Dear Distinguished Subscribers,
Welcome to Edition 9 of Stuffed. The Media Week Awards came and went in a flash, but it’s now the morning after and we’re still buzzing from our phenomenal results. Amongst our 6 awards won, we took home the Grand Prix for ‘Britain Get Talking’ with ITV. That’s right folks, 4 Grand Prix wins across 2 years – the double-double. So a big thanks to our Goodstuffers and all involved for making it possible. We think it’s been a good week, to say the least, and hope you’ve had a good one too.
In this week’s Stuffed, Wagamamma generously launches a support society for students returning to university, a clever behaviour change campaign flips the image of wearing a seat belt to macho men, and a Google update brings brand safety and transparency back into the spotlight. If you’ve not yet subscribed, head over here.
Happy reading folks!
From your friends at Goodstuff.
STUFFED WITH CULTURE
World Mental Health Day is observed on 10th October every year. This often extends towards Brands – this year, Wagamamma launched a support society for students returning to university in partnership with YoungMinds, aptly named the ‘Noodle Union’. The Noodle Union features online cooking lessons, food drops and giveaways, to help the 41% of young people who’s mental health has been impacted because of the pandemic.
With Sir David on Instagram and the release of his new documentary, sustainability is in the air. This week IKEA launch a second-hand furniture venture in order to create a circular business model. They’ll buy back unwanted IKEA furniture for up to 50% of what they paid for (fluctuating based on the number of scratches – oddly specific, we’ll hide the cat)!
Budweiser have launched a hyper-local media strategy in an attempt to reconnect with young consumers across America. To tap into ‘everyday moments’, the brand is leaning into events that already have social currency & creating positive brand associations; for example, Michigan got its very own Big Sean 25oz tallboy Budweiser in honour of the rapper’s new album – very cool. They’re not the first brand in recent days to harness the power of social. TikTok have quite literally taken the viral video of Nathan Apodaca sipping Ocean Spray whilst skateboarding to Fleetwood Mac’s “Dreams” and made it the focal point of their latest marketing strategy – Nathan was later rewarded with a huge truck and gallons of juice – we checked!
STUFFED WITH CREATIVITY
In response to the recent boom of irresponsible pet purchase, Brewdog has launched ‘Street Dog,’ an initiative to temporarily rebrand cans to advertise dogs from adoption charities. Particularly impressive was how they landed the ultimate celeb influencer and one hell of a plug on talkSPORT.
Top marks for Tony’s on film craft and taking on a taboo in the chocolate making supply chain – exploitation and child labour. This ad is the colourful cherry on the cake of a strategy to create ‘100% slave free’ chocolate. Truly rule-breaking stuff for the confectionery category.
Macho men in New Zealand weren’t wearing their seatbelts, so this clever behaviour change campaign flipped the image of wearing one from wimp to warrior. Starring real crash survivors, the campaign went viral and drove attitudinal change reminiscent of the famed ‘Designated Driver’ campaigns of the late 80’s.
Internet collective ‘MSCHF’ is paying people to call out brands behaving badly on TikTok. Tales of sweatshops, profiteering and poor pay feature as catchy jingles. Worth a read to see how this group are mobilising to take on corporates and challenge attitudes to the authenticity of influencer marketing.
STUFFED WITH COMMS
Google update brings brand safety and transparency back into the spotlight
Back in 2017, Marc Pritchard, the Chief Brand Officer of Procter & Gamble, made a significant speech which called the digital supply chain “murky at best”; a statement that stands true today. When the person in charge of the largest global ad spend makes a statement like that, one would imagine it’s time to listen. However, the continuing practices of Google, Facebook and others have remained largely unchanged, and it speaks to their power in the market that this has continued.
Google’s latest change, which is a move to hide certain searches that advertisers have appeared against, is another blow to two of the topics that Pritchard called out almost 4 years ago; Brand Safety and Transparency. With advertisers not being able to see all of the searches, they lack the ability to exclude those with negative connotations to protect their brand image, and it generally sets a poor precedent to an already flawed market. We must demand better, and bring some accountability to these tech giants.
London bound with our very own Mike English
When it comes to understanding Out-of-Home, especially during these challenging times, there’s no substitute for getting out there and seeing what’s happening in person! This week our very own OOH Director, Mike English, spent a whole day on the road touring London, viewing how audiences are behaving across the city and checking our campaigns are running as they should. Whilst data is helping guide the way we plan and trade our Out-of-Home, it was reassuring to see traffic and pedestrian volumes first-hand.
That’s all for the 9th edition of Stuffed, see you next week.