The Engagement Rate

An industry bulletin for marketing pros.

This week’s W🏅

7-Eleven blew up last week when @twosometravellers drew attention to the convenience store’s inconsistent logo. Over 18 million viewers noticed the lowercase “n” yet the brand has not moved to leverage this surge in attention… 

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Some brands are fumbling the bag recently… 

Influencers shouting out brands for free on social media might seem like a marketer's dream, companies in the past few years have learnt that being agile and being involved in online discourse reaps some big rewards. But lately, some brands have been stumbling in seizing these opportunities and facing backlash in the process. Just take 7-Eleven, mentioned above, who missed out on riding the coattails of an 18M viewed post… 

Chick-fil-A employee, @MiriTheSiren, recently tried to post meal reviews of her free lunches but due to company rules was stopped in their tracks unless she changed the format and location of the content. To Miri, this would be not genuine content. TikTokers came to Miri’s defense. BMW also gained some heat recently after deleting TikTok videos that hinted at gifting a car to ReesaTeesa after she mentioned the automaker brand in her viral “Who TF Did I Marry” series. Imagine - a car brand hints at gifting a creator a car and then goes rogue…Both situations present bad optics to capitalize on a wave of social buzz. 

Yet, with one brand’s fumble is another brand’s win. Shake Shack and Hyundai jumped to the rescue to support creators abandoned by their rivals. Shake Shack partnered with Miri for a chicken shack review and Hyundai gave Reesa a year-long loan of one of their vehicles.

“Mama kudos for stepping up, for influencing”. 

Joe & The Juice’s pink all-star collab 

Move over Starbucks, Joe & The Juice is coming to take breakfast to chic heights. The juice and sandwich brand are making big moves as they expand to the U.S, bringing influencer heavyweights Paris Hilton and Alix Earle along with their all pink ad campaign. 

The #GetChicForBreakfast campaign, led by experiential comms agency Potion alongside brand studio Kingsland and production agency LEROI, looks to combine the recent learnings in the sector of “lifestyle over product” marketing - marrying the all pink branding (that the company is notoriously famous for) with huge LA personalities.