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In today’s newsletter,
Over 50% of your audience doesn't celebrate Valentine's Day
How Poppi Turned “Don’t Post This” Into a 30-Day Launch Engine
The "Supplier +1" Strategy That Kept Brands Running
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Holiday Playbook
Over 50% of your audience doesn't celebrate Valentine's Day
That's half your potential revenue.
Singles, Galentine's, and self-love shoppers represent a massive market that most brands ignore by only showing couples on their homepage.
Case study: Kraft Mac & Cheese
Kraft's TikTok campaign challenged traditional Valentine's Day by celebrating self-love. Creators showcased solo date nights with Mac & Cheese as the comfort food companion.
Result: 35.7% engagement rate on organic content.
They didn't sell romance. They sold comfort.
Other angles:
Galentine's Day (Feb 13): 35% of non-romantic Valentine's spending
Self-gifting: 40% of women buy themselves Valentine's gifts
Pet parents: $1.7B spent on pets alone
What you can do:
Create separate landing pages or gift guides for each segment
Use a quiz popup: "Who are you shopping for?"
Then route them to the right offer.
Grow Without Ads
How Poppi Turned “Don’t Post This” Into a 30-Day Launch Engine
Poppi skipped the brief and owned the Shirley Temple launch
Poppi launched their new Shirley Temple flavor by telling creators not to post about it.
What they did
Sent the product 30 days early with one line: "You seem like someone who wouldn't leak our new Shirley Gurley. Can we trust you?"
No brief. No campaign deck. No posting guidelines.
What happened
Every creator posted anyway.
Every video started with: "I'm not supposed to show you this..."
Creators wrote their own hooks. Started their own trend. Built 30 days of hype before launch.
Why it worked
The same week, Olipop, 7UP, and Gatorade all dropped Shirley Temple flavors.
But Poppi owned the conversation. Theirs felt like a leak, not an ad.
When something's forbidden, creators talk about it more. And audiences trust "leaked" content over polished campaigns.
How to steal this
Pick your next limited drop or new flavor.
Send it to 50 creators with a short note:
"This is a super small batch. Don't post about it yet."
That's it.
What happens
They post because they feel special for being on the exclusive list.
You get 30 days of free buzz before spending a dollar on ads.
The content feels organic because it is organic. No one's following a script.
Do this month
Pick 1 product (new launch, limited flavor, seasonal drop)
List 50 creators you've worked with or want to work with
Send product + handwritten note: "Early access. Keep it quiet."
Watch them post anyway
Reverse psychology beats a 10-slide brief every time.
Source - laineyygreen
Sourcing Secrets
The "Supplier +1" Strategy That Kept Brands Running
Deloitte found companies using a simple strategy during supply chain chaos: never rely on one supplier. It's called "Supplier +1."
How it works:
Split your orders:
Main supplier gets 70-80%.
Backup supplier gets 20-30%.
When tariffs spike, lead times double, or your supplier ghosts you, but your backup is already producing. You don't have to scramble and panic.
Start small:
Pick your top 3 SKUs
Find one backup supplier in a different region
Place a test order this quarter
The goal is not perfection here, but it’s more like an insurance.
When your main supplier says "8-week delay," your backup is what will help you keep in stock.
Source: SellersFi
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