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

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


How to use Instagram live videos – Priceless Guide for Marketers

The world’s first Instagram live video was released this week in the United States. With this significant innovation, Instagrammers can now go live by broadcasting their own video with their followers in the story section of Instagram.

Mark Zuckerberg believes the possibility of sharing live videos with the world “is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.” But an essential question remains for marketers; How can the industry capitalize on this new feature?

A game changing feature for innovative marketing

To promote Instagram live feature, the company is currently sending notifications to users telling them when you start broadcasting. This is a great way to get noticed and attract many viewers but you must make sure you don’t start and stop your Instagram live video too often or frequent notifications could annoy your followers. It seems that the more your business is live, the more visible your account will be in the new live videos section of the “Explore” tab. But over exaggerating the use of Instagram live videos could result in less interest from current followers. So here are a few ways marketers could use this innovative marketing revolutionary feature.

Best Instagram live videos practices

There are many ways to exploit this opportunity with the potential to improve your brand image, expand your audience and deepen customer’s engagement. Marketers must select a strategy aligned to their business goal and keep on testing their results.


Play with your audience

People love being entertained and will always recall good moments to your brand if your live video interaction is impactful enough. Engaging people through live games and competitions can inspire people and increase loyalty. Every marketer must keep in mind “emotions is the currency of internet” as mentioned at IAB UK “Video: Thinking Differently” and incorporate a playful aspect to their Instagram live videos.

For example, organised a brilliant innovative marketing campaign with Captain Obvious “streaming a stream”. Viewers were invited to tweet #ObviousLiveStream every time they could see a rubber ducks floating down the river.captain obvious, live streaming, stream

Captain Obvious – Live Streaming A Stream

Educate your audience

Playing also is a great way to attract attention and generate a positive opinion towards the brand, teaching your audience by sharing expertise is invaluable. Here are a few ideas to educate your followers:

  • Hosting an Instagram live interactive Q&A with experts, employees or even customers and engaging with your audience by answering questions in real time.
  • Organise free live classes or a live tutorial to show your product to followers to increase their trust and product understanding.
  • Live Interviews

Take your audience behind-the-scenes

By welcoming your followers to discover your company from inside is the best way to humanize your business. But it is important to maintain a high-quality content and to stage the environment a minimum. And it also opens the door to allow interactions on a different level as opposed to merely posting images and adverts – thus creating value for the consumer in a new way.

Tease new products and services

Instagram live videos can be used to expand pre-launch product buzz. Giveaway a few secrets about your upcoming products and services live. Live videos innovation can’t be saved meaning special discounts could be given to your live video followers.


You are now set to update your Instagram marketing strategy. If you have more Instagram live video ideas, we’d love to hear you even though our magazine is called “They Don’t Love You”.


Top 3 Campaigns Celebrating Women Empowerment

Women empowerment is not a new theme used in advertisement. However, it is a powerful tool if it is targeted to the right audience and bring about real issues that effect women from different cultures. These issues include gender norms, women’s rights, body image and other everyday challenges faced by women around the world. Below we’ve compiled a list of social media campaigns celebrating women power that managed to spark online debates and conversations across the globe.

 1. Always – #LikeAGirl

This light, yet poignant social experiment based campaign wanted to change the tired old phrase #LikeAGirl into something positive that represents “strength, talent, character, downright amazingness of every girl,” said the P&G feminine care brand. The campaign aims to communicate that the negative label could be a ‘hard knock’ for adolescent girls everywhere going through the difficult puberty phase. Research conducted by the brand shows that more than half of girls experience a drop in esteem around puberty and claimed to have negative association with ‘Like a girl’. Result generated massive levels of positive online engagement and reach from the audience.

 2. UN Women in Dubai – #AutocompleteTruth

Ogilvy and Mather embarked on creating a powerful campaign for the UN women in Dubai by exposing the many shocking Google autocomplete phrases when it comes to terms relevant to women. Sexist phrases such as, ‘women shouldn’t have rights ‘to’ women should be put in their place’. The campaign was successful in generating global conversations with over 24m twitter mentions of the hashtag about the rampant sexism issue.

 3. BBC – #100Women

To engage and target more female audiences, BBC came up with a new campaign that shared stories of inspirational women around the world. The content is disseminated and translated in eight languages through the brand’s social media channels. This fresh campaign also allows more women to be on air and have a voice from opinions to criticisms.


In an attempt to create a campaign with teeth, brands must find ways to relate to the audience. In this context women empowerment can be a strong way to connect with both female and male audiences. The #LikeAGirl campaign by Always was a successful campaign, because the audience identified with the story. Brands should not be afraid to talk about the real issues, and in the end it all comes down to understanding your customers and knowing what values are important to them. By understanding the customers, brands can create ads that are much more powerful and that will resonate much better with the target audience.

Top 10 Super Bowl Ads of All Time

It’s that time of year again. The time all us advertising aficionados have been waiting for. The season of the Super Bowl ads are once again upon us, and along with the Super Bowl, some of the best ads in the world usually follow. Here at TDLY headquarters we have compiled a list of some of the best Super Bowl ads of all time based on their impact and success in either building or strengthening their brand. Please enjoy.

10. Bud Light ‘Up For Whatever’

‘Up For Whatever’ represents Super Bowl silliness at its best. The ad is so over-the-top expensive and weird that we can’t help but love it. The fact that it features Arnold Schwarzenegger losing in ‘tiny tennis’ makes it second to none in our eyes. After all, ‘Bud Light is the perfect beer for when you somehow find yourself in a limo with Reggie Watts and some bachelorettes, and then get styled by Minka Kelly, before Don Cheadle, a llama named Lilly, and the identical twin of the girl you just met take you to a party, where you defeat Arnold Schwarzenegger in a sudden-death ping pong match, that puts you onstage with One Republic’.

9. Pepsi ‘New Can’

Sexiness in ads might be a cheap trick, but when it’s so well executed as this classic ad from Pepsi featuring two young boys admiring the new Pepsi can, and of course Cindy Crawford, even the best of us are left salivating.

8. ‘When I Grow Up’

Using kids is another advertising trick that can be cheap yet effective. In this ad, had kids talking about their dreams as seen from a disappointed adult’s point of view. The message of the ad is great, and it’s perfectly executed.

7. Cheerios ‘Gracie’

This Cheerios ad faced some controversy because it featured an interracial family. But while Cheerios might have faced a little backlash from some of the more conservative Americans, ultimately the support was so strong that it proved to be one of the most talked-about ads of the year.

6. Budweiser ‘Wassup’

The phrase ‘‘Wassup’’ became mainstream all because of this ad. It won both the Cannes Grand Prix and the Grand Clio award, two of the most prestigious awards in advertising, and it was inducted into the CLIO Hall of Fame in 2006. ‘Wassup’ was also famously parodied by Scary Movie and the Simpsons.

5. Coca-Cola ‘America the Beautiful’

Coca-Cola faced some backlash for this ad after it aired during the Super Bowl of 2014. The ad caused backlash both because ‘America the Beautiful’ was sung in different languages to represent the diversity of America, but also because it featured a Muslim woman. Ultimately though, the support for the ad was much greater, and it is definitely one of the best ads in recent Super Bowl history. We personally believe that it’s close to rivalling Coke’s famous ‘Hilltop’ ad which is definitely one of the best ads ever.

4. Dodge ‘So God Made a Farmer’

Although the Super Bowl is now international aired with millions of overseas followers, at its roots it’s still an American event. Dodge understood this with their ‘So God Made a Farmer’ ad which perfectly showcases that as long as an ad has a strong message, over-the-top visuals really aren’t needed at all.

3. Budweiser ‘Respect’

Budweiser has made many great Super Bowl ads featuring their famous Clydesdale horses. While they all grab attention, the 2002 commercial that aired only 5 months after 9/11 definitely stands above the fold. Using a national tragedy in a Super Bowl ad is not easy, but Budweiser cleverly pulled it off with this ad.

2. Chrysler ‘Imported From Detroit’

This ad gives us goosebumps every time we see it. Not only is it an incredible ad for Chrysler, it advertises Detroit and the american spirit. When this ad aired, Chrysler was close to bankruptcy, and since this ad, their sales rose by an estimated 50%.

1. Apple ‘1984’

Could it really be any other ad than Apple’s infamous ‘1984’ Super Bowl commercial? Not only is this the best Super Bowl ad ever, it is a close contender in our minds to being the best ad ever. Period. This ad was the first to establish the legend of Apple’s brand while at the same time stimulating the trend of making imaginative, insightful and inspiring Super Bowl commercials. Like the ‘Wassup’ ad, this ad won both the Cannes Grand Prix and the Grand Clio award, and was also inducted in the CLIO Hall of Fame.

Do you disagree with the list or do you have any memorable Super Bowl ads? Please let us know in the comments.