Discover more from After School by Casey Lewis
#CleanTok and Project S
"held hostage by the whims of tiktok"
Iris Law is fronting the Melissa x Marc Jacobs' capsule collection campaign; Central Cee, GloRilla, and Luh Tyler are among the 2023 XXL Freshman Class; Anthony Padilla and Ian Hecox just bought Smosh; and here’s how Gen Z is going to transform the fashion at Glastonbury 2023.
Today’s letter is brought to you by Day One Agency: Gen Z’s got a love-hate relationship with the rabbit hole of their social feeds. And is “prime time” even relevant anymore? My friends at Day One Agency just released a new study with USC Annenberg Center for Public Relations on the next gen’s media diets and scroll habits. Check out their findings here.
AMERICAN COMPANIES HELD HOSTAGE BY THE WHIMS OF TIKTOK, wsj
Companies are scrambling to mass-produce products based on feedback via TikTok, resulting in goods with a very (verrrryyyy) short shelf life, with many executives saying it’s “necessary if they want to win over younger shoppers and keep up with the competition.” “Every single merchant and designer is looking at TikTok,” said Corey Robinson, chief product officer for fashion retailer Abercrombie & Fitch, who calls the platform “a billion-person focus group.”
TIKTOK PREPARES ‘PROJECT S’ PLAN TO BREAK INTO ONLINE SHOPPING, ft
TikTok users in the U.K. have begun seeing a new shopping feature called “Trendy Beat” within the app. Internally dubbed “Project S,” the feature hopes to capitalize on TikTok’s trend data “to empower ByteDance in acquiring or producing those popular items.” In other words, they’ll be experimenting with selling their own products through their app in hopes of challenging Shein and Amazon.
CONGRESS SPOTLIGHTS ‘SERIOUS’ FORCED LABOR CONCERNS WITH CHINESE SHOPPING SITES, nyt
A congressional investigation into Temu and Shein offered new insight into services that are delivering a deluge of cheap and little-regulated products On TikTok, #sheinhaul has 10.8 billion views and #temuhaul has 449.6 million views.
UNILEVER TAPS INTO #CLEANTOK CRAZE WITH GLOBAL TIKTOK PARTNERSHIP, marketingdive
Unilever and TikTok announced a global partnership around the hashtag #CleanTok — which has more than 80.6 billion views on TikTok — “to tap into Gen Z interest surrounding cleaning.” They’re working with over 100 content creators to produce cleaning content, which will be visible from a #CleanTok hub. Very curious to see how this works out for them.
GEN Z IS UPENDING THE PURCHASE FUNNEL, ACCORDING TO A NEW EDELMAN TRUST BAROMETER REPORT, insider
These days, young consumers’ relationship with brands begins at purchase, and is "too dynamic for a linear funnel.” Says Edelman CBO Jackie Cooper, “Our data showed that that purchase is not an end point. It's the starting point.” 78% of Gen Z respondents say they "uncover things that attract me and make me loyal to a brand after my first purchase," with 50% saying they do most of their brand research after they buy. 79% say “they interact directly with the brand because it gives them opportunities to evaluate a brand beyond its product, to save money through discounts, and to gather information and learn things.”
BUMBLE IS TESTING A SEPARATE BFF APP FOR FINDING FRIENDS, techcrunch
Bumble is planning to spin off its BFF mode into a separate friendship app in select markets, with plans to release this app in the U.S. this year. BFF mode — i.e. Bumble for friends — represents 15% of the main apps’ monthly active users, which is frankly more than I would have suspected.
One last thought: