The reason we started Hurae 💙
The pessimists may sound smarter, but it is the optimists that create the future.
“As the craft and science of marketing continues to be plagued by fragmentation and sharply reduced budgets, brand marketers are increasingly more receptive to alternative advertising options to reach consumers.”
That was the intro to a Digiday article. Great how the advertising industry suddenly wants to create good advertising again now that there is less money. No more bland giant TV spots and their billion boring derivatives for every possible media type. They go back to figuring out how to break into culture. Something they once did so well. But was now more the playing field of boutique agencies like Hurae. Lean and mean, you know. 🌚
I am amazed by the quotes in the article: “The strategy requires creative teams to rethink how they typically approach a campaign. “It’s pretty liberating because your creative team and your strategist have to think like product people they have to conceptualize the outside of traditional formats,” said Giordano. “It helps the teams internally when you don’t have to think in terms of like 30-second spots or a print ad and it’s more about what is a thing that we can make in culture that’s going to solve a business problem. What can we make that will go out into culture?”
It's liberating? Of course, that's the whole reason we started with Hurae.
Must reads 👀
A lot of clients come to Hurae because they want “something different”. Something that makes them stand out. On Tiktok, Telegram, Roblox, or just on the street.
It's hard to explain how we at Hurae set out to fulfill that desire but a big part of it is absorbing a lot of knowledge. About artists, about life, about technology. About everything. So we read up a lot on trends and we are always happy to share that knowledge with you:
How trends change: Don’t Look at Me! Why Faceless Creators are the New Viral Sensation. Women who showcase their closets, their bath rituals and, yes, their carefully manicured hands — but never reveal themselves — are the next influencer craze. 👀
Teen Boys Have Elaborate Skin-care Routines, Too. The TikTok-fueled adolescent beauty boom isn’t just about girls shopping at Sephora. 🫶🏼
5 red flags that show you don’t understand your Gen Z employees 🌚
Gen Z Is Getting Scammed Online More Than Their Grandparents.
How Gen Z is your streaming? Cool stuff from Spotify. And a trend report!
My report: ‘You’re hitting repeat on the hot hits of today. That's so Gen Z of you.’
Best word out of all this: Blendship: Gen Z desires deep connection and is turning to music and podcast to build genuine bonds. 💙Speaking about bonds: The state of communities (trend report)
If you work in marketing right now, you’re feeling it: chaos. A sense of complete overwhelm when it comes to reaching young consumers.Brands are spending millions to try to place themselves at the center of cultural relevance, only to find that Gen Zs find them lame, late to the trend, or just plain “cringe.”
The Anti-Status Watch: Why Men in Finance Love Cheap, Cheesy Watches
H&M defines a new, music-focused marketing direction
The elite Silicon Valley school testing a temporary total tech ban ☠️ They completed assignments on paper, took notes by hand, and used physical planners. Though some students complained of hand cramps, 42% reported improved focus in class and reduced distractions during schoolwork, and nearly three-quarters of the teachers asked to repeat the initiative.
Forums Are Still Alive, Active, And A Treasure Trove Of Information ‼️
Peak thumbs topping power: In late September, a woman under the handle "Mothers in Healing," posted a TikTok slideshow featuring a smiling photo of herself with her husband and baby. "During a trip to North Korea I was imprisoned while pregnant," the caption read. "But, because of the North Korean standard of living, we decided not to return to the U.S.." The next few slides detailed the benefits of living in the authoritarian state: the government-sponsored three bedroom apartment in Pyongyang, the delicious food, and the free healthcare and childcare. The final slide featured a close up of a bottle of liposomal Nicotinamide Riboside (NAD+) "People are just doing whatever they can to stop the scroll, and in this case, it's making the most ridiculous video and story that they can to get people to stop and watch and buy the supplements.
‘If Brands Are Built Over Years, Why Are They Managed Over Quarters?’ (paper from 2006)
Urban Outfitters admits it doesn’t know how to sell to Gen Z. Now it wants to pull off an Abercrombie-like turnaround 🙏🏽
Here’s a good hack for excluding AI generated garbage from Google search.
Billy Boy, the German condom company, is taking its mission to keep people safe into the digital realm with the Camdom app. The app locks cameras and microphones on smartphones in the bedroom, offering a new kind of ‘digital condom’ that protects people from being recorded without their consent during intimate moments. 🤝
Inside the TikTok documents: Stripping teens and boosting 'attractive' people
This quietly genius political ad uses ASMR to sell voters on Kamala Harris.
ASMR videos are everything political ads are not, which is why a new Kamala Harris ad works so well.
Some Hurae stuff:
Hurae made employer branding Tiktok’s for WAAK 💙
Tomorrow our Bisou Awards welcome 600 Belgian influencers in Knokke-Heist
Het Bataljon invited me for a fun podcast about agency life:
Hurae - Innovating in communicating 👽
"The best social media is not necessarily created for social media, but content that gets talked about on social media."
We are Hurae and we love ‘innovating in communication’. We develop new and creative ways to communicate and interact effectively. This ranges from coming up with creative content and influencer marketing for the latest social media platforms to using new technologies like AR, VR and AI to interactive experiences where we let people forget everything for a moment. In short, innovating in communication means constantly looking for new ways to make the message more effective, appealing and relevant to the target audience. Eyes Eyes Baby!
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