Tag Archives: social media

Christmas Adverts 2017: Who is my number 1?

Well well well, this year is almost over and what better way for any creative to finish the year then to look forward to the competitive Christmas ads. Unfortunately though, this year I was thoroughly disappointed! John Lewis? Meh; Aldi, cute but the same as last year; Very, cute I guess; Debenhams, errr I didn’t get the hype; Very… cute I guess.

I had big expectations for John Lewis this year – I absolutely adored last year’s trampoline ad, but this year’s monster ad felt like a washed down version of the same vibe. I don’t know, it just didn’t do it for me. There wasn’t the same creative spark and humour.

There’s one ad that stands out from the rest by far, and that’s ASDA! Ad agency Saatchi & Saatchi created a Willy Wonka cross Wes Anderson style advert for ASDA called “Best Christmas Ever”. The ad depicts a magical tour around The Imaginarium where all of ASDA’s Christmas treats are created:

Sara Rose, CD at Saatchi & Saatchi (London) said:

Although the campaign has a fantastical element to it, our stories are firmly rooted in what Asda has to offer shoppers this Christmas, from old favourites to inventive new treats like gin infused chocolates and massive Christmas puddings. Our first thought was ‘how do they come up with these things?’ And the campaign just grew from there.
Earlier in the year we held sessions with our customers to get feedback on our Christmas range. As we talked to them about Christmas we could see how much joy and happiness planning their Christmas brought them—we knew we wanted to reflect that in our ad.

ASDA has gone full force on this campaign with the use of social by creating a Snapchat filter that turns users into the ad’s moustached weightlifters. Also, 2-second content and carousel ads feature on Facebook, and the use of Trueview videos for the first time. Trueview will connect audience search terms to relevant video content online via YouTube and Facebook.
The 60 second TV ad will be supported by 30 segments (focusing on gifting, home decorations, parties and gatherings, and “the big shop”) as well as :10s and :06 bumpers on YouTube. AND all of that will be joined by cinema, radio, print, digital OOH. And breathe.

Advertisements
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First Instagram Ads: Yay or nay?

Ad agency Wieden + Kennedy were commissioned by Instagram to create the new (and first ever) ads for Instagram. The Amsterdam offices created “Stories Are Everywhere,” for the Instagram Stories campaign – Instagram’s first global campaign – with the aim to promote features such as live video, brushes and stickers.

Reflecting how the platform behaves, the campaign’s executions are intended to inspire and excite the audience about the many possibilities available to express themselves. Film content presents small, unexpected moments that are instantly sharable and dynamic outdoor is contextual to the user’s environment. Within the Instagram app, function drivers educate users about the array of features. These executions playfully work together to remind users that Instagram Stories is the place to share life’s highlights and all the casual, everyday moments in between.

The campaign was shot on an iPhone, using just the Instagram app:

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However, the short films showing a juxtaposition of professionally shot footage and “homemade” style footage, does not work for me. They appeared at the Insta Stories Festival in Cologne, Germany last month:

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Praised for celebrating the diversity of expression, they aim to release 20 to 25 films by the end of the campaign, with over 270 billboards and guerrilla OOH, appearing on train stations in Philadelphia and Milan. The concept and the print ads work nicely, but for me the short films above looks like some weird montage. What do you think?

The film compilation is a nay from me! The rest of the campaign – meh. Disappointed as a huge Instagram user and fan.

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Instagram vs. Snapchat vs. Facebook

Back in late 2016 Facebook launched augmented reality selfie masks for Live video – much like the already very popular Snapchat filters. Facebook acquired MSQRD in March 2016, and briefly tested using a similar technology with Olympic-themed masks for traditional photos and videos (only in Canada and Brazil).
I’ve never actually gone Live on Facebook, so I can’t say I’ve tried this feature myself, but I am a huge Snapchat user, and a big fan of the filters. Facebook is now apparently communicating with Hollywood studios to use the animated masks to promote big-budget movies on Facebook. As mentioned above, Facebook already allows filters over the Live videos, but unlike Snapchat brands have not been allowed to feature their own filters.

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Snapchat popularised augmented reality in mobile messaging back in the day – they are the OGs of mask filters – and have had a tone of brands using their service to promote their brand or campaign. The difference between Snapchat and Facebook (and Instagram) is that Facebook and Instagram reach far bigger audiences, whereas Snapchat is seen as a platform for friends.
This isn’t the only feature Facebook has “stolen” from Snapchat – Facebook previously put a Stories section on Instagram, and are currently testing a similar section in its Facebook app. Facebook’s Stories include augmented reality special effects, but that test is currently only limited to Ireland.

Its been stated that marketers and brands prefer the stories feature on Instagram, because Snapchat doesn’t embrace brands the way Instagram does. Instagram makes it easy to follow brands and like their posts – there’s no ‘like’ features on Snapchat, and it’s harder to follow accounts because users have to know exact names to find them (something I find very annoying…). Instagram’s search UI is far superior, in my opinion.
Dan Grossman, vice president of platform partnerships at VaynerMedia summed up the difference pretty well:

Instagram is a follower platform where Snapchat is more of a best friend platform. Snapchat hasn’t encouraged brands to build up huge followings.

As a Snapchat fan, when Instagram first rolled out the Stories feature, I was very hesitant. Now, I actually forget to use Snapchat and usually head for Instagram Stories to post my daily activities. The amount of money Facebook are putting into these new app features are, in my opinion, going to destroy Snapchat. Why would I use 2 platforms that do the same thing, when I can just use one? It’s likely that Facebook and Instagram will link their publishing of stories at some point.

(P.S. that is not me in the header image)
(P.P.S I’ve never written “Facebook” so many times in my life)

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Fossil Smartwatch: Just Husbands

Almost this time last year The Mystery Hour released a video hilariously portraying the relatable story of men whose existence consists of both taking photos of, and waiting patiently to take photos of their wives:

The social satire didn’t stop there – a year later agency 360i created ‘Just Husbands‘ featuring the stars of ‘Instagram Husbands‘ – an ad for Fossil’s new smartwatch. The hubbies are no longer their wives’ social media photographers, all thanks to a special button on the Fossil Q smartwatch, allowing the wives to take their own photos, handsfree:

Jill Elliott, Fossil’s CCO said:

While brainstorming ways to get audiences excited about our new Fossil Q Hybrid Smartwatches (which feature an unexpected selfie button) we couldn’t help but immediately think about the hilariously clever ‘Instagram Husband’ parody videos.

As a camera/selfie/instagram addict, I found the original very relatable! ‘Just Husbands‘ is just as funny, and a very clever marketing ploy. Whilst researching this campaign, I certainly noticed the high standard Fossil has when it comes to social media content and their brand image. They sure know what they’re doing!

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GoVoteBot: Facebook and The US General Election

I may be British, but I have a real interest in American politics (it’s kind of unavoidable if you use social media, right?) Incredibly, only half of Americans took part in the last election, so Ad Council (a Chicago-based nonprofit organisation) took on yet another social campaign, partnering with R/GA to create a Facebook Messenger chatbot.

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The chatbot was developed in partnership with Reply.ai, as a way to get the millennials (and first-time voters) to register for the polls before the deadline. Additionally, based on research suggesting problems with voters who have moved residence, they plan to target Facebook users whose profiles indicate they have recently moved.

Our mission is really to inspire action and save lives through positive change really harnessing the media to help do that through something like this or to encourage better civic engagement

– Dzu Bui, the Ad Council’s Vice President of campaign development

Ad council also wants to get brands to place the chatbot on their own pages, working with them to design brand assets that will complement the GoVoteBot. The chatbot provides users with information about registering in their state and about voting early on Election Day by obtaining info from Google Civic and the U.S. Vote Foundation.

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Human vs Internet

“We, as human beings, think that through social networks, we’ve somehow become more social creatures.

The problem with this theory is, the more we “connect” online, the less actual human interactions we have, making us actually fairly unsocial.

A new video breaks down exactly how the social aspects of human beings have evolved and transformed, showing how we’ve regressed from a social standpoint.

Shimi Cohen shows exactly what’s wrong with our social structure now, and how we manipulate how we want to be presented to peers, family members, and potential mates on social media, rather than having vulnerable and genuine conversations in real time.”

Very interesting! I had studied lot of what was said here in Psychology A Level (oh how I miss it!), so I really enjoyed this video. Plus, the graphics were fantastic.

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