Latest / Mini Scroll / MINI SCROLL: Mikayla Nogueira announces divorce, Jake Shane's new C-suite role + Rhode Sydney event organic PR

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MINI SCROLL: Mikayla Nogueira announces divorce, Jake Shane's new C-suite role + Rhode Sydney event organic PR · Mini Scroll

• 0:00
  Hi everyone, welcome to Mini Scroll, the daily Internet
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  culture podcast bringing you the biggest stories from social
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  media, the creator economy and the digital space.
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  Every Monday through Thursday and sometimes Fridays like
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  today. I'm your host Lauren Meisner,
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  the founder of the youth digital media brand Centennial World.
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  I keep forgetting to say Australian youth, but anyways,
• 0:23
  maybe one day we will remember. Welcome back to Mini Scroll
• 0:27
  everyone, a Friday mini scroll. OK, before I get into it, Please
• 0:31
  remember to rate, review and subscribe.
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  Please Spotify star rate US. We're trying to get to 1000
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  We do 3 videos a month and they're more like behind the
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  scenes of the business of Centennial World.
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  There are more personal look into who I am and the company
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  itself. All right, the first story that
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  I have for you guys today, this is a sad one, but Michaela
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  Naguera, she just posted a video like an hour ago before I
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  started recording announcing that she is divorcing from her
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  husband Cody I. Want to stat this video by
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  saying I appreciate you and I love you and you're going to
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  want to sit down for this video. I am getting a divorce.
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  Take a minute. Take it in.
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  I am getting a divorce. Cody and I love each other so
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  much. We love each other so much, We
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  would do literally anything for each other.
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  I want you to know that they are some of the best memories of my
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  life, memories that I will cherish forever and I do not
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  regret a single thing, nor does Cody.
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  She says the divorce is amicable, that they made the
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  decision last year and she spent the past few months processing.
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  And that also would partly explain, I suppose, why she's
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  taken a bit of a step back from social media these past few
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  months. So Cody and Michaela got engaged
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  in November 2021 and married in July 2023.
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  She also said in this video, please don't bring his addiction
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  issues into your speculation over why they are divorcing.
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  And she also said don't believe media or drama channels or
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  basically anyone who claims to know why, because she's going to
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  keep all of that reasoning and everything very private, which I
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  think is appropriate. And I think that's good.
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  Now, regardless of what happened, obviously this is very
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  sad. They met in December 2020.
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  Think about how different their lives are now from December
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  2020, and that was what, like five years ago, You know, like
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  so much has changed for them in five years.
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  That's not a long time. I imagine it would be hard on
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  any relationship to have that kind of like, meteoric success,
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  that amount of money, that amount of fame so quickly.
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  And their relationship was put on display somewhat by her on
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  her channels. So yes, it's very sad.
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  I think it explains a lot of what we've seen from Michaela
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  these past few months where she's been talking about how,
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  you know, she wants to get back to herself pre influencer fame.
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  And she seems to be doing like a lot of reflecting and a lot of
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  work. I'm happy to hear that it's
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  amicable, but it's very sad. OK, The next story that I have
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  for you guys today is that a European candy company has
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  topped Jake Shane as their chief creative officer to bring their
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  brand to the US. So Jake Shane, podcaster, TikTok
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  star comedian, I think as well, he has been named chief creative
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  officer of the German candy company Catch, Yes.
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  So this is a brand new role. And he will be apparently
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  responsible for shaping the brand's creative strategy and
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  presence in the US market. This is from Forbes, quote.
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  This week, Shane was named chief creative officer at German candy
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  company Catch. Yes, as it expands it's $1
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  billion revenue gummy business through the US market.
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  Quote, being able to help cultivate this brand in the
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  States, which has done so well in Europe is kind of a dream of
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  mine. Shane told Forbes.
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  We share the same sentiment that candy is for everyone.
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  So at the end of the day, I'm just happy to create this
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  message. Candy is for everyone, you guys.
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  These PR statements when, you know, celebrities get announced
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  as like ambassadors or whatever. And like the press releases that
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  go out with like their alleged statements.
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  And that's not a knock on Jake Shea.
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  Like, you know, go for gold. Honestly, good for you.
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  I like the idea that it's an influencer this time, you know,
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  this whole like chief creative officer, you know, creative
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  director, whatever. Like we see that a lot,
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  especially with celebrities. We've seen that in the last
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  maybe like 10 or 15 years. I like that.
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  Now, this is an influencer and I like that there is a purpose to
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  this, you know, because a lot of times when it is like a creative
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  director role for a celebrity or something like that, it's like,
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  Oh yeah, they're just going to have their name on it.
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  It's like, why are they not just like an ambassador, right?
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  Whereas this, well, he obviously at the end of the day is
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  probably more of an ambassador than actually like C-Suite head
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  of creative strategy. The purpose is that they want to
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  expand to the US. And so he's going to help them
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  do that with his audience and his influence.
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  And I like that there's an actual purpose like a project
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  that he has been essentially like brought on for it sounds
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  like. OK.
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  And the last read that I have for you guys today, there was a
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  road PR event in Sydney yesterday and it's gone totally
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  viral, but not because it was Hailey Bieber and because of the
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  influencers who were there and any of the content that was
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  created there, but actually because of a piece of content
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  posted by a girl who wasn't actually even invited but
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  stumbled upon the event. So Rd. launched in Australia
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  yesterday and they held an influencer event with Hailey
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  Bieber to celebrate the launch. Influencers went home with these
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  giant Rd. PR boxes filled with products
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  and apparently also a makeup bag.
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  Now a creator named Ollie in Sydney who had less than 2000
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  followers on TikTok when this all started.
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  At the time, she was at Milk Beach, which is like where the
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  event was held. She said she was coming out of
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  the bathroom and she ran into the road influencer event with
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  Haley. So she was standing near the
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  event she was filming like from the outside of it, you could
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  hear Haley giving her speech. Like she was basically taking
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  content as like an outsider what it was like to stumble into this
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  event and then she posted this still photo after like a few
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  pieces of content about this. Then she posted a still photo on
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  TikTok of her holding one of the PR gifts and she wrote The
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  chances that an influencer forgets their Rd. bag after a
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  private event and security randomly hands it to you are
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  extremely low but never zero. Her post has had so much more
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  engagement than many of the creators who were actually at
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  the event at the time of recording.
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  That single post has over 25,000 likes and the comments are
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  filled with people saying, I wish brands would give PR to
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  normies, like I wish brands would include more regular
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  people in their events and gifting.
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  And so now marketing LinkedIn is posting all about this, about
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  how this is such a good indication that brands should be
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  including regular people, quote UN quote, or like loyal
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  customers, whatever in their PR gifting.
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  Because like look at the engagement that this has had.
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  And I agree that brands should be including consumers,
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  especially like their loyal customers in their marketing and
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  PR and gifting. And I understand how powerful
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  that is. And I actually think a lot more
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  brands are starting to do that and also starting to take their
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  loyal customers on like brand trips and stuff with them as
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  well. So I think we are seeing that,
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  but I don't think it's as widely known because again, the people
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  that they're bringing don't have huge followings, right?
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  So it's harder for that cut through when a brand does that
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  regardless, I agree with that. But the reason why I think this
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  actually went viral, this is more or less than, in my
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  opinion, to aspiring creators as opposed to brands because this
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  was a totally organic thing that happened.
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  Like it was a fluke that she was there that she ran into this
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  situation and then she also ended up getting APR box at the
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  end of it. But it was her ability to share
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  that story and create like 5 or 6 pieces of content, content
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  from this one thing that honestly most people maybe would
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  put on like their Instagram stories, maybe sent to their
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  close friends, Snapchat it to their friends.
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  You know, she really took this opportunity and she created like
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  6 pieces of content from it on TikTok, like public pieces of
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  content. So her like documenting this and
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  taking us on this journey and then getting handed this PR box
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  at the end. It felt like a happy ending to
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  this story that she had created about this experience of
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  basically just like running into this PR event with an A list
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  celebrity. It was like a nice little bow
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  right at the end of this experience that she had already
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  been sharing with us. So I feel like the take away
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  here is actually for aspiring creators, like this is a great
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  case study in storytelling on social, documenting over
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  creating. That is my biggest piece of
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  advice. If you have no idea what to post
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  on TikTok, if you're trying to grow your following and you're
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  just like, I don't know what to post, just document your life.
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  Document what you are experiencing.
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  Don't overthink content creation.
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  Document over create. Post in ghost, right, like she
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  didn't, you know, take all these clips and create this one like
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  aesthetic vlog. She was a literally posting on
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  the go. It appeared to be like one take
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  posts, OK, posting in real time, posting ghost and don't be
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  afraid of cringe. Like she was recording Hailey
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  Bieber's speech from outside. She was recording the
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  influencers leaving and it was very obvious that she was like
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  quote UN quote on the outside. But that's where we are too,
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  right? Like us as viewers, like we are
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  on the outside as well. So we were like we can relate to
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  you, Queen. That would be us too.
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  So yes, it would be very hard for a brand to recreate a viral
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  moment like this because it was so organic and because she was
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  just the right person to have stumbled into this event.
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  That's why I think the take away is more so for creators or
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  aspiring creators. Anyways, guys, that's it for
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  mini scroll today. Thank you so much for listening.
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  I love you guys. Please remember to rate, review
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  and subscribe. Please Spotify star rate US.
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  I hope you guys have a good weekend and I will talk to you
• 9:46
  on Monday. Bye.
• 9:47
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