what we’ve been doing, thinking and observing
Is an employee tweeting about a client the same as a sponsored post?
We recently worked with Reiss, with the objective of helping more consumers to discover the high-quality fashion content available on the Reiss blog. Reiss were especially interested in discovering whether people who had seen the blog content would be more likely to become online customers.
Working with Outbrain, we put together a content syndication strategy that resulted in a 36% higher average order value than Reiss usually generates from traditional digital display.
Read more about the case study here.
The ASA’s recent ruling that vloggers must always be transparent if they are being paid to promote a brand kind of makes sense on the surface.
As a viewer, of course you’d want to know if there is money changing hands, or if that vlogger just genuinely loves a product and wants to tell you about it. To be honest, I think most people who watch vlogger videos are savvy enough to know the difference anyway, but it’s a sensible guideline for obvious promotional content.
But it starts to get into a very tricky and grey area for the ASA if you dig a bit deeper, especially if they plan to include product reviews in this ruling.
Due to the unseasonably warm weather in most of the UK (until very recently at least), trading conditions in the retail sector have been tough and will probably stay that way across the foreseeable future. In fact, I think the Black Friday weekend could be a bit of a bloodbath for many retailers, although on the flip side there will be some fantastic discounts for consumers looking for some Christmas bargains.
Of course there will always be natural points in the calendar that drive sales, but the rest of the time retail brands need to find the right way to engage consumers and drive digital performance.
The news that Sony has reportedly decided to end its sponsorship of FIFA at the end of 2014, following the same decision by Emirates Airlines earlier in the month, could be seen as a big blow to the FIFA in the wake of its farcical investigation into the 2018 & 2022 bids.
While it’s good to see sponsors applying pressure to FIFA and one or two even cutting their ties altogether (although it’s not yet clear whether Sony’s decision is about cost-cutting or moral outrage), I’m not sure it’s going to cause too many sleepless nights at FIFA HQ.
I would be very surprised if FIFA can’t quickly replace these two partners. Qatar Air (insert own cynical comment here) and Samsung are already reportedly lined up to step in, so there will likely be minimal if any impact on FIFA’s income.
We were excited recently to work with Campari to launch the 2015 edition of the iconic Campari Calendar, starring Hollywood actress Eva Green and shot by Julia Fullerton-Batten, with a “Mythology Mixology” theme.
Working with Campari’s global PR team, we hosted a press trip for over 30 international media to a launch event at London’s Shoreditch Studios.