Source[De]Coded – ⭐ Be Vulnerable With Your Customers
Author
Greg Mondshein & Becky Honeyman
07.17.2025
Hey folks,
We’re officially in the part of the year where “wait, where’s the chill part of summer?” turns into “oh sh*t, Q4 is right around the corner.” And if you’re like most marketers, that means the pressure is on to show real business impact.
The brands that are winning right now aren’t chasing gimmicks. They’re investing in smart storytelling, amplifying what works, and building trust in a world full of noise.
Shameless plug: We just published a new blog post, B2B Tech PR Communications Strategy 2025. It’s packed with real-world strategies we’re using with clients to turn earned media into high-performance assets across social, sales, and SEO. If you’re serious about making PR work harder for the business, this is your blueprint.
So if you’re tired of spinning your wheels on tactics that don’t move the needle, keep reading. This week’s brands brought the heat. Use what works, and leave the fluff.
Becky and Greg
Manufacture exclusivity: How Olipop is turning fans into influencers with discount PR boxes
TL;DR: Soda brand Olipop is tackling influencer fatigue by offering everyday consumers a slice of the micro-influencer life. 5,000 exclusive “VIP” PR boxes went live on Amazon for just $0.05 each complete with seasonal cans, merch, a mini speaker, and an “Olipopsicle” mold for unboxing.
Takeaway: Olipop’s strategy offers a valuable lesson in adaptability and the importance of keeping a pulse on consumer behavior. The brand thought of a way to creatively rethink traditional, tired influencer marketing by shifting from high-cost, influencer-exclusive boxes to affordable, publicly accessible PR packages. By essentially turning loyal customers into brand ambassadors, Olipop not only saved budget and opened up the door for more genuine, organic social engagement.
Consider:
- Evaluate your current influencer strategy to see if similar customer-centric initiatives could enhance authenticity and engagement. Test smaller-scale pilots to measure effectiveness before jumping all in on a major campaign.
- Popular online retail platforms like Amazon can help simplify logistics, reduce costs, and reach enthusiastic customers directly. Could partnering with a third-party platform help your campaign become a reality?
Lead with empathy: How to preserve purchasing intent in sensitive economic moments
TL;DR: New research from Gartner encourages marketers struggling with tariff-driven cost increases to lean into empathetic messaging and establish “permission structures,” or communication cues that reassure consumers it’s still okay to buy despite price hikes. Taking this approach helps brands maintain trust (and sales) even when times are tough.
Takeaway: Times of economic uncertainty put consumers in a delicate position and marketers should meet them where they are. In order to build trust amidst the chaos and retain customers, it’s vital to focus on transparent and empathetic messaging that directly acknowledges the consumer’s concerns. Brands that provide genuine care and offer clear explanations of price increases have a better chance of maintaining customer loyalty and may even strengthen their relationships during turbulent times.
Consider:
- Audit your communication strategies regarding price changes. Incorporate clear language that transparently outlines the reasons for any necessary cost increases.
- Develop resources or content that educates consumers about economic influences (such as tariffs) that impact pricing. Use email, social media, and content marketing to proactively engage and inform your audience.
| ⚡️ Fueling Growth Through Integrated Communications ⚡️ Take a look at your current marketing messaging and make sure that it balances transparency with reassurance. Openly acknowledge rising costs due to tariffs and explain what your brand is doing behind the scenes to combat or absorb them. Next, build “permission structures” in your communications. Use small, confidence-building nudges (“it’s still a great time to treat yourself” or “upgrade now—you deserve it”) to gently counter consumer hesitation. Finally, segment your audience by their price sensitivity (e.g., based on browsing or purchase behavior like cart abandonment or loyalty tier) and tailor personalized offers like bundling, flexible payment, or value-added perks, so you’re meeting customers where they are rather than blasting one-size-fits-all discounts. |
Emphasize authentic storytelling: Are newsletters the new frontier?
TL;DR: Brands like Madewell, American Eagle, Billboard, and Rare Beauty recently launched storytelling-driven newsletters on Substack to foster deeper community ties, share long-form content, and treat email as more than just a channel for promotional blasts.
Takeaway: Brand newsletters are emerging as powerful tools to cultivate direct and meaningful connections with customers. Rare Beauty, for example, uses its “Secrets” newsletter to offer authentic behind‑the‑scenes stories, mental‑health conversations, and personal narratives, and has seen healthy subscriber growth as a result. This personalized, narrative-driven format of newsletters invites brands to foster deeper, more meaningful relationships with their customers. Plus, it serves as another outlet to maintain direct consumer relationships in the wake of changing social media algorithms and rising ad costs.
Consider:
- If you don’t have a newsletter, maybe make one! If you do have one, reassess your newsletter strategy to ensure you’re delivering valuable, exclusive, and personalized content that resonates with your audience.
- Invest in storytelling and unique brand narratives within newsletters to differentiate yourself from competitors. Experiment with Substack or similar platforms to build direct, algorithm-independent connections.