while all of us think the AP x Swatch collab is just the brand trying to target a gen z audience, AP was actually solving multiple problems at once. the Royal Oak hype cycle is dead, over 90% of AP’s revenue still depends on one watch family, and Code 11.59 never became the play they hoped for. so instead of protecting exclusivity harder, they expanded the funnel. this Swatch x AP collab brings AP back into culture, created a new generation of aspirational buyers, revives secondary market hype and makes the brand feel relevant outside traditional watch circles again especially to a Gen Z audience. and honestly, hiring Ilaria Resta as CEO of Audemars Piguet is what made it all possible. she spent 20+ years at Procter & Gamble and used the same FMCG playbook that figured out how to sell Tide and Ariel from the same shelves to different audiences at different price points without killing the premium perception. they’re also donating all the money they make from this collab making this even more culturally iconic. do you know crypto brands that have actually used partnerships and collabs this well to win both customers and culture?

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please God stop the "so I was talking with Claude about the strategy..." emails https://x.com/lilyraynyc/status/2040071263482167359

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Google really really really loves algo updates in March https://x.com/googlesearchc/status/2036523482138268071

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the death of Google in the age of AI search has been greatly exaggerated "Search engine traffic actually grew in 2025, up +0.8% for Google and +0.4% across all search engines. Usage has been relatively flat over 6 years. No sign of future decline."

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it's all just Google rankings? https://x.com/i/status/2023455077131026450

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wait I thought AI killed SEO why is an AI company looking for an SEO?

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This is the real worst crypto ad. Not the rockets but the language. HiveMind exists because this copy is everywhere. @myosinxyz

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this is now live at walletlink.social upload a CSV of wallet addresses → get back Twitter handles and Farcaster profiles that’s it. no enterprise contracts, no $2k/month subscription. built this for my boys at @reserve bc Addressable is overkill if you just need to find the socials behind a list of wallets. their wallet-to-social feature is buried in an enterprise ad platform most teams don’t need. what makes this different: → hit rate far above industry avg → close your browser, come back later; jobs run in bg → add more addresses to existing lookups over time → exports straight to Twitter list format → priority scoring based on holdings × follower reach 1,000 address lookups are free one-time payment, lifetime access: $149 for 10k wallets/lookup $420.69 for unlimited for scrappy crypto marketing teams, BD leads, and anyone with a holder list who wants to actually reach them walletlink.social

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for anyone who thinks SEO doesn't matter any more Googlebot is still king make its life easy

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Watched this over the weekend and felt myself nodding along, mega based take on the state of "Growth" as a role and it's responsibilities. Imo every growth person in 2025 should be able to build end to end systems, own them completely without devs, and maintain a much wider function scope with the use of AI. You are the growth eng, the data analyst, the partnerships person and you need to clearly see how all these things fit together. https://youtu.be/Vc6ij1ilhwc

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atm the best events / brand experience teams are 1) @uniswap and 2) @aave and idk who is 3rd

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after three glasses of wine, don’t text your ex. instead cold dm your potential future colleagues and managers who are hiring on linkedin and x. follow me for more career advice 💕

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AI search traffic is still tiny but seems to be massively over-performing for organic conversions. Ahref put out a report showing that ChatGPT is driving 12.1% of their signups at a 23x higher CVR than traditional organic. That's insane. If you aren't already, it's time to start AI search optimizing.

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Heard a marketing hack yesterday 1. No one listens to podcasts, only bite-sized brainrot 2. Set up a video recording like you’re on a podcast with a nice armchair with a mic. 3. Say a bunch of 20-second bangers. Post only those From a video/brand influencer with 1M+ on socials

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more human forward content like this across the industry plz well done @lou3e

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