BBQ season is nearly upon us. And what better way to enjoy your (chargrilled, in my case) burger with a dollop of Heinz Tomato Ketchup?
For many of us all over the country, Heinz sauces transform a good BBQ into a great one. Smothered over our sausages and burgers, they are the heroes of outdoor summer cooking. It was with this in mind that we created #BBQHeroes, a campaign for people to celebrate their favourite Heinz sauces this BBQ season.
All the way through summer, we’ll be posting visual content and short-form videos to spark conversation with existing Heinz Tomato Ketchup fans across Europe, encouraging them to expand their BBQ repertoire.
And it’s not just lovers of tomato sauce that we’re looking to reach – we want the social community to experiment with Heinz’s wide range of sauces, such as Peri Peri and Sweet Chilli, which we’ve also been raising awareness of, primarily on Facebook.
As the Heinz sauce range and brand life stage vary per country, the challenge was to come up with an over-arching idea and consistent look and feel that could be adapted for local market use.
We’ve focused on being prepared for those sought-after weekends of sunshine so that BBQ occasions can be enjoyed as much as possible. We’ve also included some content that’s weather responsive to both the shopper (preparation for an upcoming weekend of warm weather) and consumer (when the sun comes out and the BBQs are lit).
We wanted to strengthen the link between the summer feeling and Heinz using content with rich audio and visual cues that evoke emotion for consumers. So, our content has been split into three key areas – preparation, hosting and enjoyment to communicate the ‘It has to be Heinz’ messaging.
The content is hosted on the Heinz Tomato Ketchup European Facebook pages. In addition there are also activations in-store, and offline communications including TV, as well as PR in some markets.
Have we inspired you to try any of the Heinz Sauces range? Don’t forget to stock up for that impromptu BBQ!
B&T recently published this article by me about what makes people share content, and how we can harness this. They’ve been kind enough to let us reproduce it in full below.
What makes people share content?
I’m not the only person to ponder this question. The New York Times conducted a study ‘The Psychology of Sharing: Why People Share Online’ with a group of self-proclaimed heavy online sharers, who revealed what motivates them to share with others.
- 85 per cent say reading other people’s responses helps them understand and process information and events
- 73 per cent say they process information more deeply, thoroughly and thoughtfully when they share it
So we could conclude that as humans the act of sharing helps us to comprehend more deeply, but the question still remains… why?
The study concluded that “sharing is all about relationships” and “trust is the cost of entry for getting shared”. According to the research marketers should “appeal to consumers’ motivation to connect with each other — not just with your brand”. They recommend that we “keep it simple…and it will get shared…and it won’t get muddled” and we should “appeal to their sense of humour” and “embrace a sense of urgency”.
But how does this really help us when it comes to creating content that motivates people to hit the ‘share’ button?
Perhaps a study by the University of Pennsylvania can help unlock the puzzle. For six months, researchers studied The New York Times’ list of most emailed articles, checking it every 15 minutes. The study revealed that readers preferred to share positive rather than negative articles and upon deeper analysis researchers concluded that there was an element of ‘awe’ that seemed to permeate the shared articles.
The Penn researchers defined the quality of awe as an “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self”.
They used two criteria for an awe-inspiring story: Its scale is large, and it requires “mental accommodation” by forcing the reader to view the world in a different way. “It involves the opening and broadening of the mind,” writes Dr. Berger a social psychologist and a professor of marketing at Penn’s Wharton School and Dr. Milkman, who is a behavioural economist at Wharton.
So is it possible to inspire awe in our audiences? Perhaps that is a lofty ambition, however, there may be something to be learned from these studies.
In his analysis of The New York Times study social media guru Jeff Bullas claims there are five reasons that we share content with others:
- To bring valuable and entertaining content to others
- To define ourselves to others
- To grow and nourish our relationships
- To get the word out about causes and brands
Rather than focusing too narrowly on creating ‘shareable’ content, perhaps as marketers we should be looking to connect more deeply with people’s emotions. If trust is indeed one of the core values we need to foster with our audience, then it makes sense to spend time developing sincere relationships with our communities.
As we know, developing trust takes time but the benefits can be huge. By helping communities develop their own sense of identity we can hope to share their emotional motivations and tap into the fundamental nature of ‘awe’ – that “feeling of admiration and elevation in the face of something greater than the self”. If we are less focused on ourselves and more focused on earning the respect of the group we may just become awesome and in doing so, become eminently shareable.
The more you investigate innovation, the deeper down the rabbit hole you go – and there’s a good reason why. The amount of innovation in the world is a reflection of the number of brave entrepreneurs attempting to find solutions to our innermost needs and desires. For every want that we have, someone somewhere is trying to give us the perfect solution. How nice of them.
In a highly-ambitious attempt to track the entirety of the world’s innovation, we have formed an internal Innovation Team. We meet once every two weeks to try and nail which disruptions will have the biggest impact for our clients. At the same time, we have ten global offices spotting innovations, which we then feed into our monthly Curiosity Stop.
The Curiosity Stop is a report of all things innovative, from talking changing rooms to tweeting potholes and from cosmic coffee cups to 3D dinners. We’ve scoured the innovation world with a fine-tooth comb to find what matters, so you don’t have to. How nice of us.
Take adidas’s Spotify app, launched earlier this year, for example. One of the hardest parts of running (apart from summoning the energy to get out of bed) is getting your playlist right. The ‘adidas go’ app will work out your stride rate, then play tracks with matching beats.
Or how about the early brand adopters of the Apple Watch, such as publishers like New York Times, CNN and The Economist? The New York Times is thinking ‘watch up’ rather than ‘desktop down’, with an app featuring exclusive one-sentence stories, designed for easy reading on the small screen. Simple but effective.
Then there’s General Electric, which has begun producing super-efficient LED street lamps which could last for 20 years. These bulbs contain video, light and weather sensors, so they can turn on and off, or dim and brighten at relevant moments. The sensors will also capture data, which cities can take advantage of.
All these, and loads more innovations feature in our June edition of the Curiosity Stop, embedded at the top of this post. So put your feet up and enjoy – we hope you feel inspired!
UK consumers are influenced by online reviews like never before
According to a recent survey from GfK, 54% of UK adults aged 16+ use online reviews to get product or service information. The results showed that 61% of all respondents aged 16-34 and 35-54 would seek review online before making a purchase. We were let down by only 42% of the less-digitally savvy over-55s saying they would, bringing the overall percentage down for everyone. Luddites.
Facebook teases new, immersive mobile ads
Facebook used a Cannes Lions presentation to launch what could be a real money-spinner this week: a new, immersive ad unit. Once a user clicks on the ad, it takes them to a full, browsable mini-site, keeping the entire experience within Facebook. The question, now, is to what extent brands will be willing to invest. Watch this space.
Facebook is testing a mobile lead-generation ad unit
Another day, another Facebook mobile ad unit. The social network is testing lead-generation-based mobile ads that will allow users to sign up for newsletters or complete forms with two taps, with fields being pre-filled with the information Facebook already has about the user. If they sufficiently help to reduce the hassle of filling out details, the ads could be a real success.
Jazz up your photos with Facebook’s new photo uploader
Facebook has introduced a new way to spruce up your photos by adding text, filters or stickers onto any of your photos. The functions may not exactly be revolutionary but Facebook is keen to stay on top of the game especially with the likes of Snapchat and Japanese messaging app, Line, already being early to the party. The new photo uploader is currently being tested but watch this space for when it is rolled out across iOS soon.
You can now use Facebook Messenger without having an account.
Not keen on using Facebook but want to stay connected with your friends? Do not worry – Facebook has this sorted. Starting in Canada, North and South America, users can sign up for the Messenger app without having a Facebook account. The change comes with a new “Not on Facebook?” button where people can then upload their phone contacts which will be matched with other Messenger users. The head of Messenger, David Marcus calls it ‘an augmented address book’ where a user will have all of their address book and the ability to search for everyone on Messenger.
Instagram revamps its ‘search and discover’ functions
From having a pretty basic ‘Explore’ function, Instagram has ramped it up a notch and introduced a whole new way of exploring and searching for photos. As well as a revamped explore feature, complete with trending tags, users can now search specific categories, location-based topics or even events in real time. The change brings Instagram into being at the forefront of real-time content alongside the likes of Twitter and Snapchat.
Snapchat gives advertisers the hard sell
Snapchat took a very temporary break from being cool last week and released a no-fun infomercial about Snapchat‘s ads. In a zero fuss, zero enjoyment video, Evan Spiegel explains how Snapchat’s full-screen ads slot between its content while Facebook and YouTube’s are either annoying pre-rolls or only fill part of the screen.
Bringing back the Mayor!
Location-sharing app, Swarm has brought back mayorship to the delight of… no-one, really. Since launching off the back of Foursquare, the app has slowly declined in the ranks and it seems the latest efforts may just be a bit too late.
Happy birthday to Reddit!
User-generated blog Reddit celebrated its 10th birthday this week. Since the website was set up 10 years ago there has been 190,227,552 posts, 36,136,190 user accounts and 1,715,454,785 comments… only 0.36% of which mention cats. Reddit is now so huge that its current active users would make up the 8th largest population in the world, just after Nigeria and larger than Russia, Japan, and Mexico.
Crocs goes creative
Summer is a big season for crocs and to really push sales, the brand has recently partnered with Twitter to create a new, interactive campaign. Consumers can pick a pair of crocs and an outfit of choice for a model to wear… whilst going down a waterslide. The content will live on a micro blogging site called Funway Runway and will be a ‘cross section of fashion, fun and footwear’.
Lilly Pulitzer collaborates with Snapchat
American brand, Lilly Pulitzer has collaborated with Snapchat in offering custom prints to add to customers own Snapchat photos. When a user enters a store they can automatically add a printed ‘geofilter’ to their photos. Jane Schoenborn-Paradis, vp of creative communications at Lilly Pulitzer commented on how (Snapshat) “is such a visual platform and allows us to share our prints and enforce what we’re known for in a fun way.”
Facebook shows its support for same-sex marriages
Have you noticed that your Facebook News Feed is looking a lot more colourful? After the U.S. Supreme Court ruled that same-sex marriage is now a fundamental right, Facebook launched the new ‘Celebrate Pride’ tool where users can show their support of marriage equality by adding a rainbow filter over their profile photo.
It’s not just Facebook that’s shown support for the latest ruling in America. Lots of brands have leapt on the back of the same-sex marriage legalization and have demonstrated their support in a variety of ways:
This week, many of the We Are Social team have been enjoying the sunshine, the parties and of course, the amazing creative work on display at Cannes Lions.
And the week got even better on Tuesday, when we were delighted to hear that our work joined the impressive roster of agencies and brands highlighted as the world’s best at the festival, with four shortlisted entries in the Cyber categories from our London and Paris offices.
Last night we received even more fantastic news.
It’s a simple idea. It allows Hello Bank!’s customers and non-customers alike to fund music projects, helping support the future of the music they love.
It’s a perfect example of the work that has been gaining traction in Cannes – ideas that make a difference, that make the world just a little bit better. It’s also a great example of social thinking in practice, recognising that those who stream music will be passionate about helping sustain its future.
As our blog post about the campaign explains, to get involved, people can visit the Hello Play! platform and connect to their usual streaming service. Then, by listening to songs, users collect a virtual currency called Hello Coins, which they can redistribute to a choice of music projects. Hello Bank! then transforms the Hello Coins into real money to fund these projects.
It’s already created a lot of brand love for Hello Bank! and has been incredibly successful in terms of results, too, with 35 music projects fully funded so far, and even more to come.
We’re confident that these Lions will be the first of many for We Are Social.