May 6, 2016 By FTI Consulting
It’s been a while since we’ve lauded a particularly good campaign/stunt and as luck would have it, Krispy Kreme gave us just the opportunity. The doughnut-maker sent out a ‘leaked’ memo warning of a product recall of its new Nutella-filled doughnut due to euphoria-induced dribbling, squealing and fainting (although some of these symptoms sound entirely possible…). The move saw Krispy Kreme trending on Twitter that afternoon (and we’re sure cemented 27 April, the launch date, in the minds of many). The campaign grabbed attention, drove conversations about positive experiences with the brand and we’d like to bet cheap and revenue-boosting to boot. Bravo to Krispy Kreme (and my free doughnuts can be delivered to 200 Aldersgate Street, London…).
Another stunt caught our eye this week, which won’t receive such glowing praise (and that’s not entirely because I think free doughnuts are far more easily obtained than free Range Rovers). A white Range Rover was left outside Harrods in London daubed in grafitti reading words like ‘cheater’ and ‘hope she was worth it’. While many people shared photographs of the car (showing a clear understanding of sending content viral, well done) the jury is still out on what the point is. The media is still reporting this as ‘(probably) a publicity stunt’, which makes sense after the same tactic was used in New York City to promote a new TV show. But we’re still waiting for the call to action, or at least somebody to claim the car!
In its latest research report published yesterday, Pew Research Center makes a research-based argument that long-form reading is far from dead. For those of you who are less keen on the long-form (defined as 1,000 words or more), the key takeaways are as follows:
eBay, the online auctioning company, offers a good lesson in both applying a diffuse distribution strategy and mastering the nuances of a number of different channels. The company strides outside of the big, obvious, social channels and saunters into more solitary social saloons like Imgur, Kik and Stumble Upon to drive customer acquisition and build its brand. But when producing content for these channels, you need to think like the users. As an article this week put it, Imgur’s 150 million active monthly users ‘speak fluent geek’, so brands active on the platform need to as well. As eBay Head of Global Growth Jody Ford put it, ‘it’s about showing up in the right way with the right voice’. From our perspective it’s about shifting the way that you think about social media: away from a ‘social media strategy’ and towards a Facebook, Imgur or Pinterest strategy.
The second, less revolutionary benefit from the multi-channel approach is scale – reaching new and greater audiences. BuzzFeed offers another example here, now boasting a staggering 7 billion content views each month. The kicker: 75 per cent of these take place on channels other than BuzzFeed’s website.
Facebook’s founder Mark Zuckerberg wants Instant Articles, a partnership between the social media network and publishers to host content directly on the platform, to be ‘the primary news experience people have’. LinkedIn may be here to challenge that. This week it announced that it was in talks with publishers about introducing its own version of Instant Articles, further pulling LinkedIn into the social media fray as a content sharer as well as networking tool. We think this a space to watch, as media outlets would likely want to worth with any competitor to Facebook to avoid what many fear as control of the news market by the company.
Instagram Business Profiles to feature ‘Contact’ buttons, directions and more [TechCrunch]
Sir Winston Churchill would have struggled in the spotlight of social media, says grandson [The Daily Telegraph]
Millennials And Social Media: It’s More Complicated Than You Think [SocialMediaToday]
Giphy launches a keyboard for iOS called Giphy Keys [TechCrunch]
While Trump vs Clinton moved to be a step closer being the confirmed line up in the US presidential election, in the UK our elections this week are ever so slightly more quaint…