion, not centrepiece: Clothes support the characters’ choices rather than demanding attention, making the brand feel more aligned with real life.
• Relatability as strategy: The ad avoids aspirational clichés. It meets young audiences where they actually are, not where brands imagine them.
• Clear, affirming message: “Your way is the way” reinforces self-trust—something deeply valued in youth-focused branding today.

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Weekly Tip

Create Headlines With Intent

A headline isn’t a label—it’s a promise. It should tell readers exactly why the content matters to them.

• Focus on the benefit or insight, not a vague description
• Keep it specific enough to spark interest
• Test variations to see which framing resonates most

Strong headlines act like a doorway: people only step through if the invitation is clear.

Weekly Challenge

Audience Language Check

This week, make your content sound more like your audience:

• Review comments, DMs, and replies from the past month
• Note three phrases or ways of speaking your followers use frequently
• Create one post this week using their wording instead of yours
• Track engagement to see if mirroring their language increases connection

Speaking in your audience’s language makes your message feel more relevant and relatable.

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.

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