Juliette Hoffmann


They Don’t Love You Event – ‘Basecamp 2030’

‘They Don’t Love You’ hosted its first ever event at none other than the prestigious Imperial College London. With 200 tickets purchased in advance of the big day, our team at TDLY had high hopes for ‘Basecamp 2030 – Marketing and Creativity in the Millennial Era’.

What was it?

Enthusiastic twenty-somethings presented their honest take on the opportunities and trials experienced first-hand in their respective careers. All too often, university students are sold glorified stories of dynamic job responsibilities, rapid career progression and an unparalleled company culture. The disconnect between students and company representatives, often widened by an age gap, makes it difficult for millennials to gain a true insight of what’s available to them and how to get there.

“Everything we do is born out of the pursuit of difference.” – Shail Mehta, BBH

Who was there?

From start-ups to global giants, companies of all sizes were represented (Post Collective, Quantcast, Mediacom, Makers Academy, BBH, Apple and GE)

Advice for aspiring marketers

“The start-up life is all about failing” – Ferdinand Prinz, Post Collective

Ferdinand Prinz, founder of Post Collective – an e-commerce platform selling affordable art – shared his top 10 marketing hacks applicable to most start-up models. Key drivers of success include mastering the user experience, investing in a launch event, reaching out to influencers and leveraging social proof. Using Tinder to illustrate the importance of user experience, Prinz explained how the novelty and the ‘simplicity of the swipe’ led to its widespread adoption, primarily as a function of positive word-of-mouth. The key takeaway for the budding entrepreneurs in the audience was that the many inevitable failures in the start-up journey provide invaluable lessons and should not only be accepted but embraced.

Leonard Kelly, Quantcast “Digital and marketing decisions should be data-driven, not assumption-driven” –

In a rapidly expanding digital space, the need to fight for attention through the noise is paramount. With ‘Big Data’ taking on a whole new meaning, targeting consumers online is becoming an increasingly challenging task. Leonard Kelly from Quantcast emphasised how strategies have evolved from general methods such as targeting a demographic to ones that are much more educated, based on geolocation, shopping habits, gender, etc. The more precise the targeting, the higher the likelihood of conversion. Kelly also stated that campaign analysis should be viewed as a constant activity and not just a box to be ticked – great advice for aspiring digital marketers. In a capacity allowing vast amounts of valuable data to be collected, metrics should constantly be monitored for any lessons to be filtered back in.

“Make the brand more human” – Federica Mazza, GE

Speakers from GE, Apple and BBH also had insights to share. Federica Mazza (an Imperial Alumnus) from GE shed light on humanising brands when operating in a B2B context. Regardless of the business model, marketers need to hone in on values that will resonate with their customers. While some industries may by nature be ‘easier’ to market, there is always scope to engage with your audience online and develop a relatable brand personality. Insight into work at Apple illustrated the challenges global giants face. Expanding e-commerce platforms catering to a global consumer base requires heavy investment considering the intricacies of varying currencies, languages, and preferences.

Looking forward

“Don’t worry about making mistakes – it’s the only way you’re going to learn” (Chris Twining, Mediacom) 

It is true that we as marketers believe there is opportunity in uniqueness – BBH built their business around this concept. Shail Mehta from BBH explained the company culture of the media giant with anecdotes regarding campaigns he had worked on, including Audi and Axe. Mehta went on to explain that at BBH no matter what position one is in, you will be heard and your words will be turned into actions. Much like with the concept of humanising brands, we must treat ourselves this same way. Mehta emphasised that it is vital to be confident and proud of being different.

“It’s not a career ladder. It’s a jungle gym” – Arfah Farooq, Makers Academy 

Arfah Farooq from Makers Academy stressed that the company looks for candidates who can approach problems and break them down. In the current dynamic workplace catalysed by the somewhat unpredictable path of digital technology, it is likely that employment at a small- to medium-sized company will fuse a variety of roles into one. Farooq stresses that a ‘can-do’ attitude and agility are key ingredients to successfully manoeuvring this playing field.

Considering the turnout and calibre of speakers, all we can do now is continue to aim higher. TDLY looks forward to seeing you at the next event!

 A huge thank you to the MSc Strategic Marketing program team at Imperial College London for all their support, kindness, and sponsorship.


Image Courtesy: Ece Değirmenci

Edited By: Meha Ashar

Real is rare

REAL IS RARE CAMPAIGN. The durability of a diamond, symbolic of the life-long commitment that marriage brings, had been fiercely promoted by De Beers. Recognising that competitors in the diamond industry were free-riding off the back of their marketing campaign, De Beers halted their advertising efforts. Since then, marketing to the public has been little to none. As a result, there has been a lack of expressed interest amongst millennials. Considering that a younger customer segment offers lifetime value opportunities, leaving this market untapped would be a grave mistake.

The Diamond Producers Association (DPA), formed by market leaders including the likes of De Beers and Rio Tinto, aims “to protect and promote the integrity and reputation of diamonds”. To investigate the seemingly puzzling nature of millennials and their views on the diamond market, the DPA budgeted $5-$10 million to take action and answer the question, ‘Are millennials even interested?’

Results illustrated that while there was resounding interest from millennials, the segment had little interaction or experience with the industry. For the digitally-minded consumer relying on social media and online touchpoints for purchase decisions, the old-fashioned industry was failing to deliver. The findings also revealed changed views on the institution of marriage. In comparison to ‘our grandparents’ generation’, the concept of marriage is increasingly becoming considered ‘outdated’ – particularly in Western societies. The bashing of gender stereotypes and the rise of the ‘Independent Millennial’ have contributed to a delay in marriage. These valuable insights present a challenging task for marketers. Traditionally, the first interaction a consumer has with a diamond is prior to engagement. If millennials are postponing marriage – if marrying at all – how can a stone so closely associated with marriage be marketed?

The ‘Real is Rare’ campaign, comprised of three separate clips, tackles this question boldly and daringly. Wanting to relate to the younger consumer, the campaign portrays a modern-day representation of romance. Identifying the US as the market containing the highest number of potential millennial customers, the DPA tailored the marketing activity to the US audience.  Additionally, the campaign addresses the rise of artificial diamonds, encouraging viewers to recognise the rarity and value of ‘real’ diamonds. The videos focus on emotional commitment rather than on traditional proposals. Promoted on digital platforms, the campaign is actively targeting a younger customer base.

‘Wild and Kind’ depicts the emotional turmoil between a young man and woman whose relationship remains intact, driven by raw emotion and commitment. ‘The Runaways’ documents the carefree spirit of a couple ‘on the run’, escaping real-world responsibilities. The final video of the trilogy is set to be released early this year.

Contemporary, different and pertinent (albeit somewhat forced), the Real is Rare campaign’s efforts are clear. The modern twist on a traditional purchase delivers a message which should resonate with the intended audience. While the effectiveness of the campaign remains to be seen, the seismic shift in a seemingly out-dated industry is to be admired.

Basecamp 2030 presented by They Don’t Love You

They Don’t Love You presents Basecamp 2030: Marketing and Creativity in the Millennial Era

In a TEDx fashion, speakers from companies such as MediaCom, Quantcast, BBH, GE, Vodafone, Unilever, Post Collective and Makers Academy will be sharing their stories on 16th of March. 

From fresh, ambitious millennials to skilled marketing entrepreneurs, speakers will be providing rich insight into the rapidly changing marketing and advertising landscape. By 2030 millennials will represent 75% of the workforce and this tech-savvy, hyper-connected generation is set to revolutionise the way businesses today operate.

Come along to hear about how others’ business experiences can prepare you for your career. With digital technology defining the future success of a business, an appreciation of the role millennials play is crucial.

Make your way down to Metric (details below) and get involved.

Need convincing? Tickets are free!

Register for FREE tickets:


Special Thanks to Imperial College Business School and the MSc Strategic Marketing Administration Team


Event details

16th March 2017 – 18:00 – 21:00

Metric Bar, Imperial College Union, Beit Quadrangle, Prince Consort Road

London SW7 2BB


Unleash your Creativity

The recent launch of the ‘Unleash your Creativity’ campaign by Adidas communicates the company’s focus on female empowerment and challenging social norms. Lia Stierwalt at Adidas reveals the driving force of this campaign is the notion that success and sense of accomplishment is achieved through much more than simply tapping into your physical abilities. Stierwalt asserts that  “…engaging an athlete’s imagination to unleash their creativity will take them further than their mind or body ever could.”

Rimmel – Live the London Look

Rimmel has recently undergone a subtle yet effective brand transition with the new tagline “Live the London Look”. SCROLL DOWN FOR VIDEO

The recent ad documents influential millennials such as model Maddi Waterhouse and brand ambassador Cara Delevigne journeying through London. With a rhythmic and upbeat soundtrack, the short clip is infused with energy and colour, narrated by the influencers themselves. They highlight the importance of self-expression and individuality, underscored by the message in the final few seconds “There isn’t one London look. It’s whatever you want it to be.”

Makeup and models - Rimmel

Through this new inclusive approach, Coty-owned Rimmel empowers consumers whilst widening its customer-base. The selection of influencers such as male beauty blogger Lewys Ball serves to further emphasise that the wide range of cosmetics can be used by any consumer. Through utilising the online space where millennials are most active, Rimmel also leverages the power of social influencers. In addition to their level of engagement on social media, the authenticity and credibility associated with these influencers help to foster positive relationships with consumers.

We think Rimmel deserves some kudos. Check out the video below to see if you agree that their strategic execution is one to be commended.