Joanna Williams’ Post

[Unpopular opinion]: Spying on your competition's marketing is bad advice. But I keep hearing it, over and over again. Even Meta, Google and Tiktok have started to drink this cool-aide through their respective ad libraries. The biggest pitfall of doing this is looking like your competition. Brand Directors, CMOs, CEOs take too much time studying their competition. Result: similar looking website, similar looking ads, similar kind of loyalty programs. Instead, they should invest that time and effort into studying, researching their customers. If a brand wants to truly stand out and expect it’s customers to pay a premium then focus on the one thing that matters: AUDIENCES. E.L.F. BEAUTY is a great example of this. In a highly cluttered world of skincare where pretty pictures dominate the landscape, they managed to stand-out and yet be relevant. Why? Because they took time to understand the psychographics of their audiences. They dared to be different. Don't be a lookalike. Be an original. --------------------------------------------------------------------------------- I am Veena Gandhi 🔥 💓I help eCommerce brands scale profitably and consistently to $200K+ months through proven strategies and frameworks. 🤑 Scaled 200+ eCommerce stores 🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030

“Informed creativity”: that’s how athena studio views the future of fashion product development. The inspiration for this term? The presentation of Kyle Chayka, author of #Filterworld during the #BoFProfessional Summit 🔥 Kyle addressed the problems of the algorithmic ecosystem we all (unconsciously) live in, and one of them he coined as “algorithmic anxiety”. For instance, influencers no longer create content driven by their #creativity, but by a calculated approach to maximise the attention span of their users. Creativity becomes #optimisation. One of our key success factors at athena studio is to always respect that the essence of #fashion product development lies in the creativity, in a brand’s DNA. Our work starts in the next step: once a design is created, how can it be developed in a way that meets a brand’s financial and sustainability goals? 💡 With athena studio, optimisation doesn’t replace creativity: rather, they work hand in hand 🤝 What are your thoughts on the role of #creativity vs. #optimisation in fashion? #bof #TechSummit #fashion #fashiontech #AI

Brands and users can't use social media platforms the same way. And not just from a legal standpoint. Popular plus-size creator Samyra has over 2m followers on TikTok eagerly watching her hunt for styles that fit her in stores. But retail brands don't tend to carry plus sizes in stores, often only carrying plus sizes online or not at all. So when Samyra found that the popular retail brand Hollister Co. used one of her sounds to promote their newest line of Snoopy PJs... (A sound from a video Samyra created shaming retail for overusing the cartoon on plus-sized clothing) She was rightfully annoyed. By using Samyra's sound to promote their newest product -- Hollister, a brand known for rejecting the notion of size inclusivity -- ran right into her point. So before you hop on a trend behind a brand account, consider this: ❶ The origins and context of a trend or sound matter. Not only should you be citing (tagging, ref line, etc.) when you can, but you should also ensure you're not using a trend in a harmful way. ❷ Just because it's on social media doesn't mean it's fair game. Sometimes trends and sounds have real-life cultural, historical, or societal contexts that brands should not reinterpret and then profit from. ❸ How you'll handle mistakes Consider how your brand will handle those mistakes in ethical (and equally as public) ways. P.S. Poor Snoopy is catching a ton of strays as a result of this conflict smh.

The # of CEOs who use the world culture or community without knowing how to tap into either is comical at this point Because that’s the job in the era of community commerce I’m excited about it because the 65% of Gen Z consumers who identify as creators are now their competitors Equipped with a new AI toolkit the 76% of Gen-Z want to work for themselves and not the almighty man who could give a sh!t about anything but widening the chasm between the 0.01% and the rest of humanity are ready to subvert the establishment AI will supercharge social commerce Allowing anyone to convert their creative skills into economic opportunity I’m most excited about creator athletes and their fans…. Because together they are the most fiercely dedicated communities You've got to leverage some serious real-time data for decision-making and content optimization to participate though especially when you consider that there were 262B social engagements vs traditional TV and stadium spectatorship at 1.6B during the 2022 World Cup The job is to engage with the creators and content driving the conversations the moment it happens Fun fact: Nike, the most followed brand on the planet with 305,854,293 followers only has 0.03% engagement So the opposite I’d want to know the team with 300M less with 276% engagement lol And find the people remixing their content every day and build a brand around them... Digital natives hate mass fashion's blandness btw And it all starts with brands drinking the same trend forecaster Kool Aid Which comes at the cost of cultural diversity Brands and institutions need to be constantly aware of, fully embrace, and do significantly more than their current nothing to empower and showcase cultural nuances Because as the creator economy grows, so will the incentives to join... Consumers are paralyzed by the ever-increasing amount of information & choices They don’t want to spend endless hours on research or make a labyrinth of decisions to get to the product, service, experience, or information they want They're going to seek products, services that align with their interests and values through the creators they trust Fans turned creators drive human connection Nike just suffered their worst single day on the stock market and yet they are utterly ignorning the top shared fan posts this week So strange... When $28 billion of shareholder value is wiped out overnight - they have to forge a new market The new market is culture + community and knowing how to tap into both in real time 24/7/365 #thegreatfashionreset #creatoreconomy #c2m #communitycommerce #contentistheproduct #tiktokisthestore

In today’s digitally connected world, the boundaries that once separated us are dissolving rapidly. The widespread availability of smartphones and the internet has brought international content right to our fingertips. Whether we’re streaming K-dramas on Netflix or scrolling through social media, we are constantly exposed to different cultures and ways of life. From the bustling streets of Seoul to the latest makeup trends and culinary delights, these glimpses into other worlds are not just entertaining; they are enlightening. It’s incredibly refreshing to learn about different cultures, perspectives, and lifestyles from across the globe, all from the comfort of our own homes. This interconnectedness underscores a vital principle for our times: the importance of inclusivity and diversity. It is essential to understand that just as global boundaries are dissolving, so too must our traditional ways of thinking. We need to embrace a more inclusive and diverse approach in our strategies. Moving beyond rigid perspectives and set ways of thinking can significantly enrich our marketing efforts, offering a more authentic and relatable connection with a broader audience. Social media platforms like Instagram, TikTok, and YouTube provide a constant stream of global content. Influencers from different countries share their experiences, lifestyles, and traditions, giving us a firsthand look at how people live in various parts of the world. This kind of content is invaluable as it promotes understanding and empathy among viewers, fostering a sense of global community. In the realm of marketing, inclusivity and diversity are no longer optional; they are imperative. A one-size-fits-all approach is outdated and ineffective. Today’s audience is diverse, and they seek representation and authenticity in the brands they engage with. Including people from different walks of life, regions, and cultural backgrounds in your marketing strategy can lead to a richer, more nuanced mix of perspectives. For example, a beauty brand that showcases models of different ethnicities, skin tones, and body types not only reflects the true diversity of its audience but also resonates more deeply with consumers. It tells a story of inclusivity, showing that the brand values and celebrates diversity. This approach builds trust and loyalty, as customers feel seen and appreciated. Continued in comments...

Grab your capri’s 👖Y2K fashion is back as Limited Too relaunches their brand Limited too was the go to tween store in the earlier 2000s and they have reemerged with the increase in Y2K fashion in GenZ They kicked off their relaunch with a launch party and a few pieces of content but I have a couple of ideas I want for the brand ➡️ Harness the power of kid influencers and revive the Teen Club for an unforgettable activation ➡️ Bring back the online fashion game featuring clothes from their latest collections, tapping into nostalgia with a modern twist ➡️ Reintroduce catalogs – because who doesn’t love flipping through glossy pages for fashion inspo? ➡️ Collaborate with family influencers to recreate iconic movie scenes, blending entertainment with fashion ➡️ Ramp up video content creation to engage and excite a new generation of fans content creation to engage and excite a new generation of fans I can’t wait to witness the exciting journey ahead for Limited Too! Let’s bring back those nostalgic vibes in style Want more on #marketing gems? Make sure to follow me for more content 📲

Over the past few weeks, we've been in the news. For good reasons. We've recently acquired several companies, the latest being Galleri5. This company stands out as a pioneer in AI-powered content solutions and influencer marketing technology. Before you accuse us of being hypnotised to the beats of the AI hype, I want to shed some light on our strategy. We've been expanding our family with exceptionally talented companies for a clear purpose. In recent months, we acquired Terribly Tiny Tales, a text-focused flash fiction platform, and in September 2023, we welcomed Under 25 Universe, India's largest tech-powered student community. Our joint venture with the M19 Collective aims to develop IPs across branded content, offline experiences, and both fiction and non-fiction formats for multiple platforms. Additionally, our Collective Creative Labs initiative assists brands in connecting with customers through pop culture, thereby building brand loyalty. Also, our partnership with Gruhas for to form GCCF focuses on investing in consumer-facing brands and products. When you consider these together built on top of our talent management core, a pattern emerges. We're investing heavily in technology to empower India's young, creative core and our talent ecosystem by providing them with a platform to flourish. Our goal is to drive more impactful, personalised storytelling and predict trends before they happen. Creativity and inspiration are at the heart of what our talent does, and technology will be a powerful tool to amplify their abilities. At Collective Artists Network, we're committed to identifying and supporting the best talent in the country. In this pursuit, technology will be a fundamental pillar of our company's future. Supremely proud to have Rahul Regulapati and his entire gang at galleri5 on board this journey to partner with us in our vision and here’s to building and building and building and scaling :-) The army grows . https://lnkd.in/dBGyQ6NH

When 2 billion citizens are already digital natives, and everyone born from this point forward is one too isn’t it time for the fashion industry to organize around them? Especially when fashion buying fades off by age 35 Digital natives are nothing like prior generations They are the most diverse, entrepreneurial, + nonconformist They have better values & brand new behaviors They LOOOOVE trends Yesterday the head of Instagram explained why they aren't focusing on long-form videos   They are focused on 2 major jobs:   •connecting w/friends  •helping users explore their interests through short-form videos   B/c after 7 years of TikTok disruption, they know social commerce works through communities & their shared short form content   in a way that doesn't take up too much of either person's time Social commerce is driven by emotional connections & shared experiences Which is effective at tapping into trends / impulse buying TikToks often leverage humor, catchy music, and striking visuals to elicit quick emotional responses When done well, they can activate our brain's mirror neurons, causing us to imagine our friends experiencing similar reactions or emotions (Sage Journal) This creates a sense of shared experience, even when watching alone.... On the other hand, long-form video content, with its more complex narratives and slower pacing, may require greater focus from the viewer This extended attention span can potentially reduce the immediate mirroring effect seen in shorter content These insights suggest a potential strategy: Focus on creating highly shareable content that resonates emotionally with viewers Fashion needs better forecasting tools to match the creators to the products they are creating demand for And more agile supply chains to meet that demand where they want it For instance, bag charms are having a massive spike at the moment In fact bag charm search is currently the highest they've been in a DECADE There has been a 41% increase in UGC this month Self expression through accessorizing is in I know Gen Z is looking for Coach, Louis Vuitton, Hermès, CHANEL, Dior Michael Kors, Gucci, Fendi, Marc Jacobs, Prada Group And I know down to the price, sku, & materials across 281 attributes on Google alone + 1k more attributes on our top 5 social platforms + across every website When has WGSN/Trendalytics given sku level detail? Forecasts that make up trends by putting "core" after a trend doesn’t mean it’s a trend I would grab the white space opportunity where they have sold out and where the big clunky brand can't chase back into their own best sellers and make the products for the creators that convert This decade requires individual understanding of both content and product trends and agile, high quality production And when you share the upside with the creators, a new (creator) economy is born #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #tiktokisthestore

🚀GrfTee.com recently embarked on a game-changing journey leveraging Infloso | Social AI Copilot, and the results have been nothing short of phenomenal!📈💥 GrfTee.com is all about celebrating urban culture, graffiti designs, and the daily lifestyle of humans and they have always been passionate about connecting with audience in authentic and meaningful ways and our team helped them unlock a new level of personalization, streamlining the workflow with hyper-personalized campaigns tailored to their unique style and audience, influencer discovery & campaign execution. By understanding the target audience's preferences and behaviors, our AI ensured that every collaboration feels genuine and resonates deeply with the community. With intuitive tools and real-time analytics we optimize our strategies on the fly. One of the most remarkable aspects is the scalability whether its about launching a new winter collection or promoting the summer streetwear collection, GrfTee.com did reach a wider audience and drove impactful results at scale. The results speak for themselves! 📊 As we continue to explore new frontiers in streetwear marketing, we're incredibly grateful for partners like GrfTee.com and Zubaid Raz for their tremendous creativity, innovation, and wish for the endless possibilities that lie ahead!🚀🎨 #infloso #grftee #streetwearfashion #influencermarketing #ai #technology #campaigns #brandbuilding #brandawareness

Saw this post from Jack Appleby on X and had to share it: Fueled By Ramen (plot twist, not a ramen brand) sent him a ramen care package, and it's so perfectly simple it's awesome. ➝ Background: Jack is a marketing content creator and consultant (who also loves emo/pop punk music). Fueled by Ramen is a record label big in the alt/pop scene, with artists like Fall Out Boy and Twenty One Pilots. They sent him an influencer box with: ➝ A hand-written thank you note (personalized) ➝ Record label stickers (fan merch) ➝ A mini-ramen kit (sticking to the brand bit) I'll say it once and I'll say it 100 times — influencer seeding doesn't have to be complicated: 1. Find the people who care about your brand 2. Reward them with no expectations 3. See what happens   Fueled By Ramen may not be a DTC brand, but it's easy to see how this formula carries over into the ecommerce space — in fact, it's one of the main tactics we use to build creative flywheels for 8-9 figure brands. Shoutout to Jack for sharing this cool influencer gift and Fueled By Ramen for the simple creativity 🤝