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Q&A with Hollister’s head of social.
Morning Brew September 21, 2022

Marketing Brew


Happy Wednesday. This year has felt like jumping across that glass bridge in Squid Game. As soon as we think we have it nailed down, the landscape suddenly changes.

Well, The Brief: A Marketing Brew Summit is here to make choosing the right leap a whole lot easier. On November 15, we’re hosting a jam-packed day of panels, presentations, and networking that will give you immediately applicable strategies to take home and a chance to chat with some of the best in the industry.

Tickets are on sale now, but the discount’s days are numbered, so save some money and grab your spot before the sale ends. Buy your ticket here.

In today’s edition:

—Phoebe Bain, Minda Smiley


Social hour: Capri Debiccari

Capri Debiccari in Marketing Brew's Capri Debiccari

What’s it like to lead social media at a company? In our new series, Marketing Brew attempts to figure that out by going straight to the source: heads of social themselves.

When Covid-19 lockdowns first hit the US, Capri Debiccari had just quit her job as a global social media manager at Puma.

“I deeply panicked. I had no idea what I was going to do,” she told us. Previously, Debiccari worked in social strategy at an agency, as well as in editorial social at Refinery29.

But within a few months, she figured it out.

Flash forward to today: Debiccari is now Hollister’s head of social media.

Zoom in: As the first person in the role, she’s tasked with way more than just putting Hollister’s signature loud music, beachy cologne, and shirtless models into a 2D, digital format. She manages four people and is in charge of not only Hollister social, but also social for its sub-brands: Social Tourist—aka the D’Amelio sisters’ brand—and Gilly Hicks.

We learned a little more about what it’s like to run social media at Abercrombie & Fitch’s West Coast counterpart. Click here to read our conversation.—PB



Sit back, relax, and let data do the driving


Sure, we could talk about the shifting sands of consumer demands. And we could sing the praises of data-driven marketing.

Instead, we’ll tell you how Attest puts those over-discussed truths to work for your business.

Attest can give you the insights to steer your campaigns in the right direction. Their consumer research platform offers an easy-to-use, self-serve tool that gives you agency-quality insights—without the agency price tag. You get the support of dedicated industry experts, plus the ability to personalize your consumer surveys and tap into high-quality data like it’s nbd.

You don’t need to be a research expert to get expert insights. Pump the breaks on data-driven stress and let Attest give your marketing the momentum it needs to be successful.

Get started here.



Shut up and dance spend with me

TikTok on a phone Illustration: Francis Scialabba, Photo: TikTok

Questionable food trends aside, advertisers seem happy to keep funneling money into TikTok.

DTC ad spend on the platform increased about 60% between Q1 and Q2 of this year, according to an analysis of e-commerce data from more than 5,000 stores conducted by software company Triple Whale, reaching almost $30 million.

  • Marketers spent $377 million on Facebook in Q2, marking 6% growth quarter over quarter. Google captured $119 million, a 20% increase. Meanwhile, ad spend on Snap fell 11% to $2.9 million.

Back to TikTok: It’s the “little guys” that are spending the most advertising dollars on the app, per the analysis, which said stores within “the $1m–$5m annual revenue range are skyrocketing platform usage and driving up aggregate spend.”

Break it down: Triple Whale’s findings are pretty much in line with other figures that have come out over the summer.

  • Last month, data analytics firm Varos shared ad spend data from nearly 2,000 e-commerce companies with Digiday, offering a look at how advertisers that are spending money across Facebook, Google, and TikTok are allocating $$. According to the data, spend on TikTok “doubled from 7% to 14%” between July 2021 and July 2022, while spend on Facebook fell from 74% to 60%.
  • Similarly, Jones Road Beauty cut its marketing spend on Facebook and IG earlier this year in part “because of promising engagement results of marketing efforts on TikTok,” its CMO Cody Plofker told the Wall Street Journal.

+1: Even brands that don’t spend a dime on TikTok are having luck with it.—MS




The seven wonders of the (influencer) world. Fun fact: 82% of consumers have purchased a product because a friend, family member, or influencer posted about it on social. Wowza! See seven successful brands’—like Apollo Neuro, AppSumo, and Mapiful—winning influencer marketing strategies right here in impact.com’s latest ebook. Curious to see what a robust growth engine can do for your influencer marketing ROI? Get a demo of impact.com and jump-start your holiday revenue.



French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Holiday szn: Here are five ways to make the most of Twitter in the lead-up to the holidays.

I’m sold: Why Google is embracing seller-defined audiences. (Better yet, find out what seller-defined audiences are here.)

Tweet for your life: How to build your personal brand on Twitter and grow your career.

The hottest demo ever: Ready to turn up the heat on TV advertising? Watch Steve-O eat one of the world’s hottest peppers while giving a demo of MNTN Performance TV. Tune in here.*

*This is sponsored advertising content.


Together with Insider Intelligence

Together with Insider Intelligence

Consumer behaviors are changing rapidly. Join us for a can’t-miss discussion about how every marketer should navigate major shifts in the digital landscape.

Download the report now.


  • Spotify is now offering audiobooks in the US.
  • Penguin Random House and TikTok have teamed up to let users tag books in videos.
  • YouTube Shorts will start sharing ad revenue with creators.
  • The queen’s funeral brought in an average of 26.2 million viewers in the UK.
  • Gmail is piloting a program intended to keep political emails out of the spam folder.


Quote: “Eight o’clock is what was hot for New Yorkers. Now, people email, ‘Can I come in for that 6:00 reservation?’”—A restaurant owner to the New York Times about how New Yorkers are more into the blue-plate special these days

Stat: E-commerce will make up 19% of global retail sales this year, growing to 25% in 2027, according to GroupM’s 2022 e-commerce and retail media forecast.

Read: “The Uncertain Future of Royal Merchandise” (Morning Brew)


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Written by Phoebe Bain and Minda Smiley

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