TikTok's 2022 Algorithm

April Fools is that time of year when brands get to have a little fun, and social-first fun is definitely our sweet spot.

This year we were incredibly proud to have had three of our client’s April Fools campaigns recognised as some of the best in 2024. Our Marmite x Ann Summers collab was crowned 'Top April Fool's Prank of 2024' and our work with Princes and Napolina were also featured in The Grocer's 'Best Foodie Pranks' list.

The key to any successful, humour-led marketing campaign is getting the tone right and capturing the mood of the audience. So how do you create a campaign that builds momentum and gets your brand noticed?

When ideating across our clients, we ask ourselves a few key questions to spark those big ideas:

What are the biggest consumer trends right now?
The biggest trends often have the most impact because of that magic word: relevance. Think Pet Subscription Boxes from Gusto or CBD Hash Browns from Iceland.

What's too good to be true—the things your consumers dream of becoming a reality?
The cookie dough paint from Dulux sounds like something we'd love on our walls!

What's awkwardly close to possibility but, at the same time, downright mental?
Think Guinness Cologne or The Sainsbury’s Double Decker Trolley (though we're less sure about its practicality here!)
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What's the most weird and wonderful collaboration we could possibly think of to stun your community?
AldiAir was one to remember!

After doing some blue-sky thinking, you want to focus on relevance. Is the idea relevant to your audience and is it aligned with your brand strategy? If the answer is yes, you might have your winning idea!

To get your creative juices flowing, here’s some insight into what Spin did this April Fool’s:

Our Ann Summers Marmite collaboration made no sense but was the epic result of two glorious British brands partnering together. It was a truly weird and wonderful collaboration that got our communities buzzing—and believe it or not, it fit our "too good to be true" category too, with our followers dying to try this unique lube concoction! (For better or worse!)

For Princes and their tuna drink, we tapped into trends of 'nutrition' and the recent broth phenomenon, we thought our audience would LOVE a tuna drink packed with protein and the good stuff! Filming it in that classic American infomercial style, we thought we could highlight just how great this drink is. Although people seemed more interested in a sunflower tuna drink 👀.

Every year, the Cannes Lions International Festival of Creativity brings together the brightest minds in advertising. This year, I had the incredible opportunity to be part of that energy, reviewing over 50 entries from the UK Young Lions.

As a judge, it was inspiring to see the next generation of creative firepower. But it wasn't just about spotting the "next big thing." The insights gleaned from these entries hold valuable lessons for established agencies and brands alike. Here's what stood out:

The Power of Fresh Perspectives:
‍Big agencies are known for their frameworks and processes. While these ensure consistency, some entries felt a bit…uninspired.  In contrast, the most exciting ideas often came from the most junior creatives. This is a powerful reminder that fresh perspectives can breathe new life into established brands.

Brand Brilliance:
‍The talent on the brand side was phenomenal.  It made me wonder: are these brilliant minds being fully utilised in-house?  There's a goldmine of creativity waiting to be tapped into.  Agencies and brands should work together to create an environment where brand voices can truly shine.

The Extra Mile Makes the Difference:
‍The entries that went the extra mile truly shined. This isn't about bells and whistles, but about a genuine commitment to the idea. Don't be afraid to push the boundaries and invest the time and energy to bring your vision to life. It shows.

Standing Out from the Crowd:
Unique ideas are rare gems. There were a few entries with near-identical concepts.  Breakthrough creativity requires taking risks and challenging the status quo. Don't settle for "good enough."  Strive to be truly remarkable.

Less is More:
Killer presentations are clear and concise.  Ditch the word clutter and focus on crafting a compelling narrative that showcases your idea's potential.

The Dream Team:
The true magic happens when exceptional copywriting meets eye-catching visuals.  Brands that can foster strong collaboration between their creative teams will be the ones that stand out.

The Future is Bright:
Being a Cannes Lions judge was a humbling experience.  The talent pool is overflowing with potential.  It's an exciting time for the advertising industry, and I can't wait to connect with these Young Lions in June with the Spin team.

What does this mean for your brand?
The insights from the Young Lions competition offer valuable takeaways for established brands:

• Embrace fresh perspectives: Don't be afraid to tap into the creativity of your younger team members or partner with agencies that encourage out-of-the-box thinking.
• Empower your brand team: Your brand ambassadors have a deep understanding of your audience and a unique voice. Give them the space to contribute meaningfully to your marketing strategy.
• Invest in your ideas: Don't settle for mediocre. Give your team the resources and support they need to bring their big ideas to life.
• Seek out unique solutions: Challenge the status quo and don't be afraid to take risks. Stand out from the crowd with truly remarkable campaigns.
• Foster collaboration: The best creative results come from strong partnerships between copywriters, designers, and brand strategists.

By embracing these lessons, you can unlock the full potential of your brand's creative spirit and achieve Cannes-worthy results, even without entering the competition.

London (9th January 2024): Spin, the leading social media agency, has appointed two seasoned directors having lured them from current industry leader and competitor,
We Are Social. Lee Murray joins as the new Finance Director, and Alyssa Drysdale steps into the role of Client Services Director.

Lee Murray boasts an impressive tenure of over a decade at We Are Social, where he most recently held the position of Commercial Controller. On the other hand, Alyssa Drysdale brings to the table 8 years of expertise from We Are Social, with her most recent role being Business Director, and a previous stint at Fieldworks as Head of Social Media.

Both Murray and Drysdale cited Spin's remarkable growth, and the strength of its talent, culture, and client roster as their main reasons for making the switch. Their extensive experience is expected to be a significant asset to Spin, further solidifying its position in the industry.

Alex Bodini, CEO of Spin, expressed his excitement about the new appointments, stating, “Bringing Lee and Alyssa into our fold marks a significant milestone for Spin. Their exceptional track record, leadership skills and industry expertise are exactly what we need as we embark on our next phase of growth. This is a testament to the strength of our agency, and it’s a clear signal that the tide is shifting in the industry." 

Lee Murray shared his enthusiasm, saying, “I am thrilled to be joining Spin at such a pivotal time. The agency’s momentum is undeniable, and I am eager to contribute to its continued success.” 

Alyssa Drysdale also commented, “Spin has a unique and forward-thinking approach to social and marketing which I'm incredibly excited to build out further alongside the fantastic team. There’s no such thing as a one-size-fits all in social, and now more than ever, clients need truly reactive and social-first thinking, which is something that already sits at the heart of the agency. I look forward to working closely with our clients to apply this thinking and ensure they reach their full potential through social.”

These strategic hires represent a significant coup for Spin, as it successfully positions itself as a formidable player in the social media marketing arena. Both Murray and Drysdale will play a critical role in the leadership team, steering Spin through its ambitious growth trajectory.