Dear Distinguished Subscribers,
It’s been a milestone week, as the country has been divided into different tiers for lockdown round 2, and, you’ve stuck with us for 10 glorious editions of Stuffed… hopefully we’re doing something right!
In this week’s Stuffed, we look at the far-reaching impact the pandemic has had on cinemas. We admire a clever product from Häagen-Dazs that stops your friends and family stealing your favourite ice cream, and give our thoughts on whether we think Googles new Performance Max is the right move for brands. If you’ve not yet subscribed, head over here.
Happy reading folks!
From your friends at Goodstuff.
STUFFED WITH CULTURE
Digital transparency has been the topic du jour for at least a couple of années now, and the upcoming US election has prompted further discussion on the transparent and ethical use of the platform. A team of 15 representatives from some of the most respected institutions in media and education, including Harvard University, Mozilla and the Centre for Responsive Politics have issued a rallying cry for transparency on Tech Crunch. The article directly addresses the owners of Facebook, Twitter, Snapchat and Google – addressing issues ranging from the ability for advertisers to discriminate based on race and gender, to the disclosure of political ads as part of the calls to clean up the industry.
It’s a desperate time for the arts in the wake of coronavirus, with much talk of the lack of government support in the UK and cinema chains such as AMC in the US looking to recoup losses by offering the chance to rent a screen for as little as $99. The cinema industry has been hit particularly hard by the pandemic, the impact being seen closest to home when Cineworld announced they would be temporarily closing their 128 locations. Stephen Kelly’s piece on Wired details the far-reaching impact that delays to blockbusters has had on the industry, and its thousands of employees, in the UK.
TikTok is the new kid on the social block, and was a firm fixture on news agendas earlier this year when Donald Trump demanded their US operations be sold to Microsoft, with a cut of the deal to be taken by the US Treasury. This was perhaps indicative of a wider, global trend of nations looking to manage their own versions of the internet – raising digital borders between countries. Amol Rajan’s piece this week for the BBC examined the potential impact of a “splinternet”.
STUFFED WITH CREATIVITY
Building on their Donate Your Words initiative for Age UK, Cadbury’s flipped the idea on its head for this campaign. By moving chats with the old and lonely beyond “How are you doing?”, we hear the amazing, rich life stories of those that need conversation and company more than ever.
Inspired by the alleged ‘insight’ that 41% of Australians have their sweet treats stollen by co-habitants, Tinkerbell Australia devised a freezer disguise for Häagen-Dazs tubs. A deliberately bland bag of frozen ‘Trojan Peas” was offered to fans of the brand via their Instagram page, creating many PR scoops (geddit?).
When this campaign first launched, we thought it was rather silly. Record-breaking product stunts were soooo 2018, after all. But then, like Wotzilla, it grew and grew on us. When the chips are down, we all need a bit of silliness to give us a lift.
This canny campaign for Chevrolet by McCann’s, in Mexico, tested a behavioural science theory that a neighbour’s car purchase can be the most significant influence on other buyers. A micro-targeted campaign around existing owners’ homes bombarded neighbours with hidden messages and purchase influencers. An impressive demonstration of nudge theory.
STUFFED WITH COMMS
The Power of Sentiment in Campaign Optimisation
A brilliant new study by the Ozone Project, in conjunction with the AA and Goodstuff, has reiterated that appearing alongside “negative” news stories does not have a downside for brands. The Ozone Project looked at the nuance in response to advertising within contextually relevant content to the client brief, but crucially, with varying degrees of sentiment (positive, neutral and negative). As our own Dave Carpenter states, “Whilst brand safety is always paramount, there is nuance in this space and a lazy blanket ban on content that is deemed unsafe will mean that you miss out on quality inventory and potential customers.” In a year where “positive” editorial has been in relatively short supply, this is welcome news!
Google introduces Performance Max
During Ad Week, Google made a raft of announcements including the introduction of a new campaign type known as Performance Max. Within our latest blog, we have questioned whether this is the right move for brands and if they herald the sign of a less strategically nuanced digital future within the Google platform in 2021 and beyond. Take a read through Sarah and Laurie’s musings.
Global & Haribo launch Halloween pop-up
Global has announced the launch of a multi-channel campaign for Haribo’s MAOAM which will utilise Global’s outdoor, digital audio and video offerings for a live, zero-contact experiential brand campaign. The pop-up, called the “Maoam Mischief Manor”, launched in Westfield London and will tour the UK, allowing one household group at a time to experience a haunted house-style journey that includes zombie hands and ghostly animations. Groups will be guided through the trail by ambassadors to ensure Covid-19 precautions are followed; this is a great way for Global & the brand to prove unique experiences can still be created despite current challenges.
Thanks for tuning in to the 10th edition of Stuffed, we’ll see you next week.