EXCEPTIONALLY EXECUTED NARRATIVE-BRANDING AND NEXT-LEVEL GUERRILLA MARKETING TACTICS, OR JUST A BUNCH OF ENTITLED, TREE-HUGGIN’, VEGANS, CAUSING TRAFFIC ACCIDENTS FOR RETWEETS?
Just Stop Oil is a London-based, environmental activist group best known for their climate-change protests and intrusive (although typically non-violent) disruptions of high-profile events as well as general interruptions to the daily lives of citizens all over the United Kingdom and recently throughout Europe as well.
Ironically enough, the group is exactly what both Democrats and Republicans think of when they hear the term “radical climate activist group”… An uncompromising, coalition of socialist democrats committed to disrupting the status quo and fucking with rich people’s favorite past times.
Founded in 2022, after Extinction Rebellion and Insulate Britain [1] ended their own scorched earth marketing tactics, with organizers from both groups at the helm, Just Stop Oil has had dozens of videos go viral on social media for antics such as throwing tomato soup at Vincent van Gogh’s Sunflowers [2], throwing orange-colored confetti and jigsaw pieces on to Wimbledon tennis courts, and gluing themselves to anything they could literally get their hand on.
Most famously, their “slow-march” campaigns throughout London and other major European cities — a “slow-march” being when groups of J.S.O. activists walk slowly while hold hands in the middle of busy streets and highways — cause traffic backups so long that in one particular case a woman caught behind one of these walks while in labor, actually had to give birth in her car as she was and unable to get to the hospital in time. Fortunately, there were no complications, and little baby Toyota Corolla Johnson is reported to be doing just fine.
To their credit Just Stop Oil has a very specific focus. It is asking, that the government “immediately halt all future licensing and consents for the exploration, development and production of fossil fuels in the UK.” This demand is in response to the October 2022 government announcement that it plans to license up to 100 new oil and gas projects by 2025. [1]
Just Stop Oil’s tactics have brought their message, for better or worse, to the forefront and it’s that better or worse part we’re going to talk about today. To do so, let’s look at three areas where these guerrilla marketing tactics seem to have had positive outcomes, three areas where the same tactics have had a negative impact on the Just Stop Oil brand and message, and determine if the group should keep a truckin’, so to speak, or consider a complete identity overhaul. Yes those metaphors were terrible and I apologize if they’ve caused you any turm-oil. Ok, now I’m done.
Three positives outcomes from a brand marketing perspective; how the Just Stop Oil tactics are bringing people over to their side like milkshakes bring all boys to the proverbial yard.
1. Attention and Awareness: Much like a Kardashian directing traffic, Just Stop Oil’s tactics are disruptive and high-profile. They involving blocking major roads and interrupting significant events which helps to attract substantial attention and keeps their cause in the public eye. For example, the group has drawn attention through provocative acts such as throwing soup at Van Gogh’s Sunflowers [3]. By making their protests visible and hard to ignore, they ensure that their message reaches a large audience. The hope here being essentially, “there is no such thing as bad publicity”.
2. Pressure on Government and Industry: The tactics used by Just Stop Oil are designed to place more pressure on government and industry to act on climate change and fossil fuel use than a viral photo of a turtle with a plastic straw in its nose. Despite the government passing new anti-protest legislation, the group remains committed to non-violent civil resistance until their demands are met [1]. This indicates their actions have had a measurable impact of, as they have forced legislative action and continue to exert pressure for further change.
3. Synergistic Effect within the Climate Movement: Just Stop Oil’s tactics have sparked discussions within the climate activism community, leading to a diversification of strategies among different groups. While some, like Extinction Rebellion (XR), have shifted towards more moderate approaches, others like Just Stop Oil continue with their disruptive actions. This creates a broader spectrum of activism, potentially appealing to different segments of society and keeping the climate issue on the agenda from multiple angles. The differing strategies can benefit from awareness raised by each other, creating a synergistic relationship within the overall climate movement [2]. It’s like in Avengers: Endgame when everyone that had been “blipped” out of existence in the last movie came back and joined Captain America to form one giant, bad guy fightin’ coalition, except here instead of fighting Thanos and his The Black Order army Just Stop Oil and Friends are fighting every first world government and major corporation on the planet. Yeah, it’s kind like that. On the PRO side for J.S.O., Captain did win. SO there’s that.
Overall, if we’re looking for positives in this campaign and its guerrilla marketing tactics, Just Stop Oil, it can be argued, has done a fantastic job of bringing global attention and awareness to the group and its message. Although some of their target audience might want to run group members over with their cars, at least brand recognition seems to be high. Think love for Star Wars movies but simultaneous, unadulterated hatred for Jar Jar Binx.
On the flip side, let’s talk about the three most noted negative impacts of the J.S.O. campaigns.
1. Alienation of Public Support: Like finding out she’s super into astrology, Just Stop Oil’s radical tactics seem to be alienating the public rather than gaining their support. According to a YouGov poll, a majority of respondents (52%) sympathized with motorists affected by the group’s protests, while only 8% supported the protestors themselves. The radical tactics employed by the group seem to have led to confusion or lack of interest about their objectives, which undermines the effectiveness of their message [5].
2. Legal Consequences and Backlash: The group’s disruptive actions, such as blocking major roads and interrupting sports events, have — surprisingly — led to legal penalties including imprisonment and fines. Such consequences not only affect the activists involved but could potentially discourage potential supporters due to the risks associated with the group’s tactics. The government has even passed new anti-protest legislation specifically to address the disruption caused by these protests [6].
3. Negative Media Perception: Extreme marketing, branding, and traffic fuckwittery tactics can — again, surprisingly — lead to negative reactions from the mainstream media and the general public. This negative perception can result in an overall misunderstanding or dismissal of the group’s objectives. While their goals of halting fossil fuel exploration and promoting renewable energy are recognized as valid, their controversial tactics seem to be overshadowing the message they’re trying to convey [5]. It’s like if you want to help someone out and tell them that there’s a mosquito on their nose by punching them in the face. Intentions were great, method of communication not so much.
In conclusion, I think this all comes down to one’s definition of makes a marketing or branding campaign successful. If the success of either is measured by a seemingly viral and unstoppable spread of the group’s reputation and message, then it would appear Just Stop Oil’s effort may one of the most effective campaign strategies in marketing history. Even if the target demo is chasing said brand with torches and pitchforks. The other hand, if the success of a marketing campaign is measured by passive receptebility and an overall positive association with the brand, then it would seem that lead based paints have a better chance of a comeback, than the Just Stop Oil folks have of winning public favor.
If you enjoyed this piece or if you’d like to chat about your own company’s marketing and branding efforts, please don’t hesitate to reach out at gntbranding.com or say [email protected].
OnlyFans Sexfluencers are putting marketing professionals to shame.
The sexfluencers at the immensely popular social media platform OnlyFans are quite literally, dominating the marketing game. And if you’re trying to stand out online in any real way, you should probably put down that Seth Godin book for a hot second, go grab a pen and start taking detailed notes on the absolute masterclass these scantily-clad, 20-somethings are teaching the internet about personal branding and digital marketing.
For those of you just joining us from under a Martian rock, or maybe stepping out of a time machine from the year 2015, or if this simply is your first time on the interwebs, allow me to say, welcome! And for that third group, I’ve never been to Amish country but I hear it’s gorgeous.
Founded in 2016 by British tech entrepreneur and investor Timothy Sokley, OnlyFans is a content creation service, with over 100 million monthly users. [1] Creators are able to upload protected videos, photos, or live streams which are locked behind a paywall, allowing fans access to private content for a monthly fee or a premium “tip” for the extra special stuff.
This paywall and state-of-the-art content protection (meaning if a user tries to screenshot content, it would show up blacked out and that user could be permanently banned[1]) means however that potential subscribers do not know exactly what kind of content they’re actually paying for. This forces creators to market those goods and services on other platforms, leveraging social media to build out their brands, their client base, and their King Solomon-esque revenue streams.
With typically no formal marketing or business education, the top OnlyFans earners are raking in millions each year by marketing themselves on just one or two social media platforms. [6] How much did you make last month? Shit, for that matter how much did I?? 😭😭😭
It’s important to note the diversity of content creators on the OnlyFans platform. It’s not all just under the bed in a shoebox or back of the video store behind a curtain type material.[1] Some of the platform’s biggest contributors are musicians, athletes and celebrities of all different strokes (no pun intended). You can find chefs utilizing the platform to live stream their cooking, fitness instructors hosting step-by-step workouts, and gamers screaming at other gamers in Twitch chats — all interacting more closely with their loyal viewers. Simply put, OnlyFans has become a safe space where creators are less restricted by guidelines and are able to monetize their content while also creating an intimate community with their superfans. [1] Most of these creators are able to make several thousand dollars per month while others can bring in up to 6 figures monthly, all by doing exactly what they love to do. American dream? I mean, yeah. Pretty much. The platform has paid out more than 5 billion dollars to creators since its inception. [6]
Ok, imagine you sell, I dunno, cars. Sexy, sexy, NSFW “cars”. Now, people know you sell these chiseled hot rods, but they’re not actually able to see your inventory before they make a purchase. How do you give them enough to peak their interest without breaking any of the dealership’s policies about test riding your muscle cars without buying a permit first?
And yes I realize I drove that analogy into the ground, but you get it.
How do OF creators overcome innate platform challenges such as content restrictions and limited discoverability? In a recent a 2021 article, Business Insider spoke to five of OnlyFans’ top skintrepreneurs to find out how they built their followings from scratch, and how they then converted them into a lucrative business.
While most entrepreneurs are unlikely to replicate the kind of NSFW content available on sex workers’ pages, the techniques that they use for building audiences, creating unique content, and retaining subscribers can be applied to any industry that relies on user-generated revenue. [2] Here a few primary lead generation tips from the sexperts themselves.
Differentiate yourself: Just like every hustle since Adam & Eve started the first fruit stand, unique and original content is clutch when you’re trying to get strangers to pay for it. OnlyFans’ creators rely heavily on referrals and word of mouth (get your mind out of the gutter you freak) so establishing yourself in a niche and doing everything to differentiate yourself means the difference between life in paradise or getting cast TF out of Eden. Metaphorically speaking… I think.
King Noire, a sex worker on OnlyFans who specializes in kink and BDSM, says that finding and developing a niche should be a creator’s first priority. “People subscribe to me because my content is unique,” said Noire. “There might be other people who do something similar, but they don’t do it with my expertise or flavor.” Because OnlyFans generates revenue for its creators through subscriptions, the key is identifying and catering to an overlooked niche rather than branding yourself as a lowest-common-denominator creator. In the world of subscriptions, depth, not breadth, is key. [2]
Get personal: NSFW content might hook your users initially, but inventive, personal and consistent correspondence with them keeps them coming back for more. “What other platform allows you to text with the people you watch online?” says OnlyFans contributor Lindsey Walsh, who doesn’t identify as a sex worker but whose account is in the top .17% of creators and has netted her more than $250,000 in 2020, according to revenue documents reviewed by Business Insider. [2]
North takes advantage of how intimate a platform like OF allows each creator to get with their subscribers. Instead of simply using OnlyFans to share explicit content, she – along with many other creators – has monetized the actual lines of communication she has with her users, in a way not available with other platforms. “I tell people, ‘My favorite feature on OnlyFans is talking to people,'” said North. “I really mean it when I tell them that I’m there for them, I want to talk to them, and that doing so is the best part of my day.” King Noire agrees, especially since word-of-mouth recommendations can be the most helpful channel for getting new fans. “Despite how technologically advanced we get, nothing will give your profile a better boost than a fan who feels like you’re in their corner,” said Noire. [2]
Spend twice as much time sharing your content than making it: Possibly the most important lesson we can take away from these capeless crusaders is for every minute you spend creating your content, OnlyFans enterpreneurs recommend spending twice as much time promoting it. Especially on a site like OnlyFans, where built-in restrictions limit the number of people who will discover your content, you must be twice a dedicated to getting it out there if you hope to be discovered.
OnlyFans entrepreneur Miss Henley is a sex worker in the top .5% of the OnlyFans community, whose page has generated $100,000 in revenue in the last 12 months, according to earnings documents reviewed by Business Insider. She says splits her efforts about 70-30, with the majority of her time going to promotion. “If you’re not being your own biggest billboard, then you’re doing a disservice to yourself.” [2]
Most of these marketing techniques are of course not new. However, the cross-platform, self-promotion and outer-network user harvesting tactics employed by these creators have been refined to the point where a majority of their OnlyFans subscribers are predominantly brought in by marketing efforts on other platforms. They’ve productized themselves on nurture networks like Instagram and TikTok and then created ongoing revenue streams by converting those users into OF subscribers. To get step by step look at how these creators manage their day-to-day subscriber interactions see this guide from SEO BOUNTY. [3]
So what can we take away from all of this? Sex work is perhaps one of the oldest professions on the planet. Its online equivalent is perhaps the most saturated industry there is and as such the hardest one to breakout from and monetize. But by focusing on consistent, cross-platform content creation to develop their audiences, and then dedicated, personal, one-on-one communication to keep said audiences engaged, an ever growing group of content creators, with little to no background in marketing or branding, have been able to capitalize on these technologies, and grow their annual income in ways that would make most US ad agencies wanna drop trou… literally.
And what does this all mean for you? It means that if you have a digital product you’re trying to get off the ground, or a service that you want to provide, but you’re thinking you just don’t have the experience or knowhow, or that perhaps you’re in an industry or niche that’s just too saturated, too difficult to break out from, try to remember that there is a group of creators out there just like you but with far less experience, who through some serious dedication and daily grind (yes pun intended), have been able to create in the last few years what most entrepreneurs take decades to accomplish… Genuine, consumer brand loyalty.
If you enjoyed this piece or if you’d like to chat about your own company’s marketing and branding efforts, please don’t hesitate to reach out at gntbranding.com or say [email protected].
Why You Should Outsource Graphic Design or Website Redesign Projects to GNT Branding
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The Power of Outsourcing
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Why Outsource to GNT Branding
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Expertise in Graphic Design
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Mastery in Website Redesign
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Benefits of Outsourcing to GNT Branding
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High-Quality Output
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Innovative Graphic Design
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User-Friendly Website Redesign
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Cost-Effective Solutions
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Time Efficiency
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Access to Latest Trends and Technologies
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Let Your Internal Staff Do What They Do Best
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Focus on Core Business Functions
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Improved Productivity
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Conclusion
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FAQs
The Power of Outsourcing
In today’s fast-paced business environment, outsourcing has become a strategic tool that offers numerous benefits. It allows companies to focus on their core competencies while delegating specific tasks to specialized service providers. This article, along with others we’ve written in the past, will discuss why you should outsource your graphic design or website redesign projects to the experts at GNT Branding.
Why Outsource to GNT Branding?
GNT Branding is a leading service provider in the field of graphic design and website redesign. We have a team of experts who are proficient in their respective domains and are committed to delivering the best results.
Expertise in Graphic Design
GNT Branding has a team of graphic designers who are not only skilled but also have a creative edge. They can transform your ideas into visually appealing designs that effectively communicate your brand message.
Mastery in Website Redesign
Website redesign is another area where GNT Branding excels. We understand the importance of a user-friendly and engaging website in today’s digital age. Our team can revamp your website to make it more attractive, responsive, and SEO-friendly.
Benefits of Outsourcing to GNT Branding
Outsourcing your graphic design or website redesign projects to GNT Branding comes with a plethora of benefits.
High-Quality Output
Innovative Graphic Design GNT Branding ensures that the graphic designs we create are innovative and align with your brand identity. We use the latest design tools (Figma, Webflow, Framer, WordPress) and follow the current design trends to deliver high-quality output.
User-Friendly Website Redesign When it comes to website redesign, GNT Branding focuses on creating a user-friendly interface that provides a seamless browsing experience. We also ensure that the redesigned website is SEO-optimized to improve your online visibility.
Cost-Effective Solutions Outsourcing to GNT Branding can help you save costs. Instead of hiring a full-time in-house team, you can get access to their team of experts at a fraction of the cost.
Time Efficiency GNT Branding understands the value of time in business. We are committed to delivering projects within the stipulated timeline without compromising on the quality of work.
Access to Latest Trends and Technologies By outsourcing to GNT Branding, you can leverage our knowledge of the latest trends and technologies in the field of graphic design and website redesign. This can give your business a competitive edge.
Let Your Internal Staff Do What They Do Best
Outsourcing allows your internal staff to focus on what they do best. Instead of spending time on tasks outside their area of expertise, they can concentrate on their core responsibilities, thereby increasing productivity and efficiency.
Focus on Core Business Functions
By outsourcing your graphic design or website design projects, your internal team can focus on core business functions. This can lead to improved business operations and increased profitability.
Improved Productivity
When your internal staff is not burdened with tasks outside their skill set, they can work more efficiently. This can lead to improved productivity and a better work environment.
Conclusion
Outsourcing graphic design or website design projects to GNT Branding is a strategic decision that can bring numerous benefits to your business. From high-quality output and cost-effective solutions to time efficiency and access to the latest trends and technologies, the advantages are endless. Moreover, it allows your internal staff to focus on what they do best, leading to improved productivity and efficiency. So, make the smart move and outsource your design projects to the experts at GNT Branding.
FAQs
What services does GNT Branding offer? GNT Branding offers a wide range of services including graphic design, website redesign, branding, and more.
Why should I outsource my graphic design or website redesign projects to GNT Branding? Outsourcing to GNT Branding gives you access to a team of experts, ensures high-quality output, provides cost-effective solutions, saves time, and allows your internal staff to focus on their core responsibilities.
What is the process of outsourcing a project to GNT Branding? The process involves discussing your project requirements with the GNT Branding team, agreeing on a timeline and budget, and then letting their team handle the rest.
How does GNT Branding ensure the quality of their work? GNT Branding has a team of experienced professionals who are experts in their fields. They use the latest tools and follow the current trends to ensure the quality of their work.
Can outsourcing to GNT Branding help improve my business’s online visibility? Yes, GNT Branding ensures that the redesigned websites are SEO-optimized, which can improve your online visibility and help attract more traffic to your website.
In the ever-evolving digital landscape, maintaining a compelling brand identity and a user-friendly website is crucial for businesses. It’s not just about having a logo or a website; it’s about creating a cohesive, engaging, and effective brand experience. If you’re considering a brand or website redesign, outsourcing to a professional agency like GNT Branding can be a game-changer. Here’s why.
Expertise in Branding and Web Development:
At GNT Branding, we specialize in brand identity and website redesign. Our team of experienced designers and developers understand the nuances of creating a brand that resonates with your target audience. We stay updated with the latest trends in web design, ensuring your website is not only visually appealing but also functional and user-friendly.
SEO-Optimized Design:
Search Engine Optimization (SEO) is a critical aspect of web development. Our team is skilled in creating SEO-optimized websites that rank high on search engine results, increasing your online visibility and attracting more potential clients.
Cost-Effective Solution:
Outsourcing your brand and website redesign to GNT Branding is a cost-effective solution. We offer competitive pricing without compromising on quality. Plus, you save on the costs of hiring and training an in-house team.
Time-Saving:
Redesigning a brand or a website is a time-consuming process. By outsourcing to GNT Branding, you can focus on your core business operations while we handle the redesign process. We ensure timely delivery, keeping your business operations smooth and uninterrupted.
Customized Solutions:
Every business is unique, and so should be its brand and website. At GNT Branding, we offer customized solutions tailored to your business needs and goals. We work closely with you to understand your vision and translate it into a compelling brand and website.
Ongoing Support and Maintenance:
Our relationship with clients doesn’t end with the delivery of the project. We offer ongoing support and maintenance, ensuring your brand and website stay updated and relevant in the changing digital landscape.
Conclusion:
Outsourcing your brand and website redesign to GNT Branding is an investment that yields high returns. With our expertise, SEO-optimized design, cost-effective solutions, time-saving approach, customized solutions, and ongoing support, we help your business stand out in the digital crowd. Contact us today to start your brand and website transformation journey.
In today’s digital age, a compelling brand identity and a well-designed website are not just nice-to-haves, they’re essential. But creating a brand that resonates and a website that converts can be a daunting task. That’s where outsourcing to a professional agency like GNT Branding comes in. We specialize in brand identity redesign and website revamps, helping businesses like yours make a powerful impact online.
Why Outsource Your Brand Identity and Website Redesign?
Expertise and Experience:
At GNT Branding, we have a team of experienced designers, developers, and branding experts who have honed their skills over years of working with diverse businesses. We understand the nuances of creating a brand identity that aligns with your business values and designing a website that is user-friendly and search engine optimized.
Time and Cost Efficiency:
Outsourcing your brand identity and website redesign projects to us allows you to focus on your core business operations. We deliver high-quality work within the agreed timelines, saving you the cost of hiring and training an in-house team.
Fresh Perspective:
Sometimes, an external perspective can bring fresh ideas to the table. Our team at GNT Branding can provide a fresh take on your brand and website, infusing them with creativity and innovation.
SEO Optimization:
A well-designed website is of no use if it doesn’t rank on search engines. Our team is well-versed in SEO best practices, ensuring your website is optimized for visibility and ranking on the first page of Google.
Ongoing Support:
When you outsource to GNT Branding, we don’t just deliver a project and leave. We provide ongoing support, ensuring your brand and website continue to evolve with your business and the digital landscape.
Conclusion:
Outsourcing your brand identity and website redesign to GNT Branding is an investment in your business’s future. We help you create a brand that stands out and a website that ranks high, driving more traffic and conversions. Contact us today to start your brand and website transformation journey.
