TLDR MARKETING 2025-04-11

BEREAL, WHICH SAYS IT HAS 40M MONTHLY USERS, IS ROLLING OUT ADS IN THE US

BeReal is launching in-feed ads and brand takeovers in the U.S. after being acquired by Voodoo for €500 million. It claims 40 million monthly active users, with 5 million in the U.S., and says 85% of its users are Gen Z. Downloads have declined sharply, dropping 60% from 31.5 million in 2023 to 12.7 million in 2024. The app aims to stay relevant in a crowded market while trying to monetize its user base.

WHY EXPERIENTIAL IS SPARKING A ‘NEW AGE OF ROMANTICISM'

As digital experiences become more automated, brands are turning to experiential marketing to create human-centered moments. This shift, called the New Age of Romanticism, pushes back against algorithm fatigue and AI sameness. Consumers are seeking imperfection, surprise, and real connection. Brands like LEGO and Salesforce are leading with immersive experiences that prioritize emotion over efficiency. Rather than relying solely on tech, marketers are designing tactile, in-person activations that spark curiosity and feeling.

14 QUESTIONS TO AUDIT YOUR HOMEPAGE MESSAGING (BEFORE IT SILENTLY KILLS SALES)

A homepage is crucial for B2B brands because it shapes a buyer's first impression and affects whether they take the next step. If the messaging is unclear or generic, prospects may bounce or arrive at sales calls confused, leading to lost revenue. A strong homepage should clearly state the problem solved, the value offered, what makes the brand different, and who it serves. These elements depend on brand positioning first being clearly defined.

HOW TO FIND (NOT GUESS) YOUR TARGET AUDIENCE

Use data to find who actually needs your product. Start with research from internal data, interviews, and tools like SparkToro or Google Trends. Look for patterns in behavior, pain points, and goals. Segment by behavior, tech use, or generation. Test your assumptions with small campaigns and track what works and adjust. Keep everything in one place and review regularly. Assign ownership so personas stay current.

USING AI SEGMENTATION FOR EMAIL PERSONALIZATION

To deliver truly personalized email experiences, start by combining first and third-party data to build detailed customer profiles. Use website behavior, surveys, and enrichment tools, then apply AI to uncover behavioral insights you can't capture manually. Analyze patterns in purchase activity, engagement, and brand interactions to define named segments. Then match each segment with tailored messaging using modular email templates. Test variations to find what drives results, and use tools like Zapier or Clay to automate.

CANVA IS GETTING AI IMAGE GENERATION, INTERACTIVE CODING, SPREADSHEETS, AND MORE

Canva is expanding beyond design with the launch of a new AI suite called Canva AI. The platform now includes an AI assistant capable of generating content, coding mini-apps, and offering design suggestions, while Canva Sheets introduces features like Magic Insights and automated charts. With partnerships like Anthropic and integrations with HubSpot and Google Analytics, Canva is positioning itself as an end-to-end visual productivity tool for creative and enterprise teams.

YOUTUBE JUST DROPPED A FREE AI MUSIC-MAKING TOOL

HOW OREO REINVENTED ITSELF THROUGH CULTURE, FLAVOR, AND SMART MARKETING

Oreo, owned by Mondelez, sells over 60 billion cookies annually in 100+ countries and dominates social media with 39M+ followers on Facebook alone. Its viral marketing strategy relies on nostalgia, humor, and constant flavor experimentation, including wild limited-edition drops that drive urgency and engagement. Collaborations with brands like Supreme, Pokémon, and Lady Gaga elevate it beyond food, turning it into a pop culture icon. On shelves, Oreo uses variety and block shelving to crowd out competitors and grab shopper attention.

ONCE UPON A TIME, HIGHLY "CREATIVE ADS" DROVE CLIENT AND AGENCY FINANCIAL SUCCESS

The high-profit era of repeatable big-idea advertising is over, replaced by high-volume, low-impact digital content. Agencies are losing strategic ground as holding companies downsize experienced talent, while consultancies gain influence with CMOs. To stay relevant, agencies must reposition creativity as business problem-solving, not just campaign output, and invest in the skills needed to deliver measurable brand performance.

5 PROMPTS TO UNCOVER USER PAIN POINTS

5 Perplexity prompts to uncover user problems in minutes, without conducting interviews.

AI IS NOW A ‘FUNDAMENTAL EXPECTATION' FOR EMPLOYEES

Shopify's CEO says using AI is now mandatory for new hires.

TESLA TURNS TO ‘EDGY' SOCIAL MEDIA MARKETING AMID BRAND DAMAGE

Tesla, which has historically avoided advertising, is now leaning on “edgy” humor and meme-style content on X as a primary marketing tactic.