Here are all of the posts in the ‘News’ category.
A year ago we analysed how the reach of brands’ content on Facebook was decreasing – the same content reached less people than in previous months.
Then, yesterday, AdAge revealed details of a sales deck distributed by Facebook, declaring its own strategy regarding paid media. According to the deck, it will become more important for brands to invest in paid media to be sure that posts reach their communities.
As Facebook phrase it themselves:
We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.
Whatever you might feel about Facebook’s move, and the motives behind it, the fact that over time, without supporting media spend, brands will reach less and less of their communities with each update is now incontestable.
However, it’s important to note that investing in paid media is just one step – it’s not a complete social media strategy. Great content that generates a higher level of engagement spreads quicker and reaches more people, given the same level of media investment.
For this reason, it’s increasingly important for brands to study their target audience, to develop a relevant editorial strategy and to use creative content that’s appropriate to those they’re trying to communicate with.
Content, in this case, is “fuel” for conversation. And the investment brands make to build their communities is still very important, as it allows them to optimise their paid media investment.
In the Facebook deck in question, titled “Generating business results on Facebook”, Facebook highlights the importance of strategy and creative applied to content, suggesting a few relevant points:
- Creative content will be crucial
- Adapt and optimise the conversation in real time based on feedback from the community
- Organic distribution will still exist and will be stronger for content with higher engagement
In other words, the importance of paid media is increasing on Facebook, but what’s even more relevant than ever, is the role of a strategic and creative approach to content and conversation.
A useful infographic from Wowza looking at the value of the second screen:
This year, BNP Paribas wanted to celebrate its 40 year partnership with Roland Garros, The French Open, with an amazing social media campaign. We decided this should be something that was different and genuinely innovative, that would translate globally and show BNP Paribas’ support for tennis.
The solution was Tweet & Shoot. A first in sport and social media history, it allowed the world’s tennis fans and social media users to train Jo-Wilfried Tsonga, the French No. 1 and World No.8 seed, using a simple Twitter mechanic. We hoped it would give tennis fans a unique experience that might help lead Tsonga to victory!
Using a dedicated Tweet & Shoot website, users could drag and drop tennis balls on a virtual tennis court, adjusting their shots to the desired effect and position. This generated a uniquely coded tweet, which then determined the trajectory of real life shots fired at Tsonga by an on-court, social media controlled robot.
Four days before the French Open, Tsonga experienced a training session unlike any he’d had before. Over 5,500 people tweeted personalised shots to Tsonga and the Tweet & Shoot website was viewed over 183,600 times, with media coverage from over the world including AdWeek, Campaign and Creativity. The campaign also promoted We Are Tennis, the BNP Paribas tennis platform, which aims to bring tennis fans closer to the action.
This was an incredible campaign to be a part of, and we want to say a big thank you to all participants, to Jo-Wilfried Tsonga for accepting our challenge with a smile, and also to BNP Paribas who trusted us to lead this great project and make it a success.
Instagram posting an ad a day
Instagram is now seeing roughly one advertised post per day, with big brands involved, from General Electric and Levi’s to Lexus and Ben & Jerry’s. According to Nitrogram, sentiment seems to be changing, too: since the first ever post by Michael Kors, when the positive/negative split was around 50%, the fashion brand has posted three more advertised posts. The positive sentiment on these has been at 73%, 89% and 64% respectively. We’ve produced our own blog post on the highs and lows of Instagram advertising – the Ben & Jerry’s example below was one of the most successful.
Twitter update age screening for alcohol brands
Twitter has improved its age screening for alcohol brands, to ensure that they are not followed by anyone under the legal drinking age. In a blog post on the subject, they outline the new, streamlined user journey: when requesting to follow a relevant brand, users will be asked to enter their date of birth. If you’re above legal drinking age in your country, you’ll be allowed to follow. If not, you won’t. Pretty straightforward.
One Direction release Kik campaign
Boy band One Direction have released a campaign on mobile messaging app, Kik. To celebrate the launch of their new album, fans can gain access to exclusive content, along with the ability to connect with other fans. The move shows a strong understanding of the youth market; we should expect to see big brands follow with campaigns on the likes of WhatsApp, WeChat and Line.
Budweiser’s Twitter-powered jumper machine
Budweiser has released its Christmas campaign, with a Twitter-powered knitting machine named Knitbot. It’s fitted with a chip that responds to mentions of #jumpers4des, with more mentions meaning (you guessed it) more jumpers. Once Knitbot’s finished its festive task, fans can pop to the Budweiser Facebook page for the chance to win a piece of its handiwork.
Ford’s tweeting car
To launch its Kuga Titanium X, Ford has parked a tweeting car outside Stockholm Central Station in Sweden. It’s fitted with sensors, which capture the goings-on of people around it, then allow the car to tweet an interpretation of their activity. That’s right, the world is now one step closer to Knight Rider.
Toyota posting Instagram videos in Facebook ads
Toyota is using Facebook ads to push Instagram videos, one of which can be seen below. They’re not quite the video ads people are waiting for on the network, but it’s still an interesting use of page post link ads, which display videos including the one below:
We Are Social create car modification app for Kia
It’s been a big week for car brands, with our Sydney office producing a ‘car modification app’ for Kia aimed at 18-30 year old males. The system allows them to become street car designers, with the necessary tools to design their own Koup and share it with their friends. There are even challenges involved, with prizes including a brand new Kia Koup Turbo.
Beats Pills and We Are Social
Beats by Dre are promoting their speakers, known as ‘Beats Pills’, with a campaign ranging through social and above the line advertising, aimed at reacting to the latest cultural events and placing the brand at the cutting edge of youth conversation. This includes the likes of advertising in the Metro’s gossip pages, interviewing celebrities (as in the video below) and a stream of reactive posts for social media, created and managed by We Are Social.
Heinz Tomato Ketchup’s Facebook Stocking Fillers
We Are Social has produced a Facebook campaign for Heinz Tomato Ketchup, titled ‘Stocking Fillers’. The campaign runs from the 1st to the 13th December, offering fans the opportunity to win Heinz branded products.
Where’s your Kleenex when you need it?
Kleenex is producing an integrated campaign around the times when you most need a tissue, with social media managed by We Are Social. Including radio, in-store and outdoor advertising, as well as social, the move looks to create a new look and feel for the brand, along with a distinctive tone of voice.
When it comes to sheer power and pulse-quickening performance, the new F-TYPE Coupé certainly holds no prisoners. So ahead of its drama-filled global unveil at the Los Angeles Auto Show, we were handed the challenge of devising a socially-led launch campaign worthy of Jaguar’s most dynamically capable, performance-focused, production car ever.
With such a high-profile reveal on the cards, we introduced an engaging narrative series entitled #FromTheShadows that follows the F-TYPE Coupé as it is ‘hunted’ by unknown pursuers wishing to prevent it being seen by the world. The story would play out across the breadth of Jaguar’s channels in the pre, during and post phases of the reveal – ultimately driving intrigue and interest in the F-TYPE Coupé with communities on social media.
We kicked proceedings off in the days leading up to the reveal, which saw all of our social channels ‘go dark’ to fall in line with the dramatic theme, as well as exclusive teaser images and short form video content that gave a sneaky glimpse of what was to come. An additional image of the car was also hidden on Jaguar’s official website, that could only be unlocked with a konami-esque code cryptically seeded within our teaser content and with key social influencers.
For the reveal itself, myself and Ross were lucky enough to attend the star-studded affair in L.A., bringing the event to life through live content – including the jaw-dropping moment it accelerated towards the audience at full throttle before disappearing into the darkness, signalling the next phase in our social story… If you haven’t seen it, catch the highlights video below.
The reveal has already seen great traction with Jaguar’s social communities (which isn’t surprising for such a ridiculously good-looking car!), driving almost 275,000 views and interactions across all channels.
And, as you may have read in Marketing or Marketing Week, from now until December 8th, a new side to the #FromTheShadows campaign will appear, which will heavily use Instagram video to introduce a ‘mini series’ as we delve deeper into the F-TYPE Coupé’s motives following its dramatic appearance in L.A.
Intrigued? I won’t give too much away just yet, but be sure to follow the series on its dedicated Tumblr.