In a surprising marketing twist, The Ordinary, a skincare brand known for its no-frills approach to beauty, made headlines by selling eggs. Yes, you read that right—cartons of eggs for just $3.37. This unexpected promotion was launched in two of The Ordinary’s New York City stores, drawing curious crowds and online buzz.

The eggs were marketed as “ordinarily priced,” a playful nod to the brand’s minimalist, no-nonsense image. With egg prices skyrocketing due to shortages, the strategy capitalized on the public’s frustration, offering a highly discounted product amid a national crisis. Within hours, the eggs sold out—proof of the strategy’s success.

From a marketing perspective, this move demonstrates the power of guerrilla marketing and the ability of brands to tap into current events for attention. The collaboration with MSCHF, known for its bold, boundary-pushing campaigns, elevated the strategy even further, combining humor, scarcity and social media buzz to create an unforgettable moment. The promotion was a hit among fans, though some were puzzled by the non-vegan, non-cruelty-free product.

Beyond the in-store success, the real triumph of this strategy was its ability to generate conversation on social media. Hashtags like #OrdinaryEggs quickly started trending as consumers shared their experiences, whether they were posting pictures of the eggs, debating the ethics behind the promotion, or simply laughing at the absurdity of it all. Influencers, media outlets, and everyday users took to platforms like Twitter, Instagram and TikTok to weigh in, amplifying the campaign’s reach. The buzz surrounding the campaign transformed The Ordinary from a skincare brand into a cultural moment, with conversations sparked across the internet.

Ultimately, this strategy shows how leveraging timely issues—like the egg shortage—can propel a brand’s visibility and consumer engagement, even when it strays from its core product offering. The campaign proved that when done right, a playful, timely strategy can not only capture attention but also fuel a conversation, creating lasting buzz well beyond the initial campaign.

Here’s how businesses can apply key takeaways from The Ordinary’s viral egg campaign to boost their own marketing success:

1. Tap Into Trending Topics to Drive Engagement

The Ordinary’s campaign succeeded because it addressed a real consumer concern—rising egg prices—at the perfect time. Businesses can apply this strategy by staying aware of market trends, industry shifts and cultural moments that matter to their audience. Aligning marketing efforts with timely issues not only makes a brand relevant but also positions it as responsive and in touch with consumer needs.

How this helps your business:
✅ Increases visibility by entering ongoing conversations
✅ Strengthens brand reputation as a company that listens and reacts
✅ Builds a deeper connection with consumers through shared concerns

2. Think Beyond Traditional Brand Messaging

Selling eggs had nothing to do with skincare, yet it worked because it sparked curiosity and conversation. Businesses can learn from this by embracing unconventional marketing tactics that challenge expectations while still reinforcing their brand’s core values.

How this helps your business:
✅ Makes your brand stand out in a crowded market
✅ Encourages storytelling that captures attention and creates buzz
✅ Opens new opportunities for creativity without requiring massive budgets

3. Leverage Social Media for Maximum Reach

The success of #OrdinaryEggs wasn’t just in-store—it exploded online through social media discussions, memes and influencer engagement. Businesses should design campaigns with social sharing in mind, making them fun, relatable and easy to talk about.

How this helps your business:
✅ Amplifies reach organically through user-generated content
✅ Boosts brand awareness without heavy advertising spend
✅ Creates long-term engagement beyond the initial campaign

By adopting these principles, businesses can craft bold, attention-grabbing marketing strategies that not only drive engagement but also leave a lasting impression on their audience. 

And if you need a helping hand developing your strategy, don’t be afraid to reach out!

In the fast-paced world of business-to-business (B2B) marketing, staying ahead of the curve is essential. While traditional strategies like email campaigns and whitepapers have long been staples, there’s a new contender stealing the spotlight: video marketing. In today’s digital landscape, where attention spans are shorter than ever and competition is fierce, B2B companies can’t afford to ignore the power of video. Let’s delve into why incorporating video marketing into your campaigns is not just a trend but a strategic imperative.

The Many Positives of Video

First and foremost, video has unparalleled potential to engage and captivate audiences. Unlike text-heavy content, which can feel overwhelming and time-consuming, videos offer a dynamic and visually appealing way to convey information. Whether it’s an explainer video showcasing your product’s features or a customer testimonial highlighting the value of your services, videos have a knack for holding viewers’ attention and delivering your message effectively.

Moreover, in the realm of B2B marketing, establishing trust and credibility is paramount. Video content humanizes your brand, allowing you to connect with your audience on a more personal level. By showcasing your team, sharing behind-the-scenes glimpses of your company culture, or providing thought leadership insights through video blogs (vlogs), you can build stronger relationships with potential clients and position your brand as a trusted authority in your industry.

Furthermore, video marketing is incredibly versatile, making it suitable for every stage of the buyer’s journey. Whether you’re targeting prospects in the awareness stage, seeking to educate them about industry trends and challenges, or nurturing leads in the consideration stage with product demos and case studies, video content can be tailored to meet your audience’s needs at each stage of their decision-making process.

Measure Your Return

In addition to its engagement and storytelling potential, video marketing offers measurable results that can drive ROI for B2B companies. With the ability to track metrics such as views, engagement rates and conversion rates, you can gain valuable insights into the effectiveness of your video campaigns and optimize your strategy accordingly. Whether you’re aiming to increase brand awareness, generate leads or drive sales, video analytics empower you to make data-driven decisions and maximize the impact of your marketing efforts.

Leverage the Algorithm in Your Favor

In today’s digital landscape, where social media platforms reign supreme, video content is king. With platforms like LinkedIn and Twitter prioritizing video content in their algorithms, B2B companies have a golden opportunity to amplify their reach and engagement by incorporating video into their social media marketing strategy. Whether it’s sharing bite-sized video snippets or hosting live Q&A sessions with industry experts, video content is tailor-made for social media platforms, allowing you to connect with your audience in real-time and foster meaningful conversations.

Moreover, with the rise of remote work and virtual events, video has become an indispensable tool for B2B companies looking to connect with their target audience. Whether you’re hosting a virtual conference, conducting webinars or delivering online training sessions, video enables you to deliver compelling presentations and engage attendees in a way that transcends geographical barriers.

In conclusion, the era of video marketing has arrived, and B2B companies can no longer afford to overlook its potential. From engaging storytelling and building trust to driving measurable results and amplifying your social media presence, video marketing offers a myriad of benefits that can elevate your B2B marketing campaigns to new heights. So why wait? Embrace the power of video marketing and unlock new possibilities for your B2B business today. And if you need a helping hand getting started, we can help! Just let us know.

In today’s rapidly evolving world, understanding and effectively marketing to Generation Z has become a crucial task for businesses. Born between the late 90s and early 2000s, including myself, Gen Z is the first generation to grow up with readily accessible technology. Because our earliest memories include iPods, Gen Z is highly skilled at instantly recognizing traditional marketing tactics. Although they have their place, the standard, classic methods don’t quite work the same for this modern generation. 

The Gen Z Experience

Gen Z has grown up amidst a constant barrage of advertising, so we possess the exclusive ability to quickly discern when something is merely a sales pitch; we prefer an authentic, humane connection instead. Gen Z is unique because we value both education and entertainment and remain loyal to those we trust. We have high ethical expectations, and our consuming habits reflect that. 

Understanding Gen Z’s Preferences

To effectively market to Gen Z, it is essential to identify what is appreciated and disapproved of in a brand. Authenticity reigns supreme: we are unimpressed by perfectly polished content that lacks a genuine touch. Rather, we gravitate toward attention-grabbing material that resonates with our experiences and emotions. Gen Z appreciates companies that take a stand on societal issues, foster inclusivity and raise awareness. Additionally, user-generated content– as simple as existing reviews– holds significant value as it provides a sincere perspective on products or services.

Implementation Strategies

To captivate Gen Z, businesses must adopt a different approach than ever before. Here are some effective strategies for content marketing to this generation:

1) Prioritize Entertainment and Education: Emphasize the entertainment or educational value of your content, rather than focusing on selling. A great example of this is Duolingo, a game-style language learning app that gained popularity by prioritizing captivating, funny and creative content. Although these videos themselves didn’t sell anything, they connected with young people and produced incredible brand recognition, therefore indirectly supporting their climb to the top of all educational apps. 

2) Create Conversations: Engage with users by fostering conversations around topics they care about. This way, you can promote your brand transparently and authentically. For Gen Z, the comment section of any post has the potential to be even more compelling than the video itself. Reacting to comments as any average person, creating polls, asking questions, etc. is essential to promoting realness within your content.

3) Meaningful Influencer Partnerships: Forge partnerships with influencers who are relevant to your target audience. Gone are the days where any influencer can promote any product and people will listen; now, influencers generate positive reactions when they talk about products that relate to their usual content. Gen Z will detect if a product is out of the ordinary for an influencer to be promoting… and they will call you out on it. However, collaborating with influencers who share Gen Z’s interests and values– done the right way– can significantly enhance brand exposure and credibility.

4) Platform-Specific Approaches: Understanding the purpose and preferences of each social media platform is essential: Instagram for informational posts, Snapchat for casual moments, TikTok for trends, fun or educational videos, Twitter for news, and LinkedIn for professional and career content. Tailor your marketing efforts accordingly to maximize impact.

Marketing to Generation Z requires a thoughtful and authentic approach that aligns with our preferences and values. By prioritizing entertainment or education over sales, creating interesting content, fostering conversations, and establishing meaningful connections, you can capture the attention and loyalty of Gen Z. When you succeed in capturing the hearts of Gen Z, a powerful relationship can be formed, leading to long-term success in this dynamic industry. 

Content marketing is a powerful tool that can help you generate leads, build brand authority and increase sales. The key to creating effective content that drives results is knowing your audience: what they want, what they need, how they like to consume information and so on. You also need to understand what makes them tick. 

To help you create content that will make a difference, we’ve prepared the following tips. 

Make sure you know who you’re talking to.

It’s not just about getting the words right, but knowing how to say them.

A great way to get started is by writing a one-sentence summary of what you want the listener to know and remember. This is called an elevator pitch, because it’s the kind of thing you’d say when someone asks about your business during an elevator ride. You’ve only got a few seconds, so you only say what matters. 

Once you’ve got a one-sentence summary, break it down into its component parts. What are the three most important things that your customer should know about your business? Then write those down in a way that’s clear and concise (no more than 50 words). This is called an elevator speech.

Next, write the speech. Start by writing down the three most important things that your customer should know about your business in 50 words or less. If you have one or more customers, write a script based on what they care about and need to hear from you.

Know what they want and need.

Once you’ve got a clear picture of who your audience is, it’s time to figure out what they want and need.

This is where things get interesting–and tricky. You can ask people directly (via surveys or interviews), but if you don’t have access to an existing customer base, you may need some creative thinking skills here. Try doing some research on social media and forums where members of your target market hang out; look at what kinds of questions they ask and how others respond; pay attention to trends in the industry; consider their demographics (age range, gender). If possible, try talking with someone who fits into this category so that you can get an insider’s perspective on what drives them–but don’t forget that everyone has different needs based on their life situation!

Get to know the competition.

Once you’ve decided on your topic, it’s time to get to know the competition. The first step is understanding what they are doing well and not so well–and then, how you can do it better.

For starters, look at their keywords: what words are they targeting? How many links do they have pointing back to them? What kind of content strategy do they follow (infographics vs long-form articles vs short blog posts)? And finally, how much traffic does this site receive per month in comparison with yours?

Find out what your readers are looking for.

Let’s take a moment to consider the difference between what your readers want and need. It’s important to understand this distinction because, as we’ll see later on in this guide, knowing what your readers want will help you produce content that connects with them.

But first things first: it’s time to learn how to find out what your readers are looking for!

Speak to your readers’ pain points and their aspirations.

In order to connect with your readers, you need to know them. What are their pain points? How can you help them with those problems? Are there any aspirations that they have but don’t know how to achieve?

Your content should speak directly to these issues–the more specific, the better. If someone has a problem with their back and Googles “back pain,” for example, then an article titled “How To Get Rid Of Back Pain For Good” will be much more effective than one titled “The Best Methods For Treating Your Lower Back”.

You don’t have to know everything about marketing, but you should be able to understand your audience

Understanding what your readers are looking for and who they are will help you create content that resonates with them.

If you want to produce compelling content that connects with readers and drives sales, then knowing where else your competition is going above and beyond for their readers will help set yourself apart from the crowd.

Conclusion

We’ve covered a lot of ground here: from understanding your audience to writing compelling content that connects with readers. And while it may seem like there are a lot of steps involved in creating great content, the truth is that these tips aren’t difficult to implement. All you need is an open mind and some time on your hands!And if you ever find yourself in a pickle, don’t be afraid to reach out for help.