Archive for the ‘Social’ Category

How Twitter engagement led Pukka Pies to own #BritishPieWeek

Tuesday, April 10th, 2018

The goal was simple. Own British Pie Week. Our social media client Pukka Pies wanted to shout the loudest, own the week and interact with their biggest fans as well as encouraging new Pukka Pie customers. Over the week we achieved over 375k impressions, created over 150 conversations and maintained a steady engagement rate across the week averaging at 1.3% – above the industry average. And, we got the soul of the North, Paddy McGuinness, chatting about Pukka Pies. But how?

Mash all day. 👍🏼

— Paddy McGuinness (@PaddyMcGuinness) March 8, 2018

As well as our awesome web and design teams creating the digital landing page pie-week.com we managed the organic social media for British Pie Week which ran 5th – 9th March 2018. The campaign surrounded finding the answer to the nation’s biggest question – do you eat mash or chips with your pie? Cricket legend Andrew Flintoff was even in on the debate!

Our main focus was creating hype across Twitter to encourage chatter, create brand awareness and engage with the fans that were already strong advocates. We created a 150 strong list of influencers, bloggers, fans of the brand that already interact with Pukka Pies and celebrities. These were people that we either knew were already huge fans of Pukka Pies or that we thought would definitely love to get involved with Pukka Pies. PR agency, Kazoo PR organised incredible goodie hampers for radio DJs from local stations such as Gem 106 and Capital FM so these guys were on the list too!

When it came to British Pie Week it was time for outreach, outreach, outreach. Creating conversations with people was our main aim for this campaign and that’s what we acheived. We increased brand mentions on Twitter, the hashtag trended on Monday and Tuesday of the week and we also kicked off a RT to win competition for 5 lucky people to get their hands on the t-shirt that Freddie Flintoff wore in his sponsored Tweet. This was incredibly successful and kept momentum rolling for the campaign.

We worked with three other awesome agencies on this campaign including Kazoo PR, Quietstorm and PHD Media. Go team!

6 eggcellent Easter puns and campaigns

Tuesday, March 20th, 2018

Easter has to be one of the best (read: worst) times for puns when it comes to straplines and copy but it can be a time for really cute campaigns.  Are you ready for some of our favourites?

1. Pun: Get Eggcited

Everywhere, on every flyer, on every Facebook post and every Tweet. We get it, you’re egg-cited.

2. Campaign: Co-op Arm Eggsperiment

Does the word ‘Eggsperiment’ even work? Cute campaign though.

3. Pun: Egg-stravagant

Any brand that sells an Easter egg over £4 is now egg-stravagant. Lol.

4. West Midlands Safari Park’s Eggstravaganza

Sweet hedgehog (sorry Tiny tenrec, Bob) but is he really an Easter-related animal?

5. Pun: Hop to it

In Asda emails every year. Stop it.

6. Campaign: Cadbury & the National Trust

The campaign involved trails at more than 300 National Trust and National Trust for Scotland properties with eggciting activities and an eggstra special hunt this campaign was packed to the brim with puns but also chockablock with family fun and warm fuzzy feelings. Don’t forget that they have an eggstensive range of Easter eggs… Enough, enough.

2 things to do to avoid Facebook harvesting your data

Tuesday, March 20th, 2018

You’ve probably seen all the stuff in the news about harvesting Facebook data for ulterior motives.“Hundreds of millions of Facebook users are likely to have had their private information harvested by companies that exploited the same terms as the firm that collected data and passed it on to Cambridge Analytica, according to a new whistleblower. Sandy Parakilas says numerous companies deployed these techniques – likely affecting hundreds of millions of users – and that Facebook looked the other way” as The Guardian reported today. He has been quoted to say “It has been painful watching. Because I know that they could have prevented it.”

Sandy Parakilas was a platform operations manager at Facebook and his job was to watch out for data breaches by third-party software companies. But, he told the Guardian that he “warned senior executives at the company that its lax approach to data protection risked a major breach.”

As your friendly neighbourhood social media agency, there are two things you can do to protect yourself from this kind of thing happening!

1. Most of this data is harvested through apps which you’ve given permission to access your Facebook account. If you go here: you can see all apps you’ve ever allowed to do this. Yep, even Robot Unicorn Attack. If you’re anything like us you’ll have loads of legit ones like Fitbit, Groupon, Instagram etc. but also a load of weird ones you’ve forgotten about like “which Game of Thrones house do you REALLY belong to?” Any that you don’t remember, don’t use or look a bit dodgy, click the X to delete them. Sorted.

2. Delete your account.

6 things to ensure when choosing an influencer for your brand

Friday, March 9th, 2018

Influencer marketing is still one of the hottest topics in the marketing world but there are still so many question marks around it as a method of reaching consumers. There are so many different aspects to consider when kicking off an influencer campaign but today we’re going to cover the basics of choosing the correct influencer for the brand.

1. Choose the right person

They need to be someone who can tell the brand story better than the brand. Find someone who already has an affinity with the brand. Choose someone who has organically mentioned or spoken about the brand before if possible. Alternatively, seek out someone that you would like to work with and then ensure that they have fully trialled the product/service before they cover it on their channels. This way, you will connect with a deeper audience via their honest opinion. They must be aligned with the brand. How many times can we say brand in one paragraph?

2. Go small and authentic

Unless incredible reach is the overarching objective, going smaller than you think with your influencers is a great way to achieve meaningful engagement and a believable campaign. Zoella-sized influencers are incredible in terms of reach but, if you take a deeper dive into the comments you’ll see that a lot of the viewers of her videos aren’t listening to what she’s actually saying. It’s simply expressions of their undying love for her and telling her how fabulous her new haircut is. This level of influencer are now celebrities and it’s a lot more difficult to be authentic at this level.

3. Assess their engagement rate

When focusing on Instagram only campaigns, try to not focus on the ‘vanity metric’ of numbers of followers when it comes to choosing your influencer. Monitor their engagement rate over sponsored content that would be similar to the content that you would like them to produce for the brand in question. Take an average of their number of likes over these posts and divide it by their number of followers. Mega influencers will end up with small engagement rates of under 1% and to work with them usually relies on reach. But, macro and micro influencers can have incredible engagement rates of up to 10%. This is the number of people that follow them that are actually engaging with their content – the percentage of people that really matter.

4. Do your backchecks

The influencer that you’ve found might look fantastic on Instagram in terms of their aesthetics but it pays to do your research on them. Look back on past tweets, try and find their personal Facebook profiles and ensure they haven’t publicly said anything detrimental that would harm the brand and go against its values. “I’m A Celebrity Get Me Out Of Here” from 2017 is a great example of this where a lot of the celebrities have had ‘dirt’ dug up from the past in terms of off the cuff tweets that brought them out in a bad light. There has also recently been a scandal around a fashion blogger that was found guilty of animal cruelty when she was a teenager. We wouldn’t want to be the beauty brand wanting to work with her when that came out!

5. Value for money

Before signing off and officially choosing to work with an influencer agree with them a number of things and ensure that they sign a contract. Try and get them or their agent to agree to some sort of reporting or statistics update from their side, post-campaign. Speak to them about paid activity from their side of things, will they boost Facebook posts themselves? If so, they will factor this into the fee. Always try and squeeze as much content out of the partnership as you can, even if it’s for use on the brand Instagram with the influencer as the credited source.

6. Know the aim

Is the aim for using the influencer a quick boost in stats or a long-term partnership? As long as the ground rules are set out and both parties know what the outcome will be at the beginning of the partnership, not much can go wrong! A great relationship with an influencer can lead to really easy to run campaigns in the future so remember to trust them and treat them well. It is a business relationship at the end of the day, you’re not just paying for a service and moving on.

There we have it, 6 things to consider before you embark on influencer marketing whether it’s not your first rodeo or it’s a brand new world.

4 Awesome Mother’s Day Campaigns That Nailed It

Tuesday, February 13th, 2018

Awards season is well and truly over. But we like to run our own little awards from time to time! Of course, we’re always on the lookout for inspiration and amazing campaigns within the social media, marketing and FMCG industries and Mother’s Day is fast approaching. Yep, better get those flowers ordered and that card written – it’s on Sunday 11th March!

We’ve had a search for some of our favourite Mother’s Day campaigns from recent years and we’ve given them all a very fancy schmancy award category, because, we’re professional like that. Enjoy!

1. Best For Powerful Message

Interflora’s campaign for ‘The Power of Flowers’ is all kinds of girl boss powerful and we love it. The aim was to convince the nation to reflect on the many reasons to send flowers to your lovely mum, not just Mother’s Day! Communications agency Home devised this campaign and their creative director had this to say; “Like mums, flowers can often be taken for granted and overlooked when it comes to what they stand for.” Bravo, guys.

2. Best For Content

Paperchase nailed the link between cute and useful content for their craft-loving market with their Mother’s Day DIY last year. By collaborating with a well known interior designer and crafter they gave their content even more authority as well as it being great to look at with click-through-ability! By showing their followers a quick DIY that they could whip up for their mum they showed their supportive side for penny-savers and creative side for their crafty followers. It’s the thought that counts and this DIY was really cute.

3. Best For Creative Idea

KFC are pretty much incredible for most campaigns but we really loved their Tender Wings of Desire parody of those saucy books! Because everyone’s dream guy is the Colonel, isn’t it?

 

4. Best For User Generated Content

Pandora have Mother’s Day wrapped up – they know they’re going to be uber-relevant for this holiday but they still try really hard with their campaigns and we love that. User-generated content is one of the toughest things to get right because, at the end of the day, people are lazy (Twitter) or overly proud (of their Instagram profiles). By incentivising their campaign with a competition and focusing it around an emotive subject, UGC was always going to be a great idea. They also dabbled in a Snapchat filter the year before so we’re looking forward to seeing what Pandora will come up with this year!

What do you think? Tweet us if you have any other favourites that we’ve missed off our (obviously not exhaustive) list!