Welcome to Anthro, a weekly community newsletter featuring must read content about the best and most exciting movements by brands, with a heavy focus on culture and actionable insights. Iām trying to make this one of the most valuable emails you receive each week. If youāve enjoyed this issue, please like it above š and leave me a comment š¬
Good morning friends,
Sending this to you from the Scottish Highlands today, and itās glorious š We grew this Anthro Community to over 200 people this week - and itās only Issue #3! Thank you all for your support - I canāt wait to continue hearing what youāve loved (and hated)! Your critique and suggestions are always welcome so donāt be shy. Iām writing for you afterall š
For those new this week - welcome! Iāll be sharing the most pertinent industry news and insights with you - on brands, campaigns, culture and their relationship to business success.
Whether youāre the founder of a company, at a start-up, in an agency or in-house- this is the place for your dose of industry news.
Shall we..?
Hereās what youāll learn today:
How to get the best out of Pinterest. Interview with Pinterest Product Marketing Lead, Maansi Dommeti
The secret to D2C success. Simple but true. Pay attention to your audience, a group of individual people with different tastes
āBoringā businesses need brand strategy too. Businesses seen as traditionally less cool, have the ability to build cultural capital too. Just look at the Female Founders Fund
How do you actually use Pinterest for business and campaigns?
I interview Maansi Dommeti, a Product Marketing Lead at Pinterest HQ in San Francisco. She helps household names use Pinterest not only as a portal of inspiration, but as a shopping tool for its hyper-engaged users. 3 takeaways below š Read the full interview with Maansi Dommeti
Social media are not created equal. Choose your platforms wisely. Pinterest is where people come to find inspiration, and plan their lives š
Use Pinterest to connect people to that inspiration. Create relevance, and then build a path to purchase parallel to the audiencesā own life stages š”
Consider how long people plan before deciding to purchase products or services and create a āwork back planā. Your marketing approach should be tailored to your audienceās timescales ā
D2C companies continue to appear, but what's the secret to success? Customer obsession.
We keep hearing about āD2Cā, but what does it really mean? And if you are a D2C brand, how can you be successful? I analyse cult beauty brand Glossier, and āTech Broā shoe obsession, Atoms. 3 key things below š Read the full Anthro Industry Analysis about D2C
Psychographics are more valuable than demographics, but understanding the taste and psyche of your individual audience members will serve you best in the long run. Taste profiles are powerful š
Recognise and nurture your community. Closed feedback loops between businesses and their audience are powerful. Build for your audience, not for yourself
Use social media to power your feedback loop - a method of truly speaking to your audience. This can empower your business to respond and adapt, faster than ever š
āBoringā businesses need a strong brand strategy too.
Iām looking at you - financial services, fintechs and venture funds. Traditionally, businesses in these industries pay less attention to their brand, and the culture they are trying to infiltrate or create - something I found first hand during my pro bono advisory over recent months. Venture capitalists Female Founders Fund (FFF) show us how itās done š„
Established in 2014 with one belief - āWomen will build the companies of tomorrowā, FFF has become a leading source of capital for female founders. How? By differentiating itself, through brand identity and strategy. How they execute their presence sets them apart š Read Emily St Denisā blog post
VC is a prime example of how these types of industries can be esoteric to those on the outside. FFF finds operating with a strong brand, being friendly, informative and relatable encourages interaction with a wider circle of people⦠People who may normally be excluded from funding options.
Your key takeaways:
Visuals are a good place to start. Your brand is NOT your logo, or your colour palette, BUT your logo and aesthetics, including the imagery you use, are symbolic of your brand, so you may as well make it good. FFF cite womenās shaving brand Billie for aesthetic inspiration - the first razor brand to show female body hair. Nice one! š See Billieās site here
Prioritise your community. Remember that āBrand grows community, community feeds content, content reinforces brand and back againā
Use your content to represent your brand, and link your brand metrics to your business metrics. This will help ensure youāre optimising your brand and content strategies. E.g. Set objectives. Is awareness your goal? Engagement? Reaching a specific target audience? FFF takes inspiration from Goopās strategy š Read this opinion piece by Gaby Hinsliff in The Guardian
Other interesting things š:
Whatsapp introduces a fact checking feature to combat misinformation in 6 markets - Poppy Wood, City AM
Any questions? Leave me a comment. I want to hear from you! Let me know what youāve loved and what youād like to see more of. If youād like to nominate yourself for the interview series - ping me! š
Thanks for being part of Anthro this Sunday, and see you next week!
Sanya š
If you enjoyed this newsletter, please forward to a friend or colleague and encourage them to subscribe - letās try and grow this Community to 1000 šš½
Create your profile
Only paid subscribers can comment on this post
Check your email
For your security, we need to re-authenticate you.
Click the link we sent to , or click here to sign in.