Forrester’s 2025 forecast and Studs’ food collabs

It’s Monday!

YouTube now lets Shorts creators pitch videos to advertisers, adds a 24-hour Data Story feature for quick performance insights, and is testing a “most relevant” comments filter for streamlined audience engagement.

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People love the Liquid Death brand. But do they drink it?

With a constant stream of bite-sized social media content, influencer partnerships and brand-aligned celebrity endorsements, Liquid Death has become synonymous with cool to its target audience of millennial and Gen Z consumers who love the brand first, product second.

Data from global brand tracking company Tracksuit shows that as a result, Liquid Death has had an impressive 8% increase in awareness over the last year. That's ~17 million more people in the US that knows what Liquid Death is. 📈

But when you overtrain on promotion, there may be some downsides. Think slower conversion down the marketing funnel, plus a consumer base that doesn't quite trust you yet… For example, it rates lower than all other water brands on the statement “is a brand I trust” (16% compared to FIJI’s 38%). 

Get the full scoop on Liquid Death’s brand health data

Updates ☕️

👀 Over half of shoppers report seeing more locked-up products in stores, with 27% ready to switch retailers or abandon purchases if they encounter them.

📁 Allbirds is narrowing losses with cost cuts and new styles, but store closures and sliding sales keep profits out of reach as it revamps marketing to regain brand traction.

📦 Amazon launches same-day drone delivery in Tolleson, AZ, with items delivered in under an hour despite weight and weather limits.

💬 X plans free access to its Grok AI chatbot to increase user engagement and support its xAI initiative.

💸 Steve Madden plans to cut China-based production by up to 45% following Trump’s tariff threats, shifting to countries like Vietnam and Mexico to mitigate potential cost hikes for U.S. consumers.

Forrester’s 2025 playbook: SEO booms, brand safety revamps, and TikTok’s staying power

As marketers prepare for 2025, Forrester’s predictions outline some key shifts in strategy—think SEO spending hikes, brand safety rethinks, and a surprisingly resilient TikTok. Here’s what’s on deck:

Brand safety reimagined: Forrester sees top brands ditching rigid safety filters and focusing on “brand-smart” strategies, swapping keyword bans for curated publisher lists. More than 50% of B2C leaders say they’re dialing back safety restrictions, aiming for bolder placements that feel authentic.

TikTok isn’t going anywhere: Despite political pressure, Forrester predicts TikTok will stick around. With lobbying power and a strong role in recent campaigns, the platform remains crucial for social commerce, expected to snag 10% of 2025’s performance budgets.

SEO spending goes big on AI: With AI reshaping search, SEO budgets could triple as brands focus on visibility in an AI-driven world. Expect more investment in tools that make search smarter and results more personalized.

In-house agencies slow as full-service takes off: AI’s rise is cooling the need for in-house agencies, with more brands opting for full-service shops to unify media and creative efforts under one roof.

2025 is about streamlined, adaptable marketing that embraces AI, social commerce, and evolving brand safety. Brands that adapt will lead the pack.

TV ads still deliver—here’s the data to prove it

Despite fragmented viewership and measurement challenges, TV advertising is showing it can still drive web traffic, especially for first-time advertisers. A Video Advertising Bureau (VAB) report found that since 2021, over 900 brands invested $4 billion into TV ads. And for many, it paid off with increased site traffic and unique visitor growth.

The numbers speak: VAB’s research, examining 201 new TV advertisers from 2020-2024, shows that brands experienced, on average, a 12% uptick in site traffic during their TV debut month. Even after launch, traffic stayed elevated, with a monthly visitor increase averaging 20%.

Investment matters: Spending levels influenced results. Brands investing under $500,000 saw an 8% initial traffic boost, while those spending over $10 million hit a 36% launch-month spike, with a sustained 42% monthly rise. Direct-to-consumer brands stood out, averaging an increase of 622,000 unique visitors—a significant leap over the general average.

Why it works: The data supports that TV ads are powerful for mid-funnel goals like consideration and site visits. “This is hard data around web visits and Google searches,” said VAB CEO Sean Cunningham. Brands that track web traffic alongside TV campaigns gain a clearer view of ad performance, driving actionable insights for future campaigns.

Sweet strategy: How Studs is using food collabs to bring shoppers in-store

For ear-piercing brand Studs, food collaborations are proving to be more than just eye candy—they’re a powerful tool to boost in-store traffic and engagement. Partnering with names like Shake Shack, BonBon, and NYC bakeries, Studs is drawing crowds with everything from crookies to custard.

Food as foot traffic: After a line of food-themed earrings took off, Studs noticed that its audience—predominantly 20-somethings—had more of a sweet tooth for viral food trends than fashion. So, they turned to food collabs, offering treats like Shake Shack custard and mini croissants filled with cookie dough at select locations. "It creates incredible foot traffic," says co-founder Anna Harman, especially when lines of curious passersby form around the pop-ups.

Turning events into content: These events don’t just bring customers in; they generate a steady stream of user-generated content. "We invite influencers and even gift treats to food editors," says Lisa Bubbers, co-founder of Studs. This amplifies Studs’ reach on social media, extending its marketing beyond traditional ads and turning every treat into a shareable moment.

Expanding the strategy: Though primarily hosted in NYC, Studs is starting to expand its event strategy. Recent store openings, like the Harvard Square location, featured partnerships with local favorites, like Brooklyn-based Van Leeuwen ice cream. With plans for more stores, Studs sees food collabs as a cornerstone of its local-first, community-driven approach.

As Studs continues to grow, expect more creative spins on this "treat your customers" approach—starting with free candy for Halloween.

NOTES 📝

Today’s top marketer & brand reads.

Elections 🇺🇸: How fashion and beauty brand founders are responding to Trump’s re-election (Digiday)

Socials: 26 predictions for social media marketing in 2025 (Social Media Today)