We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
It’s been another big week for We Are Social. With a handful of nominations in both the 2014 Content Marketing Awards and the Social Buzz Awards for our work with clients like F&F, evian and adidas as well as for the agency itself, we were hoping our awards shelf would be a little more crowded come Friday.
We got off to a good start on Wednesday, as the adidas team’s World Cup work, #allin or nothing, picked up Best Travel & Leisure Campaign at the Content Marketing Awards, while evian’s Amazing Baby Rescue Me was highly commended in Best Non-Retail Consumer.
— The CMA (@the_cma) November 26, 2014
So, given this success along with the amazing year we’ve had so far already, we arrived at last night’s Social Buzz Awards feeling hopeful. After a decent dinner, a very surreal musical experience and the quick realisation that the sponsor-branded stress balls were ideal missiles to aim at the host, the awards kicked off. First success of the night was our Summer SOS campaign for F&F, picking up Best Retail/e-commerce campaign.
adidas: #allin or nothing was shortlisted for two accolades – Best Travel/Leisure and Best Integrated campaign; and picked up two out of two. Then, the campaign was awarded the Grand Prix, for the best of the best. The judges described the campaign as “incredible team effort, a fantastic body of work, and a commercial edge to its approach that outshone anything else in the competition”.
The night was nicely finished off with recognition not just for individual, outstanding campaigns but for all the work that’s been done across the whole agency over the last year, as We Are Social picked up Agency of the Year.
— Social Buzz Awards (@Buzz_Awards) November 27, 2014
And if that wasn’t enough, we even picked up James Whatley’s highlight of the night. OK, that’s not an official award, but we’re counting it anyway.
— James Whatley (@Whatleydude) November 28, 2014
Congratulations to all the team here at We Are Social. It’s been an incredible year, our best ever. Looking forward to sweeping the board in 2015, too.
This week, novelist Nikesh Shukla and We Are Social creative Nick Hearne have been winning the internet with their footage of a lamb chop in space. Here, Nick gives us an insight into the highs and lows involved when sending meat into orbit:
Ever had a crazy conversation in a pub and then end up three months later standing in a field at dawn launching a tandoori lamb chop into space? I have.
In June 2014 we ‘borrowed’ a fork from We Are Social’s kitchen and sent a Tayyabs lamb chop into space to promote Nikesh Shukla’s new novel ‘Meatspace’ (get it? Meat. Space. The book has nothing to do with sending meat into space!)
We lost contact. For a while we thought we’d never see the lamp chop again. But after an agonising five month wait a farmer sent back our camera that he found in his field. And the footage was so beautiful it made us cry like we’d rubbed ground cumin in our eyes.
We expected this to be a stupid niche video that would get some minor attention in the publishing world. But as of yesterday it has officially GONE VIRAL: Vice, Huffington Post, BBC, Mashable, Today, Daily Mail, The Telegraph, Time Out… the list goes on, and on.
This news story has all the elements of a cracking indie Brit film: Lamb Chop In Space: The ultimate takeaway! http://t.co/0HXrjTH0Ij
— Angela Clarke (@TheAngelaClarke) November 26, 2014
— VICE UK (@VICEUK) November 25, 2014
I love that the British version of Red Bull Stratos was a bloke in London launching a tandoori lamb chop into space: http://t.co/v0mChuMQSZ
— Claire Badhams (@claire_j_b) November 25, 2014
— Time Out London (@TimeOutLondon) November 25, 2014
So what is the secret formula to going viral?
Find the stupidest object possible + Do the stupidest thing you can think of with it = Viral
If only it was that easy.
Most of us will admit to having a bit of a sweet tooth. This is also true of Italy, birthplace of some of the best sweet and sugary dishes, including classics like Panettone, Biscotti and of course, Tiramisu.
Galatine, also founded in Italy, is a popular candy choice in the country, made up of milk, yoghurt and honey. People all over Italy, of all ages, enjoy tucking into a handful of Galatine.
But where are in Italy are the Galatine’s most passionate fans – not just those who like it – those who really go crazy for it? After a period of social listening, we managed to determine that there were two major cities where Galatine was best loved – Milan and Rome.
We decided it was time to put the two cities’ social communities to the test, and see how strong their passion for Galatine was. First, we launched a competition, asking social media users to vote on the city they felt deserved to win a huge stock of Galatine bars.
We created an app specifically for the competition, hosted on Galatine’s Facebook page. Users could choose their winning city with one simple click, or could choose to be more creative in their vote and upload a Galatine inspired image or showcase patriotism and love for their city – highlighting why their city should win. Fans could also vote and share content via Instagram or Twitter, using the hashtag #galatineblitz.
We also ran a blogger outreach campaign to support the competition, inviting two groups of influential bloggers from each city to talk about their love for Galatine and help spread the word of Galatine Blitz.
The competition ran for two weeks and we were thrilled to see thousands of people from both cities take part, displaying their love for Galatine in creative and imaginative ways.
— Maurizio Pesce (@pestoverde) September 21, 2014
— Zelda was a writer (@zeldawasawriter) September 23, 2014
When the contest came to a close, Milan beat Rome by just a few hundred votes, with the ratio being 52% vs 48%.
To reward Milan for its win, we set up a giant Galatine machine and stocked it full of Galatine bars, so the community could indulge in as much of the sweet as they wished, sharing their happiness across social using the hashtag #galatineblitz.
We were thrilled with the campaign results. Content related to Galatine Blitz received 437,000 impressions on Twitter and over 3.5 million views on Galatine’s Facebook page. The campaign boosted online mentions of Galatine by a massive 56%.
Galatine Blitz was a huge success in every sense – we helped spread its love online and through the streets of Milan, and reinforced Galatine as a cherished candy brand in Italy. Happiness all round!
A recent report by GlobalWebIndex shows WeChat is dominating the mobile messaging landscape in the Asia-Pacific region. Almost 40% of the adult internet users questioned had accessed the platform in the last month, giving it double the reach of Facebook Messenger, in second place.
As well as its growing popularity in China, GlobalWebIndex reports WeChat has been enjoying strong growth across the whole of Asia. Between Q1 2013 and Q3 2014, WeChat’s APAC membership base grew by a huge 150%; and with parent company Tencent announcing the launch of Dianhua and Lighttalk, the former of which requires a WeChat account, it’s likely we’ll see further growth in the months ahead.
Facebook launches new ‘Groups’ app
If there is one thing we all need, it’s another Facebook branded mobile app. So we’re happy to introduce to you the new Facebook Groups app, which launched earlier this week for iOS and Android. In a similar style to the messenger app, it consolidates all your current Facebook groups into one place, allowing for faster sharing within groups, whilst making it easier to find other communities relevant to you.
Facebook adds structured status feature to pages
Ever wondered if your favourite brands were feeling blessed, loved or sleepy at any given moment? Well, with the introduction of structured status updates for Facebook pages, now you’ll know. The feature provides brands with a drop-down menu of automated emoji-style status updates that can be shared with their page’s fans.
Snapchat introduces ‘SnapCash’
A selfie AND money? Yes please! Snapchat brings peer to peer bank transfers into the social age. The photo messaging app has partnered with Square Cash to create a new money sending feature. It allows users to link their bank accounts to the app to send and receive money from friends. Currently only available in the US, the new feature has sparked discussions about the future potential of Snapchat, particularly the obvious benefits the update could have for e-commerce businesses.
The intro video is worth watching just for the LOLs…
Snapchat debuts brand-sponsored ad format
Snapchat debuted a new type of ad last night during the American Music awards. A stream of posts about the event played out on Snapchat’s ’Our Story’, a feature that curates user posts about live events. For the first time, these posts were sponsored, with Samsung the brand in the spotlight. Stay tuned for more real-time ad opportunities on Snapchat soon.
Kik buys GIF messaging app
Kik, the instant messaging start-up that now reports 185 million registered users, has just bought Relay, an increasingly popular GIF sharing app. With the ever growing popularity of online video and video advertising, this represents a strategic move for Kik, to both keep up with current trends and make its offering more visual.
Viber messaging app becomes more social
Viber, the WhatsApp-y instant messaging app, has introduced a new public chat feature which will allow users to follow chats and view conversations between celebrities. Perez Hilton and Pixie Lott are already confirmed, so one can only imagine the huge gossip potential. There are currently no plans to put ads in the public chats, but as the content is at the discretion of the celebrity we’re sure brands will soon find a way to get involved.
adidas launches #LeaveYourMark campaign
adidas’ new #LeaveYourMark campaign in Australia and New Zealand features brand ambassador Sonny Bill Williams, a rugby player and former heavyweight boxer with some pretty impressive achievements under his belt. We Are Social in Sydney has worked with adidas to create three branded content films focusing on how the sportsman achieved his goals, in the aim of sparking a conversation across social around how fans leave their mark in life. The videos were launched on both Sonny’s and adidas’ social channels and amplified with supporting content and teasers.
Twitter’s ‘Buy’ button has first Christmas promotion
Twitter’s ‘Buy’ button debuted back in June, and it’s now about to experience its first ever holiday promotion. Starting this week, AMC Theatres will be making the most of the new Twitter ‘buy’ button, offering its US Twitter followers the chance to buy a $30 gift card without ever leaving the platform.
Tesco App scans Twitter feeds for gift suggestions
We Are Social has created a Twitter app for Tesco Clubcard, offering to take the stress out of the search for Christmas presents by offering thoughtful and personal suggestions. The ‘app’-tly named “Secret Scan-ta” service analyses Twitter profiles to select appropriate gifts from Tesco, based on who that person follows and what they’ve been talking about. The site links directly to all the products shown for easy purchasing, and encourages sharing across social channels.
Argos creates Tinder-like gift-giving app
Argos has also launched a gift recommendation app; this one lets you enter the basic details of your intended recipient, then provides targeted gift suggestions from the retailer’s catalogue. In true tinder-style, swipe right for yes and left for no – and the app even gets smarter the more it’s used. To provide a more social element, the app also hosts the game ‘Friend or Fraud’ through Facebook, which lets users pick their favourite gifts and see if their friends can guess them correctly.
Lacoste’s #SpotTheCroc Snapchat Campaign
Lacoste continues to experiment with social platforms popular among younger fans with a new Snapchat campaign, asking followers to find a crocodile hidden in a series of five short videos. The videos will be released every fortnight, illustrating various sports such as tennis, golf, skateboarding and rollerblading, in line with Lacoste’s brand signature: “Life is a Beautiful Sport”. Users are encouraged to view the videos, take a screengrab of the exact frame on which the crocodile appears, and send it back to Lacoste for a chance to get 20 percent off their next Lacoste purchase.
Brands congratulate Hamilton on social media
Following Lewis Hamilton’s second Formula 1 Drivers Championship victory at the Abu Dhabi Grand Prix on Sunday, numerous brands have taken to social media to congratulate him.
— Mercedes-Benz (@MercedesBenz) November 23, 2014
After his win, Mercedes-Benz, the company Hamilton drives for, tweeted a picture of the British driver standing in front of its logo and punching the air, alongside text that read, ‘The Best’. Others, such as mobile phone manufacturer Blackberry and The International Watch Company, tweeted their congratulations too.
— BlackBerry (@BlackBerry) November 23, 2014
Congrats, Lewis. Hammertime!