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Wednesday Wrap-Up #191

by Rebecca Zappia in News

Pizza Hut is in a complicated relationship with Four’N Twenty

A partnership made in meat loving heaven, Pizza Hut has partnered with Four’N Twenty for the football season. The brands are making their relationship very public and using social media to show just how complicated it is.

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Brands ❤️ Emojis

To engage with younger users, brands are increasing their use of emojis. An Instagram report has determined that 40% of captions and comments contained at least one emoji character. Brands are viewing emojis as a cool and relevant way to connect with Millennials. One brand, Taco Bell took it as an insult that a taco emoji was not available and has launched a change.org petition to remedy.

Roadshow Films and We Are Social create ‘Mod Max’

Roadshow Films and We Are Social have partnered with Mighty Car Mods, a set of YouTube influencers, to create a four-part YouTube series in which they build the car from the film Mad Max. Dubbed ‘Mod Max’ (yeah? yeah?) it’s an excellent example of creating a content series around a hook that is guaranteed to interest your target audience.

Social media matters to complainers

Social media’s importance is increasing for one of the world’s favourite pastimes: complaining. A survey of over 2,000 people by the Institute of Customer Service found that 12% had used social media to complain, an eightfold increase since January 2014. Another 39% said they’d provided feedback on social and 31% had made pre-sales enquiries.

 

Google includes tweets in mobile search results

Twitter and Google’s integration continues apace, as the latter has announced it is adding tweets to search results on mobile, via the iPhone and Android apps and mobile browsers. Here’s the move illustrated by two screenshots and both company logos, in case you weren’t sure which Google and Twitter we meant.

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Twitter rolls out new desktop search interface

If you like searching for tweets, this is 100% ‘your week’. Not only have you got the Google news above, but Twitter itself has rolled out its new results interface on desktop, with an updated design, increased emphasis on images and advanced filtering capabilities.

Twitter-search-results

YouTube brings ‘click to shop’ button to pre-rolls

YouTube is adding a ‘click to shop’ button onto pre-roll ads; it’s already seen success in trials. Wayfair’s latest ad campaign, which included the button, led to three times the digital revenue of previous campaigns, while Sephora noted an 80% increase in brand consideration and 54% in brand recall.

Pinterest launches animated ad unit

Pinterest is upping its ads offering, with the announcement of new targeting abilities and an animated ad unit. If you want to know more AND kill 44 seconds, the below video is just the ticket.

Spotify adds video clips and audio shows

Spotify announced a set of updates, including video content and audio shows, from news and podcasts to entertainment videos. It also has a set of new partners, including Turner, ABC, BBC, ESPN, NBC, TED, MTV, Vice, Slate, Comedy Central and Fusion.

Marketers and Tinder prove the perfect match

Dating apps and Tinder in particular are proving an increasing opportunity for marketers. Film studio 20th Century Fox is promoting its latest movie, Spy, by setting up advanced screenings in certain US cinemas, which users can RSVP to attend by swiping right on one of four fake Tinder accounts. Similarly, the dating app is offering Zedd’s new album for a discounted price of $3.99 to users who swipe right on the singer.

Kik ads prove successful for K-Swiss

K-Swiss is back and it’s using Kik, the messenger app, as part of its ‘comeback story’. The footwear brand has created a campaign starring Diplo, the DJ, composed of one-minute video ads on Kik, which users can choose to watch in exchange for Kik points. So far, those who have watched an ad are reporting 25 times higher brand awareness, while 55% expressed purchase intent.

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Ella’s Kitchen creates YouTube channel for parents

Ella’s Kitchen has launched a new YouTube channel aimed at parents who are attempting to move their children onto solid foods. The channel will include hints, tips and recipes, all of which will look to reduce the mess from the process.

ASA pulls Magnum competition from Facebook

A Facebook competition by Magnum, which asked users to ‘share a selfie’ for the chance to win one of 25 dresses by designer Henry Holland, was pulled by the British Advertising Standards Agency after complaints about the quality of the prizes. A spokesman for the ASA said:

We considered that, given the problems reported with the dresses, the disappointment felt by the complainants was not unreasonable and concluded that the prizes had not been awarded as described because they did not match the expectation created by the implications of the marketing and the value stated in the ads had not been substantiated.

 

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Roadshow Films teams up with Mighty Car Mods for new video series launch via We Are Social to celebrate the release of Mad Max: Fury Road film

by Michael Batistich in News

Campaign Brief recently published this article about our work with Roadshow Films and Mighty Car Mods for the release of Mad Max: Fury Road. They’ve been kind enough to let us reproduce it in full below.

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We Are Social and Roadshow Films have partnered with the boys from Mighty Car Mods (MCM), the world’s most viewed independent automotive series, to create a four-part socially led ‘Mod Max’ feature-length video series to celebrate the release of ‘Mad Max: Fury Road’.

Designed to bring the world of Mad Max into that of young Aussies blokes (many of whom had never seen a Mad Max film) and make Mad Max relevant to their lives, the series has received a strong reception, garnering more than 2.2 million views.

VIEW EPISODE ONE
VIEW EPISODE TWO
VIEW EPISODE THREE
VIEW EPISODE FOUR

The video series documents the MCM boys on a mission to create a Mad Max inspired ride fit for the post apocalyptic world beginning with a rather unconventional base car. From the outset, the concept was ‘social by design’. Crowdsourcing design suggestions for the car from the audience, ‘Mod Max’ encouraged fans to participate in the process, creating a truly interactive experience. As the project evolved, tens of thousands of fans and influencers submitted their design ideas, created and shared content based on the fusion of Mad Max Fury Road and the Mod Max experience, and became part of the transformation process. All without any paid media support.

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Says Colin Fairley, senior account director, We Are Social: “We knew that our audience were strong automotive fans and by tapping into their opinionated social behaviour we were able bring the post apocalyptic world of Mad Max: Fury Road into popular culture via an epic interactive car build with the
MCM boys.”

Says Moog of Mighty Car Mods: “The Mod Max build has been one of the most successful series we’ve ever done. We’ve had hundreds of thousands of people from all over the world hanging out each week for the next instalment, adding comments, making memes and sharing the videos. The whole thing has been
incredible.”

Says Rob Moore, deputy marketing director of Roadshow Films: “We are very excited to work with We Are Social on this project because we place enormous value on the importance of authenticity and – next to George Miller – nothing says automotive mayhem like Mighty Car Mods.”

We Are Social:
Creative Director: Oz Dean
Strategy Director: Luke Ryan
Senior Account Director: Colin Fairley
Account Manager: Tom Neal
Senior Research and Insights analyst: Dhanuj Selvaraj Designer: Ray Phan

Roadshow:
Deputy Director of Marketing: Rob Moore

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We Are Social’s Tuesday Tune-Up #190

by Alex Pullin

Facebook wants you to play games in Messenger
Prepare to deny Candy Crush and Farmville invitations on a whole new app. According to Mashable, Facebook has confirmed it is in talks with several developers to make games for Messenger. It’s currently unclear how exactly these games will work with the messaging app and when the first games might arrive.

Facebook also launched Instant Articles

Announcing through its blog, Facebook has introduced Instant Articles which the level-headed Forbes.com is heralding as “The Biggest Media Shift Since The Internet”.  They explain:

“For consumers, this is a much faster, richer, and easier experience for reading articles directly on their News Feeds and primarily on mobile. For Facebook, this is a big improvement to the user experience and to its app “stickiness.”

Facebook are saying that “Instant Articles is a tool for publishers to create fast, interactive articles on Facebook and was designed to give them control over their stories, brand experience and monetization opportunities”. BuzzFeed and NBC News were the only ones to go all in committing to using the product straightaway, who the other publishers will be is as yet unknown.

Zuckerberg hosts another Q&A

The Zuck was out and about hosting an in-person public Q&A at Facebook in Menlo Park. This time a question was “Given declines in organic reach, how should businesses be thinking about their Pages?” watch his response here:

No official response yet to the news a Belgian regulator has urged people to install privacy software to prevent Facebook from tracking their accounts.

Facebook is also celebrating its third anniversary since floating
On the third anniversary of a $16 billion IPO that many labeled as “disastrous” or worse, Facebook now consistently impresses investors with strong revenue growth, mind-blowing user numbers and a suite of applications and features with potential to bring in even more money as soon as the company flips the switch. Its stock, which fell to half the $38 IPO price after the first few months, is now trading above $80 a share.

Pinterest is taking a hard look at international markets:

Good news for international markets as Pinterest has launched “Jumpstart”; a programme where five members of the Pinterest head office travel to a remote office with the aim to make the platform more relevant in that market. The team have three months to work their magic.

According to TechCrunch: It’s about a month and a half in on the first marketplace in Japan, and so far the results look good. The team has started experiments with a new discovery tab in its iOS app, a page of uniquely curated content that local users can see on the search tab before browsing categories. Pinterest has a new onboarding experience tailored to Japanese users and a new discovery experience. The company’s monthly active users in Japan have more than doubled in the past year, and today international usage accounts for 40% of Pinterest’s users.

Pinterest users more likely to purchase… probably.
The Wall Street Journal is reporting on a study Pinterest has undertaken with MillwardBrown into the purchasing habits of its users, finding good correlation between pinning and intent to purchase.

According to the survey, about 52% of roughly 1,500 active Pinterest users agreed that the site helps them find items they want to buy,  including a little over 60% of participants who identified themselves as “Millennial Moms”. Slightly less than half of respondents said Pinterest recommends relevant product to buy. This writer maintains a healthy skepticism due to the small number surveyed, but is happy to concede that this is strong evidence.

Pinterest Likely to buy

 

Twitter’s New Search Results Interface Expands To All Web Users
Twitter is now rolling out a new search results interface to all logged-in users on the web, introducing a cleaner look-and-feel and more filtering options that let you sort results by top tweets, “live” tweets, accounts, photos, videos, news and more. The rollout follows tests that began in April which then made the new interface available to a “small group” of Twitter users.

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Tumblr launches an Anti-bullying campaign

#PostItForward is a new campaign launched by Tumblr to combat online bullying. Quite naturally, it takes the form of a dedicated blog on Tumblr—one that focuses on curating inspiring, positive posts and encouraging open communication about taboo subjects like sexuality and mental health.

USA President Joins Twitter

If you thought that the @BarackObama Twitter feed was actually Barack Obama… you’d be wrong as it’s his staff. The President finally has his own, verified, Twitter feed; @POTUS

Mr. Obama has furnished his account with a short description — “Dad, husband, and 44th President of the United States”

He’s also using the opportunity to answer questions, providing they are from former presidents. well, at least the ones he likes.

Goodbye Mad Men

Mad Men finished up last night so to play out this Tuesday Tune-up, here’s the cast Rick-rolling everyone back in 2012.

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We Are Social’s Tuesday Tune-up #189

by Harriet Lane

Cadbury and Vegemite’s food mash up
Many thought it was a social media hoax, but Cadbury’s Vegemite-flavoured chocolate is real and will be out in stores in just a few weeks! The add campaign on social media has been buzzing for quite a while already with the hashtag #chocpluswhat. The main line of conversation has been about how wacky the flavour will actually be… Get ready for its’ official launch on 1 June. Limited edition though, better be quick!

Cadbury Dairy Milk Vegemite chocolate

Snapchat launches video ads
Snapchat has updated its offering for advertisers by unveiling 10-second ads that cost two cents per view, creating a way for publishers using the ‘Snapchat Discover’ feature to generate revenue. Announced at the Daily Mail/Elite Daily Digital Content NewFronts presentation last week, Daily Mail North America CEO Jon Steinberg described the move as “the next iteration of social content”. OK, Jon…

LinkedIn introduces analytics tool
LinkedIn has added a number of new features in recent years to enhance its offering, most notably a publishing platform which allows users to write and share blog posts about their industry or working lives. This week, LinkedIn announced this feature is getting an update in the form of an analytics tool to allow authors to better track the traffic their posts receive. Content creators will be able to see demographic information of their readers, as well as who liked and shared their posts.

linkedin-analytics

Enter Instagram competition to win a weekend in Canterbury
Instagramers, bloggers, this is for you! Christchurch tourism is using Instagram images in their latest digital campaign to showcase the South Island region. The month-long campaign called ‘Can Do in Canterbury’ will illustrate the experiences available in Christchurch and Canterbury through videos and images from bloggers and instagramers who have recently visited the region. And yes there is a prize: a weekend in Canterbury with two $500 Jetstar vouchers and a five-day car hire up for grabs. Also, the winning entry will be turned into a “personalised speed reading video” to be pushed out through the tourism board’s social channels. Not bad right?

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Google+ launches ‘collections’ feature
The Google-owned social network Google+ has launched a new feature, ‘Collections’. It will allow users to curate and collect content around a chosen topic or interest, in a similar style to a Pinterest board. The company says the decision to launch the feature came from observing user behaviour; people were connecting around shared interests and wanted a better way to organise content relating to these. Early testers have created collections about video games, make-up and hacks.

Instagram reaches 5 million monthly users in Australia
At a recent event for digital agencies, Facebook/Instagram have released some new statistics on the number of users. 5 million right? That represents over 30% growth in the last 12 months. Not bad compared to Facebook’s prized messaging app – WhatsApp – that currently has half that amount of users. No doubt that figure will show some mercy and continue to grow along side Instagram.

Making milk a digital brand for Mother’s Day
The California Milk Processor Board, who brought us the well-known ‘Got Milk?’ campaign from 1993, has launched a modern-day celebration of milk and its association with Mums. #SongsForMums campaign ran this Sunday for Mother’s Day, asking fans to tweet the reason they loved their mum using the hashtag to receive a personalised short song response. They even recruited Ray Parker Jr. of Ghostbusters theme song fame to record the song clips, which were uploaded to SoundCloud and then pushed to social media.

milk_songsformums

Fisher Price creates awards to celebrate Mums
Also this Mother’s Day, Fisher Price gave fans a different way to show appreciation for their Moms in the form of #TheMOMMYS, a global parenting online awards festival. Fans could champion their deserving Mums by virtually nominating them via Twitter or Facebook and then choosing one of six toy-like 3D printed trophies to share.

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UK Brands keep it quiet on Election Day
Last week was the general election in the UK, but unlike most trending topics on Twitter, brands pretty much steered clear of the conversation. With politics such a controversial topic, it’s a sensible move by UK brands to stay quiet. However, that’s not to say a few didn’t have a go:

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3 things to know about the new Facebook Algorithm

by Cristina Forlani

Unless you’ve been living under a rock, you’ve probably heard about Facebook’s algorithm change.

The tireless team at Facebook is “always looking for ways to optimize how content is discovered and consumed” in order to show users what really matters to them in their News Feed.

The aim is to serve users with “the right mix of updates from friends and public figures, publishers, businesses and local organizations”.

Facebook - We Are Social - Cristina Forlani

What are the changes and what they mean for users and brands?

  1. More content from the same friends and pages

In order to improve the experience for people who don’t have a lot of content to see in the News Feed, Facebook will allow users to see multiple posts from the same friend or page in a row.

This is a good opportunity for brands: they need to understand how to optimize their frequency of posting, always maintaining high quality standards for each content piece.

  1. Friends come first

FOMO? Not anymore. Content posted by friends will now have greater priority and be displayed higher up in the News Feed. Which means, content shared by brand pages will be shown less prominently, or in a lower position.

In this scenario, creating content that people would share will be even more important: it would be a chance for brand to be displayed at the top of users’ News Feed.

However, at the same time, Facebook is testing a new feature for its mobile app, which will allow users to choose which friends and pages will appear at the top of their News Feed. If this feature will be rolled out people will be able to pick what they want to see in a prioritised section atop their feed.

  1. Less engagement stories

According to Facebook, users “don’t enjoy seeing stories about their friends liking or commenting on a post”.

Users will see more updates from friends and pages they follow directly, and fewer stories related to third-parties engagements. This will allow brands to establish a more direct interaction with users who will like their content directly, not via a medium friend.

On the flip side, brand pages won’t be able to count on organic reach generated by users liking or commenting on their posts anymore.

How all this is going to affect the organic reach, already suffering – around the 2% mark? Cryptically, Facebook says that the impact “will vary considerably depending on the composition of your audience and your posting activity”.

However, with more than 1.44 billion monthly active users, Facebook remains a network that most of the brands can’t turn their back on. To succeed on this channel, marketers need to know more about the users they want to involve in the conversation.

This will allow brands to create insight-driven quality content, to be distributed with the right frequency at the most convenient time, and to amplify it strategically through a meticulous media targeting in order to serve it to the right audience, based on their interests.

Once again, this new update challenges marketers to reevaluate their social strategy at a broader scale, understanding why and how people connect, share, have conversations and influence, creating value for brands and their stakeholders.

This is what we call Social Thinking.

It requires a totally new perspective, which shouldn’t be platform-focused, but people-focused: knowing and understanding people’s interests and social behaviour inside out is the key to define an effective social strategy, able to drive real business value.

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