Good morning,
As you’ll quickly learn, Kirsten broke her rib surfing. And some how I’m the one more slumped in my chair. Kirsten is welcoming all ‘broken ribs’ tips. Drop ‘em if you have ‘em.
In this episode, we chat about the emerging theme of less ‘produced’ content.
But we also get into how ‘less produced’ doesn’t mean less effort.
Of course, we discuss Nutter Butter and their 1-year journey to viral fame. I consider
’s deep dive on them required reading.But we also give a ton of other examples from the last letter including Kamala’s approach to social, the campaigns coming out of the UK, Pizza Hut’s resume boxes, and more.
It’s 15 mins. Nice a short. Enjoy!
What you can skip to if 15mins is too much:
01:08 - The shift towards less-produced marketing
04:13 - Don’t be like Nutter Butter but be like Nutter Butter
06:33 - Finding the balance of thoughtful, not slick
10:09 - Take the less-precious approach but give it substance
12:54 - Unleashing teams is key
14:09 - The Taylor playbook
The takeaways:
Less is more. Less flashy, more creativity is resonating.
Find your bit. Brands should find their unique take to stand out.
The Taylor lesson. Storytelling or lore is essential for building brand loyalty.
Have more fun. We’ve been on this soap box for a while but it works.
Timely but relaxed. The best engagement comes from things that feel relevant but not pushy.
That’s all, folx.
- Chris
Thanks for hitting the heat. Or sharing with a friend. Me and the algo appreciate it.
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