Hello, it's Sam!

Have you watched The Boys? It’s a show where superheroes exist, but they’re not exactly heroes.

In one episode, A-Train is shooting a commercial, posing for a photo shoot, when he notices a protest passing by. He casually joins in and then hands a cop an energy drink like that somehow fixes everything.

This scene is a parody of Pepsi’s infamous 2017 ad with Kendall Jenner. Today, we’re breaking down how Pepsi thought a soda could solve a protest and why it failed spectacularly.

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Giphy

🥤 Live for Now

In 2012, Pepsi started a new campaign called "Live for Now." They wanted to attract younger people by showing how exciting and fun their brand was. At first, it worked great - they had famous people in their ads, played cool music, and were all over social media.

But in 2017, everything went wrong when Pepsi released an ad featuring Kendall Jenner. At a time when the Black Lives Matter movement was gaining momentum, protests against police brutality were happening across the U.S. Instead of addressing these real issues, Pepsi's ad turned activism into a marketing stunt.

In the ad, Kendall is in the middle of a photoshoot when she notices a protest happening outside. The crowd carries signs with vague messages like "Join the Conversation," "Peace," and "Love." Inspired, she removes her blonde wig, wipes off her lipstick, and joins the protesters.

As the group approaches a line of police officers, Kendall confidently walks up to one, hands him a Pepsi, and as he takes a sip, the crowd erupts in cheers—implying that a soda just solved the protest.

People hated this ad so much that Pepsi had to take it down after just one day. They tried to make their brand look socially aware, but instead, they just made people angry.

🤷🏻‍♀️ Why Did People Hate It?

The original 2012 campaign was successful. It featured big stars like Beyoncé, Nicki Minaj, and One Direction, reached over a billion people, and made young people excited about Pepsi. They did this through Celebrity endorsements, Fun social media content, Live music events, and A message that felt real and energetic.

But the 2017 ad with Kendall Jenner was a huge mistake. It tried to use serious protests as a cool backdrop for selling soda. The scene where Kendall gives a Pepsi to a police officer is especially offensive because it makes it seem like real-world protests and conflicts could be solved with a soft drink.

The backlash was quick and harsh.

Social media exploded with criticism, and #PepsiAdFail started trending worldwide. Martin Luther King Jr.'s daughter, Bernice King, even made fun of the ad on Twitter.

She posted a picture of her father facing police officers and wrote, "If only Daddy would have known about the power of Pepsi."

The company apologized and pulled the ad within 24 hours.

The main problem? Pepsi had never really cared about social justice before. So when they suddenly tried to use it to sell soda, people saw right through it.

🙅‍♀️ How Do You Avoid This?

Pepsi's mistake teaches us valuable lessons about how brands should handle social issues in their marketing. Here's a detailed guide on how to create campaigns that connect with people instead of causing backlash:

1. Understand the Movement Before You Engage

Social activism comes from real people fighting for real change - it's not just another marketing trend to use in ads. Your brand needs to take time to research everything about the movement - its history, why it matters, and how it affects people.

This means working closely with experts who understand the movement deeply and connecting with activists and community members to make sure your message respects what they're fighting for.

2. Authenticity Matters - Don't Just "Borrow" a Cause

People are smart - they can tell when a brand truly believes in something versus when it's just trying to look good. Support causes that match what your company stands for, not just what's popular right now. Don't use activism just to make your brand look cool.

If your company hasn't supported social justice before, start by building trust through real, long-term support before making ads about it.

3. Choose Your Spokesperson Carefully

Picking the wrong person to represent your campaign can ruin it completely. Using a celebrity who has no connection to the cause makes your message feel fake. Instead, work with people who fight for the cause - like activists, community leaders, or people directly affected by the issues. Make sure whoever represents your brand understands and cares about the movement deeply.

4. Test Your Campaign Before Launching

Getting different perspectives can help you spot problems before they become public mistakes. Show your ad to diverse groups of people, especially those from communities your ad talks about. Ask them how the message might be misunderstood. Most importantly, listen to their concerns and make changes before releasing the ad.

5. Don't Oversimplify Complex Issues

Social problems are complicated and can't be solved with simple solutions. Recognize that real change takes more than just symbols or products. Instead of pretending your brand can fix everything, show how you're helping. Focus on real actions like partnering with organizations, making donations, or changing company policies to make a difference.

6. Be Ready to Listen and Adapt

When people criticize your campaign, don't get defensive or try to justify mistakes. Listen carefully to what people are saying about your message and make real changes based on their feedback. Show that you're serious about learning and improving through actual changes, not just words. Remember that people will respect your brand more if you honestly admit mistakes and work to fix them.

Social Syntax - New Breakdown of High-Performing Marketing Strategies Every Wednesday, Straight to Your Inbox!

Hello, it's Sam!

Today's issue is special because I’ve always wanted to talk about this campaign.

I’m finally breaking down one of Burger King’s most unusual marketing campaigns: The Moldy Whopper.

As the name suggests, it’s exactly what it sounds like. Burger King ran a campaign showing their iconic Whopper covered in mold.

Sounds gross, right? Let’s dive into why this approach worked.

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Moldy Whopper 🍔 

In 2020, Burger King created an unusual ad called "Moldy Whopper".

The ad showed a time-lapse video of their famous Whopper burger over 34 days, letting viewers watch it slowly grow mold and decay.

You might wonder why Burger King would show their food getting molds. But this weird choice worked well for them.

The ad blew up on social media and helped Burger King sell more burgers.

People shared and talked about it so much that it reached 8.4 billion people worldwide - that's 50% more than their Super Bowl ad from the year before.

The hashtag #MoldyWhopper spread like wildfire, reaching 2 billion people. Sales went up by 14%, and all the free publicity was worth about $40 million.

On social media, people watched the video on Facebook for 1.4 million minutes in total. It was shared millions of times on Twitter and got way more likes and comments on Instagram than most ads do.

Not everyone loved seeing a moldy burger - about 26% of people said it made them less likely to eat at Burger King.

But overall, 14% more people said they'd consider eating there. The advertisement was so creative that it won one of the top awards for advertising, the Grand Prix at the Cannes Lions International Festival.

Why it Worked!

The Moldy Whopper campaign worked because it was both shocking and smart.

By showing a burger getting moldy over 34 days, Burger King got people's attention but they had a deeper message too.

They wanted to prove they weren't using artificial preservatives in their food.

Most companies try to hide anything gross about their food. But Burger King did the opposite - they turned the mold into something positive. The message was simple: their burgers get moldy because they're made with real, natural ingredients.

This connected with younger people, especially millennials and Gen Z, who care a lot about eating clean, natural food. While other fast food places were trying to hide what was in their food, Burger King was open about it.

The time-lapse video was also a clever way to teach people about their food. Instead of just saying "We don't use preservatives," they showed what that means.

This helped people trust the brand more than competitors like McDonald's. In the end, more people said they'd consider eating at Burger King, and lot more people engaged with the brand online.

This campaign changed people’s perspective towards Burger King, making them seem more honest and health-conscious than your typical fast food restaurants.

How You Can Do This

1. Show Why You're Better: Instead of just claiming that your product or service is the best, show why it stands out. Like Burger King highlighted its lack of preservatives, find ways to highlight what makes your brand different.

   You don’t have to directly attack the competition, but subtle comparisons can help people see your strengths. However, be mindful of the potential risks and evaluate the impact before going all in.

2. Leverage Emotional Storytelling: Connect with your audience on an emotional level. Rather than simply listing features, show how your product solves a problem or fulfills a need. Emotional storytelling makes your brand more relatable and memorable, helping build a deeper connection with your audience.

3. Align with Current Trends: Identify trends in your industry or among your target audience, and weave those into your messaging. Whether it’s sustainability, wellness, or technology, tapping into these movements can make your brand more relevant and resonate with your audience values.

   Just like Burger King aligned with the growing clean eating trend, find ways to incorporate trends that matter to your customers.

4. Embrace Risk, But Do It Wisely: Risky content can generate buzz and increase visibility, but it’s important to take a calculated approach. Controversial or bold creative choices, like the Moldy Whopper campaign, can spark conversations, but make sure it aligns with your brand’s values and message. Carefully assess potential backlash to ensure it’s worth the impact.

The Ansoff Matrix: A Strategic Framework for Marketing Growth

The Ansoff Matrix

The Ansoff Matrix is a powerful strategic tool that enables marketers to evaluate growth opportunities by analyzing existing vs new products and markets. It outlines four primary strategies, each tailored to different growth objectives and risk levels:

• Market Penetration: This strategy focuses on increasing sales of existing products within current markets. Marketers can achieve this through enhanced marketing efforts, promotional campaigns, competitive pricing, and expanding distribution channels. The goal is to capture a larger market share with minimal risk.

• Market Development: Market development involves taking existing products and introducing them to new markets. This could include targeting new geographic regions, and customer segments, or even leveraging online platforms. By exploring untapped markets, businesses can drive growth while building on established products.

• Product Development: In this strategy, companies create new products for their existing customer base. This could involve launching new variations of current offerings or entirely new products that meet evolving consumer needs. Leveraging brand loyalty can facilitate acceptance and drive sales in familiar markets.

• Diversification: Diversification is the most ambitious and risky strategy, as it entails entering new markets with new products. This approach requires substantial investment in research and development, as well as marketing efforts to understand and penetrate unfamiliar territories. However, it also presents significant growth potential if executed successfully.

By utilizing the Ansoff Matrix, marketers can strategically assess risk levels associated with each growth opportunity and identify the most effective pathways for business expansion.

Social Syntax - New Breakdown of High-Performing Marketing Strategies Every Wednesday, Straight to Your Inbox!

Hello, it's Sam!

In this issue, we’re diving into how Flex Seal took a seemingly dull product and turned it into a viral sensation. We’ll explore how they’ve captured attention in a way most brands can only dream of.

Note: We're switching things up! Starting this week, you'll receive our newsletter every Wednesday.

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Flex Seal 💪

You know this guy.

You might not know his name, but you've seen him.

He's Phil Swift, the founder and CEO of Flex Seal. 

Flex Seal is an American brand known for its rubberized sealants, tapes, and adhesives.

Sounds boring, right? But this guy made adhesives interesting.

Most companies focus on the strength and durability of their adhesives or sealants when selling them. Their ads tell you how good the product is.

But Flex Seal did things differently. Instead of just talking about the product, they showed how amazing it is by making their content so entertaining that viewers forgot they were watching an ad or promotional video.

This strategy helped them get a huge amount of attention without relying on traditional advertising.

Why it Worked!

Flex Seal's success lies in its ability to show, not just tell, what their products can do.

Instead of just describing the features of Flex Tape, they prove it with dramatic demonstrations, such as patching a leak from inside a water tank to show that it works underwater.

These real-life demonstrations instantly build trust and make the product’s abilities undeniable.

What makes their ads stand out is their constant increase in intensity.

In this video, Phil stands beside a huge container that is leaking water. This way he builds tension before he starts applying the tape, giving the viewers a satisfying payoff.

But Flex Seal’s team doesn’t stop there.

They cut a giant hole in a boat, seal it with their product, and then sail it in the ocean.

To add more drama, they showed sharks swimming under the boat, showing the tape’s clarity and a subtle way to show strength.

Phil performs these demonstrations himself creating a genuine human connection with their audience.

These over-the-top demonstrations are not just product testing, its fun and entertaining. The dramatic, meme-worthy moments turned their content viral.

This creative approach brought them much free media attention and viral success without relying on traditional ads.

How You Can Do This

• Show, Don’t Tell

  Instead of listing your product’s features, show it in action. This builds real trust and allows your customers to see how well your product works, making them more likely to buy.

• Raise the Stakes

  Make your content more exciting by increasing the intensity. Start simple and then raise the stakes. The more intense it gets, the more people will want to keep watching until the end.

• Create Memorable Content

  Make your content entertaining and unique. Add humor and unexpected twists to leave a lasting impression on your audience. This will not only make your content more memorable but also encourage people to create memes, helping your brand grow organically and go viral.

The Hook Model: How to Manufacture Desire in 4 Steps

The Hook Model by Nir Eyal is a way to create products that people use regularly by guiding them through a cycle of actions that build a deeper connection with the product. The model has four main steps:

1. Trigger: This is what gets the user to take action. Triggers can be external (like an ad or notification) or internal (like feeling bored or curious).

2. Action: After the trigger, the user takes a simple action to satisfy their need, like clicking a button or scrolling through content.

3. Variable Reward: The reward the user gets is unpredictable. Whether it’s new content, likes, or something unexpected, it keeps the user coming back for more.

4. Investment: The user puts some time, effort, or data into the product, making it more valuable to them. This increases the chances they will use it again and strengthens the habit.

The Hook Model builds desire by creating habits that make a product become part of the user’s routine. As users repeat the cycle, their connection to the product grows, leading to long-term use without needing expensive marketing.

If you want to dive deeper, you can check out this article here.

Social Syntax - New Breakdown of High-Performing Marketing Strategies Every Wednesday, Straight to Your Inbox!

Hello Everyone, 👋👋

In this issue, we’ll learn how Coca-Cola figured out a creative way to engage young audience with its brand.

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Content Breakdown

Coca-Cola 🥤 

In 2011, Coca-Cola launched a campaign where they replaced their iconic logo with random names on bottles.

In 2018, Coca-Cola ran a similar campaign in India, and I remember thinking, ‘Do I need to buy a Coke with my name on it, or can I just grab any bottle? Would the shopkeeper not sell me one if my name wasn’t on it?

While researching for the last issue about Spotify Wrapped, I came across this campaign as a perfect example of personalization and shareability.

I immediately recognized it and understood what they were trying to do.

Coca-Cola wanted to engage more with the younger audience, so they replaced their logo with 250 common names and launched the "Share a Coke" campaign. It encouraged people to find and share bottles with their names on social media.

It’s a brilliant example of how to create marketing campaigns with a focus on personalization and shareability.

Why it Worked!

It was all about personalization. Coca-Cola replaced its iconic logo with 250 common names, making the drink feel personal. When you see your name on a Coke bottle, you immediately connect with the brand.

This sense of belonging made people feel special. The campaign also encouraged people to share it on social media with the #ShareACoke hashtag, turning customers into active participants. By sharing their personalized Coke bottles, they helped spread the word and made the campaign go viral.

And it wasn’t just about selling a drink - it was about creating an Emotional Connection. Sharing a Coke wasn’t just fun; it was something people wanted to share with friends and family, creating memorable moments.

The result?

• #ShareaCoke had 89,000 users on Twitter and 496,000 users on Instagram

• The 14% share rate (against a benchmark of 3–5%) meant over 800,000 virtual bottles were shared on Facebook.

• Organic celebrity posts generated approximately 13.6 million impressions and 381,424 expressions

• 70% of public relations-driven social posts included the campaign’s #ShareaCoke hashtag.

Here is the rest of the data.

This campaign shows how combining personalization, social media engagement, and emotional storytelling can turn a simple product into something people can’t wait to share.

How You Can Create Content Like This

• Personalization:
  You have to create personalized experiences for your customers through your campaigns. You can engage with your customers in a way similar to how Starbucks writes their customer’s names on cups.

  These small gestures make customers feel special and appreciated. Another example is a small online shop that could include a personalized thank-you note. This thoughtful gesture enhances customer experience and builds loyalty.

• Social Media Engagement:
  Encourage customers to share their experiences with your brand on social media. Offer something unique for free to incentivize sharing.

  A great example of this is HeadphoneZone, which gives out free playlist cards featuring different genres, creating a memorable experience for its customers. You can apply this by offering free downloadable guides, unique content, or limited-edition items that customers can share online. This approach enhances exclusivity and builds a sense of community.

• Emotional Storytelling:
  Go beyond just selling a product—create narratives that connect with customers on an emotional level. Share stories of how your product makes a difference in people’s lives or creates memorable experiences.

  For example, Nike’s “Just Do It” campaign connects with customers by sharing powerful stories of athletes overcoming obstacles, which resonates emotionally with their audience. You can do something similar by creating content around customer challenges or pain points, showing how your product helps them overcome those struggles and achieve their goals.

Resources for this Week ✨

• Previous Issue: Personalization + Shareability: The Magic Behind Spotify Wrapped

• Something to Read: Content Marketing Made Simple: A Step-by-Step Guide

• Theory of the Week: The Era of Emotional Marketing: Schmitt’s theory

• Something Interesting: Old Spice | The Man Your Man Could Smell Like

Social Syntax is a weekly newsletter designed to simplify social media marketing for new marketers. Each issue breaks down high-performing content, shares actionable insights, and offers practical tips on how to implement effective strategies. With fresh resources, expert theories, and content ideas, we help you grow and improve your marketing skills every week.

📩 Delivered every Monday.

Hello Everyone,

In this issue, we’ll explore how Spotify took personalization to the next level.

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Content Breakdown

Spotify Wrapped

I use Spotify daily. My total listening time this year was 45,617 minutes—31.68 days. It's a bit concerning to realize I spent an entire month in 2024 listening to music. 😅

But I love Spotify Wrapped—while I struggle to remember what I ate yesterday, Spotify creates a playlist of the songs I listened to most this year. The tracks I had on repeat in January already felt nostalgic by December.

From your most-played songs to your total listening time, Spotify presents all this data in such a personalized way that it’s almost irresistible to share it on social media.

Spotify Wrapped isn’t just a marketing campaign—it’s a data-driven, personalized experience that has become a cultural phenomenon. Spotify has created a year-end tradition millions eagerly anticipate.

How Spotify Pulled It Off

Spotify Wrapped works through a three-step process:

• Data Collection: Spotify tracks your listening habits, device usage, and behavioral trends throughout the year. This includes your favorite songs, artists, genres, playlists, and even changes in your listening patterns.

• Data Modeling: Spotify processes this data to calculate metrics like total minutes listened, top tracks, and a unique "listening personality."

• Personalization & Sharing: Wrapped insights are presented through the app with easy sharing options, turning personalized stats into a fun, viral experience that users love to showcase on social media.

Analysis

Why It Worked!

Spotify offers you something for free without asking for anything in return. Once you use Spotify throughout the year, you automatically get personalized insights into your listening history without asking for sign-ups or doing anything extra.

Because it's so personalized, everyone wants to share it on social media.

Why? It taps into the human desire to showcase individuality while feeling part of a trend. Sharing Wrapped makes people feel seen, unique, and connected to others. You can easily share it on Instagram, Twitter, and Facebook. This turns users into brand advocates who organically promote Spotify, generating free publicity.

Wrapped has become a social media moment every December, and users are eager to share their personalized results, contributing to the campaign’s success.

Also, FOMO.

If you’re not using Spotify, you can’t participate in Wrapped, and seeing others share their results often sparks curiosity in non-users.

The nature of Wrapped makes it an ideal tool for generating user-generated content. Every year, millions of users share their Wrapped experiences, from favorite songs to their listening personality, creating a vast amount of free marketing content.

This user-generated content spreads organically on social media, amplifying Spotify's presence in ways traditional marketing can't.

Secret Sauce

How You Can Do This

1. Personalization: Many brands struggle to personalize their messages beyond just putting "Hi {{Mia}}" at the start of an email. Real personalization, like what Spotify Wrapped does, helps customers feel appreciated and valued. This kind of connection builds trust in a brand that lasts. Collect user data ethically and turn it into meaningful, engaging insights that reflect individual usage or preferences.

2. Shareable: Create campaigns with content that is easy to share and looks good on social media. For example, Coca-Cola’s 'Share a Coke' campaign removed the logo and put popular names on the bottles instead. This made drinking Coke feel more personal. The idea became popular worldwide and was used in over 80 countries.

3. UGC (User-Generated Content): Put users at the center of your campaign. When they share their results, it creates free marketing content and shows that others trust your brand. In a previous issue, I discussed how user-generated content often works better than Well-Produced content. You can check it out here.

4. Visual Storytelling: Present data or insights in a story-driven format to boost engagement and virality. Just like Spotify Wrapped turns user data into a personalized story, it simplifies complex information and makes it emotionally engaging. This approach encourages sharing, increases reach, and creates a deeper connection with the audience.

Resources for this Week ✨

• Previous Issue: Strategy Behind True Classic’s Marketing

• Something to Read:  8 Brilliant Examples of personalized marketing and why they worked 📚

• Theory of the Week: The Customer Loyalty Ladder: Strategies for Building Loyalty

• Something Interesting: Reddit Ads Masterclass: How Caliber used transparency to create one of the best Reddit ads ever.

Social Syntax is a weekly newsletter designed to simplify social media marketing for new marketers. Each issue breaks down high-performing content, shares actionable insights, and offers practical tips on how to implement effective strategies.

📩 Delivered every Monday at 4 PM.

Hello Everyone,

As 2024 wraps up, I wanted to take a moment to thank you personally for being part of the Social Syntax community. Whether you joined at the very start or just recently, your support has been incredible.

Gif by Masterchef-junior on Giphy

When I started Social Syntax, my goal was simple: to help marketers and small business owners simplify content creation and learn from what big brands are doing. Even in this short time, it's grown into something I'm truly proud of—and it's all thanks to you.

Looking ahead to 2025, I have a big goal: to grow this newsletter to 1,000 subscribers by the end of the year. It's ambitious, but I'm excited to get there with your help.

How You Can Help:

• Share Social Syntax with a friend, colleague, or fellow marketer who might find it valuable.

• Share your biggest achievement of 2024 by hitting reply—I'd love to celebrate it with you!

I'd love to hear your thoughts: What have you enjoyed so far, and what would you like to see improved in 2025?

By the way, I have a little something special prepared for those who take the time to reply. As a thank-you, I’ll send you a special gift: 100+ exclusive marketing prompts to help you kickstart your strategy for 2025. 🎁

Here's to an amazing 2025, filled with growth, creativity, and success. Let's crush it together! ✨🍻

Warm regards,

Sam

Founder, Social Syntax

P.S. Thank you for being part of this journey—it's only just beginning! 💙

Hi, it’s Sam! 👋

Today, we’re diving into the strategy behind True Classic’s content marketing.

Content Breakdown

True Classic 👕

True Classic wants its customers to know that their products fit perfectly, are comfortable, and are reasonably priced. Let's take a look at a few videos I picked from their Instagram.

1️⃣ Dad’s Intervention

Instagram post

In this video, The dad has been wearing the same clothes since 1990. His family decides to step in and convince him to change. His son gives him a True Classic T-shirt, which fits perfectly. At first, the dad is unsure, but when he sees that True Classic has clothes for every occasion and how comfortable they are, he agrees to try something new.

2️⃣ Airplane

Instagram post

In this one, three passengers are sitting on an airplane when a part of it suddenly bursts open. Their clothes tear off and fly away. The air hostess tells them to check a compartment under their seats, where they find True Classic T-shirts. Even though each passenger has a different body type, True Classic T-shirts fit everyone perfectly. The characters represent various body shapes, showcasing the brand’s wide product range and versatility.

3️⃣ First Meet

The main character meets his girlfriend’s dad for the first time. The dad doesn’t like the outfit he’s wearing. The character explains that he’s wearing a True Classic T-shirt, but the dad points out his baggy jeans and bad outfit choices. The dad then suggests wearing True Classic jeans and a blue jacket, explaining that they fit perfectly and aren’t too expensive.

Why it Worked!

True Classic focuses on delivering reasonably priced clothing that fits well and feels great. Through their content, they effectively address the pain points their brand is solving for their target audience in the following ways:

Focusing on Pain Points

Everyone has a unique body shape, and finding a T-shirt that fits both our arms and body perfectly can be a challenge. 🤔

I often struggle to find a T-shirt that’s just the right fit – sometimes they’re too tight, other times too baggy. True Classic addresses this issue by offering a product line that’s designed to fit all body types perfectly. 👕

In the first two videos, the brand emphasizes the perfect fit of its products. The first video focuses on the fit around the arms, while the second showcases how their T-shirts cater to different body types.

Another common concern is comfort. True Classic subtly highlights the comfort of its products. For instance, at the end of the first video, the dad acknowledges how comfortable the clothes are. Similarly, in the third video, the chinos are subtly highlighted for their comfort through subtitles.

Lastly, affordability. In the third video, True Classic shifts focus to the quality of the outfits. They use subtitles to mention specific product names and highlight that the total cost of the outfit is under $110, reinforcing the brand’s message of both affordability and quality.

Funny Sketches

You can make content around pain points and be direct with your users, but adding humor to the mix can make it more entertaining for the audience. 😄

True Classic makes sketches that are funny and entertaining enough to make viewers watch till the end. Creating scenarios like an intervention, airplane emergency, and the first interaction with your potential father-in-law can make the audience not expect what is coming next.

If you have seen the 2004 movie The Notebook, starring Ryan Gosling and Rachel McAdams, you will recognize this scene.🎬

Here is a parody of this exact scene made by True Classic.

Instagram post

If you can come up with a script that perfectly integrates your product in a way that doesn’t seem forced, then you can easily catch people’s attention, just like True Classic’s sketch videos do.

How You Can Create Content Like This

• Create Content Around Pain Points

  Identify your audience's common problems and show how your product solves them. Use customer feedback and market research to highlight how your product improves their lives, making the content more relatable. 💡

• Create Entertaining Videos Like True Classic

  Use funny, relatable scenarios with unexpected twists to engage your audience while naturally showcasing your product. Keep the message clear and simple, avoiding forced promotion.

  Hire an agency or build a team to help create the videos. If you have a script, your team can act in the videos, it can create an authentic brand image. 👥

Resources for this Week ✨

• Something to Watch: The Art of Persuasive Storytelling – Perfect for marketers who love storytelling. 🎥

• Some Theory: The STP Model – A key to understanding market segmentation. 📚

• Something Interesting: Faster Than A Ferrari 🚗

• Some Prompts: ChatGPT Prompts for Marketing Strategy👇

Act as a seasoned marketer with years of experience in market analysis and strategic planning. Compile comprehensive data on market trends, competitor analysis, and consumer behavior in the specified [niche]. Your task involves conducting in-depth research using various methodologies, including online databases, surveys, and industry reports, to gather current and relevant data. Analyze this data to identify key market trends, understand the competitive landscape, and gain insights into consumer preferences and behaviors. Your analysis should culminate in a detailed report that includes actionable recommendations for strategic decision-making. The report should be well-structured, with clear headings, charts, and graphs to illustrate your findings, and it should provide a thorough understanding of the niche market to inform future marketing strategies and business development plans.

Social Syntax is a weekly newsletter designed to simplify social media marketing for new marketers. Each issue breaks down high-performing content, shares actionable insights, and offers practical tips on how to implement effective strategies. With fresh resources, expert theories, and content ideas, we help you grow and improve your marketing skills every week.

📩 Delivered every Monday at 4 PM.

Hello, it's Sam!

Today, we’ll dive into the power of user-generated content (UGC) and how it can boost your brand’s authenticity, build trust, and create stronger connections with your audience.

Don’t Miss This Newsletter

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Content Breakdown

User-Generated > Well-Produced

We've all seen videos on social media where creators make content about a product or share their opinions.

These videos are considered User-Generated Content (UGC).

User-generated content refers to any content such as images, videos, or reviews—created by individuals rather than the brand itself.

To watch the full video, click here.

This video is from GoPro's Instagram page. If you're not familiar with GoPro, it's a camera company that specializes in manufacturing action cameras.

In this video, we see a rider using a GoPro camera while riding a bike at night.

If you watch closely, you'll notice how well the camera captures everything in extreme conditions, with impressive video quality, even at night.

Instead of posting videos created by themselves, GoPro shares videos made by their users. You can check their social media, where they feature mostly user-generated content instead of their own.

GoPro has the resources to produce high-quality content to market its product—so why does it rely on videos made by users?

Why This Worked?

GoPro’s UGC strategy worked because it felt real.

User-generated content is perceived as more authentic because it comes from real users, not brands.

This makes it more relatable and trustworthy, especially for GoPro’s target audience — people who are passionate about extreme sports or high-adrenaline activities.

For example, when a new company releases a product, like a new pair of shoes, a UGC video where a user shares a video of themselves using the product and giving an honest review can provide clear visual proof of its quality and help potential buyers make a decision.

When potential buyers see these real-life adventures captured by fellow users, they can instantly see how the product performs in action, helping them make a more confident purchase decision.

Additionally, UGC is much more cost-effective for brands. It reduces the need for expensive production costs and professional content creation, while still delivering a constant flow of engaging, authentic material.

This strategy helps GoPro build trust, foster community, and save on marketing expenses all at once.

Takeaways

• Authenticity Builds Trust: User-generated content feels genuine because it comes from real people, not brands. When potential customers see content from others like themselves, it feels more trustworthy and relatable, which encourages them to engage with the brand.

• Supports Decision-Making: When users share their experiences with a product or service, especially through video, it helps others see how it works in real life. This visual proof can make potential buyers feel more confident about their purchase decisions.

• Cost-Effective: UGC allows brands to share a wide variety of content without the need for expensive production. This makes it a cost-efficient way to keep content flowing while still providing material that resonates with the audience.

Theory of the Day

The Golden Circle

The Golden Circle, introduced by Simon Sinek, is a framework that helps us understand why some leaders and brands inspire while others don't.

It emphasizes starting with why—the purpose or belief behind what you do rather than just focusing on how you do it or what you offer.

At its core, the Golden Circle consists of three layers:

• Why (Brand Purpose): This is your purpose or belief. It answers the question, "Why does your organization exist?"

• How (Mission): These are the actions or processes that set you apart and bring your purpose to life.

• What (Positioning): The tangible products or services you offer.

Sinek argues that most people and organizations work from the outside in, starting with what they do.

However, truly inspiring leaders and brands communicate from the inside out—beginning with why. By doing so, they connect with people on an emotional level and build loyalty that goes beyond just products or services.

Simply put, people don’t buy what you do; they buy why you do it.

Let's look at Amazon and Netflix through the lens of Simon Sinek's Golden Circle to understand their brand purpose, mission, and positioning strategy:

Amazon:

Amazon’s brand purpose, mission, and positioning strategy

Netflix:

Netflix’s brand purpose, mission, and positioning strategy

Amazon and Netflix both start with a clear "Why"—Amazon aims to simplify shopping, while Netflix seeks to make entertainment enjoyable and accessible.

Their "How" and "What" reflect this purpose: Amazon delivers through low prices, wide selection, and convenience, while Netflix focuses on easy content discovery and seamless streaming.

To learn more about the Golden Circle, check out this blog, and click here for more examples.

Content for You

You Should Watch This

Social Syntax is a weekly newsletter dedicated to helping you improve your social media marketing strategies. Every issue analyses high-performing content, actionable insights, and practical takeaways to support growth.

📩 Delivered every Monday at 4 PM.

Hello, it's Sam!

Today, we will explore how content created by CEOs and founders can transform perceptions of a brand, build trust, and drive meaningful engagement.

Content Breakdown

Nothing

In case you haven’t heard, Nothing is a British consumer electronics brand founded by Carl Pei, co-founder of OnePlus.

Nothing's first earbuds, the Ear (1), introduced the brand to consumer electronics with a see-through design that caught people's attention.

Ear (1)

Then they announced their first phone, the Nothing Phone 1.

Like the Ear (1), they followed the same transparent design for their first smartphone, introducing the Glyph Interface and Nothing OS.

This unique design made the phone stand out among other monotonous devices.

By emphasizing minimalism and transparency, Nothing reinforced its branding: innovation with simplicity.

After a year, Nothing launched the Phone (2) – the successor to the Phone (1).

Phone 2 (Left) & Phone 1 (Right)

When Phone (2) was launched, it received significant criticism for its design. As you can see above, Phone (2) had no significant cosmetic changes.

People were upset and expected a more unique-looking phone compared to its predecessor.

To address this, Carl Pei made a video where he reacted to reviews from major tech YouTubers for Phone (2).

You can watch the full video here. Let’s focus on how he responded to a few things mentioned by the reviewers.

1# Nothing has changed from Phone (1) to Phone (2).

Carl replied that the Phone (2) has a more metallic look with clearer textures compared to the stealth look of Phone (1).

He argues that it’s illogical to completely change the design, as Phone (1) established the brand identity. He views Phone (2) as a refinement rather than a departure from their design philosophy.

“If we build the icon with Phone (1), why would we throw it out the window and do something completely different for Phone (2)?"

Carl defends the iterative approach, framing the similarities as intentional continuity rather than a lack of innovation.

2# The camera doesn’t match competitors like Google Pixel.

Carl acknowledges that Google is a much larger and more resourceful company, but he expresses pride in the progress made from Phone (1) to Phone (2).

He mentions that Phone (2)’s camera will improve further with future updates, showing a commitment to enhancing the user experience post-launch.

“Being able to make that leap from Phone 1 to Phone 2, I think I’m pretty happy with it.”

3# Why did The Verge rate the Phone 2 only 6/10?

Carl expresses confusion over the 6/10 rating given by The Verge.

He notes that the review itself did not seem to align with such a low score.

He also points out that many of the comments in the review section questioned the fairness of the score, suggesting a disconnect between the review and the actual product performance.

Why This Worked?

The Power of Direct Engagement

Content created by CEOs and founders can turn potential criticism into a chance for meaningful connection.

When leaders personally respond to reviews and feedback, they transform negative reactions into a dialogue that humanizes the brand.

This direct engagement shows customers that the company is listening and open to feedback, while also reinforcing the company’s values and vision.

By confidently defending their design choices and sharing their vision, CEOs and founders can demonstrate transparency that goes beyond corporate communication.

This openness builds trust and strengthens the relationship between the brand and its audience

This strategy works on multiple levels:

1. It shows the company is listening,

2. Committed to improvement, and

3. Not afraid to acknowledge imperfections.

By speaking directly to consumers, CEOs and founders can turn potential brand setbacks into opportunities to showcase the company’s responsiveness, authenticity, and long-term vision.

Takeaways

When tech leaders like Carl Pei craft their content, they do more than just manage public perception—they create a genuine human connection with their audience. Here's why this approach is a game-changer:

1. Humanizing the Brand: Founder-created content breaks down the corporate wall, transforming a company from a faceless entity into a living, breathing organization with real people behind the scenes. It puts a human face to business decisions.

2. Turning Criticism into Dialogue: By confronting feedback head-on, leaders like Carl can flip potential negativity on its head. This approach transforms one-sided criticism into an interactive conversation, making customers feel valued and understood.

3. Building Trust Through Radical Transparency: When leaders candidly address challenges and show commitment to improvement, they earn something more valuable than good PR—they earn genuine customer trust. Raw honesty trumps polished corporate messaging every time.

4. Reinforcing Brand Identity: By confidently articulating the company's design philosophy and core values, founders remind their audience why they started the journey in the first place. This consistency is key to nurturing long-term customer loyalty.

In an era where consumers crave authenticity and meaningful connections, founders and CEOs who step into the content creation space can dramatically enhance their brand's credibility, relatability, and emotional impact.

Theory of the Day

The Adjacent User Theory

The Adjacent User Theory, popularized by Bangaly Kaba (former VP of Growth at Instagram and Instacart), is a strategy that helps businesses identify and engage a specific group of potential users who are aware of a product but haven’t fully adopted it. These users aren’t far from becoming loyal customers—they just need a little extra attention to overcome their barriers.

To understand this theory, let’s break it down:

1. Core Users: These are your loyal users who regularly engage with your product or service without needing much help. The product fits their needs perfectly.

2. Adjacent Users: These are people who:

   • Are aware of your product (they know it exists).

   • Have shown interest or tried it (e.g., signed up, downloaded it).

   • Haven’t become fully engaged because they face certain barriers, such as confusing onboarding, unclear value, or a product not tailored to their specific needs.

Adjacent users are often on the verge of becoming engaged, but something is holding them back. Understanding their needs and addressing these barriers can unlock growth and expand your user base.

Popular Examples of the Adjacent User Theory in Action

1. Instagram: Instagram started as a check-in app like Foursquare. However, they noticed users were more interested in sharing photos. By focusing on photo-sharing and adding filters, Instagram appealed to adjacent users and became one of the world’s most popular social media platforms.

2. LinkedIn: Initially, LinkedIn focused on job seekers and recruiters. Later, they realized that freelancers and entrepreneurs were using the platform to build personal brands. By introducing features like Creator Mode, LinkedIn made itself relevant to a broader audience.

If these companies had focused solely on their original core users and overlooked adjacent users, their growth would have been significantly limited, leaving them much smaller than they are today.

For a deeper dive into The Adjacent User Theory, check out this article.

Content for You

You Should Read This

2024 Social Trends Report

offers.hubspot.com/social-media-trends-report

Social Syntax is a weekly newsletter dedicated to helping you improve your social media marketing strategies. Every issue analyses high-performing content, actionable insights, and practical takeaways to support growth.

📩 Delivered every Monday at 4 PM.

Hello, it's Sam!

Today, we’ll break down a reel from Thursday Boot Company.

I have a small announcement to make! 🎉

To make this newsletter more informative, I’m adding two new sections:

• Theory of the week - Covering different marketing theories and concepts.

• Curated Content – Videos, blogs, and podcasts to boost your knowledge and skills.

I’d love to hear your feedback on these additions!

Content Breakdown

Thursday Boot Company

I am sure you asked yourself this question before getting a new pair of shoes.

"Will This Shoe Go Well with My Outfits?"

Thursday Boot Company answers this question perfectly in just 30 seconds.

The video begins with a close-up of a man's boots, slowly zooming out to reveal him wearing a t-shirt and a jacket over it.

After getting ready, he walks out of the frame.

That’s It!

But Why focus on something that isn't the product they are selling?

This video wasn't about boots.

This was the answer to the question that I mentioned before.

"Will This Shoe Go Well with My Outfits?"

Why This Worked?

Shoes aren’t just for protecting your feet, they’re a big part of your outfit.

Showing the boots styled with an outfit that is commonly worn by men helps the consumer to visualize if the shoe looks good with the outfit or not.

As consumers, we’re not just buying shoes; we’re looking for ways to enhance our overall appearance.

By focusing on how the boots complement an outfit, the video reassures us that the boots aren’t just stylish—they’re versatile.

When viewers see the boots styled, they’re more likely to imagine themselves wearing them, making them feel as if the product is already theirs.

This subtle psychological nudge removes doubts and increases the chances of a purchase.

Takeaways

1. Focus on the bigger picture: Show how your product fits into a real-life scenario, not just the product itself. In this case, they demonstrate how their shoes complement an entire outfit.

2. Address common doubts: People often wonder if a product will work with their style. By showcasing the boots styled with an outfit, Thursday Boot Company answered that question for the consumer.

3. Leverage visualization: Helping your audience imagine themselves using your product can increase emotional attachment and the likelihood of a purchase.

4. Sell the experience, not just the product: The boots are not just shoes; they’re a way to enhance the wearer’s overall look. By showcasing the boots in a real outfit, Thursday Boot Company makes the product feel more desirable and relatable.

Sometimes, it’s not about highlighting the features of the product but showing how well it fits into your audience's life.

By making your product relatable through context and real-life scenarios, you engage your audience and make them more likely to take action.

Theory of the Week

The AIDA Model

Today, let's dive into the AIDA Model—a simple yet powerful framework that helps guide customers from learning about your product to actually making them purchase it. It walks customers through four stages: Awareness, Interest, Desire, and Action. Let me break it down for you:

• Awareness: The first step is to get your product in front of people. This is all about making your audience aware that your product exists. Whether it’s through social media, ads, or word of mouth, you need to make sure the right people hear about it.

• Interest: Once your audience knows about you, it’s time to spark their curiosity. Share what makes your product unique, highlight its features, and explain why it’s worth their attention. This is where you get them interested in what you have to offer.

• Desire: Now that you’ve got their interest, it’s time to make them want your product. Show them how it solves a problem or improves their lives. This is where you turn a simple interest into a strong desire.

• Action: Finally, you need to guide them to take action—whether it’s purchasing, signing up for more information, or reaching out. This is where your call-to-action (CTAs) come in to encourage them to move forward.

Let’s look at how Apple used the AIDA Model during their 2007 iPhone launch:

• Awareness: Apple made a big announcement. Something new, something no one had seen before. This instantly caught people's attention and built high expectations.

• Interest: Steve Jobs took the stage to explain what made an iPhone different. He highlighted its unique features and how it differs from other phones.

• Desire: Next, he created a desire by demonstrating how an iPhone addressed the problems users experienced with other phones. The iPhone was positioned as the ultimate solution to those issues.

• Action: Finally, Jobs demonstrated the iPhone live on stage, confirming it was real, functional, and beneficial for users. This enabled the audience to visualize the product's real-world application and increased their desire for it.

So, the AIDA Model is a great way to guide your customers through their buying journey, just like Apple did with the iPhone launch. Try using it in your next campaign and see how it works for you!

For a deeper dive into the AIDA Model, check out this article.

Content for You

You Should Watch This

Social Syntax is a weekly newsletter dedicated to helping you improve your social media marketing strategies. Every issue analyses high-performing content, actionable insights, and practical takeaways to support growth.

📩 Delivered every Monday at 4 PM.

Hey, it’s Sam.

Welcome to the first issue of Social Syntax! Today, we’ll dive into a Subway India advertisement video.

How Do You Use Conflict in Your Story?

Fast food chains like McDonald's, KFC, and Domino's have standardized recipes with precise instructions to maintain consistency in taste.

But Subway takes a different route

Customers create their sandwiches by choosing from a variety of ingredients and combinations.

The first time I went to buy a Subway, it was pretty confusing and overwhelming.

You don’t know which sauce will taste good.

I did what a sensible person would do: I said yes to everything he asked me to put in that sub.

The only easy part of the ordering process was when they asked:

"Do you want extra cheese?"

I sat down and started removing the things I didn’t like. In the end, I ate bread and cheese and paid $5 for it.

(Jk, a friend selected all the ingredients for me—it was tasty.)

Subway’s Solution: The Hotsellers’ Menu

To ease the hassle, Subway introduced a curated menu of popular options. Customers can now point and choose without any brainstorming.

Subway Hotsellers

The Subway Gambit

Subway Hotsellers | Just point, pick, and enjoy.

Click here to see the full ad from Subway India.

(For those who aren’t in the mood to watch this, here’s the breakdown.)

Viswanathan Anand (former world chess champion), a man known for his genius on the chessboard, walks into a Subway.

He approaches the counter to order a Sub. But then a series of questions begins:

• "What bread do you want?"

• "What size?"

• "Which pickles?"

• "What veggies?"

• "Which sauce?"

• "Do you need extra cheese?"

He gets overwhelmed and starts scribbling on a tissue paper like he’s strategizing his next chess move.

And then this happens: 👇

He starts sweating like the Jordan Peele meme and ends up running into a glass door and breaking his back.

But imagine this:

You’d never picture Tom Cruise, Shah Rukh Khan, or any big celebrity having trouble choosing their sauce at Subway.

Casting Viswanathan Anand, one of India’s smartest minds, facing an everyday struggle makes the ad relatable. You can picture Vishy peacefully eating a Sub in the subway, it doesn’t feel unbelievable.

Perfect Storytelling

Introduce Conflict, Then Resolve It:

• The Problem: Choosing Subway’s endless options can be overwhelming.

• The Struggle: It’s not easy to figure out the best combo.

• The Solution: You don’t have to worry anymore—Subway now offers Hotsellers Menu.

Craft a Hero’s Journey:

• The Problem Feels Personal: Anand’s confusion mirrors the experience of many first-timers.

• The Hero Evolves: By introducing Subway’s Hotsellers, the ad subtly shows progress and relief.

A great story has a beginning, setbacks, and a resolution—and this ad nails it.

That’s a Wrap for This Week!

If you made it to the end, thanks a ton.

Quick favor: I’d love to hear your thoughts on this issue. Let me know what you liked or what could be better so I can keep making stuff that helps you crush it in your content creation.

Catch you next week! 😊

Social Syntax is a weekly newsletter dedicated to helping you improve your social media marketing strategies. Every issue provides thoughtful analysis of high-performing content, actionable insights, and practical takeaways to support your growth.

📩 Delivered every Monday at 4 PM.