Inside a marketer's mind

Every October, the Snapchat platform becomes the epicentre of digital fear. With the arrival of Halloween, the app launches new filters and lenses that transform every selfie into a scene straight out of a horror film. In 2025, it continues the tradition and stays true to form by releasing its new collection to honour this holiday, combining visual effects, 3D animations and interactive experiences with augmented reality.  The magic of Halloween filters: Halloween filters are now known worldwide and eagerly awaited by millions of users every year. This year, the app's creators have outdone themselves and launched a series of effects that combine virtual make-up, ghostly settings and interactive elements. Users can transform themselves into ghosts, witches, zombies, or even creatures inspired by urban legends. One of the new features of this release is that the effects are not only applied to the face, but can also interact with the environment, thanks to improvements in Snapchat...

October 28, 2025. IKEA MARKETING STRATEGY Ikea has once again surprised the marketing world with a clever, creative, and highly symbolic action.  They mark the national iconic  match between Real Madrid and Barcelona deploying a giant banner in fornt of the Santiago Bernabeu with a clear message: "Some issues are better resolver off the field". This action is part of his campaign "What happens at home starts in the kitchen". The campaign will be visible until the 2 of november, giving it enough time to generate converstaion, be shared on socials media, and have impact beyond the day of the match.

In just two decades, social media has evolved from simple platforms for connection to becoming a central part of everyday life. Today, with over 5.24 billion users in 2025 (We Are Social, 2025), these tools influence how we communicate, work, consume, and, especially, how we perceive our own identity. This digital immediacy has sparked an important debate: are social media platforms improving our mental health by providing access to communities and resources, or are they harming it by fostering social comparison, isolation, and anxiety? The purpose of this post, on October 10th, World Mental Health Day, is to critically analyze, based on evidence, both the positive and negative impacts of social media on mental health. At the same time, we observe emerging trends and the role of responsible marketing in this complex landscape. The Growing Influence of Social Media The rise of platforms like Instagram, TikTok, and Snapchat has transformed how users manage their time, attention, and e...

Would you dine at a restaurant that doesn't exist? Welcome to the phenomenon of Ghost Kitchens 🍽️ Imagine opening your favorite food delivery app, ordering a gourmet burger, and having it perfectly packaged and delivered to your door. So far, everything seems normal. But what if I told you that your burger didn’t come from a traditional restaurant? That juicy burger was prepared in a kitchen with no tables, no waitstaff, and no bright signs. It was made in a small industrial space, tucked away between warehouses and empty offices. Welcome to the world of ghost kitchens a concept that is quietly revolutionizing the food industry. These virtual-only kitchens are changing how we think about dining, delivery, and even the very definition of what makes a restaurant. What are ghost kitchens? Ghost kitchens, also known as dark kitchens or cloud kitchens , are professional cooking facilities set up solely for preparing food for delivery. Unlike traditional restaurants, they don’t offer...