Capture Emotion, Capture Attention
Plus, ❌When Ads Help Your Competitors
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The Power of Authenticity in UGC
Insights from DTC
Life on Film has nailed a winning strategy that skyrocketed its TikTok account to nearly 500k followers in under a year. The secret? User-generated content (UGC) that doesn’t feel like selling.
Here’s how it works:
The brand gives strangers disposable cameras to capture their adventures, with a promise to return the developed photos. The simple, recurring hook—' Giving disposable cameras to strangers'—keeps viewers engaged, and curious to see the outcome.
Why It Works:
- Boosts Watch Time: Viewers stick around to see the photos, increasing engagement.
- Scalable: This easy, repeatable format makes it possible to post content frequently.
- Feels Genuine: It’s not about pushing a product but about creating authentic, heartwarming moments. The content builds an emotional connection, showing real people capturing real memories.
The Takeaway
Life on Film shows how low-effort, high-impact UGC can drive major growth. By encouraging real moments and turning them into content, the brand leverages the power of community-driven storytelling. The key? Authenticity, not hard selling.
When Clever Ads Backfire: A Cautionary Tale
Insights from Demand Curve
In most places, billboards promote accident lawyers or fast food chains, but in San Francisco, they’re a battleground for startups. One ad campaign by a tech company became a cautionary tale, offering key lessons in how not to advertise.
Key Takeaways:
- Name Smartly: Choose a brand or product name that’s easy to remember and directly tied to what your audience will search. If people forget your name and search for something generic, they may find your competitors instead.

- Target Relevant Keywords: If your ad doesn’t prompt immediate action (like billboards), bid on related keywords in search ads. Don’t rely on people remembering your full product name. They’ll likely search simpler terms.
- Create Actionable Ads: Make ads that encourage immediate action. A great example: is a billboard with a phone number and a clear CTA, designed for people to interact on the spot. Simple and effective beats are clever but forgettable.

The Takeaway
Always design ads with action and clarity in mind. Ensure that the message sticks—and doesn’t end up benefiting your competition.
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