WTF are F/Caps
Brand Myth: To create a premium brand, you need a big marketing budget.
At the core of dispelling this myth is a geeky marketing term: f/cap.
F/cap = frequency cap = the max # of times your ad is shown to an individual over a fixed amount of time (typically 24 hrs). For paid digital campaigns, you explicitly set f/caps at the campaign level. Why is this significant for premium positioning?
Cultural tastemakers are early movers. Part of being a tastemaker is having a hand in discovery. These consumers don't want to be chased down by your paid ads. You don’t need a high campaign f/cap (big budget move) to win these folks. Your brand just needs to show up alongside the right company.
Earned media is your early-stage ally. Prioritize pitch angles and secure coverage from publishing's cultural heavy hitters...The Strategist, Bon Appetit, Vogue, etc...from there, the consumers with reputations to dub you an 'it' brand get to do what they take pride in: discovery.
What are some brands that have done this?
👟Sporty & Rich: apparel brand founder Emily Oberg started as a host on Complex Networks, and her brand's now doing $30MM annual sales along with Adidas Samba collabs
🛍 BAGGU: THE reusable bag amongst millennials and genZ. Garnered press coverage in their early days for making stylish reusable bags that you actually wanted to be seen with, when stores started charging for bags. Now doing capsule collections with Sandy Liang. IYKYK.
🍷Kin: Among the first 0% abv drinks to sweep the fashion world. Secured press coverage early on to educate around nootropic and spread the sober-curious gospel. Named to TIME’s 100 in 2020. Picked up Bella Hadid as a celebrity co-founder in 2021.
🔍Thingtesting: A CPG brand discovery and review hub where the first user to “spot” a new brand on behalf of the site is forever showcased on the brand’s page.