There’s definitely value in the ‘zig when others zag’ approach. But I also wonder how much of the success of all the examples above can be attributed to just doing some really good content (however I accept that’s an age old question that we’ll never answer!).
I'd say it's both! But my point is more that a lot of people say they love Loewe's social strategy. And I think they are really saying they love seeing a seemingly uptight luxury brand loosen up and have fun on the internet. Which wouldn't be a very interesting strategy for, say, a gen z-focused fashion company. That tension is where the good stuff is! Of course, they need to also execute it well!
The Final Exercise is what took this from a great read to something I'll actually do on Monday. Tactical, specific, immediately usable. Would love to see it become a weekly staple
this is fascinating and making me think a lot about my marketing approach for my company. i’m working on building out a life insurance and estate planning company for young people, and the biggest problem i’m anticipating is just how unsexy it is for young people. lots to think about here
What your examples did well is connecting opposing audiences that actually overlap, which is probably the hardest part. But as you point out, when done well, can lead to real cultural breakthroughs.
Wonder what insights (if any?) Ezra used to pick the path towards cinematic appeal. Baseball does have a rich history with treasured films like Field of Dreams, A League of Their Own, Bad News Bears, Bull Durham, Sand Lot, For the Love of Game, Moneyball...(I could keep going). So the DNA between baseballs fans and cinema is definitely there. Well done on his end!
There’s definitely value in the ‘zig when others zag’ approach. But I also wonder how much of the success of all the examples above can be attributed to just doing some really good content (however I accept that’s an age old question that we’ll never answer!).
I'd say it's both! But my point is more that a lot of people say they love Loewe's social strategy. And I think they are really saying they love seeing a seemingly uptight luxury brand loosen up and have fun on the internet. Which wouldn't be a very interesting strategy for, say, a gen z-focused fashion company. That tension is where the good stuff is! Of course, they need to also execute it well!
The Final Exercise is what took this from a great read to something I'll actually do on Monday. Tactical, specific, immediately usable. Would love to see it become a weekly staple
noted 🫡
Fascinating.
this is fascinating and making me think a lot about my marketing approach for my company. i’m working on building out a life insurance and estate planning company for young people, and the biggest problem i’m anticipating is just how unsexy it is for young people. lots to think about here
Brilliant piece!
What your examples did well is connecting opposing audiences that actually overlap, which is probably the hardest part. But as you point out, when done well, can lead to real cultural breakthroughs.
Wonder what insights (if any?) Ezra used to pick the path towards cinematic appeal. Baseball does have a rich history with treasured films like Field of Dreams, A League of Their Own, Bad News Bears, Bull Durham, Sand Lot, For the Love of Game, Moneyball...(I could keep going). So the DNA between baseballs fans and cinema is definitely there. Well done on his end!