What people are talking about this week around sauna, cold water, recovery, friendship and getting off the couch, and the Instagram content Anywhere Social Goods could make off the back of it. Every idea is tied to a real story in the news, so it lands while people still care.
Top of funnel only: built to reach people who don't know the brand yet. Each one names its format so it drops straight into a slot on the planner. Like one? Send it to the ideation board.
The stories behind the ideas. Heat is how loudly a story is being talked about this week, not how important it is.
Twice a week we sweep the news across each topic, from the sauna and cold plunge world and the science behind it to run clubs, friendship, switching off and the Aussie outdoors: the Australian mastheads, lifestyle and fitness press, and the research. Only recent stories make the cut.
A headline isn't an idea. For each story we ask what a brand whose whole point is getting people doing things together can say about it that a journalist can't, and which of the three formats it suits.
Nothing here is locked in. Send the ones you like to the ideation board, ignore the rest. Stories age off after a few weeks.