Meridith Rojas’ Post

Why a partnership surrounding a talent’s own passion project will always yield a better result and how MCoBeauty collaborated with icon Paris Hilton 🙌 💋 On Thursday night Paris Hilton celebrated her new album Infinite Icon at NYFW with NYLON We didn’t only show up with the free mascara and ice cream, but we lit up the club with our unique lip light - a lip gloss with a built-in light (imagine if your lip gloss had a flashlight 🔦) and mirror perfect for Brat Summer or Demure fall or the infinite icon herself aiming to bring back club culture! The product makes an appearance in her new music video for “Bad Bitch Academy” and let’s just say we are just getting started… without sharing the remaining surprises we have in store I will share the learnings so far. ❤️Multiple heartbeats and integrations with talent are key: 1. There is a compounding effect when seeing the connection between talent and brand - especially over time, in multiple ways, and on multiple platforms and in multiple places 2. You are able to actually build a relationship and move away from a transactional approach 3. The # of posts by talent when promoting their own passion project goes up by almost 100%. 4. The brand becomes a part of the story over time in this kind of structure vs a logo in the background. Photo credit: Nylon and Poupay Jutharat #brandmarketing #celebpartnerships #parishilton

Favorite creative agencies/ agencies who do faux OOH/AR?? Tag below!! 👇

Back to school is the Super Bowl for Gen Z / Gen Alpha and I’m talking to a real life Z/Alpha who’s breaking it down 🏈✏️📓 Happy Trend-Day!! 1. First day vs Second Day - steep decline in effort from the low rise baggy jeans and crop tops straight into athleisure and messy buns. 2. 🎒Backpack = North Face 3. 👟Sneakers - Addias 4. 💄Makeup/skincare - keep it clean and take care of your face. School makeup = eye lash curlers and lip balm/gloss 5. 🥦The boys have broccoli hair - tight buzz on the sides and curls on the top - even those who have straight hair are asking mom to go to the salon for a perm 🤯

Break dancing is breaking the internet in the Olympics and winning viral gold 🥇🏆🥇 Happy (belated) Trend-Day! Here are your cliff-notes of culture 📝 1. 🪩🕺🪩Australian breakdancer Rachel Gunn aka Raygun went very viral today following her competition. Break dancing is new to the games this year but proof that hyper niche areas of competition and “sports” can really engage a broader viewer. This is what internet dreams are made of — The Olympics and NBC gave unprecedented official access to social platforms this year knowing it was critical to increase viewership and engagement which was down 4 years ago. It worked! 2. 🎀🤔 Very Demure, Very mindful Creator makeup artist and comedian Jools LeBron has captured our attention with a funny use of the word demure. Demure - reserved, modest, shy The creator voices over all the attempts to make this word a trend - going to work very demure, very mindful - this is one you must see to understand (vid above) We have seen people use the comedic sound to show how they “demurely” eat Chipotle Mexican Grill and demurely go do a mundane activity. Main takeaway - we love this creator and we love how random and comedic this is word has become. 3. Logan Moffitt - a creator from Canada has created a brand new super niche community - cucumbers 🥒 He has gone viral creating super appetizing (and easy) recipes using a to-go container, a mandolin, and MSG?? (Isn’t the last one bad for you?) He’s now getting picked up by major news outlets. And brands should take note 📝 Traci Graziani he uses Philly 🥯!! Any food brand should think about where they can jump into his very engaged Tik Tok cookbook 😋 4. Jake Shane has created the current dance craze to Charli XCX “Guess” 5. Charli strikes again and not just 2x in one Trend-Day — she’s been a constant for months. This time with her bday party 🎈 she brought back a trend from the early 2000s that is so old it’s new and I think it will actually shift style into the Fall. 🐍📸 the Cobra Snake was a photography website that would capture hipster nights out with cool kids mostly in NYC. I remember my NYU days and have included a few of my own photos of making similar sites if you watch the vid to the end 🙈 Why we love it - while we have phones now that can take amazing pics - they are almost always posed. The “indie sleaze” era is returning and Brat was just the beginning. We want undone. We want candid and imperfect. This will begin to influence way more than a moment 🚀 #culture #trends #creatoreconomy

Posting content is something I’ve always enjoyed doing but there’s still a wonder if anyone gets value from it. Once I started sharing my love for trends I finally felt I found a way to share my passion that could inspire others and not be about social cos play (ie a staged photo of avocado toast) but instead a means to connect. And no offense to avocados 🥑 Anyways thanks Kiersten Gabriella-Cooper Sanchez for the shout out. Truly makes my day 😊 #b2bcreators #linkedincreators

Why I had a marketing offsite before my first 30 days as a CMO 🤔🚀 Success is about people. I believe in taking the team on the journey - half baked ideas dont develop better when done in a senior leadership vacuum. Instead - bringing observations and thought starters to a team that has more time at the brand and knowledge helps to co-create strategy. Conversely a fresh set of eyes is as important to energize a team that may be zoomed in and needs to recalibrate the aperture to see all they’ve done and the impact they’ve made. It’s a mutually beneficial moment to make a true connection in the earliest days of joining - allowing new perspective to blend with the way it’s worked to date. I’m not an over-thinker and if you like to move fast like I do - it’s critical to move fast with your team. Making key chains - while it may look like a summer camp craft was actually a way to get people out of their thinking brains to go into a flow state. *Not to mention these lip gloss key chains are a major trend at the moment. Doing color analysis is also a viral trend, but it dove tailed into an important conversation around personalization in todays consumer behavior - the need to find your own uniqueness in a sea of content noise. Again, its about people. Community is the future of modern marketing. If it’s what we intend to evangelize to our consumer it must start with the team. And while I put a fun song beneath a bed of clips - it was fun - but also intentional. And less than 30 days in as the CMO of VidaCorp in North America that is my intention. Fun, but intentional. Ok let’s go 🚀🚀💄 cc: Greg Barker MCoBeauty #teambuilding #CMO #beauty #community

Wow this is such a clever content idea. It’s all about fishing where the fish are. Ms Rachel makes content on YouTube for babies and toddlers. She’s on LinkedIn now and the video is talking to moms in the style she makes her kid vids. It’s giving Elmo asking if we are ok … sometimes working parents - moms especially need a pep talk, and who better to give it then a creator your kids love. #creatoreconomy

Can creators copyright their creative content on social platforms?? Thanks Gillian Follett and Ad Age for shining a light on this incredibly interesting and evolving notion of creator rights. I was honored to have chimed in. While at Logitech I helped creators copyright their dance moves on Tik Tok and worked with JaQuel Knight, the incredible choreographer (“Single Ladies” Beyoncé) to do it. Is creative copy next up for for copyright protection? What do you think? 👇 Mary Korlin-Downs

Who’s the the best community engagement strategist you know 👇👇 looking to hire a rockstar for my team MCoBeauty #hiring #rockstarjob