Issue No. 30
— April 2017

The Victory



Digital trend publication
blending a mix of culture,
insights and data.

A trend product by





I attribute "winning" to my days in recreational soccer (shoutout AYSO.) I was athletic, competitive and always on the winning team. I think this was one of the only times in my life when I actually wanted to win, to be better than everyone else in a traditional sense. 


The meaning of Victory has changed for me, and maybe you too. It's more personal. Rather than competing with others, we tend to compete with ourselves. When it comes to business, brands, marketing, what have you, we want to be the best we can be, but that doesn't mean wishing failure on others. (In fact, we recorded a podcast about that!)


In this issue, Molly Hayward, Founder of Cora, and Joey Hodges, Founder of Demonstrate PR, share how they define success and moments in their careers where they felt victorious. We also built a list of the founders of brands that have won us over - true victors. 


Now before you get to reading this issue, let's take a moment of silence for all those plastic trophies that once filled my shelves.



Delanie Billman

Managing Editor




Editor's Letter


“If at first you don't succeed, dust yourself off, and try again.”

― Aaliyah




Dig into the issue by clicking on the links below!



1. Harness the power of brand evangelists

"Winning" in PR is no easy task. While brand ambassadors and influencers are a great way to earn media impressions, creating long-lasting relationships with them is the only way to achieve true victory. We hear from Joey Hodges, Founder of Demonstrate PR on how he creates brand evangelists that will leave lasting impressions.


— Joey Hodges, Founder of Demonstrate PR


2. David v. Goliath

Molly Hayward didn't launch Cora with the intent to beat out her competition, she created the brand to change the way women think about their bodies and the way they manage their periods, both in mass markets and developing countries - something she managed to do quickly and effectively. Molly takes us through her journey to victory - which isn't about winning at all.


— Molly Hayward, Founder of Cora


3. A Kick Ass Brand Is comprised of 3 things

Have you ever thought about what makes a brand great? Or what makes a brand great to you? While this is arguably subjective, there seems to be trends in some of today's most popular brands. Matte Black Founder Chelsea Matthews shares the three things it takes for a brand to win her over.


— Chelsea Matthews, Founder of Matte Black




4. 30 Founders of Brands That Won Us Over

This issue marks number 30 of the Shape Shift Report, a win for us in itself! To celebrate, we wanted to honor founders of brands who truly made an impression with us. The Matte Black team put together a list of 30 founders of brands that won us over.


— Matte Black


5. Win your next ad campaign with Facebook's Creative Hub

Facebook built the Creative Hub to help it's advertisers "produce ideas that capture attention" in a faster, simpler way. Matte Black's King of Social Advertising takes us through the steps of using the Creative Hub more effectively. 


— Jacob Marerro, Paid Media Specialist at Matte Black



6. Alexandra Cadiz

When it comes to design, Alexandra has done it all, and in more countries than most. Her sense of design has been shaped by her childhood, and growing up in five different countries, From Dubai to Seattle. Now based in Los Angeles, Alexandra is focused on using interior design, architecture and branding to inspire.





7. tech

8. art

9. Culture

10. music




On this episode, our Director of Operations Micah Heykoop chats about a brand who's doing customer service the right way.





“Satisfaction lies in the effort, not in the attainment, full effort is full victory.”

— Mahatma Gandhi




Apple just bought Workflow, admitted it couldn't make a better automation app.

Workflow is an automation app similar to IFTTT. Except that Workflow takes accessibility and function to a new level. The small Workflow team actually received an award from Apple in 2015 for the design of this app. Workflow not only integrates into the iOS system perfectly but also the Apple Watch. The app itself lets you automate complicated actions and has a single tap "endpoint." For example, you can have it find a coffee shop for you, log your weight, or upload you last photo to Dropbox. It only functions with natively supported apps, but you can imagine that the functionality to support a wider range or any app is just around the corner. Check it out today! 


More info here.


- Jacob Marrero, Paid Media Specialist




All the Eternal Love I Have for Yayoi Kusama

This past week artist, Yayoi Kusama turned 88 years old. A little background on my long love affair with Kusama. It was the early 90's (well before social media) when my eldest brother, Andrew Kreps first discovered her work and of course when I did, too.  At that time, one of the insights about Kusama that stood out to me was that her art is a reflection of her mental illness and her artwork has been therapy to overcome the illness. 


Kusama has been a renowned artist since the early 60s.  However it's in recent years, we've seen social media's impact on the interest of her works with record breaking attendance at her shows.  That Kusama Instagram selfie, I include myself as I stood in line at the opening of the Broad Museum here in Los Angeles.  


Read more from NPR here.


- Alexa Jacobs, Live Programming & Partnerships at Matte Black




Mother London's Big Boob

This past Sunday (March 26) marked Mother's Day here in the UK. On that same day, if you were strolling the streets of East London's trendy Shoreditch neighborhood, you'd be welcomed with a gigantic, inflatable boob propped up on the corner roof of a building. To many people's surprise, this wasn't a prank or promo for an adult store. The inflatable boob was put up there by Mother London, a creative agency aiming to bring awareness to the judgement and embarrassment that moms in the UK (or anywhere around the world) feel when breast feeding in public. They included signage below to support their statement and share the hashtag #FreetheFeed. 


I love that Mother did this because 1. societal pressures of breastfeeding moms are real and need to be brought to light, and 2. it wasn't Mother's duty to do this. It wasn't a client. They weren't being paid. They did it because they were simply passionate about the issue.


Did it bring awareness to them as an agency? Absolutely. But good for them. Read more about it here



- Delanie Billman, Managing Editor




25 songs that tell us where music is going

What does music mean to you?  Is it just something you listen to keep pace during your morning workout? Maybe it’s something you put on to drown out the noises of the city on your way to work? Or maybe, just maybe, it’s something we all root ourselves in.  Music is the glue that holds us together when we’re seeking comfort in the current times.


That’s the argument that Nitsuh Abenbe makes in the opening of The New York Time’s Magazine’s music issue – that music, for all it’s worth – has made the transformation from entertainment to identity, now more than ever.  In the article, “25 Songs That Tell Us Where Music is Going,” writers come together to reflect on music and artists from the past year who have taken their artistry and created identity.  Artists are speaking directly to their audiences, their communities; lending their voices to ones who cannot speak.  Letting their melodies and lyrics rise up to express the sentiments, the struggle, and to form solidarity amongst a community.

“For better or worse, it’s all identity now.”  And Nitsuh couldn’t be more right.


- Aria Davis, Junior Strategist & Producer of SESSIONS


  Harness the Power of Brand Evangelists

By JOey Hodges


The path for victory in earned media today is summed up perfectly in Demonstrate PR’s guiding tenet: experienced by few, seen by many. We accomplish this through experiences, where our partners engage with consumers and influencers in a memorable way and then turn them loose to evangelize within their own tribes. This is the best way to create a network of advocates who will continue to tell the brand story long after the event itself has faded into the shadows of their memory. While we keep consumers at the epi-center of everything we think and do, identifying the broader audience of key opinion leaders, social and digital influencers and celebrity endorsers who can amplify your story often pays dividends. 


This is exactly what happened when we hit the streets of Austin, Texas during SXSW to launch Cool Effect, a platform dedicated to crowdfunding against climate change. Through an immersive experience, passers-by who answered the question, "What on Earth do you want to save?” and posed for a photo were given wristbands for free rides throughout the festival. And free rides equal a lot of social shares to friends in a city where rides were at a premium!  A visit from actress Brooklyn Decker kicked brand amplification into a whole new gear, as her photo engaging with the Cool Effect activation was picked up by entertainment press and shared and re-shared across all social platforms, leading to an 816 percent increase in Cool Effect’s social media community.


This power of the influencer effect was seen in action again later in the year, when actress and environmental activist Alysia Reiner joined Cool Effect and a group of brand ambassadors dressed as snowmen as they canvased NYC on #GivingTuesday, encouraging people to view its melting snowman “mockumentary,” contribute to a Cool Effect carbon-reducing project and share the campaign on social - netting 1.3B+ earned media impressions and a not-to-shabby 54M+ social impressions.


And it’s not just celebrities that generate such a brand awareness ripple effect. We’ve found lesser-known social and digital influencers who target the niche market our partners are trying to reach, as well as the customers themselves, to be just as – if not sometimes more - effective in “megaphoning” a brand and leaving a lasting impression. Supplementing this organic interest and engagement with earned media, paid advertising and a brand’s own communication channels creates the ultimate 360-degree marketing plan, aka, the foolproof recipe for success in today’s ever-changing media landscape.






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Chelsea Matthews


Managing Editor
Delanie Billman


Contributing Editor
Micah Heykoop


Creative Direction
Nolan Goff


Art Direction + Design
Jesse Ligo



Carlos Quinteros Jr.



Nicole Best


Research Coordinator
Jacob Marrero


Aria Davis



Joey Hodges

As Founder and CEO of Demonstrate PR, Joey has over a decade of multi-faceted marketing and integrated communications experience. A seasoned marketing communications professional, Joey has experience in brand launches, integrated media campaigns, retail marketing, and experiential event conception and execution. Beyond brands, marketing and public relations, Joey also lends his expertise to important humanitarian, social and charitable causes. Working closely with socially conscious organizations, Joey seeks to forge creative cultural initiatives for a socially minded generation.


Bar order: Woodfood Reserve Manhattan. Stirred. Up.

Streaming on Netflix: OITNB, House of Cards, Grace and Frankie, The OA

Something to check off your bucket list: Learn another language.

Pet peeve: Voicemail

Early bird or night owl? Night owl


Chelsea Matthews

Chelsea is the CEO & Founder of Matte Black, a culture-marketing firm based in Los Angeles and London. Some of her clients include OPI, Juice Served Here, Lululemon, The Ad Council, Hunter Boots, Dermalogica and many more. She's also the creator of the Shape Shift Report. Chelsea was recognized as a ‘Tastemaker To Know’ in the DELL #Inspired100 campaign, and has been spotlighted in, Huffington Post, Foam Magazine, Apartment Therapy & on YouTube’s The Stylish.


Favorite throwback song: California Love by Tupac!

Childhood comfort: Cereal.

Pet peeve: Texting and driving, and when people crack their knuckles.

Hidden talent: I memorize directions after driving them just once... is that a talent?

Something to check off your bucket list: Flip a home. Either that or a full top to bottom renovation project.



Alexandra Cadiz

Alexandra is an interior/architectural designer based in Los Angeles, CA. Growing up in five countries and being of mixed ethnicity have greatly informed her sense of design and view of the world. When she’s not working you can find her tinkering around on a guitar or hanging out in the sun.   


Someone to follow on Instagram? @rocio_montoya / @thismintymoment

Last song played: Walk on Water – Diane Birch

City to escape to: Bali, always.

Comfort food: Chocolate 

Something to check off your bucket list: India

Molly Hayward

Molly is the founder of Cora, a disruptive women's brand providing healthy women's personal care products in an elegant user experience. Molly was the first entrepreneur in the now-trendy menstrual management space to establish a modern, healthy, socially conscious brand, presenting the issues of personal health, industry transparency, and women's global social justice to the mainstream female consumer. She's been name to Forbes 30 under 30, featured in major television and media outlets and garnered awards for her approach to elevating women globally.


Childhood nickname: Moose

Three things you can't live without: silliness, inspiration, time in nature

Go-to comfort food: Pasta

Most inspiring city: Kolkata

Last movie watched: Jackie