The St George’s cross supposedly emblazoned on the fur of a polar bear caught a lot of heat from all sorts – including some slightly gun-jumping commentary from corners of the advertising world, before it turned out to be an attention-raising photoshop ruse highlighting the plight of the endangered creature. It seems strange of various handwringers not to have reviewed it in the context of Paddy’s last World Cup stunt – the “Shave the Rainforest”, which was revealed to be another hoax, raising awareness of deforestation in Brazil.
The most recent “From Russia with Equal Love” campaign – every time Russia score a goal, Paddy Power will donate £10,000 to LGBT+ charities working in the country – has been much better received. It’s a simple campaign, anchored in the event itself, and not without humour. It’s another demonstration of how a brand can balance light-hearted tone of voice with punchier campaigning issues. A nice campaign, a good cause, and £50,000 in the pot as a result of yesterday’s curtain-raiser. Happy Friday.
*Shoehorned World Cup intro alert* Recent World Cups, as well we know, foster their own predictive animals. 2010 had Paul the octopus (with his own actual Wikipedia page), 2014 saw us caring (or not) about Gentoo penguins, macaws, and miniature donkeys, and this year we have a psychic cat, because of course we do.
Well much like these animals, Twitter is keen to do its own bit of prediction when it comes to live and breaking news. Everyone’s favourite 280-character platform announced this week that it was going personalise news for users and send them notifications of events. The predictive bits comes from sending push notifications to you when an event is happening you might be interested in. It’s part of a continued move to define Twitter as the location for discussing “what’s happening now” (reflected in the company’s strapline).
The findings, as part of the Teens, Social Media & Technology report from 2018, suggest that US teens now rank Snapchat and YouTube (35% and 32% respectively) as their favourite channels (those they use most often), with Instagram (15%) following a fair way behind. Facebook was only the priority channel for 10% – and perhaps more interestingly only 51% now use it. Pure usage figures for YouTube (85%), Instagram (72%), and Snapchat (69%) looked strong.
There is a wealth of interesting data in the report. Pew found that teens from lower-income households are more likely to use Facebook, while every demographic cut of the US market has at least a 93% chance of owning a smartphone (cough cough mobile-first design cough cough). Perhaps most interesting is teen views on the net impact of social media; 31% identified classed social media as having a “mostly positive” effect, while 24% found it “mostly negative”. The reasons cited are as expected, but interestingly both arguments mirror each other. Supporters identified connecting with friends and family, while detractors cited harming relationships and isolation. Similarly those in favour suggested social media helped them keep up with news, while those against selected spreading rumours, “fake news”, and an unrealistic view of others’ lives as most damaging. Different sides of the same coins, and a reminder of the influence, good or bad, that social media has on generations young and old.
Also This Week
Uber launches a low-data Lite app aimed at developing markets – Engadget
YouTube rolls out new tools to help you stop watching – Tech Crunch
LinkedIn ups sponsored content offering with carousel ads – The Drum
US podcast advertising revenue hit a record in 2017 – The Hustle
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.