| Inside StreetEasy’s decade of iconic NYC subway ads. |
Presented By |
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It’s Wednesday. In honor of National Give Something Away Day, we’re giving you...an excuse to expense professional development. Grab your ticket to the Marketing Brew Summit and join hundreds of marketers for a day of fresh ideas, practical insights, and conversations worth having. In today’s edition:
—Kristina Monllos, Alyssa Meyers |
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BRAND STRATEGY Well trained  StreetEasy |
Finding an apartment you love in New York City is competitive, expensive, and often fraught with drama—not to mention concessions. In other words, it’s nothing short of a miracle. That’s something the marketing team behind StreetEasy’s ad campaigns has spent a decade trying to imbue into its work. As the company celebrates 10 years of advertising to New Yorkers, predominantly on OOH ads running in the subway, we spoke to the team about some of the brand’s defining work—and what makes it special to speak to one market. “[We had to] make sure that we were talking to New Yorkers the way that they want to be spoken to,” Bridget Sullivan, StreetEasy’s director of integrated marketing, told us, adding that the brand was inspired by writer Fran Lebowitz’s wit for its tone of voice. “New Yorkers will call you on it if you know you’re not being authentic…We want to bring through our charm and our wit, but also our directness.” In the early days of the brand marketing efforts, that directness often referenced the challenges of living in New York City—like proximity to neighbors, noises, and the size of an apartment—all things the team, Sullivan said, felt the brand was uniquely equipped to address. Continue reading here.—KM
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Sponsored By Fidelity Private Shares® Better basics mean smoother fundraising  |
Most founders don’t struggle with fundraising because of vision or ambition. They struggle because the mechanics are unclear, fragmented, and learned too late. The Fundraise-Ready Startup Kit from Fidelity Private Shares helps equip founders with materials they can use throughout fundraising, not just during a pitch. It helps you put together:
- a cap table that makes sense
- a pitch deck with a real example
- a reusable template for investor updates
- diligence materials that don’t require a last-minute scramble
This helps answer important questions investors have: Is ownership clear? Do your numbers match your story? Can you answer follow-up questions without digging through spreadsheets? It’s not about being perfect. It’s about being prepared. Download the kit here. |
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TV & STREAMING In the bag  TJ Maxx |
The exclusive retail sponsor of the ESPY Awards isn’t a traditional, endemic sports brand. Instead, it’s TJ Maxx. While the retailer isn’t necessarily known for sporting goods, it was a relatively early mover when fashion and beauty brands began tying up with women’s sports. TJ Maxx first started partnering with athletes, coaches, and sports broadcasters about four years ago, and has since moved into jersey sponsorships with NWSL team Boston Legacy FC, according to Emily Trent, TJ Maxx’s head of marketing. The brand’s partnership with ESPN’s annual awards celebrating the best in sports performance, now in its second year, reflects TJ Maxx’s broader sports strategy, which centers on showcasing stories of “originality and individuality” with women athletes outside of their athletic careers. “Four years ago, we saw this opportunity with women in sports,” Trent told Marketing Brew. “There was so much press around them, and it was really a little bit of a one-dimensional story on who they were as an athlete on the court, on the pitch, wherever it might be.” In addition to partnering with more than 55 athletes, coaches, and broadcasters on content in recent years, TJ Maxx has also teamed up with sports institutions, including Togethxr and ESPN. Since the ESPYs are a focal point for ESPN and “there’s so much momentum” around the show, Trent said the sponsorship opportunity stood out, adding that the crossover of sports with fashion made it especially practical for TJ Maxx. “It’s a great place to have these athletes really be able to represent who they are, and they can allow fashion to do that,” she said. Read more here.—AM
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SPORTS MARKETING Pure cinema  Adidas |
Plenty of brands plan well in advance for major international sporting events like the World Cup—but Adidas may have them all beat in terms of timeline. The German sports apparel and footwear powerhouse has been preparing for this summer’s tournament for almost a decade, around the time the US, Canada, and Mexico were awarded their joint bid to host in 2018, according to Chris Murphy, SVP of brand marketing for Adidas North America. “You can’t understate how important both soccer and the World Cup are to [Adidas] in North America,” Murphy told Marketing Brew. “This has the opportunity to take what is already a growing sport in this market with soccer and advance it even further.” With the tournament approaching its end, the prep seems to be paying off—Adidas made a splash before kickoff with a campaign film starring Timothée Chalamet and Bad Bunny, along with World Cup stars Lionel Messi, Jude Bellingham, and Lamine Yamal, and USWNT and NWSL forward Trinity Rodman, and then repeatedly (and sometimes literally) did so as the tournament progressed using a variety of tactics, ranging from out-of-home (OOH) activations to fan events. Continue reading here.—AM
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Sponsored By Snapchat  |
Consumers aren’t wooed by endless scroll anymore. Authentic connection to the platform and its usage is missing, and the gap is only widening. Where connection to an app can fade, connections to friends, family, and public figures bridge the gap. Unlike traditional feed-based platforms, Snapchat is designed around real relationships and private connection at scale. Learn more. |
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french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. Attention grabber: Five tips on how to reach Gen Z, according to Hello Sunshine’s VP of brand. Stop the scroll: A checklist for posting that resonates on LinkedIn. Testing the waters: A guide to strategically test new ideas while optimizing ROI.
*A message from our sponsor. |
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It’s a spritz summer  Morning Brew Inc, Photos: @hilarytourinfo, @hilaryduff, @aperolspritzofficial/Instagram |
Fresh off a bottle redesign and a canned-beverage release earlier this spring, learn how the Italian liqueur brand is looking to make its presence more widely known this summer. Check it out |
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METRICS AND MEDIA |
Stat: As much as 41%. That’s the percentage of long-form written content seen by users on LinkedIn that could likely be “fully AI generated,” according to data from Pangram, a company that identifies AI writing, cited by 404 Media. Quote: “[The World Cup is] a staging ground for culture and storytelling, generating moments and discourse that are remembered for generations. Naturally, every brand in the world wants a piece of the pie.”—Alex Rawitz, head of research and insights at CreatorIQ, speaking to Forbes about luxury brands’ marketing efforts around the World Cup Read: “This Chicago spirit quadrupled sales with ads likening it to fermented back sweat” (the Wall Street Journal) |
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