| How one org reimagined social video strategies for the nonprofit world. |
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It’s Monday. Spain won the World Cup for the second time in history, with forward Ferran Torres scoring the lone goal of the game in the 106th minute. We assume calls for the brand deals (perhaps a hair-care brand?) are coming in three, two… In today’s edition:
—Katie Hicks, Alyssa Meyers, Kelsey Sutton |
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SOCIAL & INFLUENCERS ‘Office’ politics  Morning Brew Inc., Photos: @antirecidivismcoalition/TikTok |
This story is the latest in a series exploring how brands craft standout social media strategies. If you’d like to chat about how your brand is approaching social, Katie Hicks wants to hear about it. Reach out to her at hicks@morningbrew.com. Incarceration is no joke. What happens afterwards, however, can be more of a laughing matter. That’s the premise of the Formerly Incarcerated Office, a weekly social series from the Anti-Recidivism Coalition (ARC), a nonprofit that advocates against mass incarceration in California and works to help currently and formerly incarcerated people reenter society. The show intentionally uses humor to subvert notions of what it means to be formerly incarcerated and what it’s like to work at the organization, Ben Lear, director of communications at the ARC, told us. Lear runs the brand’s social presence with his colleague Sarah Florez, who first noticed scripted social series produced by brands like Bilt last year. Lear, who is also a filmmaker, said he had a feeling that a docu-style series similar to The Office could be an untapped opportunity for ARC, if not only because of the humorous moments he’d witnessed at work. “It felt like not even a lot of brands are doing this right now—definitely not any nonprofits,” Lear said. “We’ve always been really interested in pushing the envelope of what a small nonprofit comms team can do with social media.” We spoke with Lear about how the series, his team’s biggest lift to date, has helped the nonprofit change perceptions, get in front of new audiences, and ultimately advance its mission. Continue reading here.—KH
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Sponsored By Optimizely Putting the AI in marketing  |
Marketing has long been buried under lengthy processes, disconnected tools, and high pressure. To say marketers have been overloaded is an understatement. Break out of the old cycle with Optimizely. Optimizely is the AI platform designed to help marketers create and optimize every digital experience. With Optimizely, AI helps remove the busywork so marketers can spend their time on what they do best: strategizing, being creative, and helping their organizations grow. Optimizely’s AI agents are purpose-built to scale across your organization, and they’re completely guided by your brand, data, and rules. Marketers are in charge, and AI agents enhance the work they’re already doing. Get started with Optimizely. |
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SPORTS MARKETING Still kickin’  MLS |
Experiencing a World Cup hangover? There may be a cure. Both the National Women’s Soccer League (NWSL) and Major League Soccer (MLS) resumed their seasons before the international tournament came to a close, meaning that new and veteran soccer fans technically won’t have to go a week without a game for another few months. The post–World Cup period represents a big opportunity for the domestic leagues, which have for years been working to grow soccer fandom in the US, where the beautiful game isn’t quite as popular as it is in some countries, like World Cup finalists Spain and Argentina. “When the World Cup ends, we want consumers to know that we play that same game with those same players—we had 45 [MLS] players in the World Cup,” Radhika Duggal, SVP and CMO of MLS, told Marketing Brew. “Same game, with the same players, on North American soil, all week, every week during our season.” The situation mirrors what the NWSL will likely experience next summer, when it is expected to have a significant share of its players competing in the Women’s World Cup. So far, the cultural impact of the men’s tournament has largely surpassed expectations, and as it comes to a close, MLS and the NWSL both have plans to keep the US’s newfound love of soccer from waning. “The idea really is to have [fans] see the NWSL as this landing place for their soccer fandom,” NWSL CMO Rachel Epstein said. “We are elite, world-class soccer, and so we hope to bring that newfound fandom into our league, and then continue to grow it from there.” Read more here.—AM
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BRAND STRATEGY Taking flight  Morning Brew |
Good marketing can do a lot of things—but it can’t disguise less-than-ideal customer experiences. “No matter how much money you put in marketing, or how much you’re spending in advertising, sponsorships created, if you spend all of that and you bring someone in and they don’t have that Southwest experience, everything breaks,” Sabrina Callahan, Southwest’s SVP, chief digital and marketing officer, told us. The airline—which has recently implemented a series of policy changes aimed at making it more competitive in the airline industry—is focused on getting the experience right as it looks to further bring tactics from the hospitality industry into air travel. We recently spoke to Callahan, along with Kate Rush Sheehy, the chief strategy officer at Southwest’s decades-long agency partner GSD&M, about amplifying the best of a brand experience and the power of long-lasting partnership. See more from our conversation here.—KS
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Sponsored By Campaign Monitor  |
This goes out to the agencies. Managing email marketing for multiple clients? Campaign Monitor can help simplify the process. It gives you a centralized view of client performance and makes it easier to run every client’s brand, billing, and markup from one platform. Start a free trial to see Campaign Monitor in action. |
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EVENTS Bring backup  Morning Brew Inc. |
Everything is easier with coworkers. Meetings. Lunch. Convincing your boss it’s “professional development.” Bring three or more people and get 50% off your tickets with code WORKBESTIES. You’ll leave with fresh ideas, new connections, and at least one Slack message that starts with, “We should totally try that.” |
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french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. Build bridges: A guide to navigating board relationships as a CMO. Coexist: Understanding human-to-human marketing and how it can serve as a differentiator. Start small: Salesforce breaks down social media advertising for startups and SMBs.
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IN AND OUT  Francis Scialabba |
Executive moves across the industry.
- Kate Spade New York hired L’Oréal vet Allison Badea as CMO.
- J.Crew brought on board Dyson’s global president for beauty, Kathleen Van Nest Pierce, to serve as brand president.
- Rabanne hired Olivier Rousteing as creative director; he previously held the same role at Balmain.
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