Substack is being utilized innovatively for music and marketing outreach. MacKenzie Kassab, Director of Creative Strategy at Rare Beauty, launched a Substack newsletter to connect with consumers. She emphasizes understanding product magic from the consumer's viewpoint and the excitement of revealing behind-the-scenes stories. By sharing insights about product development and addressing customer feedback, Kassab aims to create rewarding content that resonates with her audience. Her approach underscores the importance of curiosity and genuine engagement in content creation for brands.
"Working in the office, [our product] is something - a new blush, say - that we're around all the time. We go to meetings about how products are made every week. It doesn't feel necessarily thrilling from the inside when you're in it for a year and a half."
"When you're brainstorming new content, think about it from your consumers' perspective. What do you know that they don't? If you're marketing a new product or service, what got you excited about it in the first place?"
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