Sell to Team Culture, Not People
š§āš¼Planning Targeting around groups and not just individual personas, Snapchatās 2025 Ad Expansion Recap, and more!
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In this newsletter, youāll find:
š§āš¼ Sell to Team Culture, Not People
šø Say It in a Snap: Snapchatās 2025 Ad Expansion Recap
š¾ Tweet of the Day
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š§āš¼ Sell to Team Culture, Not People
DTC brands still market to individuals. But one interesting thing is to sync product drops, bundles, and offers to the cultural rhythms of groups, not just the needs of single buyers, because people donāt just buy based on their mood.
They buy based on their environment: company rituals, team dynamics, Slack channels, offsite energy, even peer pressure. And when your product fits that group energy, it spreads without resistance.
Strategy 1: Create Org-Triggered Offer Kits
Design drop kits for real-world org rituals.
āRemote Onboarding Boost Packā for HR managers.
āQBR Recovery Bundleā for founder/ops types.
āThe Monday Resetā wellness stack for agency teams.
Make sure each SKU has social utility; it should be used publicly, posted about, or shared inside team chats.
Strategy 2: Align Timing with Work Rhythms
Avoid random launch timing.
Instead, map to cycles like End of fundraising rounds, Team retreats or hack weeks, Industry events (pre/post burnout), Budget reset periods (Q1, Q3)
Group culture has internal time zones. Sync with them. Apollo.io helps you identify these signals by tracking org-level hiring trends, team size changes, and decision-maker job switches so you hit when momentum (and budgets) are high. Sign up now and use free forever!
Strategy 3: Segment by Team Type, Not Just Role
Donāt target āmarketing leads.ā
Target āinternal vibe-setters,ā the ones who organize snack drawers, manage Notion boards, or curate team culture.
Examples: āThe Office Vibe Curator Kitā, āFor the Slack Channel MVPā, āTeam Mom Energy Bundleā. Let your copy reflect group status signals.
š” Strategy 4: Build Shareability into the UX
The packaging, CTA, and unboxing should spark a post.
Add cards like āTake a pic and tag your teamā or āForward this to your office hero.ā Great org-based offers always feel like a thank-you and a flex.
Offer syncing is about selling into moments, not just people. It rewards marketers who observe how companies actually live, bond, and buy, not just who clicks an ad. In the next wave of DTC growth, internal culture is the new intent signal.
And the brands that respect that will win faster, cheaper, and deeper.
šø Say It in a Snap: Snapchatās 2025 Ad Expansion Recap
Snapchat used the 2025 NewFronts to unveil a wave of updates aimed at giving brands more native, AI-powered, and performance-driven tools to engage its 900M+ user base across Chat, Map, music, and creator content.
The Breakdown:
1. Sponsored Snaps Go Bigger - Snapchat introduced First Snap takeover ads, auction-based Web & App Sponsored Snaps, and creator-handle Sponsored Snaps, all delivered directly to the Chat Feed. Wendyās already saw 52M impressions in one day with this format.
2. Snap Map = Real-World Discovery Engine - Snap Map now reaches 400M+ users monthly and powers the new Promoted Places feature. Brands can pin their physical locations to the map for discovery and in-store visits.
3. Leaning into Culture: Music + Sports - Snapchat launched Under the Ghost, a premium music series for performance + ad sponsorships. It also expanded its official content with the NFL and WNBA across Stories and Spotlight.
4. Smart Campaigns, Smarter ROI - New Smart Bidding and Smart Budget tools use machine learning to optimize CPA and reallocate spend to top-performing ad sets. These AI-powered upgrades contributed to 14% YoY growth in direct response revenue in Q1, now 75% of Snapās ad revenue.
Snapchat is doubling down on performance, cultural relevance, and AI simplicity, giving brands a platform where casual reach meets precision targeting. With rising adoption, Snapās message is clear: your next breakout campaign starts with a Snap.
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