If you’re new here, we talk all things social. From being social in person to social in media. Showcasing creators that are crushing it on social media. Finally, sharing thoughts on how brands should be approaching their social strategies.

If you’ve been here for a while, you might have noticed that I have a new look for the newsletter, logo, and design! Check out my new website: https://www.social4thewin.com! I’m finalizing the events section of the site, and if you’d like to provide a testimonial about the events I’d appreciate it!

This newsletter contains:

1) Event Updates and an exclusive to our Social4TheWin community!

2) Who’s That Creator: An interview with an incredible creator in our community! She also works for the brand G Fuel and runs their TikTok account.

3)  Brand Creative Strategy: Hubba Bubba Bubble Gum? I’ve shared 2-3 cool ideas that I think they should try out!

Our Next Event:

September 12th, right after NYFW!

​In the competitive world of fashion and beauty, content can tend to be homogenous. It can be hyperfocused on looks and aesthetics, but there’s so much more than just following trends—it demands creative strategy. Right after New York Fashion Week, this event will explore how brands and creators can differentiate themselves in such saturated industries.

We’re currently looking for brands to sponsor the event! If you are interested please let me know, or if you work with any brands that might be interested in sponsoring this event I’d appreciate it if you could make an introduction!

I’m also planning some more industry-focused events around sports, travel, and finance as well as some creator-specific events that I’m excited to share in the coming weeks!

Social4TheWin Exclusive Opportunity:

From our friends at Alibaba, we have an opportunity to send some members of our community to Las Vegas for an event with Alibaba on September 5th and 6th.

CoCreate convenes industry experts, celebrity entrepreneurs, Alibaba.com users, manufacturers, and e-commerce businesses as they explore current trends, like AI, driving the space. 30 of alibaba.com’s leading suppliers from 9 countries across 15 categories will exhibit products and be on hand to answer attendees’ questions and get started on some business deals.

A $500 value for free. Includes the following:

• Two-day ticket to the event

• Two-day stay at a hotel in Las Vegas for September 5th & 6th.

While you will have to buy your flight to Las Vegas, which I believe is about $200 this time of year, it’s an incredible opportunity for our community. Cam mentioned his priority is to bring talent managers who work with creators in merchandising and creators who already have or are interested in building merchandise businesses.

Thank you to our friend Cam Toh! If you’re interested please send me an email and I will share your information with Cam and he will potentially reach out.

IT’S KELLY SALPETER!

I had a brief conversation with Kelly at one of my events, and, much like my discussion with Sara Leeds, I quickly realized that Kelly occupies a unique position within the social media landscape. She’s not only a creator but also balances a 9-5 role in brand social media strategy and content development.

What’s particularly compelling about Kelly is how she became a creator in college and had to learn how to manage her time with schoolwork and being a creator. Interstingly, she leveraged her platform and passion for sports to secure an internship with the NY Mets during college and skillfully used her content as a gateway into the sports industry, aligning her interests with professional opportunities.

Now serving as a Social Media Coordinator at G Fuel, Kelly has taken a front-and-center role on the brand’s channel. This approach is fascinating, and I believe Kelly has the potential to further capitalize on her success as a creator to drive an even greater impact at her company.

Kelly has nearly 1.3M followers on her TikTok and 85k on her Instagram.

So let’s get into what I believe are the key components of our conversation!

VIRALITY IS ALL CONTEXTUAL AND DAMNING

Virality is all about perspective. I always say it’s not about the number of followers you have or the number of views per video. It’s just about putting finding value in it yourself. Here’s the thing - I say this but don’t take that advice. Unless you’ve tasted that feeling of having 1 million people like a video you’ve done, you just don’t get it. The high. The validation. It is almost like a drug, and anything less, at least to me, just doesn’t feel as good. It’s a struggle I face and have faced numerous times.

LEVERAGE YOUR CONTENT FOR REAL-WORLD EXPERIENCES

You never know who’s watching your content. While we can analyze demographics, the truth is, your audience could include anyone—from any industry or background. By consistently sharing what you love and presenting yourself in the best light, opportunities will naturally come your way. It’s important to lead with positivity. For example, if you start criticizing the NY Jets (and you’d better be a Jets fan if you do), don’t expect an invite to The Meadowlands. But if you showcase genuine support and enthusiasm for the team, they might just reach out. The same goes for any PR or gifting opportunities—positivity and passion can open doors.

BE YOUR OWN NICHE

I’m so jealous of creators who have this opportunity to just be themselves. We as human beings are not one thing, we’re multifaceted. When you can showcase the different sides of yourself I think it leads to a wider array of brand opportunities and ways that you can monetize. If someone follows you and not just what you teach them you can literally build anything you want and probably have an audience that will purchase it from you.

START POSTING ABOUT BRANDS

Build authentic relationships with brands by genuinely engaging with their products or services. When you show sincere interest and support, it can lead to meaningful connections that may evolve into opportunities down the road. I’ve seen people post and tag brands 10s of times in the hopes of working with them. If you’re a beauty creator you’re going to talk about beauty brands, so you may as well tag them. One post today might not do anything, but 10 posts over 2 months probably will.

FAMILY FIRST, AND SOCIAL MEDIA IS NOT EVEN A CLOSE SECOND, OR THIRD

Social media is great, sometimes, but it’s just one part of your life. Always prioritize your real-world relationships—they’re the ones who will keep you grounded and support you no matter what’s happening online. It’s important to maintain a balance and make sure the people you care about come first, even as you build your online empire. You know what I say - it’s all about building the right relationships.

CREATIVE CONCEPT #1

Height Check with Hubba Bubba

Overview: How Tall Are Men, Really?

It’s a question that seems to puzzle everyone: just how tall are men? TikTok trends and nearly every woman on Hinge have led us to believe that men who claim to be 5’11” are often shorter, and those who say they’re 6’0” might actually be 5’11”. But let’s be honest—everyone tends to stretch the truth a little about their height. I’ve even met women who claim to be shorter than they actually are.

Creative Inspiration: Bringing the Height Debate to the Streets

We’re taking a traditional content style and giving it a fresh twist by hitting the streets to ask a question that’s on everyone’s mind: “How tall are men, really?” Recently, I’ve seen people on social media calling out others on their height right then and there, even pulling out tape measures to prove who’s telling the truth. It’s direct, it’s engaging, and it’s exactly the kind of content that gets people talking.

The Content: A Fun Challenge in the Heart of NYC

We’ll enlist a creator or comedian to roam areas like Washington Square Park, asking men the real question on everyone’s mind: “Are you taller or shorter than 6’0”?” For those men on the cusp (around 5’10” to 6’2”), we’ll put them to the test and ask them to prove it.

The Brand’s Role: Measuring Up with Hubba Bubba

In these height challenges, many creators typically use a tape measure to get a factual read on a person’s height. But here’s the twist: Hubba Bubba bubble tape is exactly 6’0” long. So instead of the usual tape measure, we’ll seamlessly incorporate Hubba Bubba as our playful and unexpected ruler, adding the brand directly into the fun.

The Challenge: A Sweet and Simple Experiment

In this lighthearted experiment, we’ll measure men’s heights using Hubba Bubba bubble tape. Here’s how it plays out:

• For the Tall Guys: If a man measures over 6'0" (as verified by the Hubba Bubba bubble tape), he wins a full roll of Hubba Bubba—a fun reward for living up to the height hype.

• For the Short Kings: If a man measures under 6'0", no worries—he still gets a treat! Our “short kings” will receive a piece of Hubba Bubba, celebrating their stature with a playful twist.

The Concept: Adding Humor and Brand Relevance to the Height Debate

This campaign doesn’t just add humor to the ongoing height debate—it cleverly incorporates Hubba Bubba into the conversation in a way that feels natural and engaging. By using Hubba Bubba bubble tape as the measuring tool, the brand becomes an integral part of the fun, making it both memorable and shareable.

The Outcome: Everyone Walks Away a Winner

Whether tall or short, everyone leaves with a smile and a piece of Hubba Bubba. This campaign reinforces the idea that Hubba Bubba is all about having fun and enjoying life, no matter your height. It’s a lighthearted approach that resonates with older Gen-Z and younger Millennials, connecting the brand with a culturally relevant conversation in a playful and engaging way.

CREATIVE CONCEPT #2

Hubba Bubba’s Bubble Battle Royal

Overview: Can You Break the World Record?

Hubba Bubba has always been the go-to gum for blowing giant bubbles, but can someone take it to the next level and break the world record for the biggest bubble ever blown—without using a balloon? The current record has stood since April 2004, and I think with the 20th anniversary having just passed it’s about time we challenge it. My thought would be to team up with the Guinness World Records to create a monumental event in NYC, giving people a chance to make history.

Creative Inspiration: Bringing a Classic Idea Back to Life

The original Hubba Bubba content I shared above already showcased how big a bubble could potentially be blown but in that video, they used a balloon. Now, we’re taking that concept and expanding it, giving creators and people the opportunity to participate in a once-in-a-lifetime event to break the world record.

Setting the Scene: A Bubble Battle in the Heart of NYC

Imagine hordes of people gathering in Central Park or Washington Square Park, all eager to take a shot at breaking the world record. We’d select 100 participants—either the first to arrive or those who receive special invitations (probably big creators in NYC)—to compete in this epic Bubble Battle Royal. The energy will be electric, and the bubbles will be gigantic.

The Content: Capturing Every Moment of the Bubble Battle

This isn’t just an event; it’s a content goldmine. We’ll film every aspect of the Bubble Battle Royal, from interviews with excited onlookers to the strategies used by contestants. We’ll have introduction videos hosted by a charismatic emcee, capturing the anticipation and excitement leading up to each attempt to break the record with Hubba Bubba. Every moment, every bubble, and every attempt to make history will be documented, creating a vast library of content that can be shared across Hubba Bubba’s social media channels.

Event Promotion: Creating Buzz and Building Anticipation

To ensure this event is a massive success, we’ll allocate a small budget to promote it to 18-34-year-olds in the tri-state area, with a particular focus on NYC. By targeting this demographic, we’ll generate excitement and attract a crowd eager to witness and participate in the Bubble Battle Royal. KIND Snacks successfully used a similar approach to launch their Speakeasy event, which has sold out numerous times —proving that a well-targeted promotion can create buzz and drive attendance.

Overall: A Culturally Relevant Moment for Hubba Bubba

The Hubba Bubba Bubble Battle Royal (say that 5 times fast) isn’t just about breaking records—it’s about creating a culturally relevant moment that resonates with both older Gen-Z and younger Millennials. The event will generate significant amounts of content for Hubba Bubba’s social channels, reinforcing the brand’s identity as the go-to gum for fun, challenge, and nostalgia. By bringing people together for this unique experience, Hubba Bubba will solidify its place in pop culture and create memories that last a lifetime.