Regulations Roundup – July, 2025

The pavement sizzles, the iced coffees flow, and the forex market… Well, it’s anything but chill. While most people are heading to the beach, decision-makers in the FX world are glued to their screens. So, grab your shades because here’s what forex brokers are watching this summer.Cooling Down? Not When Volatility’s On the GrillHistorically, summer markets tend to slow down with lower volumes, thinner liquidity, sleepy volatility. But 2025 said “Not this year!”With inflation figures ping-ponging across the U.S. and Europe, central banks are teasing traders with “will-they-won’t-they” rate decisions more confusing than a Netflix dating show. The Fed’s been dodging commitment, the ECB’s throwing hints, and don’t even get us started on the BOJ’s surprise moves.Brokers are keeping a close eye on:US CPI and NFP data. Still the MVPs of summer drama.UK inflation prints. The Bank of England’s playing hawk-and-dove, and traders love it.Central bank speakers. One unscripted line and boom, there goes the euro.French political turbulence. Snap elections have the euro jittering like it had too much espresso.Middle East instability. Geopolitical shocks continue to spark safe-haven flows into gold and the USD.This summer, it’s not just the sun that’s unpredictable. Global markets are throwing shade, sparks, and the occasional curveball.Events Lighting Up the Forex CalendarForget music festivals ☹. The forex world has its own main-stage acts:Jackson Hole Symposium (August) — The Coachella of central bankers. Expect cryptic clues and cryptic-er responses.ECB Forum on Central Banking (July) — All eyes on Lagarde’s posture and Powell’s poker face.FOMC Meetings — Always a thriller. Will Powell pivot or power through?Meanwhile, online expos and webinars are popping up like inflatable flamingos at a pool party. Brokers are sponsoring, speaking, and sneakily poaching IBs. Hey, it’s summer hustle time.Check out our top finance events 2025 for our pick of the best to attend.Regulators Are Not On Summer Break!While traders might be dreaming of daiquiris, regulators are cracking down. Brokers, don’t slack:ESMA is reviewing leverage and CFDs — again. Your compliance team is sweating even with the AC on high.ASIC continues to push transparency and retail protections — Aussie brokers, now’s not the time to snooze.CySEC is stepping up audits and licensing scrutiny — that’s right, even while you’re sipping frappes by the beach.And let’s not forget MiCA rollout kicking off for crypto players. Forex brokers dabbling in crypto pairs need to get their legal sunscreen on. Things are heating up.Marketing Trends FX Traders Are LovingWhile markets fluctuate, your content shouldn’t. Summer 2025 is all about:Short-form educational video content. Fintok and YouTube Shorts are pulling in Gen Z traders like seagulls to chips.Gamification. Think quizzes, challenges, and badges to keep engagement sizzling.Localised content. We’re working on summer promos, beach-themed landing pages and heatwave memes.Prepping for September. Yes it’s only June, but that’s just 2 and a bit months away from September, the busiest time in the FX calendar. Let’s get you prepped for your campaigns from now!The big winners? Brokers who stay visible during summer slumps. It’s not the time to disappear. Instead, experiment, connect, and get ready for Q3/Q4!Let Your Team Take That Vacation. We’ve Got ThisWhile your internal marketing team dreams of mojitos and much-needed downtime, Contentworks Agency is ready to step in. Whether it’s crafting market-moving articles, running your social channels, or creating compliant campaign content that converts, our team acts as a seamless extension of yours. We understand the fast-paced forex space, regulatory nuances, and the importance of keeping your brand front and centre (even when your team is on the beach.) So go ahead and approve those OOO requests. We’ve got you covered, sunscreen not included.Talk to our team about your forex content.Ps — Stay hydrated and remember, pips don’t pause for popsicles.

On May 8, 2025, a puff of white smoke above the Sistine Chapel announced a seismic shift in both religious and geopolitical history: for the first time ever, an American had been elected Pope. Cardinal Robert Francis Prevost of Chicago became Pope Leo XIV, succeeding the late Pope Francis. A man of deep missionary experience, particularly in Latin America, Leo XIV has long been seen as a thoughtful moderate within the Church, known for his focus on governance, integrity, and Catholic social teaching.His election, however, hasn’t escaped controversy or conspiracy. Within hours, social media lit up with wild theories, some suggesting that the conclave was “nudged” by American interests or even former President Donald Trump himself. Is there any merit to such theories? Probably not. But they do reveal something fascinating: the papacy, despite being an ancient religious office, still holds a grip on global imagination, including that of financial markets. You know we love researching a good story, come join us!How Much Power Does the Pope Really Have Over Markets?Technically, the Pope has no control over global financial institutions. He doesn’t move interest rates, regulate central banks, or direct capital flows. But popes wield soft power. The ability to influence culture, ethics, and policy through moral authority. This influence can shift investor sentiment, corporate behaviour, and even national policies.When Pope Francis published Laudato Si’ in 2015, a landmark encyclical on climate change and economic inequality, it sent shockwaves through the business world. The document criticised unrestrained capitalism, condemned environmental degradation, and urged major reforms. Companies with large fossil fuel portfolios felt the heat, and ethical investing saw a surge.In 2024, Francis again turned heads when he told Italian bankers to invest in “hope, not war,” condemning profit-driven arms investments. The statement was covered widely in the financial press, with speculation on how it might impact ethical funds and institutions affiliated with Catholic social teaching.Popes and Markets: A Brief HistoryThe papacy has a long and often tangled history with money and markets. One of the most direct interventions came in 1745, when Pope Benedict XIV issued Vix Pervenit, condemning usury (charging interest on loans). The encyclical didn’t just shape Catholic doctrine, it influenced European banking practices for decades and laid the groundwork for future Church teachings on economic justice.Fast forward to the 20th century, and you’ll find perhaps the most dramatic instance of papal financial engineering: the hiring of Bernardino Nogara in 1929. Appointed by Pope Pius XI to manage the Vatican’s finances following the Lateran Treaty with Mussolini, Nogara built an expansive investment portfolio that included shares in companies producing birth control products, despite Church teachings against contraception. The Vatican’s modern wealth owes much to Nogara’s aggressive, and sometimes controversial, strategies.In more recent history, Pope John Paul II played a pivotal role in ending communism in Eastern Europe, a geopolitical shift that deeply impacted markets and global trade. While not a direct financial move, his support for Solidarity in Poland helped catalyse a cascade of economic liberalizations across the Eastern Bloc.Conspiracy Theories and the New PopeBack to 2025: the election of Pope Leo XIV has inspired a new wave of conspiracies that mix politics, finance, and religion into a particularly spicy stew.#1 The Trump Conclave TheoryPerhaps the most outlandish theory is that Donald Trump, now back in the public spotlight as a media mogul, orchestrated Prevost’s election. The theory posits that Trump saw a geopolitical advantage in having a fellow American on the Holy See’s throne. Possibly to counterbalance European influence or to gain a moral edge in conservative circles. Supposed “evidence” includes old photos of Trump at Vatican events and Prevost’s prior statements on globalism. No credible sources support this, but it’s become fodder for fringe podcasts, TikToks and YouTube channels.#2 The Jesuit CoupAnother popular theory claims that the Jesuits, long viewed with suspicion by traditionalist Catholics, staged a silent coup. Since Prevost studied under Jesuits and has ties to their theological circles, some allege that the Society of Jesus finally seized full control of the papacy. Under this theory, the financial angle is that Jesuit-aligned funds will soon direct billions toward ESG (Environmental, Social, and Governance) investing, as a way to reshape the market according to Catholic ethics.#3 Black Budget VaticanMore economic in nature is the “Black Budget Vatican” theory. This one claims that Pope Leo XIV’s election is part of a larger effort to restructure the Vatican Bank (formally, the Institute for the Works of Religion). Supposedly, shadowy international donors, including crypto billionaires, have been funnelling funds into Vatican assets, with the pope as a pliable figurehead. Proponents point to the 2020 London real estate scandal, in which millions were lost in opaque investment deals, as evidence that something darker is at play.Again, there is no proof for any of this, but these stories underscore the intrigue and mystique still surrounding the papacy in an age of transparency.Why the Pope Can Comment on Financial IssuesMoral Authority, Not Legislative PowerThe Pope doesn’t have legislative or regulatory power over financial institutions, but he does have moral authority as the spiritual leader of the Roman Catholic Church, which has over 1.3 billion adherents worldwide. His role includes guiding Catholics on how to live ethically in all areas of life — including economics.Catholic Social Teaching (CST)The Church has a long tradition of commenting on financial and economic issues, primarily through its body of social doctrine known as Catholic Social Teaching. This includes:The dignity of work and rights of workersEthical business conductJust distribution of wealthConcern for the poor and marginalizedPublic Influence and Global EngagementThe Pope regularly addresses political and financial leaders at summits like the G7, Davos, or the United Nations. These are not binding policy directives, but they can inspire shifts in attitudes, policies, or even investment strategies, especially for Catholic-run organizations like hospitals, schools, and charities.What Happens If the Pope Speaks on Crypto, AI, or Global Trade?While Pope Leo XIV hasn’t yet made sweeping economic pronouncements, Vatican watchers anticipate he may soon address the ethical concerns surrounding AI and financial automation. As the world of finance grows increasingly algorithmic, a papal voice could shift global conversations about fairness, bias, and the dignity of labour.The same applies to cryptocurrencies. In 2022, the Vatican warned about the moral pitfalls of crypto speculation. If Leo XIV reaffirms or expands on those concerns, particularly around energy consumption, fraud, and inequality, it could influence how Catholic institutions engage with digital assets.ConclusionWhile the Pope cannot raise or lower interest rates, his words carry moral weight that can ripple through markets. Ethical investing, environmental policy, and economic justice are increasingly shaped by cultural forces, and the papacy, with its global audience of over a billion people, remains one of the world’s most powerful moral platforms.Pope Leo XIV may or may not upend the financial world. But if history is any guide, his words, and the myths that surround him, may have more influence on your investment portfolio than you’d expect. For engaging financial services articles, analysis and social media, get in contact with our team.

The markets are still digesting the Liberation Day shockwave, but the dust is already starting to reveal a familiar story: every economic disruption has its winners and losers. President Trump’s surprise tariff announcement blanketing imports from Europe, Asia, and South America has redrawn the map for investors practically overnight.We’re breaking down who’s poised to profit and who’s bracing for pain. But first off, let’s get an overview of how stocks reacted.Want daily analysis for your FX brand? Speak to our team.Wall Street CarnageThe Dow Jones Industrial Average fell 3.2% in afternoon trading following the announcement, its worst single-day drop since October 2023. The tech-heavy Nasdaq slid 4.7%, driven by sell-offs in chipmakers like NVIDIA and Intel, both heavily reliant on overseas suppliers. Automakers Ford and GM saw initial gains due to protectionist tailwinds but soon dropped as fears of retaliatory tariffs grew.European and Asian markets followed suit. Germany’s DAX fell 2.8%, while Japan’s Nikkei lost 2.5%. The ripple effects were immediate, with several governments — including Germany and South Korea — hinting at reciprocal tariffs.The WinnersUS Automakers: The Big ReboundTariff: 20% on vehicles from Germany, Japan, South Korea Beneficiaries:Ford (F)General Motors (GM)Rivian (RIVN) (emerging EV player with US production)Why they win: With foreign rivals like BMW, Toyota, and Hyundai suddenly facing sticker shock in US showrooms, homegrown automakers are in pole position. Analysts are already projecting a potential 6–10% boost in domestic sales volumes if the tariffs hold through Q3.US Industrial Metals & MaterialsBeneficiaries:Nucor (NUE)Steel Dynamics (STLD)Cleveland-Cliffs (CLF)Why they win: Tariffs on international automotive and industrial imports often indirectly lift domestic raw materials. If production shifts back onshore, demand for US steel and aluminium could surge. These companies rallied 3–5% on Tuesday’s close.American Agriculture, For NowTariff: 25% on Brazilian and Argentine farm imports Beneficiaries:Archer Daniels Midland (ADM)Bunge Limited (BG)Corteva (CTVA)Why they win: By undercutting competition from South America, US farmers and suppliers stand to gain more pricing power at home. The key word, however, is short-term, any foreign retaliation could slam US grain exports, particularly to China.Domestic Chipmakers with US PlantsTariff: 15% on semiconductor components from Taiwan and Malaysia Beneficiaries:GlobalFoundries (GFS)ON Semiconductor (ON)Texas Instruments (TXN)Why they win: Companies with significant US manufacturing footprint are suddenly more attractive to customers scrambling to dodge tariff-related costs. Expect supply chain rewiring and domestic sourcing to become a hot trend.ETFs & Funds to WatchInvesco S&P SmallCap Industrials ETF (PSCI)iShares US Industrials ETF (IYJ)First Trust Nasdaq Clean Edge Smart Grid Infrastructure ETF (GRID)Bonus Angle: Defence StocksWhy? Rising geopolitical tension often spurs increased defence spending, or at least creates the perception that it might.Names to watch:Lockheed Martin (LMT)Northrop Grumman (NOC)Raytheon Technologies (RTX)The LosersForeign AutomakersHit Hard:Toyota (TM)BMW (BMW.DE)Hyundai (HYMTF)Why they suffer: Tariffs price these brands out of competitiveness in the US, a market many rely on for 30% or more of total sales. Shares in Toyota and BMW dropped 4% and 3.5%, respectively, following the announcement.Big Tech & Chip Giants with Asian Supply ChainsAt Risk:Apple (AAPL)NVIDIA (NVDA)Intel (INTC)AMD (AMD)Why they suffer: Many US tech firms rely heavily on component imports from Taiwan, Malaysia, and other tariff-hit nations. That means increased costs, supply chain headaches, and delayed product rollouts. Apple, in particular, faces potential iPhone production slowdowns.Retail & Consumer ElectronicsTariff Ripple Effect: Higher import costs = thinner margins or higher prices Companies to watch:Best Buy (BBY)Walmart (WMT) (with broad global sourcing)Target (TGT)Global Trade-Dependent StocksBoeing (BA) — vulnerable to retaliatory measuresCaterpillar (CAT) — sells heavily overseas3M (MMM) — exposed to raw material flowsGlobal industrials often pay the price in the opening chapters of a trade dispute.What Investors Should WatchForeign retaliation: Germany and South Korea are already hinting at countermeasures.US domestic policy: Will Congress intervene or support Trump’s trade blitz?Consumer reaction: If prices rise sharply, expect backlash — economic and political.What Could Happen Next?The road ahead depends largely on whether the Liberation Day tariffs are a shot across the bow or the start of a broader decoupling. If the administration holds its ground and foreign partners retaliate, the spectre of a prolonged trade war could dampen corporate profits and consumer sentiment, both key stock drivers.However, there’s also a case for cautious optimism. The Federal Reserve has indicated it will maintain a neutral stance on interest rates, and US unemployment remains low. Some sectors — like domestic agriculture and steel — could benefit in the short term, creating a mixed impact across the market.This isn’t the first time markets have been rocked by sudden geopolitical moves. The most recent example being the 2018 US-China trade war where the S&P 500 saw a 6% drawdown in a month. Yet within three months, markets had stabilised as negotiations resumed and earnings remained strong. The question now is whether stocks will bounce back and how quickly.The Bottom LineLiberation Day 2025 will go down as a turning point, not just in political messaging but in global economic policy. Whether these tariffs spark a deeper economic shift or simply a market hiccup depends on what comes next from Washington and its trade partners. Investors betting on a bounce-back should keep one eye on D.C. and the other on Beijing, Berlin, and Brasília.Want content for your finance brand? We closely follow market news to create trending content for our banks, forex brokers and fintechs. Speak to our team.

For years, China has been at the centre of cryptocurrency speculation. With strict regulations banning Bitcoin mining and trading, many assumed the nation had turned its back on digital assets. But what if that was just a smokescreen? Recent whispers in the financial underworld suggest that China has quietly dumped its massive Bitcoin reserves, triggering a calculated market collapse. Is this just another wild crypto conspiracy, or is there more to the story than meets the eye?The Vanishing Bitcoin ReservesIt is widely believed that China held approximately 194,000 BTC, primarily seized from the notorious PlusToken Ponzi scheme in 2019. This hoard was supposedly sitting in government-controlled wallets — until now. According to CryptoQuant CEO Ki Young Ju, the seized Bitcoin was suddenly transferred to exchanges like Huobi and subsequently liquidated. Why now? Why the secrecy?Renowned Bitcoin skeptic Peter Schiff has also claimed that China liquidated its Bitcoin holdings as early as January 2025. But here’s the catch: there’s no official confirmation from Chinese authorities. Instead, we’re left with cryptic statements about these assets being moved to the national treasury — a vague term that could mean anything from cold storage to outright liquidation.A Financial Chess Game?If China did sell off its Bitcoin, the timing couldn’t be more suspicious. The dump coincided with major downward pressure on the market, leading to whispers of state-led manipulation. Could China have deliberately triggered a price crash to weaken the influence of Western investors?Consider this: The US reportedly holds 207,189 BTC, surpassing China’s supposed reserves. If a financial cold war is brewing, strategically devaluing Bitcoin could be an attempt to undermine US crypto dominance before it even begins.But Wait… Does China Still Have Its Bitcoin?Despite these rumours, some sources maintain that China’s Bitcoin holdings remain intact. Bitcoin Treasuries still lists China as holding 194,000 BTC, contradicting claims of a sell-off. Could the Chinese government be playing both sides — publicly denouncing Bitcoin while secretly stockpiling it?There’s precedent for this kind of financial misdirection. China has a history of publicly banning crypto while quietly benefiting from its volatility. Reports suggest that despite strict regulations, Chinese citizens continue to buy Bitcoin and Tether through underground channels. Is it really that far-fetched to think that China itself is still playing the game?The Bitcoin Arms RaceWith growing speculation that nations are stockpiling Bitcoin like digital gold, the idea of an emerging Bitcoin arms race is gaining traction. If governments see crypto as the currency of the future, controlling its supply could be the ultimate power move.So, did China secretly dump its Bitcoin to crash the market, or is it still sitting on a mountain of digital wealth? The truth is shrouded in secrecy — but in the world of crypto, where shadow deals and financial warfare reign, nothing is off the table.Will the USA become a crypto capital?The Birds-Eye View​The escalating US-China trade war, marked by President Donald Trump’s “Liberation Day” tariffs announced on April 2, 2025, introduced significant volatility into global financial markets, including the cryptocurrency sector. Bitcoin, often viewed as a digital safe-haven asset, is trading at approximately $84,575, reflecting a modest increase.In the short term, tariffs lead to market uncertainty, prompting investors to seek more stable assets, which can result in decreased demand for riskier investments like Bitcoin. Analysts suggest that these trade policies may slow economic growth and increase inflation, factors that typically influence investor behaviour and asset allocation. ​However, some experts posit that in the long term, such economic policies could weaken USD dominance, potentially enhancing BTC appeal as an alternative store of value. The reduction in global trade due to tariffs might lead to increased inflation, which could drive interest in decentralized assets like Bitcoin.There are certainly bigger interests at play which is somewhat at odds with Bitcoin’s purported original aim to level-out the financial system.Who said finance was boring? Talk to our team about engaging financial marketing.

The Indian stock market declined for five straight months from October 2024 to February 2025. This was the second instance since the 1990s of pessimism weighing on Indian stocks for such a long time. By March 3, 2025, the NIFTY 50 had lost over 4,000 (15.6%) points from a peak of 26,216 in September 2024. The BSE SENSEX accompanied the benchmark index by shedding over 12,700 points (14.9%). If we zoom in a bit, both indices had declined almost 7% YTD by the beginning of March, taking a hit of over 5% in February 2025 alone.So, what’s plaguing the stock market of the world’s fifth largest and fastest growing major economy?Bleak Outlook for the Banking SectorThe Indian banking sector has been witnessing a dry season. After the disappointing Q3, the Q4 results further weakened investor confidence. The banking sector is under pressure due to sluggish interest earnings growth, which slowed by 7.2% y-o-y in Q3 . The demand for credit has been declining ever since the Reserve Bank of India’s (RBI, India’s central bank) raised borrowing costs. Plus, regulatory changes and tight liquidity are narrowing operating margins. Notably, this sector forms 30% of the NIFTY 50. The loss of investor confidence is evident in BANKNIFTY, the index that tracks the Indian banking sector’s performance. BANKNIFTY had plummeted 5.3% year-to-date by March 3, 2025.Talk to our team about analysis for your finance brandTrump Tariffs Threaten TradeThe second-time US President announced retaliatory tariffs on steel, aluminium and their derivatives. Consequently, most capital flowed out of small- and mid-cap telecommunications and IT stocks as well as metals and automobiles. Further weighing on the stock market, the February 11, 2025, announcement dragged the NIFTY 50 down 4.4% within three weeks.However, the latest tariff could only be a move to arm-twist India (and many other nations) into cutting back on import duties. Or, shall we say, facilitating Trump’s America First agenda? India and the US plan to take bilateral trade to $500 billion by 2030[E3] . In 2024, the US had a trade deficit of $45.7 billion with India, meaning America imported $45.7 billion more in goods from India than it exported there.Notably, the US is India’s largest export partner, accounting for nearly one-fifth of the latter’s export income. The tariff tantrum could dent Indian export income by $7 billion a year. On March 3, 2025, the Indian Trade Minister was on route to meeting Trump and negotiating the terms of goods exchange.Source: CNN BusinessFIIs Exit While DIIs Exercise CautionMassive withdrawals from foreign institutional investors (FII) are the primary cause of the Indian stock market’s crash. FIIs offloaded over ₹46,000 crores in the last week of February 2025, which raised the total withdrawal since the beginning of the year to ₹1.33 lakh crores. The primary reason for FIIs selling is that the Indian rupee has declined 1.42% YTD. Most often, when foreign investors exit, domestic institutional investors (DII) take over and support the markets. However, DIIs are currently holding significantly large positions, and declining markets do not present profitable opportunities. Given the uncertainty surrounding the global and domestic markets, the caution seems justified.But Where’s the Investment Going?Given the level of global uncertainty and President Trump announcing that the tariffs against Canada, Mexico and China will be enforced, the US markets ended the last week of February in the red. Investors are frantically searching for a “safer” haven, given that the performance of the USD remains uncertain. The Indian retail investor is exiting equities and probably still struggling to find a reliable alternative avenue of investment. This is because even gold and silver, the two most trusted instruments of the Indian market, are also under pressure.The surprising twist is that millions of dollars that flowed out of the Indian equity market haven’t landed where expected. Notably, the S&P 500 declined 0.67% through February 2025, while the NASDAQ plummeted 2.81% and the DXY only surged modestly. This means the safe haven dollar isn’t the go-to investment either. To top it all, BTC ended February 1.15% lower. So, capital isn’t (necessarily) flowing into the US or potentially high-yielding cryptocurrencies. Here’s what global investors could be chasing:The Japanese yen (JPY) had surged 6.01% YTD while the Swiss franc (CHF) appreciated 2.07% YTD against the US dollar by March 4, 2025.So, what is the Indian investor supposed to do?Time to Exit the Indian Markets?We don’t think so! And most Indian stock market analysts would agree. Indian indices are widely expected to be under correction. The 22,000 level is a known support level for the benchmark index NIFTY 50 that has taken a U-turn from the key level several times in the past. Since the elections in 2024, the stock market was under the Modi euphoria, and most equities were overvalued when Trump’s tariffs speed-bumped the momentum.The good news for the Indian markets is that the sell-off is primarily technical and not driven by macro-level fundamental weaknesses. This means that as the markets absorb the latest US-Indian trade developments, the USD surges, and the earnings of other industries unfold, at least the domestic investor could take a sigh of relief.The MSCI Global Standard Index rebalancing concluded on February 28, 2025. A total of 14 stocks have been affected. The weightage of eight stocks has been increased while that of four has been reduced, and one replaced. India’s weightage in the index has risen from 18.8% to 19%, although it is still at the third spot. The rejig is expected to drive nearly $1 billion into the Indian equity market. The MSCI has also released the date for three more Index Reviews in 2025, which will continue to impact the Indian equity markets.All in all, the Indian economy is growing on strong fundamentals, and the third-time Prime Minister’s “Make India Great Again” vision is expected to pull the stock market out of its slump by Q2 CY2025. However, it is crucial that global geopolitical tensions do not stir a stronger sell-off. Some market veterans believe it is time to buy the dip for Indian retail investors.At Contentworks, we are passionate about following the global markets to provide insightful daily analysis to brokers across the world. Speak to us about how we can support your traders with market news.

Valentine’s Day offers brands a prime opportunity to connect with audiences through creative marketing. But… some campaigns have missed the mark, leading to public backlash. Here are some of our favourite Valentine’s Day marketing fails to enjoy.#1 Card Factory’s ‘Work Husband’ Valentine’s Day CardWhat Happened: Card Factory, a UK-based retailer, released a Valentine’s Day card addressed to a “Work Husband.” The card sparked outrage among shoppers who found it disrespectful and inappropriate, fearing it could cause trouble in real relationships.What Went Wrong: The card was perceived as trivialising real relationships and promoting potentially problematic workplace dynamics.What They Should Have Done: Conducted market research to understand customer sensitivities and avoided themes that could be interpreted as undermining personal relationships.#2 Delta and Coca-Cola’s In-Flight Napkin CampaignWhat Happened: Delta Air Lines and Coca-Cola partnered on in-flight napkins encouraging passengers to write their phone numbers to pass on to their “plane crush.” The campaign was intended to spark connections but was criticised for promoting unsolicited advances. Can we just say… brother eurghhhhhhhhh.What Went Wrong: In an era of heightened awareness around consent and personal boundaries, the campaign was seen as tone-deaf and invasive.What They Should Have Done: Prioritised passenger comfort by avoiding promotions that could lead to unwanted interactions, focusing instead on universally positive messages. Widen their focus group to a wider section of the target audience. Do solo women travellers want napkins from random men on planes? We’re going with no.#3 Woolworths’ Gender-Stereotyped Valentine’s Day AdvertisementWhat Happened: South African retailer Woolworths released a Valentine’s Day advertisement that was criticised for perpetuating gender stereotypes, leading to social media outrage. We found it a bit lengthy to be impactful or offensive but maybe that’s just us!What Went Wrong: The advertisement tried to be funny but instead, reinforced outdated gender roles, alienating a segment of their customer base seeking more progressive representations.What They Should Have Done: Embraced inclusive and diverse portrayals in their marketing to resonate with a broader audience and reflect modern societal values.#4 Pizza Hut’s $10,010 Engagement PackageWhat Happened: Pizza Hut offered a $10,010 engagement package, including a ruby ring, limo service, fireworks, and a $10 pizza dinner box which contains “a medium one-topping rectangular pan pizza, five breadsticks with marinara sauce and 10 cinnamon sticks with a sweet icing cup in one box. The promotion was widely mocked for its perceived tackiness.What Went Wrong: The juxtaposition of luxury items with a low-cost pizza dinner was seen as inauthentic, failing to appeal to either luxury seekers or budget-conscious consumers.What They Should Have Done: Aligned the promotion with their brand identity by offering experiences that authentically combine their product with romantic gestures, such as a special Valentine’s Day menu or themed dining experience. Just don’t do the heart shaped pizzas, it’s less pizza for us to enjoy!#5 Bronx Zoo’s ‘Name a Roach’ CampaignWhat Happened: The Bronx Zoo launched a campaign allowing people to name a Madagascar hissing cockroach after a loved one for Valentine’s Day. While intended as a quirky gift, it was met with mixed reactions.What Went Wrong: The association of a cockroach with affection did not resonate with many consumers, leading to confusion and distaste.What They Should Have Done: Chosen an animal or symbol more universally associated with positive qualities to ensure broader appeal and alignment with the sentiment of Valentine’s Day. Or… name a roach after an ex instead! In recent years, the greater public has gobbled up events dedicated to ex-lover-induced rages. One of those events is San Antonio’s Zoo’s annual “Cry Me a Cockroach” fundraiser. The Texas-based tradition makes donating to the organisation a little more fun by enabling the angry or heartbroken person to name a roach, rat or veggie after their ex. It will then be fed to a hungry animal. Not gonna lie, we love this one!What’s the best, worst or funniest Valentine’s marketing campaign you’ve seen? Comment below and share it with us.

RedNote, known as Xiaohongshu (小红书), is a Chinese social media and e-commerce platform that blends elements of Instagram and Pinterest. So, let’s cut to the chase. Why are we talking about RedNote? On the heels of TikTok’s looming shutdown on January 19, American users are flocking to Xiaohongshu (known as RedNote in English). The app surged to the №1 spot for free apps on the U.S. App Store. It is also the top Social Networking app across all free iPhone apps.What is RedNote / Red Book?The RedNote platform was launched in 2013, and its Chinese name translates to “Little Red Book.” The Little Red Book was put out by the military newspaper of the People’s Republic of China from April 1964 until about 1976. The Little Red Book (official title Quotations from Chairman Mao Zedong Chinese: 毛主席语录; pinyin: Máo zhǔxí yǔlù) is a book of the sayings of Mao Zedong. The preface written by Lin Biao is a collection of quotes taken from Mao Zedong’s speeches and books. It’s said that the naming convention by founders Miranda Qu and Charlwin Mao was intended to be ironic!TikTok RefugeesThe surge in new RedNote users has been significant, with reports indicating that over 700,000 American users have joined, referring to themselves as “TikTok refugees.” This influx has prompted RedNote to expedite the development of content moderation and translation tools to better serve its expanding user base.What Does RedNote Do?The platform allows users to share and discover lifestyle content, including beauty, fashion, travel, and food. It supports a mixed-media interface where users can post photos, videos, and text, fostering a community-driven space for recommendations and discussions. Additionally, RedNote integrates e-commerce features, enabling users to purchase products directly through the app. RedNote primarily operates in Mandarin, catering to a predominantly Chinese-speaking user base. However, with the recent influx of international users, particularly from the United States, the platform is developing English tools.The platform employs an algorithmic feed that curates content based on user interests, emphasising authentic user-generated content over influencer-driven posts. This approach encourages organic engagement and community building among users with shared interests.Top Brands Using RedNoteNotable brands utilising RedNote’s platform include:SulwhasooThis high-end Korean cosmetics brand was identified as the most influential cosmetic brand on Xiaohongshu as of May 2024, achieving a brand index score of 93.67 out of 100.Colorkey, Proya, and FlortteThese budget-friendly domestic cosmetic brands also ranked among the top ten on the platform, indicating strong local brand performance.KotexIn the personal care sector, Kotex was identified as the most influential brand on Xiaohongshu as of May 2024, with a score of 94.72 out of 100.L’Oréal Pro and LotionThese brands followed closely in the personal care category, demonstrating significant influence on the platform.Off-White and Sergio RossiThese luxury brands have engaged with Xiaohongshu to discuss digital innovation and luxury lifestyle strategies, indicating their interest in the platform’s potential for reaching Chinese consumers.Procter & Gamble (P&G)P&G has intensified its marketing efforts on Xiaohongshu, to promote products like Pantene shampoo, aiming to reverse sales slumps and adapt to Chinese consumers’ preference for online shopping.These brands utilise RedNote’s unique combination of user-generated content and integrated e-commerce to connect with consumers, promote products, and drive sales within the Chinese market.What Your Brand Should Know Before Signing Up To RedNoteBefore signing up to RedNote, brands should understand that the platform thrives on authenticity and community-driven engagement. Users value genuine recommendations and peer-to-peer sharing over overt advertising, so brands need to craft relatable, user-focused content.RedNote has the same look and feel as TikTok, but the two platforms are different. Understanding the platform’s audience is essential, as RedNote primarily caters to Chinese-speaking users with a strong preference for lifestyle, beauty, fashion, and travel content.Additionally, integrating e-commerce capabilities into your strategy is crucial since RedNote allows seamless shopping experiences directly within the app. Brands must also navigate potential challenges, such as adhering to Chinese regulatory requirements and ensuring culturally relevant content.Is it a substitute for TikTok? No. Should brands jump onto the platform? We always encourage brands to check out new platforms. But considering if the platform is a fit for your demographics is key. Additionally, consider if you have the resources (language especially) to succeed on the platform before incorporating it into your strategy. If you’re using TikTok from the USA to target the rest of the world, you can always utilise a VPN to continue marketing should the TikTok ban go ahead.Have you opened a RedNote account? Comment below and tell us about it.

Squid Game Season 2 has hit Netflix, we’re already finished and contemplating watching everything from the start! Here’s a tongue-in-cheek look at how the chaos of this sensational Netflix series draws parallels with the world of marketing. And rest assured, there are no spoilers in this article. We’re good people, but avoid #SquidGame2 on Reddit or you will certainly find some!#1 The Power of the HookRemember the first episode of Squid Game? Ordinary people thrown into a high-stakes death match. Bam! Intrigue! Your marketing campaign needs that same level of hook. You’re not throwing customers into a literal death match (we hope), but your headline, tagline, or opening ad scene should be bold, intriguing, and leave people begging for more.#2 Simplicity WinsGreen light. Red light. That’s it. The concept is eerily simple but terrifyingly effective. Similarly, the best marketing campaigns aren’t convoluted. Think “Just Do It” or “Got Milk?” Easy to remember. Impossible to ignore. Remember this when writing your CTA (Call to Action). Are you saying stop, go, or confusing people with a ton of waffle?#3 Know Your Audience. Like, Really Know ThemThe Squid Game organisers knew their “customers” inside out. Crippling debt? Check. Desperation? Double check. They didn’t sell a game; they sold hope wrapped in neon lights and existential dread. When marketing your product, dig deep into your audience’s psyche. What keeps them awake at night? What’s their “I’ll do anything for this”? Understanding what makes your audience tick is the beginning of a great content marketing strategy. You can chat to us about your 2025 strategy here.#4 Leverage FOMO Like a ProRemember that golden lit piggy bank that dangles potential prize money over their heads, even as the contestants sleep? They won’t leave the game when they know they might miss out on all that shiny money. The fear of missing out on a life-changing win pulled them in. Marketing thrives on that principle too. Limited time offers, exclusive deals, or a countdown timer can create that same tension. Make customers feel like they’ll regret not acting now. And remember to take away the offer when it expires. Next time they’ll act faster. Cue evil marketing plan laughter. A little well-placed scarcity is marketing gold. Just don’t overdo it, or you’ll look desperate.#5 The Devil’s in the DetailsThe Squid Game set design was a fever dream of bright colours and childhood nostalgia that masks sheer horror. Your campaign needs that level of attention to detail. Think visuals, tone, and brand consistency. Everything should scream you while subtly leading your audience to the CTA. We’re not suggesting you terrify your customers into submission. But we are saying that the customer journey should be on-brand and consistent.#6 Surprise and Delight… or Shock and AweNo one saw that betrayal in season 1 coming did they. Or the many other gut-wrenching twists and turns of both seasons. Squid Game thrives on jaw-dropping surprises. Your marketing doesn’t need to be as deadly, but a well-placed twist can keep your audience engaged. Whether it’s a surprise discount, an Easter egg in your content, or unexpected campaign pivot, keep your audience guessing and coming back for more. The same goes for adding fresh content on your website and social media channels. Letting things get stale is a sure-fire way to lose engagement.#7 Don’t Forget the Human ElementAt its core, Squid Game is about human struggle, connection, and choices. It’s about connecting with the characters, whether you like them or not. No matter how polished your marketing campaign is, it needs that connection. Authenticity, storytelling, and relatability make your brand more than just a product. They make it human. If your marketing doesn’t make someone feel something, it’s just noise. Utilise UGC (user generated content), employee advocacy and thought leadership to build an authentic connection with your audience. Not sure where to start? Book a free Zoom call with our team.Are You the Player or the Organiser?In Squid Game, you’re either the one scrambling to survive or the one orchestrating the game. In marketing, you should aim to be the organiser. In control and always a step ahead. So, grab your green tracksuit (metaphorically speaking), dive into the game, and leave your audience gasping for breath.* Disclaimer: To our knowledge, no clients have been harmed by our marketing.