We focus on where people's attention is, which often means starting with social media. However, those lifestyle images featuring an attractive individual with your product aren't effective anymore on these platforms. Big agencies often push for costly video productions that align with TV commercials, yet they seem unconcerned when these efforts don't yield results. Our strategy returns to the fundamentals of marketing: identify the appropriate audience, craft the right message, and share it in the most suitable locations and times throughout the year. Since life can feel empty, we might as well fill that gap with content.