Sharm Tank Vol. 36

Author

Nik Sharma
July 26, 2024

Happy Friday,

First things first, we have an exciting announcement…

Our new Beyond Paid Ads guide is officially LIVE, and we couldn’t be more excited to share it with you all.

This free, 86-page beauty is packed with actionable insights from some of the best minds in DTC, including FERMÀT, Social Snowball, KnoCommerce, and more.

But enough of the hype, here’s our main story for this week:

It’s a “Brat” Summer

Even if you’re not sure what it means, there’s a good chance you’ve heard about “Brat.”

This summer belongs to the unapologetic chaos of “Brat Summer,” Charli XCX’s lime-drenched anthem that’s become the soundtrack for a generation (Move over, “clean girl aesthetic.”)

Forget predictable pinks and quiet luxury—Brat Summer explodes onto the scene with a grungy, DIY vibe that celebrates individuality and messy fun.

And brands take note: this cultural shift is a marketing goldmine.

The Rise of Brat Marketing

Charli XCX’s latest album, "Brat," has done more than just dominate the music charts—it’s revolutionized marketing.

The media impact value (MIV) of “Brat” skyrocketed to $22.5 million, with searches for “slime green” fashion items surging 17% on global platforms like Lyst. This isn’t just about a color – it’s about an attitude and a lifestyle that brands are eager to tap into.

From the striking neon green branding to the authentic, raw aesthetic, Charli’s Brat campaign is a masterclass in how to resonate with today’s audiences. But why is Brat marketing blowing up?

Authenticity Over Perfection

In an age of overly curated online personas, Brat Summer is a rebellion against the filtered norm. Charli XCX isn’t selling a flawless image—she’s promoting authenticity.

Think baggy jeans, frayed tank tops, and unapologetic attitudes. This raw, unfiltered approach resonates deeply with Gen Z and millennial audiences who crave genuine connections.

The Power of Color

One of the most notable aspects of Brat marketing is the strategic use of color. Charli XCX meticulously selected the perfect shade of lime green to represent her album.

This bold color choice has dominated physical and digital spaces, proving that a single, well-chosen color can elevate a marketing campaign to viral status.

Brands can learn a lot from this—color isn’t just an aesthetic choice; it’s a powerful tool for creating brand identity and evoking emotions.

Interactive and Inclusive Campaigns

Charli’s Brat Generator is a prime example of turning a marketing campaign into a collaborative movement. By allowing fans to create their own Brat-inspired art, Charli transformed her campaign into a community-driven event.

Taking the digital campaign into the physical world, Charli XCX introduced the Brat Wall, a neon green billboard in NYC that teased pop-up shows and upcoming events. The Brat Wall became a real-world extension of the online teasing tactics, generating buzz and curiosity among fans and passersby.

But the campaign didn't stop there. Charli also rolled out the Bratmobile, a neon green car that traveled around the city, acting as a mobile advertisement and generating organic social media content from excited fans who spotted it.

These real-world elements not only kept the momentum going but also created immersive experiences that echoed the campaign’s vibrant, rebellious spirit.

Brands Embracing Brat Marketing

From luxury fashion houses to beauty brands, everyone’s getting in on the Brat action. For instance:

  • Flannels, a UK luxury retailer, curated a Brat green edit featuring pieces from Balenciaga and Coperni, pushing the trend directly to their high-end clientele.

  • Kate Spade embraced the trend on TikTok, posting a Brat green starter pack, showcasing how their products align with this edgy aesthetic.

  • ColourPop and BeautyBay leaned into the trend with themed collections and social media posts, driving engagement with catchy captions and vibrant visuals.

Beyond brands, even more surprising is how a US presidential candidate is leveraging this trend.

When Kamala Harris was announced as the Democratic party's prospective presidential candidate, social media erupted with a flood of coconut and palm tree emojis, lime green backgrounds, and the word “brat.”

But what’s the connection? Charli herself defines a “brat” as someone who’s a bit messy, loves to party, and is very honest and blunt – qualities that have now been humorously, and somewhat affectionately, associated with Harris.

Charli XCX’s endorsement of the “Kamala IS brat” sentiment gave Harris’s campaign a huge boost. The campaign quickly adapted, creating a lime green header for their social media accounts, mirroring the album’s aesthetic.

This move cleverly taps into the viral trend, making Harris appear more relatable and fun, especially to Gen Z and younger millennials who thrive on social media trends.

Key Takeaways for Your Brand

  • Simplicity is King: Don’t overcomplicate your message. Charli’s iconic cover proves that a powerful statement can come in a single color and a unique font.

  • Stand for Something Bigger: Be more than just a product. Capture candid moments, encourage fan-made content, and showcase genuine interactions.

  • Embrace Individuality: Don’t dictate trends. Let your audience own the conversation. 

Charli XCX’s Brat Summer is a masterclass in marketing for resonating with Gen Z. It’s more than a catchy song; it’s a cultural phenomenon built on authenticity, community, and a rejection of the ordinary.

So, brands, are you ready to ditch the predictable and embrace the chaotic fun?

Explore what Brat Summer means for your brand and watch your connection with your audience explode!

Now, let’s get into some fun stuff…

Google Reverses Course on Third-Party Cookies in Chrome

Google has announced it will no longer phase out third-party cookies in Chrome, instead offering users a new experience to manage their cookie preferences.

This decision comes after years of industry uncertainty and multiple delays in Google's initial plans to eliminate third-party cookies. Google aims to balance privacy with ad performance, maintaining its Privacy Sandbox APIs while introducing additional privacy controls.

The ad industry is cautiously optimistic, seeing this move as a potential relief while awaiting further details on implementation and impact.

Postscript Launches AI For Email and SMS

Postscript has unveiled its new AI product that will enable brands to scale email and SMS marketing endeavors through generative AI testing.

The platform's innovative features include AI Infinity Testing, which generates and tests thousands of on-brand message variants, and Conversation Intelligence, providing valuable customer insights. With tools like the Brand Center to maintain brand voice consistency, Postscript AI aims to make AI-powered marketing accessible and effective.

American Eagle Targets Gen Alpha and Millennials with New Brand Platform

American Eagle has launched its "Live Your Life" brand platform, aiming to engage Gen Alpha and millennials alongside its core Gen Z audience. This initiative revives a nearly 20-year-old slogan, encouraging consumers to break out of their social media bubbles and engage with the world around them.

The campaign, a strategic play on the back-to-school season, features stars like tennis champion Coco Gauff and NFL quarterback Trevor Lawrence. In August, American Eagle will also launch a video series in partnership with the creators behind Life on Film, promoting engagement through user-generated content.

Chief Marketing Officer Craig Brommers emphasized that American Eagle's recent revenue growth, including a 6% increase in the first quarter, makes this the perfect time to launch the platform.

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