Well, this is it. After over 200 editions over four years, and a special edition printed magazine, this is the final week of Friday Reading. It’s been a brilliant run, hopefully everyone reading this has found a spark of inspiration from something we’ve shared over the years – with over 500 subscribers, that’s a lot of inventive inspiration out there. A big thank you to the team who’ve made this possible behind the scenes; their wit, thoughtfulness, and nose for interesting stuff is, as always, beyond reproach.
This might sound like a eulogy, but we’re not going anywhere really. We’re joining forces with other teams across the agency to bring you something new and better – It’ll be stuffed full of culture, creativity and comms, every Friday as usual.
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One of the small joys of 2020 so far as been the way our strange new world has inspired whole new genres of creativity. One great example we found this week was the wild world of out-of-frame Zoom art. You’ll never see meetings the same way…
Covid is so huge, so universal, and so globalised, it’s easy to lose sight of the human stories behind the collective experience of 2020 – so we really enjoyed this photo essay published by the New York Times. Chronicling one person’s experience of lockdown, from the early days in March, through the worst of NYC’s epidemic, up to the present day. It’s a fascinating, thoughtful retrospective on a year which will be studied by history students of the future, told at a very human scale.
Ever heard of Pinduoduo? Thankfully it’s not a Disney reboot of Pinocchio’s cousin; it’s, perhaps astonishingly, one of the largest ecommerce platforms in the world, valued at over $100bn. This article tells the story of the rapid rise of a company founded in just 2015, driven by fundamentally rethinking the process of manufacture, marketing and sale.
A brilliant example of covid marketing done well from Burger King – who are giving away masks with orders printed on themv, to help out customers struggling to be heard behind their mask. It’s a fun, lighthearted idea with a genuine insight behind it.
The concept of ESOV is pretty well established in marketing theory by now. Originally established from IPA data, and subsequently supported by Nielsen econometric data, the logic is pretty simple – if your share of voice exceeds your market share, you tend to grow because people see more of your brand, which raises their chances of choosing it. But a practical challenge is often getting hold of market share data, particularly in emerging categories. So we were interested to see this piece of research (summary here for those without WARC) which suggests that share of search is a pretty good (and easy to calculate) proxy for share of market. It’s hot off the presses and bears more research, but it may be especially interesting for ecomms clients where search is the gateway to their market.
That’s all from us – please sign up to Stuffed to continue your Friday dose of inspiration!