Advertising: Wait, Adults Are Buying Toys More Than Kids?! – Morning Brew

The Trend forecasting company, WGSN,  highlights that the global collectible toy industry could be worth $35.3 billion by 2032. 

● Kenapa Harus Peduli?

○ Why? Adults are buying toys either as collectibles, hoping they will increase in value, or as a way to relax and enjoy themselves. In fact, a Circana study found that adults over 18 are  the most important age group for the toy industry, as their spending surpasses that of toddlers aged 3 to 5.

○ So? This group might signal bigger trends in how adults engage with toys.

○ Moving Ahead – Adults buying toys may be driven by psychological needs or or reflect a broader cultural trend.  Advertisers can seize this opportunity to promote beyond kids.

Courtesy of Netflix

Entertainment: Stranger Things Is Defining Pop Culture – New York Times

The new season of Stranger Things is here, and it’s not just a finale, it’s a cultural event built for the streaming era, blending ’80s nostalgia with binge-worthy storytelling that the Netflix algorithm knows fans can’t resist.

● Kenapa Harus Peduli?

○ Your Algorithm Suggested It.. Thanks to its AI-driven recommendation systems, Netflix knows who will click and binge. For advertisers, this means content placement and timing can be hyper-targeted to audiences already primed for engagement.

○ Tapping Into The Moment –  Stranger Things shapes trends beyond streaming. Brands can tap into this cultural momentum by aligning campaigns with nostalgia, fandom, and shared experiences.

○ Moving Ahead – Stranger Things has already built a loyal fan base over nearly a decade, creating a ready-made community. Similarly, how horror communities have already built their loyal fan base in Indonesia. 

Courtesy of Freepik

Advertising: Is Loyalty Program Even Worth It? – Morning Brew

Starbucks is tracking every customer purchase, and that may put your privacy at risk. Many even implement surveillance pricing where they charge customers different prices based on their profiles. 

• Kenapa Harus Peduli?
  • For Consumers –  Not all loyalty programs are created equal. Many brands partner with third parties, meaning your data could be tracked, analyzed, and shared beyond your control.

○ For Brands – Similar to loyalty programs, subscriptions have become one of the ways brands can engage users who frequently make purchases through their apps. For example, Gojek’s +Plus 90 program simplifies the purchasing process and offers discounts to frequent users.

○ Moving Ahead – Despite the many perks of loyalty programs and various offerings brands use to boost purchases, don’t assume it’s a straightforward deal. As customers, we need to be more aware of what we are getting into. As advertisers, the focus should shift to ethical practices, ensuring that programs benefit both consumers and brands without compromising privacy. 

Kata Untuk Hari Ini:

Fandom-anchored marketing

• Building campaigns around existing fan communities
  • McDonald’s brings the Upside Down to life with Netflix’s Stranger Things campaign.

Quotes of The day:

“The best way to predict the future is to create it” – Peter Drucker Cara terbaik untuk meramalkan masa depan adalah dengan menciptakannya sendiri.