Meme Team

Sonia Baschez
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Meme Team dissects the marketing strategies creating breakout cultural moments. Host Sonia Baschez breaks down real campaigns, cultural moments, and marketing trends with other marketers. If you care about positioning, storytelling, or why the algorithm is acting weird again, this one's for you.

  1. 5 DAYS AGO

    Video First Strategy: Substack TV, Heated Rivalry, Mamdani's Competency Porn, & The California Post

    Sonia sits down with Mark Stenberg (Adweek senior media reporter) to break down the Oscars' hidden messages, Substack's pivot to video, Zohran Mamdani's PR blitz, and the New York Post's California expansion—all asking the same question: when do you listen to your core audience, and when do you bet on what's next? The big thesis: video is eating everything, but evolution kills platforms faster than brands. Substack's adding TV despite writer backlash. Mamdani's turning local government into video content. The Post is importing tabloid energy to LA. Timothée Chalamet's Oscar nom proves sustained campaigns beat one-off moments. And all of them are wrestling with the same tension—preserve your identity or chase growth. We're talking about: Oscars 2025: Timothée Chalamet's Marty Supreme nomination, A24's $120M+ domestic box office record, why Hollywood insiders are rewarding movie marketing and indie craft, and F1's technical innovation nods Apple's awards strategy: Why technical mastery (not just storytelling) is their differentiator from Netflix and Warner Bros IMAX theater expansion: Do premium experiences justify higher ticket prices? Is dynamic pricing the solution? Southwest's brand suicide: Eliminating open seating and free checked bags after private equity buyout, losing their only differentiator against United/Delta, and the budget airline death spiral (Spirit bankruptcy) Substack TV launch: Shifting from "home for long-form writing" to "home for the best long-form work," TikTok-style feed, video posts, and why they're speedrunning the creator monetization playbook Substack's ad problem: December 2025 sponsored ads rollout, creators managing their own sponsors, and why video without monetization makes no sense (YouTube wins by default) Platform vs. brand evolution: Why writers are mad at Substack for adding video, but the New York Post gets celebrated for expanding to California Heated Rivalry phenomenon: HBO's queer hockey romance hitting escape velocity, straight men posting TikTok reactions, stars carrying the Olympic torch in Milan, and why escapism + representation + great timing = cultural moment Why Heated Rivalry works: Intersecting queer romance + professional hockey, female and queer audiences as jet fuel for pop culture, straight male viewership driven by emotional intelligence and sports authenticity, and NHL welcoming women to games (Taylor Swift/Travis Kelce playbook) Zohran Mamdani's video blitz: Snow removal, public bathroom openings, pre-K classes, sanitation content, Tonight Show with Jimmy Fallon, and why competency porn beats political theater Crisis comms as brand building: Over-communicating and using expected failure as a spotlight on city employees New York Post's California expansion: Eight-week rollout, billboards in SF and LA, Yeasty Boys food truck wraps, coffee sleeve promos, and whether conservative tabloid energy translates to Silicon Valley's rightward shift Media landscape shifts: LA Times dominance threatened, Page Six celebrity gossip tailored for Hollywood, Dodgers welcoming the Post (owner is mega Trump donor), and whether this is a profit play or a political mouthpiece Why the Post's rollout missed: Marketing written by New Yorkers for Californians, lack of video strategy, and whether readers want California coverage or New York politics refracted through conservative lens Plus: Why Monster's Inc is a marketing metaphor (laughter beats screams) Guest: Mark Stenberg – Senior media reporter at Adweek, author of On Background newsletter (@markstenberg3 on all platforms) Marketing takeaways: Video is non-negotiable—Substack, Mamdani, and HBO all betting on it (even when core audiences resist) Platforms face more friction than brands when evolving (Substack writers vs. New York Post expansion reception) Sustained campaigns beat one-off moments (Timothy Chalamet's months-long Oscar push paid off) Competency porn works—showcase the work being done, not just the outcomes (Mamdani's snow removal TikToks) Over-communicate during crises to turn expected failure into brand wins (Mamdani using attention to spotlight city employees) Escapism + representation + timing = cultural phenomenon (Heated Rivalry during hockey season, Winter Olympics, geopolitical bleakness) Female and queer audiences are pop culture jet fuel—don't ignore them (NHL learning from NFL's Taylor Swift moment) Brand differentiation is sacred—don't sacrifice it for short-term revenue (Southwest losing open seating) Positive emotions are more sustainable than rage bait (Monster's Inc Marketing Theory) If you're expanding a brand, preserve voice but tailor execution (New York Post's California challenge)

    1h 2m

  2. 22 JAN

    X Is Buying What Webflow, Netflix & DoorDash Are Earning: Attention

    Sonia sits down with Marissa Kraines (VP of brand marketing at Webflow, 12 years at Salesforce) to break down why Twitter's $1 million long-form content prize screams desperation, how Webflow turned AI's biggest flaw into a viral campaign, Netflix's tarot-themed 2026 slate reveal, and why DoorDash is skipping the Super Bowl to bet on social-first strategy. The big thesis: attention isn't enough—you need the right attention, in the right format, at the right time. Twitter's chasing Substack instead of fixing moderation. Webflow's satirizing AI hallucinations with a punchable-faced character. Netflix is turning celebrities into content creators and building experiential tarot pop-ups. DoorDash is ditching the $7M Super Bowl ad for integrated social campaigns. All of them are fighting for the same thing: sustained engagement, not fleeting impressions. We're talking about: Twitter's $1M long-form content prize: Why it's the wrong pivot, UK revenue down 58%, Substack already owns this space, and why moderation (not content length) is the real advertiser concern Webflow's AI Guy campaign: Personifying flawed AI with a "punchable face," satirizing hallucinations and LLM jazz, why it's social-first, and how they're building a liminal world of characters (not just one-off ads) Netflix's tarot campaign: Teyana Taylor's 4-minute film featuring 10 show worlds (Bridgerton, Avatar, Stranger Things), 104M owned social impressions, Grand Central pop-up, custom tarot cards, and capitalizing on the Secret 9th Episode conspiracy DoorDash skipping Super Bowl 60: Strategic pivot to social campaigns, competitors Uber Eats and Instacart running spots, and why $7M ads are door openers (not destinations) unless you nail the second-screen experience Why Twitter's identity crisis is killing it: Long-form content doesn't fit the platform, threads hit 400M users, and Elon's algorithm whims are driving creators to Substack Webflow's casting process: Finding Richie Moriardi (CBS's Ghosts), the "punchable face" brief, and why improv masters make better brand characters than scripted actors Netflix's multi-touch strategy: Why the hero film is just the opener—experiential pop-ups, custom merch, and social extensions are where the ROI lives Super Bowl ads as conversation starters: Serova's Michael Cera campaign, Instacart's Dumois teasers, and why the drum beat matters more than the 30-second spot World-building as brand strategy: Salesforce's Astro and Cody characters, Webflow's liminal space, and why personification creates community (not just awareness) Plus: Why Claude is the ethical AI people are loyal to, how Stripe and Ramp are stealing movie marketing playbooks, and why craft beats AI slop when you're trying to stand out marketing takeaways: Know your brand identity—don't chase trends that don't fit your platform (Twitter forcing long-form is a miss) Satirize the pain point, don't ignore it (Webflow's AI Guy makes hallucinations relatable) Build worlds, not one-off campaigns (Salesforce's Astro/Cody, Webflow's liminal space, Netflix's tarot universe) Integrated strategies beat isolated tactics—hero video is the opener, not the destination Super Bowl ads are door openers—you still need the second-screen social strategy to win Use strategic decisions as marketing moments (DoorDash announcing they're skipping Super Bowl got them more press) Steal from other industries, not your competitors (Ramp's CFO in a box = Severance's Apple TV stunt) Personify your product's flaws to make them relatable (AI Guy is overconfident and wrong, just like real AI) Experiential + merch = lasting brand equity (Netflix's tarot cards, Timothy Chalamet's jackets) Listen to your audience—they're telling you what they want (Twitter users want moderation, not newsletters)

    1h 2m

  3. 15 JAN

    The Authenticity Playbook: Netflix, DoorDash, Shopify, Tailwind

    Sonia sits down with Yury Molodtsov (partner at MA Family) to break down Netflix's content strategy pivot, DoorDash's crisis response masterclass, and how Tailwind CSS turned a $2M revenue crisis into a community-funded turnaround—all without asking for help. We're talking about: Netflix's power play: Matt Damon and Ben Affleck's viral interview, the historic profit-sharing deal for 1,200 crew members, and why Netflix is betting on video podcasts (Ringer, Barstool, iHeart exclusives) DoorDash's fake scandal: How an anonymous post alleging "desperation scores" went viral, why people believed it, and how CEO Tony Xu's rapid-fire response across all channels killed the narrative before it became a meme Shopify's UCP announcement: Toby Lütke going direct on Twitter to explain Universal Commerce Protocol, using his MRI scan tweet to prove he's deep in AI, and why founder-led comms beats corporate accounts Tailwind CSS's $2M turnaround: How AI killed 35% of their revenue, the founder's authentic podcast confession, and why Google, Vercel, and others stepped in to sponsor them without being asked Why Netflix is diversifying into podcasts, using celebrities as content creators, and positioning itself as YouTube's biggest competitor (not HBO or Disney) The precedent-setting artist equity deal: How Affleck and Damon forced Netflix to share real numbers for the first time, and what it means for Hollywood's future AI-generated evidence as the new crisis threat: Fake Uber Eats badges, 18-page science papers, and why journalists are struggling to verify leaks in the AI era Building in public when things go wrong: Why authenticity during failure builds more trust than celebrating wins Plus: Why Leonardo DiCaprio is doing podcasts now and how Emily Henry (romance author) became Netflix's secret marketing weapon guest: Yury Molodtsov – Partner at MA Family (@y_molodtsov on Twitter/X, molodtsov.me) marketing takeaways: Own the asset, don't rent attention (Netflix using celebrities, authors, podcast hosts as content creators) Move fast in a crisis—DoorDash killed the fake scandal in hours by going CEO-first across all channels Founder accounts are superior to corporate accounts (Toby's MRI tweet became a trend, Shopify's UCP announcement got more reach) Authenticity during failure builds trust (Tailwind's podcast confession turned into $2M in sponsorships) Infrastructure plays beat feature wars (Shopify positioning as the rails for AI commerce, not building another assistant) Manage reputation proactively—people will believe negative stories about you if you've burned goodwill AI-generated evidence is the new crisis threat (fake badges, fake papers—journalists can't verify leaks the old way anymore) If you ask for money you get advice, if you ask for advice you get money (Tailwind didn't ask, community showed up anyway) Building in public works both ways—share the struggles, not just the wins (00:00:00) Welcome and Introducing Yuri Molotsov from M.A. Family (00:00:19) Netflix's Content Diversification: The Matt Damon and Ben Affleck Interview Strategy (00:03:03) Netflix's Groundbreaking Profit-Sharing Deal with Artist Equity (00:05:06) Netflix Transparency and the Hollywood Power Dynamics Shift (00:07:55) Content Marketing Lessons: Storytelling Over Product Features (00:09:49) Netflix's Big Bet on Video Podcasts (00:16:31) The DoorDash Fake Scandal: When AI-Generated Evidence Goes Viral (00:17:25) DoorDash's Crisis Response and the Reputation Problem (00:18:46) AI-Generated Misinformation and the Future of Corporate Scandals (00:25:35) Shopify's Universal Commerce Protocol: Toby Lutke's AI Commerce Vision (00:26:56) The Power of CEO-Led Communications: Toby Lutke's Twitter Strategy (00:31:29) Tailwind's Two Million Dollar Turnaround Story (00:33:18) Authenticity as a Viral Strategy: When Vulnerability Becomes Strength (00:37:16) Building in Public: The Good, The Bad, and The Authentic (00:40:45) Key Takeaways: Content Ownership, Reputation Management, and Authenticity 00:00-14:25 — Netflix's content play: Matt Damon/Ben Affleck interview, profit-sharing deal for 1,200 crew, video podcast strategy (Ringer, Barstool, iHeart), Emily Henry as marketing asset 14:25-32:26 — DoorDash fake scandal: Anonymous "desperation score" post, CEO Tony Xu's crisis response, AI-generated evidence, why people believed it 32:26-44:10 — Shopify's UCP announcement: Toby Lütke going direct on Twitter, MRI scan tweet, agentic commerce bet, founder-led comms vs corporate accounts 44:10-end — Tailwind CSS $2M turnaround: AI killing 35% revenue, founder's authentic podcast moment, Google/Vercel sponsorships, building in public during failure, key takeaways

    47 min

  4. 8 JAN

    From Rage Bait to Real Feelings: Grok, Polymarket, Chevrolet & Stranger Things

    Sonia and Christina Garnett break down why 2026 might finally be the year marketing moves past rage bait and back toward empathy, craft, and emotional intelligence. They cover Grok's non-consensual AI image scandal, Polymarket's refusal to pay out on Venezuela invasion bets, Chevrolet's tear-jerking holiday ad that went viral, the Stranger Things finale conspiracy theories, and why Cadillac F1 is putting their drivers on Hot Ones instead of traditional press tours. The big thesis: attention-at-any-cost marketing is dying. Rage bait burns goodwill (see: Cluely, Friend AI). Empathy wins. Nostalgia works. Craft beats AI slop. And brands that give audiences a voice—not just content to scroll past—are the ones building lasting equity. We're talking about: Grok's AI image scandal: non-consensual deepfakes of women and children, Elon's tone-deaf response, and why the UK government had to step in Polymarket refusing to pay users who bet on Venezuela invasion—and what it reveals about who gets to decide "truth" Chevrolet's "Memory Lane" holiday ad: 778K YouTube views, organic TikTok reactions, and why nostalgia + empathy = sustainable brand love Stranger Things finale backlash: Duffer Brothers leaving plot holes, fans writing their own endings, and the Game of Thrones-level risk of letting down your community Cadillac F1's Hot Ones strategy: using YouTube influencers over traditional press to reach younger American audiences (5-10M views per episode) Why gambling proliferation is a societal red flag: athletes getting harassed, people betting on recessions, and dopamine addiction replacing empathy The pendulum swing coming in 2026: analog, craft, experiential, and emotional marketing replacing AI slop and Machiavellian tactics Monsters Inc as a marketing metaphor: laughter (positive emotion) generates more sustainable energy than screams (rage bait) Plus: Why Netflix theatrical windows matter, how Timothée Chalamet's Marty Supreme campaign proved experiential beats traditional ads, and Christina's plea for Budweiser Clydesdales at the Super Bowl. guest: Christina Garnett – Author of Transforming Customer Brand Relationships, community strategist, fandom marketing expert (@ThatChristinaG on Twitter/LinkedIn/Threads) guest perspective: Christina brings deep fandom + community lens—talks Stranger Things conspiracy theories, why rage bait conditions audiences for the worst behavior, gambling as dopamine farming, and the sociological shift from treating humans as NPCs to rebuilding empathy. She's bullish on analog, nostalgic, and emotionally intelligent marketing and wants brands to stop rewarding bad actors. marketing takeaways: Empathy beats rage bait for long-term brand equity (Chevy's nostalgia ad vs. Clueless burning goodwill) Positive emotions are more sustainable than negative ones (Monsters Inc laughter is better than screams) Create annual traditions people look forward to (Chevy holiday ads, Budweiser Clydesdales, Stripe activations) Go where your audience is—not where you want them to be (Hot Ones, podcasts, YouTube over the traditional press) Personality beats credentials (Cadillac letting Bottas wear American Speedos, F1 drivers on Hot Ones) Fandom is co-creation—give your audience a voice or risk losing them (Stranger Things fan theories, AO3 rewrites) Craft, analog, and experiential marketing cut through AI slop (theatrical experiences, merch drops, breadcrumb campaigns) Don't let the loudest voices pivot your whole product—but listen enough to build buy-in Month-long campaigns beat one-day launches (movie promo playbook applies to tech: teasers, influencers, premieres, method dressing) 00:00-06:38 — Yellow Card x Good Charlotte collab, millennial nostalgia, 21 Pilots TikTok lore, analog comeback 06:38-23:35 — Grok AI scandal: non-consensual deepfakes, child exploitation, Elon's bikini response, UK government intervention 23:35-32:26 — Polymarket refusing Venezuela invasion payouts, who decides truth, gambling as recession indicator 32:26-44:10 — Chevrolet \"Memory Lane\" ad: 778K views, nostalgia + empathy, annual traditions, McDonald's vs. Chevy 44:10-55:25 — Stranger Things finale backlash: Duffer Brothers leaving plot holes, Vecna Lives conspiracy, fandom co-creation risks 55:25-end — Cadillac F1 Hot Ones strategy, Leonardo DiCaprio on New Heights, month-long campaigns, takeaways + where to find Christina

    53 min

  5. 1 JAN

    My Top 5: Marty Supreme, Mini Cities, Morse Code, and More

    Every week on The Meme Team Podcast, we break down what worked, what didn't, and why people cared. This year had too many good campaigns to just list—so we're doing an awards show. In this episode, Sonia and the team cover: Marty Supreme / Timothée Chalamet (w/ Mark Stenberg) – The lookalike contest, the Statue of Liberty stunt, and meta-marketing done right. Stripe's Black Friday Mini City (w/ Kushaan Shah & Amanda Natividad) – A handmade, 8-foot miniature city with 15 buildings, live-streamed over 24 hours. Why craft beats AI. Morgan Wallen's Tour Announcement (w/ Cristin Culver) – Morse code Easter eggs, coordinated stadium social posts, and a masterclass in knowing your fans. Zohran Mamdani's NYC Scavenger Hunt (w/ Amanda Natividad & Martin O'Leary) – How a political campaign got 2,000+ people to show up for chai and a selfie. Astronomer + Gwyneth Paltrow (w/ Amanda Natividad) – How Maximum Effort turned a kiss cam disaster into a viral comeback. Plus: Why Ramp and Stripe are making fintech exciting, what Coca-Cola got wrong with their AI Christmas ad, and the through-line across every great campaign this year—getting people to participate, not just watch. 0:00 – Intro: Why we're doing an awards show 1:35 – Marty Supreme / Timothée Chalamet 17:12 – Stripe's Black Friday Mini City 32:26 – Morgan Wallen's Stadium Tour Rollout 41:18 – Zohran Mamdani's Scavenger Hunt 44:10 – Astronomer + Gwyneth Paltrow

    49 min

  6. 23/12/2025

    Amazon vs. Sephora: $99 Advent Calendars

    Sonia sits down with Julie Fredrickson (managing partner at Chaotic Capital) to dissect the Advent calendar wars—and what Amazon's massive, perfectly-packaged K-beauty box says about the future of retail, beauty merchandising, and who's winning the tastemaker race. We're talking about: Why Amazon shipped a $99 Advent calendar in custom foam inserts (and what that signals about their beauty ambitions) The end of de minimis tax and how it's reshaping K-beauty imports, counterfeits, and brand trust Sephora's loyalty program collapse: why 500-point rewards vanished and millennials are jumping ship Costco's rotating J-beauty drops, Trader Joe's SKU ruthlessness, and the rise of "box season" Amazon vs. Sephora vs. Saks Fifth Avenue: who's nailing the unboxing experience (and who's phoning it in) How Amazon's using logistics mastery to court American beauty brands—and whether they'll share customer data The millennial beauty gap: why there's no one merchandising to women in their 30s and 40s Gen Z's plastic surgery trend, buccal fat removal regrets, and whether "aggressively natural" is the next aesthetic shift Plus: Why full-size beats samples, how TikTok unboxings are the new product review, and what gourmand fragrances have to do with Ozempic. guest: Julie Fredrickson – Managing Partner at Chaotic Capital, retail expert, beauty substack writer (@almost_media on Twitter/X, nicepackaging.substack.com) guest perspective: Julie brings deep retail and merchandising expertise—breaks down SKU strategy, 3PL logistics, counterfeit challenges, and why Amazon hiring Christine Beauchamp (former Ann Taylor) signals they're serious about taste. She's skeptical of Sephora's down-market shift and bullish on craft packaging as brand positioning. marketing takeaways: Packaging = brand promise (Amazon's custom inserts telegraphed \"we're luxury-ready\") Curation beats assortment (12 full-size K-beauty products is better than 24 Sephora samples) Loyalty programs die when you pull rewards from top spenders (Sephora's 500-point disaster) Use operations as marketing (Amazon's 3PL pitch to beauty brands = trust signal) Sampling tiers matter: trial vs mini vs full-size creates different conversion paths TikTok unboxings are your real product reviews—design for that moment Tastemaker positioning requires constant curation (Sephora lost it, Amazon's claiming it)

    35 min

  7. 18/12/2025

    Substack ads, Storytelling Over Slop, & Kim K. In Fortnite

    Sonia Baschez sits down with Hailey Allen (creative strategist at neuemotion) to dissect the marketing wins and fails making waves right now—from AI slop ruining brand perception to why companies are suddenly hiring "chief storytellers." We're talking about: Why McDonald's pulled their AI ad in 24 hours (and why Disney chose the worst week to announce their OpenAI deal) "Slop" being named word of the year and what that says about 2025 Substack launching sponsorships after years of being ad-free—is the dream over? Pinterest Predicts 2026 vs. Pantone's boring white color choice The viral WSJ article about chief storytellers and why AI can't replace human narrative A24's fake engagement announcement and Spielberg's cryptic Times Square billboard Kim Kardashian x Fortnite: actually genius or completely unhinged? Plus: actionable takeaways for marketers trying to cut through the noise. 00:40 – McDonald's AI Ad Disaster & Disney-OpenAI Partnership 03:46 – 2025 Words of the Year (Slop, Rage Bait, Parasocial) 05:12 – J.Crew Pop-Up & the Rise of Experiential Marketing 07:38 – Substack Launches Ads: The End of Ad-Free Newsletters? 19:22 – 2026 Trend Reports: Pinterest Predicts vs. Pantone's Flop 24:30 – Chief Storytellers: Why Companies Are Hiring for "Vibes" 36:30 – Movie Marketing Masterclass: A24's Fake Engagement & Spielberg's Mystery Billboard 41:51 – Kim Kardashian x Fortnite: Genius or Chaos? 49:55 – Marketing Takeaways Recap

    58 min

  8. 11/12/2025

    “Opt-In” Marketing: How Granola, Nvidia & Percy Jackson Won

    This episode hits on five major marketing trends playing out rn. starts with F1's american takeover—Cadillac's super bowl livery reveal is perfectly timed with Apple's new broadcast deal to capture US audiences who've been waiting for a team that actually leans into being american. they also break down the wholesome carlos sainz unicorn helmet story that shows how user-generated content and ongoing storylines can build real fan engagement when you're not just extracting value from your audience. The spotify wrapped vs granola crunched comparison is the meat of it—spotify's getting 500M shares but losing trust bc people think the data's cooked and taylor swift's juicing the numbers. granola launched a privacy-first year-end review that actually felt accurate and personal, proving that substance beats viral metrics for long-term brand equity. they tie this into nvidia hiring a merch director and palantir's cult following, arguing that founder personality + quality merch = walking billboards that signal community membership (the "if you know you know" factor). Closes on rage bait marketing being a dead-end strategy despite easy engagement. paul graham called it scammer shit, and they show how companies like clueless and friend ai burned goodwill chasing attention instead of building product. the counterpoint: wholesome marketing, craft, and participatory events (percy jackson's fountain billboard, stripe's mini-city) are winning bc people are exhausted from doom scrolling. big thesis: attention economy thinking misses that not all attention is equal—optimize for trust and positive emotion, not just impressions. F1 Marketing Moves (00:01 - 09:14): Cadillac F1's Super Bowl livery reveal strategy, Apple TV's F1 deal, and Carlos Sainz's wholesome unicorn helmet story Spotify Wrapped vs Granola Crunch (14:04 - 26:37): Why Spotify's losing trust while Granola nails year-end reviews Merch as Marketing Strategy (29:24 - 43:00): Nvidia hiring a merch director, Palantir's cult following, and why founder personality matters Out of Home Evolution (44:16 - 52:30): Percy Jackson's fountain billboard and creating participatory marketing events The Rage Bait Problem (55:25 - 1:22:48): Paul Graham weighs in, why companies like Clueless are burning goodwill for engagement

    1h 5m
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About

Meme Team dissects the marketing strategies creating breakout cultural moments. Host Sonia Baschez breaks down real campaigns, cultural moments, and marketing trends with other marketers. If you care about positioning, storytelling, or why the algorithm is acting weird again, this one's for you.

Information

  • Creator
    Sonia Baschez
  • Years Active
    2025 - 2026
  • Episodes
    46
  • Rating
    Explicit
  • Copyright
    © Sonia Baschez
  • Show Website
    Meme Team

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