What’s up October? Hot campaigns & features 🎃
Meta’s holiday marketing tips, social media series, and an interview with Olivia Simpson, founder of JAMCAN
Fresh off the press
If you’re planning your holiday content calendar, Meta’s updated Festive Season Guide shares tips on making the most of its ads and content tools during the year-end rush.
Here are some popular seasonal moments:
Some interesting stats:
“63% of shoppers say Meta technologies are likely to influence their festive purchases and 55% of weekly Facebook or Instagram users prefer to get holiday shopping recommendations via Reels.”
To help you get started, here’s a handy “Reels creative essentials checklist” straight from Meta.
Want to dig deeper? See more here.
Buzzy campaigns
Brands are going pocket-sized
From lip gloss phone cases to tequila or hot sauce keychains, brands are turning everyday items into mini billboards. These playful products are both functional AND designed to keep the brand top-of-mind, spark convos, and build affinity wherever people go.
It makes sense – having a product on display turns customers into walking brand ambassadors. Some examples here, here and here. And read more about it here.
REFY’s Iconic never gets old campaign redefines modern beauty
Meanwhile, REFY Beauty is challenging the youth-obsessed norms of the beauty business. Their new campaign celebrates older women, showing that beauty is defined by confidence, individuality and self-expression – not age. REFY’s approach has resonated with customers, sparking organic convos and praise for “finally showing what real skin looks like.” By spotlighting authenticity over tokenism, the brand is strengthening emotional connections and also filling a gap in the market. Short clips from the campaign here, here and here.
Social media series are taking off
Brands are creating original short-form series to entertain audiences in ways traditional ads can’t. By blending humour, storytelling and real-life moments, series like Brooklyn Coffee Shop and Oatly’s Café con el Abuelo build brand affinity without feeling like a sales pitch. These mini social media shows are reaching savvy, ad-averse viewers where they already spend time and create shareable content. They’re positioning the brands as part of a lifestyle rather than just a product. Watch here and here.
Work with me in Q4
October has been a busy month of talks and events! I’ve delivered sessions at London universities, entrepreneur hubs like the Enterprise Nation x Vodafone business.connected Academy, and the Adobe Creator Lounge during CreatorFest (Thursday 23 October at 2pm, come see me if you’re at the event).
Whether hosting sessions for students, small business owners, startups or creators, my goal is always the same: ensuring everyone gets confident in promoting themselves, guiding them with insights, the right tools and the latest news. It’s always a blast, and I’ve got more talks lined up for Q4!
Don’t hesitate to reach out if you’re looking for a speaker for panels, talks or workshops.
New stuff on social
Threads users can now create group chats with 50+ participants. The update makes it easier to build intimate, private communities while expanding how people connect on the platform.
Big news from Instagram! To celebrate hitting 3 billion users (yep, billion with a B), they’re rolling out some fresh updates:
A new Reels feature that shows you the topics you’ve been engaging with and lets you tweak them. When you tap the adjustment icon, you’ll be able to see a listing of topics that the Reels algorithm thinks you like. So, you can tell IG what you want to see more of or what you’ve had enough of. That could be a pretty handy way to fine-tune your Reels experience, giving you more control over what actually shows up in your feed. (Let’s see how many people actually use it…)
Source: IG And have you switched to the new IG layout? Instagram’s also giving the app a makeover! They’re updating the icons and shifting the DM button down to the bottom of the screen, alongside the other main functions. Basically, everything you use most will now be just a thumb’s reach away.
Meet Olivia Simpson, a lawyer, dinner host, DJ, artist, and founder of JAMCAN, a CBD-infused juice brand.
Olivia is everywhere, unapologetically maximalist, and her energy and passion are absolutely contagious. We met years ago at a Stack World event and it was a friendship crush at first sight.
Below, she shares how she launched her brand, brings her multifaceted skills to life, and channels her roots into everything she creates. Enjoy the convo and join the JAMCAN movement :)
Hey Olivia, tell us a bit about yourself beyond the titles and hyphens…
Just a girl who loves yoga and learning about how food affects the body. I listen to doctors’ podcasts and read doctors’ books for fun. Currently reading Ferments by Tim Spector and I find it fascinating!
Tell us about JAMCAN. How did the idea for a Jamaican-inspired CBD shot come to life?
9 years ago, working in my parents’ Caribbean takeaway (Tops Caribbean in Peckham) and learning about the health benefits of CBD as it was becoming popular, then marrying that with the ancestral wisdom of the plant that has been passed down to me culturally from my Jamaican roots, all inspired JAMCAN.
What makes JAMCAN different from other brands on the market?
We offer a unique flavour profile to the CBD space and we are a non-carbonated alternative. We’re the world’s first CBD-infused, Caribbean-inspired juice shot, and we have 3 levels of spice, so we have many USPs (some people have told me too many, but I also have many USPs so I align with the drink lol).
Your branding and packaging are so fresh. What was the vision behind the design and how do you weave your Caribbean roots into the identity of the brand?
Thank you! It’s been a real journey with evolving the brand to match the vibe of the Caribbean with the modern wellness world sold to a European market. The colour gradient gives a chill sunset vibe, but the font is modelled off the Jamaica tourism board’s font, so I’m happy with it.
What’s been the biggest challenge in launching your brand so far?
When I started JAMCAN I didn’t understand how supply chains or the drinks industry worked, so I made a lot of expensive mistakes, paying consultants who took my money and didn’t always deliver what they had promised. There have been many hurdles also with the sale of CBD and obtaining FSA Novel Foods approval, but with every setback you get wiser and more resilient, so it’s all a blessing.
You show up a lot through events and social content. How do you use those to connect with people and build community around your brand?
I just live my life and bring JAMCAN along. It’s a product I wanted to exist in the world and at the places that I frequent. I think building a community feels natural for the brand as I’m a community-orientated person, so it flows with our ethos. I think when people get used to seeing something in several places they frequent it becomes part of their subconscious, so hopefully JAMCAN will start to be part of their ritual – whether at a wellness studio, an art opening, or a party.
What advice do you have for other multi-hyphenates trying to find harmony between their passions?
Write down the top 3 most important things to you in life. For me, it’s nourishing my body, moving my body, and calming my mind. Then think about the things you do and how you can connect them to what’s most important to you. Usually setting your intention and linking everything you do to the same intention will bring cohesion.
What’s your go-to morning ritual?
3 deep breaths, drink water and do yoga.
What’s one thing you do to refill your creative tank?
Look at art, look at trees in the park, hug my dog.
Marketing trend you’re loving right now?
Meme culture linked to brands. I know it’s old, but I’m still into it.
Social media trend you think is overhyped?
I don’t think any are overhyped because people move on so quickly.
If you could turn any flavour into a JAMCAN shot, no limits, what would it be?
Ripe june plum! I’m obsessed. It’s just so hard to get in the UK.
What’s the best compliment you’ve ever received about the JAMCAN shots?
That it is the perfect ‘pick me up’ shot that puts the ‘fun’ in functional wellness.
And the funniest?
That it can be an aphrodisiac!
Dream collaboration?
Usain Bolt!
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Follow JAMCAN on IG and TikTok. Plus check out & shop her amazing shots.
It's interesting how REFY's focus on authentic beauty and older women truly stands out in this roundup. Do you think this signals a real market shift towards genuine inclusivity, or will it largely remain a niche approach for brands going forward, as you've so insightfully highlighted?