Dear Distinguished Subscribers,

Welcome to the 27th edition of Stuffed. News came in this week that gave us ample reason for some mid-week celebrations, as we landed 13 shortlists for this year’s Campaign Media Awards. All 13 entries of submitted work are down to many talented Goodstuffers who are incredible at what they do, so hats off to you, and who said 13 was an unlucky number?! Furthermore, they say good things come in threes, and the prospect of a Grand Prix Triple win sounds pretty damn good, don’t you think? Roll on the virtual awards night!

In this week’s Stuffed, we look at the introduction of Twitter’s new feature, the ‘Super Follow’, we see a digital platform that literally turns dreams into lottery numbers, and how lockdown audio listening is helping brands reach affluent audiences. If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.

STUFFED WITH CULTURE

With the rise of subscription-based social networks such as the controversial, yet highly lucrative OnlyFans, it was perhaps only a matter of time before other platforms looked at ways to monetize their own offering. Enter the ‘Super Follow’ – a new feature that will enable Twitter users to earn money from exclusive content posted on their profile. Although many have been quick to critique the move, it does illustrate the growing power of creators, users who can attract devoted fans with deep pockets. Representing a critical source of new revenue, arguably the Super Follow also serves as an early indicator of how social networks – and more widely, media brands – may look to evolve to challenge Google and Facebook. A theory explored by Bloomberg’s Alex Webb here.

Speaking of shifting priorities, Sainsbury’s announced that they will be retiring their decade old ‘Live Well for Less’ brand slogan, launching their new mission focusing on ‘Helping Everyone Eat Better’. Inspired by research that suggests a diet lower in red meat, dairy and fat could deliver health benefits and reduce greenhouse gas emissions, the refreshed platform aims to reinforce the retailer’s commitment to sustainability. The announcement has also been followed by a series of broader business commitments, including a pledge to become net zero by 2040, sponsorship of this year’s COP26 and a review of their supply chain and infrastructure. A move that shows their dedication to getting it right, we hope this accessible platform helps consumers make more conscious decisions, whilst inspiring other brands to look introspectively and consider how they might follow suit.

Ever since the government announced that it was considering tough new ad restrictions for HFSS products, the subject has been rife with controversy. Adding fuel to the fire, Bite Back 2030 – a youth-led campaign network, supported by everyone’s favourite Turkey Twizzle hater Jamie Oliver – released a new report this week, partly blaming smart targeting methods on Facebook and Instagram. Unsurprisingly Facebook have been quick to hit back, defended by the AA. As the drama continues, The Drum’s short guide to both sides of the argument will help you get up to speed in no time.

STUFFED WITH CREATIVITY

Heinz hold web browsers to attention

In a nod to their 57 varieties, and the slow pour of real Heinz sauces, American web surfers were challenged to wait 57 minutes for a chance to win a home burger kit. A bespoke site – holdforheinz.com – and its glacial load time, makes a Guinness-esque virtue of a worthwhile wait.

Breast is best for Tommee Tippee

The baby feeding brand has produced a tribute to motherhood with ‘Boob Life’ – a campaign which celebrates the reality of breast-feeding. Inspired by research that highlighted how society overlooks the associated challenges and impact on mental wellness, the campaign features real mums in raw and honest portrayals of their stories.

Emerson’s ‘Tiny Pub’ makes a big impact

The New Zealand beer brand proved that good things come in small packages and yield big results. Dramatising brand beliefs in craft and patience, Emerson’s created a two-person touring pub, delivering the highest brand recognition in their history and reversing a 12% sales decline to sell out of stock.

Loto Libanais’ Dream Ticket

The Lebanese Lottery faced the challenge of declining players, particularly Millennials. Realising this audience talks about winning but doesn’t play, the organisation created a digital platform to literally turn dreams into lottery numbers. The integrated campaign sold 53,000 more tickets in the launch week and saw a 32% sales increase.

STUFFED WITH COMMS

Lockdown Audio Listening Gives Brands Opportunity to reach Affluent Audience 

Radiocentre’s new research, “New Ways of Working, New Ways of Connecting” shows that almost 8m adults working from home listen to commercial radio to accompany their working day.

Interestingly, 50% of the commercial radio listeners who are WFH full-time are listening for longer than pre-pandemic, and an increase from 45% since the first lockdown in March 2020. More importantly, this working from home audience is receptive to advertising, with 52% admitting that they search for something when they have heard it advertised on the radio. When listeners have the ability to choose the soundtrack to their working day there is a greater opportunity for brands to engage with this audience with their higher expendable income.

Once government restrictions are lifted, a high percentage of listeners intend on working from home for at least some of the working week. It is therefore likely that these listening habits will continue, allowing advertisers to access this high value audience post-pandemic.

UK Government use Sky’s ‘One campaign’ to drive reach across latest Covid-19 campaign

As we all know, the way in which we consume TV content has been evolving however the way in which we buy has remained relatively static. Sky’s ‘One Campaign’ has looked to unify and simplify the way in which we plan; thinking about audiences as opposed to platforms. It is supported by CFlight which enables Sky to unify currency across spot & VOD & therefore provide a cross-platform reach & frequency. They have soft launched it this January across a handful of clients, one of them being the UK Government’s Covid-19 advertising campaign, ‘Look into my eyes’. The campaign objective was to reach as many people as possible and Sky’s One campaign enables you to optimise reach across both live and on-demand viewing as one single buy.

Thanks for tuning in to the 27th edition of Stuffed, we’ll see you next week.