Hey fam,

It has been a wild stretch at SourceCode. Between client launches, award wins, and prepping for our UK breakfast, the energy is running high. Feels like we are finally hitting that perfect stride where the work, the team, and the momentum all sync up. Proud moment.

Now, onto this week’s theme. It’s been a big week in pop culture. Taylor and Travis made it official. The internet is in meltdown mode. Brands are scrambling to post ring emojis like it is breaking news. But here is the thing. Slapping your logo on someone else’s moment is not a strategy. Do you really need a Swiftie spin on your product in 24 hours? Probably not. The smart brands pause, get intentional, and drop something that actually makes an impact.

That is the energy we are pushing. Be selective. Get ahead. Treat social like the launchpad it is. From real-time feedback to integrated comms flywheels, the winners are building from earned moments and multiplying the impact while everyone else is chasing cheap likes.

Couple quick shameless plugs while I’ve got you: Kevin just picked up PRNEWS Innovator of the Year (🔥) and our DataBank work was shortlisted for a PRNEWS Platinum Award. Plus, if you’re in London next month, come hang at our Growth Through Foresight breakfast (details here).

Let’s roll.

Becky and Greg

React intentionally: Why your brand shouldn’t seize every pop culture moment

TL;DR: What seemed like moments after Taylor Swift announced her 12th studio album, brands rushed to react to this buzzy pop culture moment, with some churning out campaigns in 24 hours. But simply proving that you’re “with the times” doesn’t have the impact it once did– especially if everyone else is doing the same thing. 

Takeaway: The numbers don’t lie; the New Heights podcast episode that Swift appeared on to announce her latest album generated 1.3 million livestream viewers and 13 million views in the first 24 hours. Tons of brands immediately took advantage of the hype by posting Swift-inspired social media posts and campaigns. And while this tactic may lead to a temporary spike in engagement, Douglas Brundage, CEO and founder of brand studio Kingsland, argues that a much better approach is taking a day or two to think about how your brand can add to a cultural moment. More intentional content is what will break through the noise and make a stronger impact.

Consider:

• Based on your brand’s values, style, and demographic, what kind of pop culture moments should you get involved with? Which ones could you sit out?

• What’s your plan for how to interact with big, trending moments that do align with your brand? 

Get ahead of the curve: Using samples to win over back-to-school shoppers

TL;DR: With changing schedules, routines, and shopping habits, back-to-school season is the perfect time to get your products in front of customers and become their new favorite go-to. Carly Broderick, founder of tween deodorant brand Miles, said attending back-to-school events and handing out samples is now a key marketing strategy of hers.

Takeaway: In an era where inflation continues to pressure household budgets, brands are testing new ways to earn parents’ trust during the back-to-school rush. Sampling campaigns (whether through in-store activations, direct-to-consumer boxes, or school partnerships) are a great way to deliver real value upfront and allow your product to speak for itself. Not only are they proving that hands-on experience can be more persuasive than price cuts or offering a discount, but it’s a fast path to customer loyalty. 

Consider:

• What are some events, outlets, or partnerships that you could take advantage of to hand out samples of your product?
  

• If your brand doesn’t offer a physical product or sample sizes, what are some unique workarounds that still allow consumers to “test” your service? 

Make social your launchpad: Prioritize real‑time feedback over one‑and‑done campaigns

TL;DR: Social is no longer an afterthought; tons of brands are reallocating up to half of their marketing budget to social media. With traditional search, website traffic, and TV audiences faltering, social media is becoming a brand’s biggest asset.

Takeaway: With global social ad spend projected to hit $406 billion by 2029, it’s clear that social-first strategies are the new frontier. Major brands like Unilever, Duolingo, and Lowe’s are leading the charge, proving that social is now the engine for commerce, product development, and direct conversions. Now more than ever, teams need to get smarter about proving ROI, using AI-driven tools to capture insights, and scale engagement.

Consider:

• Does your social strategy primarily revolve around brand awareness, or are you exploring other avenues?

• What are three new strategies you could implement this quarter that would help prepare your business for this new era of social-first marketing?

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