Digi fact of the day – Britain is now the largest online advertising market in Europe and third largest globally. Almost two-thirds of the UK’s ad spend is to be online by 2020.
Following that crazy statistic, here’s what’s been happening in the digital world over the past few weeks.
Instagram – Eva’s Stories
On the 1st May (Holocaust Remembrance Day) a 24 hour Instagram story campaign imagined what it would have been like if 13 year old Eva, a real-life victim born in 1931, had had access to social media during the Nazi invasion of her hometown.
Eva’s Stories were short insta-stories that ran between three seconds and three minutes, recreating Eva’s life with actors, extras and period clothing. These were all designed to bring her tale and the atrocities she witnessed to life, targeting a new generation of young people whom are used to immediate connectivity.
This campaign cleverly tapped into the Instagram story trend, turned a lot of heads, and managed to gain a hefty 1.7 million Instagram followers. This is a clever example of how to educate the younger generations on the impact of historical events, via a platform they are familiar with.
Boots – #LetsFeelGood
Boots have taken the yearly ‘Summer body’ topic of conversation and put a different spin on it. They are aiming to tackle body confidence issues with their latest summer campaign which focuses on the anxiety women have over their bodies being ‘summer ready’. Creating the hashtag #LetsFeelGood, they’re allowing people to join in on the conversation and spark a movement towards body positivity.
Hitting the meat-free market
The meat free movement is getting bigger and bigger, with social media engagement being it’s biggest driver. There are over 80m results on Instagram from #vegan alone, with other hashtags such as #meatfreemonday being used widely too.
If it fits, it would be wise for brands to follow this movement through their own campaigns, and shout about how they’re helping the vegan trend. For example Wagamama turned to online influencers to spread the word about its new vegan take out option, it also partnered with @bosh.tv to create Instagram and Facebook campaigns.
Ultimately the meat-free audience stems from Gen-Z and their social awareness, therefore running a campaign on social is the most effective way to reach this audience and position your brand in their minds.
North Face – Hijacking 1.0
North Face have given us an example of how using digital can go terribly wrong, if you don’t play by certain rules (such as uploading honest content to Wikipedia).
The outdoor clothing brand ‘hacked’ Wikipedia and replaced Wikipedia images with their own product-placement shots in order to gain the top spot in the Google image search results. They then boasted about their hacking skills, and how easy it was, which further resulted in ticking off genuine Wikipedia publishers that put free time and effort into keeping the search engine updated.
“Adding content that is solely for commercial promotion goes directly against the policies, purpose and mission of Wikipedia to provide neutral, fact-based knowledge to the world.”
It is to be argued however that whilst it may have put North Face in a bad light for some (particularly for Wiki users), it still leveraged a lot of talk about the brand, sending them to front of minds. Realistically, what percent of their audience would have been genuinely angry at this?
Fox – The passage poster campaign
To promote their new vampire series, FOX unleashed a series of promotional posters that burst into flames once the sun rises.
The Posters, distributed on the streets of San Paulo, were created with a coat of flammable paint made with potassium permanganate and sulfuric acid. The campaign combined storytelling with the innovative use of technology in outdoor media.