We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
Secret Santa, the long-standing office tradition of buying awkward novelty gifts for someone you don’t really know. This year we wanted to find a better way for you to spend that fiver and do a Christmas good deed. And so we created #SecretSantaSacrifice.
The idea stemmed from our ‘Innovation for Good’ principle, ensuring that when we put time and money into developing ideas outside of client briefs, we also try to make a positive difference.
We were looking for a seasonally apt cause to lend our help to. And we found a good one. We learned that fuel poverty means older people can find Christmas a difficult time. Age UK estimate about 1.7 million elderly people in the UK are unable to afford to turn the heating on, and over a third say that to save money they have to live predominantly in one room of the house. Each winter one older person dies every seven minutes from the cold – that’s more than 200 deaths a day.
We found these figures pretty shocking. We hope #SecretSantaSacrifice can start to change them.
So this Christmas, we’re encouraging colleagues, friends or just anyone who wants to make a positive difference this winter to get involved. It’s easy, just visit secretsantasacrifice.co.uk and select a gift from our range of virtual tat (think turkey hats and novelty pants!). Donate the the price to Age UK and send your Secret Santa recipient a gift certificate via Facebook, Twitter or email.
We’ve already had an amazing response and we’re delighted about all the support we’ve received so far.
Nice idea! http://t.co/o2mh2ERqjp
— Danny Wallace (@dannywallace) December 13, 2014
— Sarah Bates (@snowglobesarah) December 12, 2014
— catherine brown (@CatherineB201) December 14, 2014
— Lisa Riemers (@lisariemers) December 11, 2014
It’s not too late to get involved. The more people who join in, the more older people we can help. So come on – give up that Secret Santa £5, and do something good this Christmas!
TV consumption is changing; we now watch what we want, when we want. But with that freedom comes the risk of seeing irritating spoilers on social media before you’ve watched the latest episode of your favourite show.
This was the inspiration for Netflix and We Are Social’s Spoiler Foiler campaign, which picked up a huge accolade this month, winning bronze in the Interactive: Publications & Media category at the Eurobest Awards – one of the biggest awards celebrating the best in digital, print and outdoor campaigns in Europe.
If you’re a Breaking Bad fan, it’s likely you’ll already know about Spoiler Foiler. When the hugely anticipated final episodes of the show arrived on Netflix UK & Ireland last year, spoiler fear was rife. According to The Drum, 17% of tweets relating to Breaking Bad were urging people not to post spoilers on the platform.
We needed a solution which would turn spoiler fear into Netflix love. Enter Spoiler Foiler, an app that made Twitter safe for Netflix customers by blacking out any tweets containing Breaking Bad spoilers.
People could sign in with their Twitter login details at www.spoilerfoiler.com to block out any potential spoiler threats, and carry on following their feed without fear.
A single tweet from Netflix UK was enough to spread news of Spoiler Foiler across the globe, generating a storm on social media and masses of positive press for Netflix. With no PR push whatsoever, Spoiler Foiler featured in a host of publications: from Variety to Huffington Post, Fast Company to Mashable.
— Netflix UK & Ireland (@NetflixUK) September 23, 2013
Engagement on that introductory tweet rocketed to 7% – that’s 500% higher than the industry average. Spoiler Foiler content on Facebook saw 2,000 times more engagement than the industry average.
Spoiler Foiler was so successful that we couldn’t stop there. Due to huge demand from Netflix customers, we expanded it to work for House Of Cards spoilers as well. Now over 100,000 people have been saved from the dreaded spoiler.
Netflix and We Are Social are delighted to have been recognised in Europe’s most prestigious advertising awards, proving that great social thinking can lead to a campaign that provides real value for consumers, creating lots of Netflix love along the way.
Facebook’s new CTA buttons for pages
Facebook has added several call-to-action buttons for page owners: book now, contact us, use app, play game, shop now, sign up and watch video. Dollar Shave Club, which has been using the functionality in beta, has said that it saw a 2.5x higher conversion rate in a three-week test, and that’s in a cutthroat market. You know, because they make razors.
Facebook updates publishing and insights tools
Facebook has added a set of new publishing tools and insights. The first is ‘interest targeting’, which allows pages to target content to subsets of fans who also ‘like’ other pages. Secondly, ‘post end date’ allows page owners to set a point when time-sensitive posts will disappear and, finally, there’s ‘smart publishing’, which means that popular links to your website will automatically show up in your fans’ News Feeds. For insights, the network has added URL-level reporting that shows when pages/influencers share a post and fixed a bug that was undercounting iOS traffic. Phew. That’s a lot of updates.
Facebook updates search tools
Facebook has made a couple of announcements about search. First of all, it’s updated Graph Search to make it easier to find specific posts; users can search, for example, the name of a friend and ‘wedding’ to see photos from the event.
Secondly, the network announced that it’s dropped Bing as its primary search partner, ahead of plans for a rumoured new search tool. Facebook is currently not showing web results at all, using its search tool to focus on locating content from within the network.
Zuckerberg appears in live Q&A
Mark Zuckerberg hosted a live Q&A last week, in which he answered questions about his plans for Facebook. The CEO discussed his reasons for opposing a ‘dislike’ button, plans to explore ways to express diverse emotions and the value of connecting with people on social media, amongst other things. If you want to find out his views on privacy, use of real names and pizza toppings, you can read the full transcript here.
Instagram and Twitter discuss the future
Twitter upgrades Tailored Audiences
Twitter launched its Tailored Audiences product back in 2013. Don’t worry, we’re not just reporting that now. The platform has just updated the feature to include data from mobile apps, meaning that advertisers can target ads within Twitter based on data from other mobile apps. Smashing.
LinkedIn redesigns homepage
LinkedIn has changed its homepage layout, placing analytics and News Feed at the front and centre. Don’t worry if you haven’t got it yet, it’s being rolled out globally as we speak. Or rather, as I type and you read. Hi.
Ronald McDonald goes skydiving
Big news, clown haters! Someone just got Ronald McDonald to jump out of a plane. Don’t worry, human lovers! It’s all part of a marketing stunt for McDonald’s, which posted the video on its Instagram page.
Lowe’s plays around with native tools
Lowe’s is experimenting with native tools on Vine and Instagram to spice up its inspirational videos. It’s used Vine’s ‘tap to pause’ to fit step-by-step videos into six seconds, and taken to Hyperlapse to post start-to-finish ideas videos on Instagram.
evian’s outfit grids
We Are Social has launched a campaign to promote evian’s new ‘Kenzo’ bottle, tapping into the ‘outfit grid’ trend across social media. You can see one of the rather satisfying tessellations below.
Auto Trader makes cars out of Lego
Would you like your car to be made of Lego? Sorry, a model of your car. If so, get over to Facebook, Instagram or Twitter and post a picture using #DrivenByMe to enter the latest Auto Trader competition.
We Are Social creates #SecretSantaSacrifice for Age UK
We Are Social has designed #SecretSantaSacrifice on behalf of Age UK, which asks people to replace the novelty office gift with a £5 donation to keep the elderly warm at Christmas. We Are Social’s own Charlie Cottrell discussed the campaign in the Drum:
No-one actually likes doing the office Secret Santa – it’s a mandated waste of £5 on novelty items that goes in the bin five minutes later. There are much better causes we could be spending our money on, one of which is making sure older people are warm this Christmas. Age UK is brilliantly set up to reach the most vulnerable people, and we hope that any support we can offer them will make a real difference to older people during the winter.
Boots bring #SpecialBecause to the physical universe
High street pharmacist Boots has been encouraging social media users to nominate people who are special to them using the hashtag #SpecialBecause. It’s since taken to visiting these people in the real, non-online world and is sharing a set of 60-second videos.
Twitter goes loopy for breakfast cereal
French Toast Crunch has returned! I’d actually never heard of it, because my parents wouldn’t let me have sugary cereal as a child, but then this isn’t all about me so maybe it’s time to move on. Twitter users had been campaigning for yonks, and have since taken to the network to say thanks… and ask for some other comebacks.
“French Toast Crunch Cereal Returns Due To Customer Demand” CAN WE CUSTOMER DEMAND OREO O’S PLEASE? WTF BRUH. RT PLS pic.twitter.com/P1D761XBFo
— TJ (@Ultimachu) December 8, 2014
they brought back french toast crunch cereal, now all I need for them is to bring back waffle crisp and my life will be complete
— stace boogie (@chill_stacey) December 8, 2014
Now that I’m a grown up, I’m off to gorge myself on Coco Pops. Enjoy the rest of your Monday, people.
This month’s Digital Statshot – the third in We Are Social’s on-going series – brings another set of impressive numbers for Social, Digital and Mobile around the world.
This month’s key headline relates to mobile, with GSMA Intelligence reporting that the number of active mobile subscriptions now exceeds the total world population.
The site reports that there are now 7.324 billion active mobile subscriptions around the world, which is 44 million more than the total world population as reported by Worldometers.
However, it’s worth remembering that the average mobile user still maintains 2 active subscriptions, and at 3.636 billion unique users, global mobile penetration still sits at just 50%.
The active subscription datapoint still has significant importance to marketers though, reflecting the increasing importance of mobile devices in people’s lives all over the world.
The continued growth may also reflect a diversification of our ‘device portfolios’, with people adopting a variety of devices including smartphones, feature phones, tablets, and other mobile-connected devices.
Indeed, Ericsson reports that smartphones now account for 38% of all connected devices, with 2.7 billion smartphones connected around the world.
Another interesting stat in Ericsson’s November Mobility Report is the growth in mobile broadband subscriptions around the world, which now stand at 2.9 billion.
However, Ericsson also reports that 80% of the world’s mobile subscribers are still GSM only, so there’s still plenty of room for growth in faster mobile connections.
This month’s big headline in social is the huge jump in Instagram’s reported monthly active users: the world’s favourite photo-sharing platform now claims 300 million active users, up 50% from their previously reported MAU figure from just a few months ago.
This puts Instagram in joint 8th position on the global rankings, on par with Skype, and now ahead of Twitter’s 284 million active users:
However, we’ve significantly revised our numbers for LinkedIn following the company’s recent earnings report. This is the first time that we’ve seen the company make such a clear distinction between active users and ‘members’, as LinkedIn refers to its total registered user base.
LinkedIn reports that it has 90 million unique users per month from a base of 332 million – far fewer than the 186 million that we reported in our previous statshot.
There are now 2.06 billion active social media users around the world, with 82% of these accessing via mobile devices each month.
Global internet users continue to grow at a steady rate, with InternetLiveStats reporting 3.025 billion active users around the world.
Looking for country-specific figures? Our regional reports contain stats and data points for over 100 countries around the world, and have already been viewed more than 1.6 million times in 2014 – read and download them all here.
This wouldn’t have been possible without the trust of our clients. Without this, we wouldn’t have been able to create work that meets their ambitions as well as ours, winning prestigious accolades like Eurobest, Webbys and Shortys along the way. I would also like to thank everyone at We Are Social for their devotion and passion to creating innovative, industry defining work.
This award comes at a key-moment for the agency. We’re growing significantly, and the campaigns we’re working on already show that 2015 will be our best yet. We’re looking forward to working with our clients to really prove the value of social thinking.