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<div style="display: none; max-height: 0px; overflow: hidden;">Lululemon’s founder, Chip Wilson, used a full-page Wall Street Journal ad to call out the company's current marketing strategy </div>
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<h1><strong>TLDR Marketing <span id="date">2025-10-15</span></strong></h1>
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<strong>Brilliant campaigns aren't born in 15-person meetings (Sponsor)</strong>
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Creative-by-committee is a recipe for blandness - and who's got time to create anything when your calendar is back-to-back, anyway?<p></p><p>Meet less, do more, and keep everyone on the same page with <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.atlassian.com%2Fsoftware%2Floom%2Fuse-case%2Fmarketing%3Futm_source=tldr%26utm_medium=email%26utm_campaign=P:loom*O:clm*F:awareness*C:wac*H:fy26q2*I:tldr-marketing-newsletter-loom*%26utm_sfdc-campaign_id=701QB00000PbjXeYAJ/3/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/hBLbKi4orzTUSfqM-SrR3D_JRa9iOX-c0DPYIcfwBUU=427" rel="noopener noreferrer nofollow" target="_blank"><span>Loom</span></a>.</p>
<p>Record your screen and voice to walk through campaign briefs, present creative concepts, or gather asset feedback - all async. No more waiting for calendars to align.</p>
<p>Feedback comes in as timestamped comments directly on your videos. Reviews keep moving even when teams are distributed or in different timezones. <a class="underline" href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.atlassian.com%2Fsoftware%2Floom%2Fuse-case%2Fmarketing%3Futm_source=tldr%26utm_medium=email%26utm_campaign=P:loom*O:clm*F:awareness*C:wac*H:fy26q2*I:tldr-marketing-newsletter-loom*%26utm_sfdc-campaign_id=701QB00000PbjXeYAJ/4/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/pp4Bjof7Lc6v-YC-VN2HdU1Q4EX-KB5WS4rvjcTi4tY=427" rel="noopener noreferrer nofollow" target="_blank"><span>Loom AI</span></a> automatically generates titles, summaries, and chapters for your videos, plus removes filler words and silence to keep everything tight.</p>
<p>Fewer bottlenecks. Faster launches. <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.atlassian.com%2Fsoftware%2Floom%2Fuse-case%2Fmarketing%3Futm_source=tldr%26utm_medium=email%26utm_campaign=P:loom*O:clm*F:awareness*C:wac*H:fy26q2*I:tldr-marketing-newsletter-loom*%26utm_sfdc-campaign_id=701QB00000PbjXeYAJ/5/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/-58yvHRXB1_ybTx9jrWVe05cV5KJxDD5_lnRd1dkd1E=427" rel="noopener noreferrer nofollow" target="_blank"><span>Start Looming</span></a>
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<h1><strong>News & Trends</strong></h1>
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<strong>Global Growth Remains Sluggish as Tariff Threats Loom (3 minute read)</strong>
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Global economic growth is expected to slow as trade tensions and protectionist policies weigh on output. The International Monetary Fund (IMF) projects global growth will fall to 3.2% in 2025 and 3.1% in 2026, down from 3.3% last year. The US is forecast to slow to 2% growth this year from 2.8% in 2024, while China's growth is expected to drop to 4.8% and continue falling to 4.2% in 2026. The IMF warned that rising tariffs could fuel inflation in the US as higher import costs begin to reach consumers.
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<strong>Ragebait is everywhere. Should marketers lean in? (5 minute read)</strong>
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Brands and creators are using anger to drive engagement, sometimes on purpose, often by accident. Campaigns like Doritos joking about chip shapes spark playful conversation, while American Eagle's Sydney Sweeney launch or e.l.f.'s Matt Rife partnership drew backlash for touching sensitive topics. Reactions can come from personalities, networks, or unexpected forces. Success comes from cultural awareness, vetting who's involved, watching responses in real time, and being clear about values so audiences know where the brand stands.
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<h1><strong>Strategies & Tactics</strong></h1>
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<strong>The optimal email marketing frequency (3 minute read)</strong>
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Sending 7 emails monthly is the optimal frequency for maximizing customer lifetime value. Reducing this to 4 emails cut lifetime profit by 32%, while increasing it to 10 emails reduced profit by 16%. The best results come from tailoring email frequency by purchase behavior, sending 5-7 emails to frequent buyers, 6-10 to medium buyers, and 12-14 to infrequent buyers. Frequent buyers tend to ignore more emails, while occasional buyers engage more when they receive additional messages.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fschwedelson_evergreen-content-is-dead-ugcPost-7383847779481341952-smZF%3Futm_source=tldrmarketing/1/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/U9RTF4WNArhWTtDlqFhEKK5HEF2ZjI6w0PxH3rwE-nc=427">
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<strong>AI is now looking for this (1 minute read)</strong>
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AI citations are now on average 393 days newer than Google search results. Content with a recent date in the title or offer name is 50% more likely to appear in AI results. Update your reports, webinars, podcasts, guides, and blog titles. Instead of “The State of HR Laws”, use “The State of HR Laws – Q4 2025”. Add timestamps in your copy and refresh old content with current context.
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<strong>Does Trendjacking Work? (6 minute read)</strong>
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Trendjacking can deliver short-term brand relevance when it reflects the values and behaviors of your audience. Before joining a trend, ask whether it fits your brand's industry and whether your audience will care. Arby's capitalized on the viral sea shanty moment on TikTok to promote its fish sandwich, combining cultural relevance with humor. Strategic use of trend hashtags helped extend its reach.
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<h1><strong>Resources & Tools</strong></h1>
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<strong>How Atlassian used Loom to reduce a campaign launch from 90 to 39 days (Sponsor)</strong>
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When Loom's marketing team needed to launch a brand campaign fast, they ate their own dog food. Learn how they <a class="underline" href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.atlassian.com%2Fblog%2Floom%2Flaunching-loom-brand-campaign%3Futm_source=tldr%26utm_medium=email%26utm_campaign=P:loom*O:clm*F:awareness*C:blog*H:fy26q2*I:tldr-marketing-newsletter-loom*%26utm_sfdc-campaign_id=701QB00000U22xQYAR/2/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/Xwlkc9rRMWM4ebOmAytfA0JX-Nn95mzQb7mN2bzbzaE=427" rel="noopener noreferrer nofollow" target="_blank"><span>used Loom</span></a> for async video briefs, stakeholder reviews, and feedback loops instead of waiting for calendars to sync - and what normally took a full quarter got done in 39 days. <a class="underline" href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.atlassian.com%2Fblog%2Floom%2Flaunching-loom-brand-campaign%3Futm_source=tldr%26utm_medium=email%26utm_campaign=P:loom*O:clm*F:awareness*C:blog*H:fy26q2*I:tldr-marketing-newsletter-loom*%26utm_sfdc-campaign_id=701QB00000U22xQYAR/3/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/qKWUp9MepoOHC7m4jv7Z2FlxgUcnxY4XVtYIP6sbfRk=427" rel="noopener noreferrer nofollow" target="_blank"><span>Read how they did it</span></a>
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<strong>Walmart is incorporating ChatGPT into online shopping. Here's how. (3 minute read)</strong>
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Walmart is partnering with OpenAI to integrate ChatGPT into its online shopping platform, allowing customers to search for products, receive recommendations, and complete purchases through AI-powered chat. The collaboration will also use OpenAI's Instant Checkout to let shoppers buy items directly within the chatbot. Walmart said the system will become more proactive as it learns customer preferences, aiming to make shopping faster and more personalized. A Coresight Research survey found 64% of consumers already use, plan to use, or want to use generative AI for shopping, and 29% are more likely to shop on sites with an AI chatbot.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fmetricool.com%2Fwp-content%2Fuploads%2FInstagram-Content-Playbook-2025.pdf%3Futm_source=tldrmarketing/1/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/MtQNq89cFsQvekrGCWHco5kdHsGRs5tRcvogV2IAg5A=427">
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<strong>2025 Instagram Content Playbook (11 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
An analysis of 700M IG posts from January to June 2025 showed that posting frequency is the strongest predictor of account growth across all follower tiers. Reels drive reach for smaller accounts under 50K followers, while carousels outperform Reels in engagement for larger accounts, with the gap widening for accounts over 500K followers. Optimal posting is 8 PM on Wednesday and Friday. Trial Reels allow safe testing, scheduling maintains consistency, and influencer collaborations generate three times more engagement than brand posts.
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<strong>How to know if your GEO is working (10 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Generative Engine Optimization rewards brands that are easy for AI tools to recommend in commercial moments. Track four specific outcomes to understand if your GEO strategy is working: share of search reflects how well your brand stands out, buyer-intent traffic shows whether that visibility leads to action, prompt visibility across AI tools signals credibility and brand strength, and conversational queries measure how effectively content drives qualified traffic.
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<div style="text-align: center;"><span style="font-size: 36px;">🎁</span></div></div>
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<div style="text-align: center;"><strong><h1>Miscellaneous</h1></strong></div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.adweek.com%2Fbrand-marketing%2Fcorporate-pressure-killed-lululemons-creative-soul%2F%3Futm_source=tldrmarketing/1/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/dd_9_-x6dc3z149CCN6ipaGu40xsjNuGJDrQqrLJSmM=427">
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<strong>Corporate Pressure Killed Lululemon's Creative Soul (5 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Lululemon's founder, Chip Wilson, used a full-page Wall Street Journal ad to call out the company's current marketing strategy. In his critique, Wilson blamed the board for dismantling the company's creative DNA and diluting what made the brand distinctive. He cited a loss of product focus, brand differentiation, entrepreneurial drive, and creative leadership. When growth outpaces brand identity, companies lose pricing power and relevance. Wilson's call to reverse what he calls “GAP-ivization” is a reminder to protect what made a brand valuable in the first place.
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<strong>Inside Advertising's Most Grueling New Genre: ‘You Have to Have Zero Social Anxiety' (4 minute read)</strong>
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203 Media is building a profitable marketing niche with unscripted street interview ads, offering brands a human antidote to AI-generated content. Founder Josh Suggs leads a team that captures raw reactions to consumer products in public spaces, then packages them into native-style ad creatives for platforms like TikTok and Instagram. The model works best for challenger brands looking to build trust fast. The format is high-effort but high-impact, requiring skilled interviewers with relentless hustle and zero social anxiety.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div></div>
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<h1><strong>Quick Links</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.warc.com%2Fcontent%2Ffeed%2Fstravas-ipo-plans-reflect-direction-of-social-momentum%2Fen-GB%2F11027%3Futm_source=tldrmarketing/1/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/DttkcDhRb9gcVnSjl_I4QG6ZN0NIgYCtP8fpy3rdLhQ=427">
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<strong>Strava's IPO plans reflect direction of social momentum (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Strava's sustained user growth signals the rise of social media centered on real-world connection rather than content.
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<strong>Netflix Jumps Into Podcasts With Spotify Deal (2 minute read)</strong>
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This deal offers more choice to creators and provides a new distribution opportunity.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Famy-c-watts_b2b-brands-ive-been-loving-lately-ugcPost-7383774613203488768-x5Fr%3Futm_source=tldrmarketing/1/01000199e78bd09d-0751435a-afdc-4f25-af74-57f7e5ed89cf-000000/GJhdazBJvZqq-2OCc8iphuyNibO_k4LtO1PmpBfQmVE=427">
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<strong>4 B2B Brands Shaking Up the Traditional Playbook (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Examples include Cognism's storytelling, Semrush's custom album covers, and Air's cult-style conference.
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