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- Why Skims wins, a new hangover cure
Why Skims wins, a new hangover cure
+ the latest winter fest...
Welcome back to our fortnightly newsletter. An exploration of our inspirations, strategic directions and the initiatives we are championing in culture.
The Key to Skims’ Market Dominance
Whether you love her or hate her, you can’t ignore Kim Kardashian’s influence on culture. Take Skims, Kim’s shapewear juggernaut that is everywhere. On the heels of Bridgerton’s season three premiere, the brand announced current ‘it girl’ Nicola Coughlan as its newest ambassador. It also announced English footballer Jude Bellingham as an ambassador for men’s Skims before the Euros.
Skims has its finger on the pulse of culture, carefully selecting ambassadors it knows will have eyes on them due to upcoming cultural moments. Then, it releases their campaigns right as interest in the talent is at its peak for maximum virality.
Skims’ successful talent strategy shows brands need to keep their eyes on upcoming cultural moments, stay across which talent are about to peak, move quickly, and be willing to make an investment in the right talent to achieve the best impact.
What is your favourite element of Skims' campaigns? |
Last week’s poll showed 38% of respondents love chef residencies, while 27% don’t.
More In Culture:
Sabrina Carpenter drops an ice cream inspired by her hit ‘Espresso’ | All the Moments You Might Have Missed From Vogue World 2024 in Paris | Scientists in Zürich Invent an Edible Gel That Reduces the Effects of Alcohol | Lionel Messi releases Más+ by Messi to compete with Prime
 | Moama Lights Festival Illuminates The NSW/VIC Border The Moama Lights Festival comes to life on the banks of the Murray River from July 5-28 with state-of-the-art installations and projections paying homage to Banjo Paterson's evocative poem The Daylight is Dying. |
 | Catch Whales Migrating Along The East Coast Whale-watching season is in full swing up and down the East Coast until late July. The best places to see whales in Sydney include Ben Buckler at the northern end of Bondi, along the Barrenjoey Lighthouse walk, and Manly’s North Head. In Victoria, head to Phillip Island, Great Ocean Road, Warrnambool, Portland or Wilsons Promontory. |
More in Culture
Jonathan Anderson Turns Viral ‘Loewe’ Tomato Meme Into a Luxury Clutch | Tesla's newest product: Tesla Mezcal, a $450 spirit that has a delicate smoky musk | Lidl is offering £2,500 to festival goers this summer — here’s how to apply | Try Vinyasa Yoga With London Zoo’s Penguins This Summer
Pride From The Inside at Example House
Last week, we hosted The Marketing Club’s Pride From The Inside event at Example House.
The panel - which included Cassie Roma, Zakk D’Large (Art and Creative Director), Julie McConnell (Chief of Staff at EHP Holdings) and Nicholas Kelly (Art Director at Abel) - provided valuable insights about LGBTQIA+ representation within the marketing industry and advertising campaigns, and how allies and companies can better platform, and support, LGBTQIA+ individuals in an authentic way.
 | Katie Schenken, Director of Marketing at InterContinental Sydney A Ritual That Resonates: I start my day with cuddles from my Cavoodle puppy, Finn. During my commute, I enjoy listening to podcasts like The Squiz, Mamamia and Bang On with Myf Warhurst and Zan Rowe. I’m also a fan of Mojo Espresso by Ben Crowe, a mindset coach who provides a daily dose of inspiration and perspective. |
Culture that moves you: I love the tactile experience of reading books and magazines. I often flip through the latest issues of Harper's Bazaar or Marie Claire. A book I highly recommend is Lessons In Chemistry by Bonnie Garmus. It tells the story of Elizabeth Zott, a chemist who transforms into a beloved cooking show host in 1960s Southern California, sparking curiosity about what’s possible when you set your mind to it. Undiscovered Gems: Kiera Chevell is a photographer, creative director, and producer I've had the pleasure of working with on many photo shoots over the years. Kiera has an incredible talent for bringing visions to life beautifully and is currently building her own brand. | A Cultural Experience: My last trip to Japan was unforgettable, blending culture, shopping, and exceptional food. In Tokyo, I highly recommend: Piss Alley (Shinjuku): Yakitori grill restaurants Golden Gai (Shinjuku): Small bars TeamLab (Tokyo): A digital museum with water walkways and a garden where you become one with the flowers Mori Art Museum: Offers stunning city views Daimaru Department Store: Great shoe selection and a top-floor restaurant serving the best soba noodles and tempura |
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