Blog
Dated takes and operating notes — a reaction to something we noticed, a platform change, how we run things internally. For durable methodology that doesn't expire, see Learn.
2026-07-24
Why we write every ad change down twice
Riibon keeps a change log and a decision log for every material account edit, on purpose, because a single note is never good at both jobs at once.
2026-07-21
What "AI-native agency" actually means in practice, not as a slogan
Every agency now claims to be AI-native. Here's a definition specific enough to fail, plus three questions that tell you whether a given agency actually clears it.
2026-07-17
How to stop an AI's marketing "insight" from becoming permanent bad advice
A single wrong AI answer is a bug. A wrong AI conclusion that quietly becomes a standing assumption is a much harder problem to catch.
2026-07-14
How we stress-test an AI-generated ad recommendation before anyone acts on it
An AI system can produce a plausible-sounding recommendation in seconds. The discipline that matters is what happens between that output and a change to a live account.
2026-07-10
The One Punctuation Habit That Gives Away AI-Written Marketing Copy
The em dash has quietly become the most talked-about tell for AI-generated text, and if your ad copy leans on it out of habit, readers can feel it before they can name it.
2024-05-31
Refer and Grow: How Dropbox Achieved Explosive Growth Through Smart Referrals
Dropbox turned free storage into a two-sided referral incentive, built the invite flow into onboarding itself, and is still cited as one of the clearest examples of product-led referral growth.
2024-05-31
Creating Hype and Engaging Directly: Tesla's Marketing Masterclass
Tesla built a major brand with almost no traditional advertising, relying instead on high-profile product launches, direct social media engagement, and customers who do the advocacy for it.
2024-05-31
Roasting the Competition: How Wendy's Became the Queen of Social Media Engagement
Wendy's built one of the most-followed brand voices on social media with sharp, consistent humour aimed at competitors, trending culture, and its own followers.
2024-05-31
Unlocking Growth: How Headspace Used the Freemium Model to Boost Downloads and Subscriptions
Headspace built a low-friction free tier that showcased real value, then used content marketing and influencer partnerships to convert that free audience into paying subscribers.
2024-05-31
Optimising User Experience: How Booking.com Boosted Conversions with A/B Testing
Booking.com runs constant, iterative A/B tests across headlines, layout, and personalisation, and treats every product change as a hypothesis to prove with data rather than an assumption.
2024-05-31
Tap to Shop: How H&M Revolutionised Social Commerce with Shoppable Posts
H&M turned its Instagram and Facebook feeds into a checkout by tagging products directly in its posts, and paired the feature with influencer content and an omnichannel purchase flow.