Dear Distinguished Subscribers,

Welcome to the 35th Edition of Stuffed. We hope you’ve had a good week and to all those football fans out there, we hope you’ve recovered from the arrival, and swift departure, of the doomed “European Super League”.

So onto this week’s Stuffed. In this edition, Facebook launch clubhouse copycat “Live Audio Rooms”, Dove look to reset beauty standards, and cinemas see a ravenous appetite for their return. If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.


Last week we witnessed the shambolic misfire of the European Super League, a tournament that lived and died in just two and a half days. Although the scars will undoubtedly still be fresh for the marketing teams at the “super 12”, James Honda-Pinder explores the valuable lessons that can be taken from the disastrous launch, a blunder which he believes could have been avoided with some proper strategic planning.

After the meteoric rise of Clubhouse, it was perhaps was inevitable that Facebook would soon want in on the action. Enter Live Audio Rooms, the less slickly named Clubhouse “clone” that’s been developed alongside a feature named Soundbites, to help users create and monetize audio. Whilst a relatively late player to the live audio space, it’s safe to say that Facebook has several competitive advantages, such as a huge built in user base. Critics have also been quick to point out that conquering by copying has long been part of the social media giant’s playbook. Time will tell if the strategy continues to pay off.

Speaking of social media, we couldn’t help but admire the creativity of Chinese Weibo users who rebelled against the state’s reaction (or rather lack of) to Chloé Zhao’s historic Oscar win by using inventive translations to bypass strict government censors. Described by some as “daughter of the clouds”, or simply “that girl”, their determination to be heard is a testament to the power of communities on social, as well as the strength of centrally controlled media in China.


Classified ads from the Royal Navy
Top secret jobs at The Royal Navy have been hidden in plain sight on a large format digital out-of-home site depicting a submarine completely censored by hundreds of QR codes. Once scanned, it takes viewers to the recruitment website, capturing the attention of sleuths in search of high-profile military jobs.

Sheba softly soothes with sleep strategy
Being woken up by your nocturnal feline friend in the early hours is a real struggle for most cat parents, so cat food brand Sheba, pounced on the opportunity and created a five-hour-long sleep-inducing film ‘4am Stories’ to sooth startled cat owners back to sleep.

Dove campaigns to reverse unrealistic beauty standards in society
Dove has recently launched the self-esteem project for young girls. Their campaign video shows a woman’s edited selfie being reversed to reveal a young girl behind the camera, highlighting the false beauty ideals within the media. This project also includes resources to help parents challenge unrealistic beauty standards.

HOY Buenos Aires creates news that doesn’t spread like wildfire
In Patagonia, 95% of forest fires are started by humans, with fires usually sparked by a single newspaper. To combat this, HOY Buenos Aires and Argentinian newspaper publishers created the world’s first fireproof newspaper. Helping to raise funds for firefighters and spread awareness of forest fires, without starting them.


Cinema market expected to come back with a bang! 

After a year of drawn curtains and still projectors, cinemas are finally set to re-open on the 17th of May. DCM has conducted research that shows a ravenous appetite for the big screen and is expecting strong demand for the summer and beyond. With Bond & Top Gun hitting the big screen in Q4, we can see why.

Digital audio & podcast spend grows during the pandemic 

For the first time, Digital Audio and Podcast advertising spend has been measured in the IAB Adspend report. The report shows the digital audio market is worth £104 million which represents a growth of spending of over 17% year on year. Spend on podcasts alone has rocketed 43% with the total podcast spend now totaling a whopping £33 million. It is not just podcast growth that was the driver of digital audio spends increasing, we also saw an increase of 8% in streaming growth year on year taking the total spend up to £70 million.

Thanks for tuning in to the 35th edition of Stuffed, we’ll see you next week.