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Rachel Karten

@milkkarten • 21,156 subscribers

i write a newsletter about working in social media. author of link in bio. prev social lead at @bonappetit. [email protected]

Shorts

obsessed with le creuset’s dramatic new color reveal

obsessed with le creuset’s dramatic new color reveal

2,903,548 просмотров

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a lot of praise on here for cetaphil’s super bowl commercial, but tiktok user sharon mbabazi (and her step dad) are claiming the brand stole the concept from their real story/viral content. here’s one of their original tiktoks (2.6M views) and then the response to the commercial.

3,798,203 просмотров • 2 лет назад

farmacy beauty partnering with the actress who plays elphaba on broadway to show off their makeup remover is so smart

farmacy beauty partnering with the actress who plays elphaba on broadway to show off their makeup remover is so smart

2,261,900 просмотров • 1 год назад

One of my favorite recent examples comes from the Milwaukee Brewers. When so many teams are doing player trends and highlight reels, the Brewers are making movies. Their "Arthouse Baseball" strategy takes old Hollywood references and applies them to the sport of baseball.

One of my favorite recent examples comes from the Milwaukee Brewers. When so many teams are doing player trends and highlight reels, the Brewers are making movies. Their "Arthouse Baseball" strategy takes old Hollywood references and applies them to the sport of baseball.

86,288 просмотров • 21 дней назад

the people yearn for brands to not fumble viral moments

the people yearn for brands to not fumble viral moments

257,227 просмотров • 2 месяцев назад

wildest sponsored post ever? video by the very talented max zavidow. fun new work from my client CAVA Andrew.

wildest sponsored post ever? video by the very talented max zavidow. fun new work from my client CAVA Andrew.

16,059 просмотров • 8 дней назад

very odd way to announce you laid off your social team!

very odd way to announce you laid off your social team!

734,592 просмотров • 3 лет назад

First, some background. Back in January, Mohawk Chevrolet tested a mockumentary-style TikTok post. It took off. Since then they have published nine “episodes”, which have a cumulative viewership of 5.7M on TikTok alone. Here's a clip from one of their most popular episodes:

First, some background. Back in January, Mohawk Chevrolet tested a mockumentary-style TikTok post. It took off. Since then they have published nine “episodes”, which have a cumulative viewership of 5.7M on TikTok alone. Here's a clip from one of their most popular episodes:

349,708 просмотров • 1 год назад

ASICS casting Brian Cox (or Logan Roy) to deliver a PSA about the dangers of sitting at your desk was surprising and smart.

ASICS casting Brian Cox (or Logan Roy) to deliver a PSA about the dangers of sitting at your desk was surprising and smart.

31,073 просмотров • 1 год назад

All of Gap’s campaigns this year have been amazing—but I particularly loved their “Get loose” dance video with Troye Sivan. I loved this copy: “Big jeans, for big moves — for everyone.”

All of Gap’s campaigns this year have been amazing—but I particularly loved their “Get loose” dance video with Troye Sivan. I loved this copy: “Big jeans, for big moves — for everyone.”

14,411 просмотров • 1 год назад

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