Insights
Notes from inside the loop.
How we think about strategy, creative, distribution and measurement. Written from the work, with the numbers left in.
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Nano KOL or macro KOL? Match the creator to the phase, not the budget
Use nano KOLs to find the message that works and macro KOLs to scale it. Here is how we sequence creators, and the signals…
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How to decide your product hero in a real-time world
Skip the focus group. Market every menu item with equal weight and let real sales pick the hero. For Chickster, a clear winner showed…
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What should a marketing dashboard show every Monday?
A Monday dashboard answers three questions: what sold, what it cost to sell, and what changes this week. Here are the numbers that earn…
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Closed-loop marketing: why Monday’s data should change Tuesday’s ad
Most campaigns are briefed, produced, launched and reported on. The report arrives after the budget is gone. A closed loop treats every week of…
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Gates, not targets: how to stop a marketing plan from lying to you
A target is a wish with a number on it. A gate is a condition the system refuses to let you pass without. Here…
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One billboard, 300% sales lift: what earned reach actually costs
ABC had budget for exactly one billboard. It became a multi-million-view conversation and a 300 percent sales lift. Earned reach is not free, but…
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The vibe shift: how a legacy noodle brand won Gen Z back
A demographic cliff, a loyal but shrinking base, and a brand voice built for their parents. The fix was not slang. It was a…