Dear Distinguished Subscribers,
Welcome to the 28th edition of Stuffed. This week we celebrated International Women’s Day with a variety of initiatives for our Goodstuffers, including an insightful talk from none other than the rugby legend, Maggie Alphonsi. Organised by the Land of Independents and the Alliance of Independent Agencies, the talk discussed how to create a winning mindset, which kickstarted our optimism for the week ahead as Campaign’s Agency of the Year awards drew near. We’re thrilled to announce that we won Silver for Media Agency of the Year! As the only Independent Media Agency on the list, it certainly is a testament to the power of Independents… and 2nd best Media Agency in the UK? We’ll take that!
In this week’s Stuffed, we look at how Disney+ reaches a milestone of 100m subscribers, we see a brand’s worldwide easter egg hunt go virtual, and how Bauer media aim to create more radio opportunities for women. 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
Whilst experiencing an army of doubters at launch, Disney CEO Bob Chapek can quite confidently now prove those doubters wrong, as Disney+ reached 100m subscribers globally this week. Having had to prematurely reforecast its subscriber goal in November from 60m to 90m by 2024, the company now expects to have around 240 million in the same timeframe. This is partly a result of recent lockdowns, but also the success of original series like Star Wars spin-off The Mandalorian. Baby Yoda’s clearly been working his magic… or force, there’s a pun in there somewhere surely?
Whilst Disney have been flying recently, the same can’t quite be said for Burger King, as their recent Twitter post on International Women’s Day left many feeling perplexed. The brand tried to turn a sexist trope on its head as a stunt to introduce their H.E.R. (Helping Equalize Restaurants) scholarship, but the outcry that followed suggests it somewhat backfired. Burger King have now removed their original tweet and apologised on the platform, admitting they got it ‘wrong’.
Another much-debated topic, not just over the past week but over the past year, has been the government’s Covid comms to the public. The Drum have put together a feature showcasing MullenLowe and the Government’s efforts over the period with an inside look from the former’s Executive Partner, Tom Knox, who provides a fantastic insight into one of the most important campaigns in recent British history. From humble beginnings as a simple hand hygiene message to the most recent ‘Stay Home, Protect the NHS, Save Lives’, it’s been quite the journey hasn’t it?
STUFFED WITH CREATIVITY
Launched on International Women’s Day, the brand followed up the brilliant Womb Stories with #PainStories, a campaign to highlight period pain and dismantle the shame associated with period pain and other intimate issues which cause agony. These include creating The Pain Dictionary, The Pain Report, and The (virtual) Pain Museum.
Amongst more great International Women’s Day work was State Street Global Advisors adding to their iconic ‘Fearless Girl’ statue with glass, to celebrate the glass ceilings broken since she first challenged Wall Street’s Raging Bull. Here’s to more ceilings being smashed in the road to true gender parity.
Cadbury’s have taken their long-standing easter egg hunting tradition virtual by creating the ‘Worldwide Hide,’ using Google Maps. Clues can then be left for the seeker searching the entire globe for their egg with the option to receive it for real in the post if they find it. Eggcellent work.
The revolutionary meat-free meat brand recently launched a challenge to America’s school kids to reimagine the lunchroom experience to be more planet-friendly whilst creating a curriculum to help teach sustainability. The winning school will receive a cash prize to make their planet-positive idea happen.
STUFFED WITH COMMS
Sky’s streaming TV service, Now TV, is no longer just a subscription VOD platform
As of last week, Now TV, Sky’s streaming service which started off as being an SVOD like Netflix and Disney+, is now competing against broadcaster VOD platforms by rolling out pre-roll ads before the start of films and shows. Similarly to ITV Hub and All4, Now TV will include ads in catch-up TV content and on their live HD channels, unless you’re a NOW TV Boost user that pays an additional fee for an ad-free platform. This has only been implemented so far on mobile devices, but they are planning on extending this to their Now TV App on Apple TV and via the subscription VOD Roku HD streaming stick that plugs into the TV. We will be watching developments closely as we may see younger and lighter TV viewers heading towards this, alongside AVOD and BVOD players like Rakuten, ITV Hub, Sky VOD, and All4.
Bauer media to create more radio opportunities for women
Bauer Media have shone a light on International Women’s Day, using their platform to create increased opportunities for Women in the radio sector, with the launch of new initiatives that centre around championing, training, and finding female talent.
Their updated ‘Women in Programming’ initiative will provide women with mentoring and coaching. Additionally, their brand-new ‘Finding Female Talent’ programme will concentrate on searching for the next generation of radio talent. It will kick off this summer through a ‘KISS Summer School’, giving around 20 young women, two weeks of training. It’s great to see a key media owner investing in a more gender equal industry and this will hopefully challenge the wider sector to follow.
Thanks for tuning in to the 28th edition of Stuffed, we’ll see you next week.