We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
As We Are Social’s London team heads off to celebrate its 6th birthday with its annual trip to Lovebox, senior creative Nick Hearne reveals the inspiration behind this year’s #WeAreDenim theme.
We Are Social Designer Tom MacMahon has proved how amazing our design department is by creating a one-off wearable poster for our annual trip to Lovebox festival.
To promote the theme of this year’s outing, We Are Denim, Tom decided to craft a truly unique promotional item. A fully patched-up biker ‘battle jacket’.
The jacket has 12 unique embroidered patches revealing the details of the party. Date, dress code, the hashtag. and the all-important enforced time to stop working.
As well as some extra patches: Compulsory work fun, selfie veteran and a bizarre Swedish black metal band that looks very much like it is fronted by Doge. Such metal!
Designing the company party poster is usually an extra curricular task met with a groan by busy designers. But Tom has elevated this art form and shown how much fun can be had with a great concept.
Graham Jenks, Creative Director, is impressed with this level of dedication to producing work that goes beyond the call of duty:
‘Our designers never cease to amaze – photography, film, stop motion and now embroidery.’
Creating the jacket saw members from all departments chipping in with their sewing skills. Some patches are skilfully applied; others look like a blind-drunk Hell’s Angel hastily stitched them on. Regardless of talent, big thanks to everyone involved.
The final artwork is hung proudly in the reception of We Are Social, London. There is a lively debate about who should wear the poster later today.
Robin Grant anyone?
CMOs expect marketing to undergo radical changes over the next five years, according to a recent survey in Adweek.
It looked at the level of digital preparation companies are undergoing, as well as how becoming more digital would affect marketing budgets.
The survey also looked at the perceived effectiveness of different channels amongst CMOs, with email, social and mobile amongst those considered to be growing in effectiveness.
A GlobalWebIndex study looked into the popularity of blogging across 32 countries and found that over a third of internet users write personal blogs.
Popular culture dominates in terms of favourite topics, with discussions spanning across film, music and technology.
The study also shows that people are sharing opinions about brands online. It’s perhaps unsurprising to note that those with the most spending power are the most likely to write a product or brand review on a blog.
Germany were crowned champions of the world on Sunday night after facing Argentina in the World Cup Final in the Maracana. Unbeknownst to the football pundits and players there was a completely different World Cup going on at the same time – the social World Cup.
We’ve spoken to our scouts, done the post-match analysis and checked the sound bites from the last five weeks to find out who has raised their social profile ahead of a frantic summer transfer window.
A number of players at the tournament grew their communities by more than a million new followers: Neymar Jr by 2.1 million, David Luiz 1.6m, Cristiano Ronaldo 1.5m, Mesut Ozil 1.3m and James Rodriguez 1.3m.
Those are impressive figures that were helped by high-profile performances at the tournament. While these hard numbers are certainly powerful when you look at growth, in terms of a percentage we see a completely different result.
Paul Pogba – a man on the cusp of football superstardom and taking to the field for his first major tournament – grew his community by 584%. He added 959,067 new followers.
— Paul Pogba (@paulpogba) July 9, 2014
With France hosting the European Championships in 2016 he’s the one we are tipping as our social super star from this World Cup and for the future. Of course though there was another, less homo sapien, star of the World Cup: @Brazuca added over 2.98m followers during the tournament and grew 1,044%. Not bad for an inanimate object…
Back in the realm of the animate, our research shows that the biggest community growth of all wasn’t on Twitter at all. Neymar’s Instagram following grew by 3.8 million, significantly higher than even his increase on Twitter.
James Rodriguez added 2.3m on Instagram, again bigger than both his and Neymar’s growth on Twitter. The trophy-winning goalscorer, Mario Gotze, also grew his community more on Instagram than Twitter.
Cristiano Ronaldo and Robin van Persie, meanwhile, added more followers on Twitter than Instagram; are these up-and-coming youngsters more savvy when it comes to the platform du jour?
Judging by their World Cup content, the young players have a better grip on those fun, authentic, natural Instagram moments.
The ease and simplicity of photo sharing platforms mean that this World Cup has been inundated with player, pundit and celebrity selfies; from Angela Merkel to the Mexican national team everyone is having a go.
The best though were probably from the winning finalists:
It wasn’t all selfies and superstars though. The social landscape is awash with creators and the members of the public thrive on creating memes around key moments from the games.
We’ve picked out top three World Cup content pieces from the public:
— Panini Cheapskates (@CheapPanini) July 13, 2014
Whoever made this… You win. Game Over. pic.twitter.com/pvvU09nXsE
— Copa90 (@Copa90) July 5, 2014
This World Cup was a tough one for the UK commentators. They’ve been lambasted by the wider media and have faced some pretty harsh criticism from fans online.
In social they haven’t fared much better and a certain Bajan popstar completely outstripped Gary Lineker and co. That’s right Rude Boy, Rihanna was the go-to social commentator for this World Cup. She put out over 150 World Cup tweets. Prolific!
I touched the cup, held the cup, kissed the cup, took a selfie wit the cup!!! I meeeaan…… what is YO bucket list looking like bruh?
— Rihanna (@rihanna) July 14, 2014
— Rihanna (@rihanna) July 4, 2014
In this period she has been retweeted 2,277,348 times, more than the combined total of football pundits Lineker, Phil Neville, Ian Wright. A lot more.
What’s more embarrassing for the broadcast boys is that they have each tweeted more frequently than Rihanna. She’s certainly shown she can Talk That Talk when it comes to the World Cup…
So, there we have it. It’s been the first truly social World Cup and we’ve loved every moment. Roll on 2018.
Mobile social use is up, desktop slightly down
A new comScore report has explored the growth of mobile use in social, arguing that it does not come at the expense of desktop use. Between May 2013 and May 2014, the total number of minutes spent using mobile to access social media grew from 479bn to 687bn. You might expect to see a similar drop in desktop use, but you’d be mistaken: total desktop time did fall, but only from 477bn to 466bn.
Mobile and digital budgets are up
Digital advertising budgets will this year rise 16.7% to $140.15bn, according to eMarketer predictions. Spend on mobile/tablets will see the most signficant jump, up 84.7% to $32.71bn. By 2018, digital will account for a third of global ad spend, while mobile will be 70.4% of UK digital budgets, and 67.8% in the US.
Facebook adds ‘suggested videos’ to mobile
If you watch a friend’s video in your mobile News Feed, Facebook will show you a set of suggested videos, much like the ‘Related News’ feature. This is the latest Facebook update that seeks to encourage people to share and watch videos, and TechCrunch has accordingly likened it to a TV channel.
Facebook creates ‘Out-App Purchase’ ad
Facebook has launched a new ad type: the ‘Out-App Purchase’ ad, which allows those who develop Facebook games to sell virtual goods directly through the News Feed. Currently, the unit is only available for desktop, but, should it prove effective, we may well see a move in the lucrative mobile market.
Twitter goes all out on organic reach
Twitter is backing itself as the social destination for organic reach, telling brands that they can be seen by 30% of their followers for free by tweeting 2-3 times per day. Not only that, but it has released a set of organic tweet analytics, so that brands can now see how many users viewed or engaged with organic tweets.
Pinterest updates ‘Follow’ pin
Pinterest has developed a new, animated ‘Follow’ pin to be featured on websites outside of its network. Rather than simply linking to Pinterest, the button will launch a pop-up preview of the account, featuring a selection of its pins.
WeChat launches ad platfrom
WeChat, the Chinese messaging service, has created an ad platform for brands with over 100,000 followers. Ads will only appear when users click on full-page posts from officials accounts that they already follow. Even then, the ad is not full screen, but shows up at the bottom of the page. Nevertheless, it’s worth keeping an eye on how WeChat’s advertising strategy grows in the future.
The World Cup breaks social records
The World Cup is over too quickly, once again. According to Facebook, the final was the most talked-about sporting event in the network’s history, amassing a total of 280m mentions. One semi-final also managed to inspire a huge social response, as Germany trashed hosts Brazil 7-1. This was the most discussed sports game ever on Twitter, with 35.6m tweets in total. Germany’s fifth goal broke the record for global tweets-per-minute at 580,166.
— Visa (@Visa) July 8, 2014
— Seattle Seahawks (@Seahawks) July 8, 2014
— Paddy Power (@paddypower) July 9, 2014
— adidas (@adidas) July 8, 2014
Sour Patch Kids on Snapchat
Sour Patch Kids is to become the first Mondelez brand using Snapchat when it enlists the help of Logan Paul to run a week-long campaign. The social media star will send out Snaps from the brand’s account, detailing pranks that range from ‘sweet’ to ‘sour’.
Mercedes-Benz targets millenials on Instagram
Mercedez-Benz has launched a campaign on Instagram, dubbed #GLApacked, intending to target a younger audience. The brand has got Instagram influencers on board, each of whom has been loaned a GLA for a cross-country trip and asked to document it on the network.
4Music is searching for a vlogger
British channel 4Music is searching for its next vlogger through an online ‘Vlogstar’ microsite, sponsored by O2. Entrants need to submit a YouTube video for their chance to be the winner, who will be allowed behind-the-scenes on 4Music shoots and at gigs, producing several videos every week for the channel.
The CIA and Twitter
Last week, the CIA used the hashtag #twitterversary to answer some of the ‘top questions’ it had been asked since its launch on Twitter.
— CIA (@CIA) July 7, 2014
The above and other tweets like it have led to a debate over what the CIA’s strategy is. The humour may lead to a number of RTs, but questions have been raised about whether this helps the CIA’s chief objective: gaining trust. Indeed, this may be all the more relevant in the week when it has come to light that the activities of Twitter users were analysed by the US military in an attempt to understand how to influence people. News like this is likely to lead to increased debate about privacy, in which the CIA may want to be a major player.