The best April Fool's stunts leave people wanting the real thing
đ° NoGood News | Vol. 90
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
The best April Foolâs jokes are the oneâs that take the joke to the next level
Read about Yahooâs crazy stunt and temporary rebrand for their latest joke
The Ordinary catfished everyone in NYC with low egg prices
Catch up on The Ordinaryâs public response to the rising cost of goods
People arenât the only ones who can get influenced â AI search systems can too
Learn about the importance of GEO and why it matters now more than ever
Ready? Let's get into it.Â
đ The best April Foolâs jokes are the ones that take the joke to the next level
Read about Yahooâs crazy stunt and temporary rebrand for their latest joke
Yahoo just won April Fool's.
This year, Yahoo created their most innovative product yet:
The âTouch Grassâ keyboard.
Yahoo brought an internet-born phrase to life, adding grass turf pieces to keycaps on a keyboard.
âLook productive while grounding yourself,â they say.
But it wasnât just the keyboard that they fooled us with.
Yahoo went the extra mile and changed their entire Instagram profile to âtouch grass.â
Their profile picture and IG highlights feature grass as well as their Instagram feed.
By tying a trending phrase with a common office product, they were able to connect with their audience while making a joke at the same time.
We often see brands create low-lift stunts on April Foolâs but the impact isnât there if it:
đ Doesnât relate to the brand
đ Doesnât relate to the audience
đ Doesn't have shock value
Were you a fan of Yahooâs April Foolâs stunt?
đ„ The Ordinary catfished everyone in NYC with low egg prices
Catch up on The Ordinaryâs public response to the rising cost of goods
Whatâs the secret to good marketing?
Just give the people what they want.
And right now, New Yorkers only want one thing: eggs. đ„
This past week The Ordinary sold eggs at their NYC locations for the price of $3.37 for a limited time.
But why is a skincare brand selling eggs?
The Ordinary has a simple message: affordable essentials should stay affordable.
Just like how eggs are a staple in many households, The Ordinary believes that skincare should be accessible and not a luxury.
The Ordinary disrupted the skincare industry by offering products at affordable prices.
Selling eggs for cheap was a clever way to reinforce that mission.
This campaign is a masterclass in brand consistency.
It was a statement that aligned with their core values and got people waiting in line at their store to get their hands on a dozen eggs.
The Ordinary sparked an ongoing conversation about accessibility and the rising cost of everyday essentials.
Their ability to tap into a timely issue created buzz on social media, generating hype and engagement at their NYC locations.
The best marketing doesnât just sell â it starts conversations, challenges norms, and builds brand trust.
What are your thoughts on The Ordinary eggs?
đĄ People arenât the only ones who can get influenced â AI search systems can too
Learn about the importance of GEO and why it matter now more than ever
Generative Engine Optimization (GEO) is the practice of influencing and optimizing how AI-driven search systemsâespecially those powered by LLMsâaccess, interpret, and include your content in their automatically generated answers.
While SEO focuses on ranking in traditional SERPs, GEO goes a step further. With GEO, your objective is to:
Embed your brand, data, and expertise into the knowledge base and training sets of AI models.
Align your content structure and signals so that real-time AI search engines (e.g., Perplexity, Bing Chat, ChatGPT Search) see you as a relevant, high-authority source.
Encourage AI to cite or reference your brand and offerings in the final, synthesized response it delivers to the user.
Itâs a holistic approach that blends technical SEO with content quality, brand authority, and community engagement, all under the lens of how advanced AI systems process and produce information.
đïž Q&A with an expert
A bi-weekly interview series with the best in the game
Q: How should brands rethink their SEO strategy in a world where over half of searches never result in a click?
A: AI search is the newly created digital shelf and is likely the biggest arbitrage opportunity for brands in 2025. Brands need to transform reformulate their SEO strategy from purely driving clicks to maximizing brand visibility and authority within these AI search environments. The goal should no longer be just organic traffic; instead, organic growth and visibility since zero-click searches are becoming more common.
Q: Do you think zero-click search will lead to a decline in independent publishers and smaller content creators?
A: As AI models increasingly retrieve answers directly without driving traffic to the original sources, itâs likely that zero-click search will impact those publishers and creators. However, those who have expertise in a certain niche can dominate in these areas and explore content types that are more difficult for an AI to replicate.
Q: How can we learn more about how to optimize for the future of AI search?
A: Brands and content creators should continue to stay informed about AI model updates and their preferences for content quality. Continuous testing and experimentation are key to understanding how different AI models respond to a variety of content and topics.
âïž We wish we wrote this
A curated list of the past 2 weeksâ must-read articles:
Whatâs the internetâs latest obsession? WaterâŠ
The Great Meme Depression is here
If you need to âbuy now, pay laterâ for burrito, thatâs a problem
đ Keeping up on the socials
Because we know you like to stay in the know:
HBO is having an identity crisis â again
POV: if your coworker is obsessed with Severance
The Ordinary egg prices had us in a chokehold
Perplexity publicly humiliated Google in the best way possible
đ„ Trend Radar: Blow up or fall behind
The trending topics, sounds, and formats to key and eye on:
Taco Bell, Burger King
The wedding song of the century just dropped
đ Ready to meet your NoGood partner?
Tell us where you are and where you want to be â and weâll help get you there.
Yahooâs âTouch Grassâ rebrand nailed the April Foolâs trifecta: cultural relevance, visual commitment, and a wink to burnout-era digital life. But The Ordinaryâs egg stunt? Genius-level alignment. It wasnât just a prankâit was a brand value delivered in tangible form. Both prove the best campaigns donât just amuseâthey spark a conversation and leave people asking, wait, but what if that were real?
Also loved the GEO breakdown. Weâre entering an age where visibility doesnât mean ranking #1âit means being the answer. Thatâs a seismic shift, and the brands that get ahead of it now will own tomorrowâs trust. Bravo for another banger issue.