Aaaaaand just like that, we’re back into things and jumping into what feels like a bad episode of Black Mirror. Elon maybe buying TikTok? Zucks telling the world we need more masculine energy while sporting a gold chain on the Joe Rogan Show? Heidi Montag’s 2010 single back at #1 on the charts thanks to her and Spencer’s social coverage of their LA fires experience? Oh boy do I have a lot of thoughts running through my head after the last couple of weeks on this planet, but I’ll keep it to the marketing ones. LFG.
Kanye vs. Adidas: The SEO Showdown
The holiday season gave us plenty of laughs, but Kanye calling out Adidas for ranking higher than Yeezy on Google? That was comedy gold (and if you missed it, I put a screenshot below). Kanye accused Adidas of “oppressing” Yeezy by intentionally out-ranking it online. While the internet debated, marketers everywhere had one collective reaction: “Kanye doesn’t get SEO.”
For anyone confused, SEO isn’t some backroom conspiracy. It’s about algorithms, keywords, and how well your site is optimised to answer people’s searches. Adidas ranking higher? It’s probably because they’ve been playing the SEO game strategically, not because they’re sabotaging Yeezy. Honestly, this entire saga felt like a masterclass in why SEO knowledge is so important – even for the biggest names.
This debacle inspired me to create a 7-day SEO challenge launching Feb 1. My goal? Demystify SEO and help more people get their content ranking where it deserves. Whether you’re running an e-commerce brand or just trying to get noticed online, understanding SEO is SO essential. Don’t let a lack of knowledge keep you at the bottom of search results – it’s time to level up. I’ll share more about this soon!!
Brand Collabs Done Right: Squid Game x Puma
Entertainment today isn’t just about what’s on screen – it’s about how it spills over into the real world. Over the holidays I of course binged Squid Game Season 2 (urgh that ending) and while watching I found myself thinking the tracksuits were actually kinda cool. I went to Google to see if I could buy one online and can you imagine my surprise when I stumbled across the Puma x Squid Game collab. It took the cultural phenomenon of Squid Game and translated it into something tangible, something people could actually wear. TAKE MY MONEY.
The designs leaned into the show’s bold, dystopian aesthetic without feeling forced, and the campaign stayed true to what both brands’ audiences love. Puma didn’t water down Squid Game’s edge to make it “fit” their usual style – they embraced it fully and brought it into the world of streetwear.
I find it so interesting how entertainment has to think about it’s second life now. We talk a lot about TV shows designing for TikTok moments, but just as important are the real-world extensions – the merch, the collabs, the physical reminders of a digital experience. It’s no longer enough for a show to dominate streaming – it has to live on in other spaces, too.
While we don’t all have the budgets of Squid Game and Puma, you can still think about how your brand can tap into these cultural extensions. Are there ways to take a moment that’s happening online and give it a life beyond that? How can someone who loves what you do in one space, experience it in another?
TikTok Ban Drama: Time To Build Your Own Nest
I reeeeeally didn’t want to include this because it’s EVERYWHERE – but it wouldn’t be a recap without it.
It’s now only 2 days until D-Day.
And a PSA – If all goes ahead, the app won’t immediately disappear, the restrictions would stop U.S. companies from maintaining or supporting TikTok’s operations. So if you have the app already downloaded, it’ll stay on your device and be able to be used (I feel like nobody is really talking about that??) – but from there, there will be no updates, no distribution, and eventually… maybe no app. Cue the chaos.
Creators are scrambling to figure out their next move, platforms like Lemon8 and Rednote are seeing an influx of new users (you gotta love the internet!) and business’ all over the US are wondering what happens to the communities they’ve worked so hard to build.
This to me is a bit of a harsh truth: this isn’t just a TikTok problem. It’s a reminder that social platforms can shift – or disappear – overnight. Whether it’s the channel, or your account getting hacked, or we have some kind of Y2K event and the internet stops working (plz no). I’ve said it before, and I’ll say it again: don’t put all your eggs in one basket. Social media is great for building an audience, but your most valuable asset will always be the audience you own. Email lists, SMS subscribers, and loyal customers are your safety net when platforms get shaky.
If you’re starting 2025 without a plan to grow your owned audience, let this be your wake-up call. Platforms will come and go, but the connections you build on your own terms? Those are forever.
Attribution in 2025: Still a Mystery for Many
Attribution is a big topic in conversations I’ve been having the first week back as budgets are set and strategies are finalised. And this week, one comment really caught my attention – someone mentioned that Google is doing a lot better than Facebook and TikTok Ads so maybe we should just re-allocate the budgets there. On the surface, this seems logical, but it’s a trap many marketers fall into.
I always use this metaphor to remind people why thinking about attribution is important:
A coffee shop decided to test its advertising by running three different promotions: one on social media, one via email to their subscriber list, and one through a flyer campaign in the neighbourhood. Each method used a unique code so they could track which one brought in the most customers.
At the end of the month, the social media ad had a modest return, the email campaign did well, but the flyers? They outperformed everything else by a whooooole lot.
Curious, the owner asked the team handling the flyers what they’d done differently.
The answer? They’d been handing them out right outside the coffee shop during the morning rush, giving them to people who were already planning to grab their daily latte.
That’s the thing about attribution: it’s not always as clear-cut as the numbers suggest. Just because a platform shows high ROI doesn’t mean it’s doing all the heavy lifting. Facebook might’ve driven the awareness that got someone to Google your business later. Or maybe your email campaign got people ready to buy.
Attribution isn’t about choosing one channel over another – it’s about understanding how they work together to guide customers along their journey. Instead of obsessing over single-channel ROAS, take a step back and look at the bigger picture. What’s driving awareness? What’s closing the deal? Attribution is complicated, but it’s the people who are thinking about it when making marketing decisions that will win out.
I wish I had a good answer for you – and to be honest, attribution takes up about 10% of my thinking every week (it really is my roman empire) – but the only answer I have for you is to make sure you’re thinking about how every channel works together, and not making decisions based on data that may not be accurate.
Spotify Daylists: Personalisation Perfection
I know this isn’t a new thing, but I feel like over my Summer break I LIVED for my Spotify Daylists. I am OBSESSED. If you missed it, Daylists are playlists that update throughout the day to match your mood, activities, or even the time of day. The best part? The playlist names are so spot-on (and funny) that you can’t help but share them.
The genius behind Daylists isn’t just the music – it’s the experience. Spotify found a way to make their platform feel more tailored, fun, and shareable.
The lesson? Think about how you can personalise your customer experience. Can you introduce a feature that feels fresh and relevant? Can you make your product easier (or more fun) to use? Small innovations can make a huge impact when they show customers that you see them.
If your goal in 2025 is to deepen your connection with your audience, take a page from Spotify’s playbook. People want to feel understood, and brands that deliver on that promise will stand out.
The Pigeon Project: V Smart Data Collection
Driving around over the holidays, I spotted something on the back of a bus that got my attention: The Pigeon Project. Of course, I googled it (as the good marketer that I am) and turns out it’s a way to gather insights about Out-of-Home (OOH) advertising directly from the audience.
It’s basically an online research panel where people share feedback about the ads they see in the real world. It’s not just about gathering opinions – it’s about understanding what messages people find engaging, relevant, and worth their attention. And because people always need a reason to give their data, every time you submit a survey – you get the chance to win prizes for your time and insights.
When collecting data has become so much harder – It’s really cool to see groups thinking outside the box. This totally rethinks traditional feedback loops. Rather than relying on invasive tracking, it uses a direct, voluntary approach. People are actively opting in to share their thoughts, and JCDecaux gets valuable insights while respecting privacy. It’s also a bloody genius way to measure the impact of OOH advertising – by asking people where they saw it and how it resonated.
In a world where privacy rules are tighter and consumers are more skeptical, this feels fresh. It’s proof that if you respect your audience and make the process engaging, they’ll tell you what you need to know – no tricks required.
And with that, the first edition of 2025 is complete! I’m sure there will be a LOT to talk about in the next edition once TikTok’s D-Day has passed (and let us pray that we’re not celebrating the new ownership of Elon + Donald Trump). See you next time 👋
