Courtesy of Pixabay

Advertising: How Reese’s Jumped on the Swiftie Wave – Marketing Dive

Taylor Swift’s new album, The Life of a Showgirl, which fans are calling the “Orange Era,” inspired Reese’s to seize the opportunity with a campaign centered around this theme. The campaign features their signature orange packaging and playful references, “in the vault,” to Swift’s new era.

• Kenapa Harus Peduli?
  • Clever Newsjacking – Reese’s ad ran on YouTube for a day, supported by TikTok, Instagram, and CTV. In just two days, Swift’s podcast garnered 14 million views, while Reese’s video reached 3.6 million.
  • Virality as the Goal – This demonstrates that capitalizing on a trend can be effective, especially when aiming for virality. Since Reese’s already owns orange as its brand color, they simply needed to remind audiences that they are part of this ‘era’ as well. 
  • Moving Ahead – Reese’s strategy illustrates that speed and cultural awareness can yield significant rewards for brands. Tapping into Taylor Swift’s “Orange Era” worked because it naturally connected to Reese’s established iconic orange identity. While virality is appealing, it only endures when the trend aligns with a brand’s core values and image. That’s why Reese’s was able to achieve 3.6 million views.

Courtesy of Pixabay

Technology: Gen Z Shows Growing Dependence on ChatGPT – CNBC

Based on a study from Southeastern Oklahoma State University, Gen Z demonstrates a strong reliance on ChatGPT for career advice, with 42% using it, compared to 34% of Millennials, 29% of Gen X, and 23% of Baby Boomers. This indicates that Gen Z feels more comfortable seeking guidance from AI, making it a crucial tool in their career decision-making process.   

• Kenapa Harus Peduli?
  • Is Over-Reliance on AI Weakening Our Skills? Tools like ChatGPT are powerful aids, but if young people use them as shortcuts instead of guides, they risk missing out on experiences that build resilience and adaptability, skills essential for long-term success.
  • A Call For Help? Is Over-Reliance on AI Weakening Our Skills? While tools like ChatGPT are powerful aids, young people risk missing out on experiences that foster resilience and adaptability (skills essential for long-term success) if they use these tools as shortcuts rather than guides. This trend signals to educators and employers the need to help young people balance AI use with real-world experiences. It’s not just about the job market; Gen Z relies on AI for quick answers, everyday decisions, and navigating life simply because it’s convenient.  
  • Moving Forward – Although this data reflects American trends, it underscores how over-reliance on AI can impact young people. It also highlights how tools like ChatGPT can create a sense of ‘perfection,’ leading users to believe they can entirely avoid mistakes. If AI allows us to bypass errors today, are we jeopardizing the skills we will need tomorrow?

Courtesy of Pixabay

Advertising: How the UK Is Reshaping Beauty Standards in Advertising – Guardian

The UK Advertising Standards Authority (ASA) urges brands to stop featuring dangerously thin models in their advertisements by enforcing stricter guidelines and reviewing model portrayals.  

• Kenapa Harus Peduli?
  • Advertising Shapes Public Perception – Ads don’t just sell clothes; they shape beauty standards. If brands continue to promote unhealthy thinness, they reinforce damaging ideals, particularly among young people.  

○ The Trend is Shifting – People now prioritize diversity, inclusivity, and authenticity. Brands that overlook these values risk losing trust, especially as social media provides everyone with a platform to engage in these conversations.  

○ Moving Forward – The UK is taking steps to protect its citizens from harmful body image portrayals, recognizing that young people are especially vulnerable to media influence. By establishing these boundaries, the UK paves the way for other countries to follow. After all, body image is just one aspect of the broader conversation about media responsibility.

Kata Untuk Hari Ini:

????Newsjacking & Trenjacking????

• Trendjacking – When brands jump on popular trends, memes, or viral topics to gain visibility and engage audiences.
• Newsjacking – When brands quickly respond to breaking news or current events to insert themselves into the conversation and attract attention.

Quotes of The day:

• Book, The four Agreement by Don Miguel Ruiz: Wisdom has nothing to do with knowledge
  • Human perception is merely light perceiving light. Matter is a mirror, everything is a mirror that reflects light creates images of that light and the world of illusion, the dream is just like smoke which doesn’t allow us to see what we really are. 
    • Meaning that what we perceive is not reality itself, but a reflection or illusion. To understand our true nature, we need to look beyond appearances.
  • Persepsi manusia hanyalah cahaya yang melihat cahaya. Materi adalah cermin, segala sesuatu adalah cermin yang memantulkan cahaya, menciptakan bayangan dari cahaya itu dan dunia ilusi. Mimpi itu seperti asap yang menghalangi kita melihat siapa diri kita yang sebenarnya.