Tag Archives: filter

The Academy tweets the perfect tribute to Robin Williams

12 Aug

When I woke up this morning I had a #WhileYouWereSleeping hashtag moment after reading that Oscar-winning actor Robin Williams has died at the age of 63.

As the world’s media look for people who ‘knew him well’ for sofa interviews, finalise their obituaries and monitor celebrity tributes, there’s just one thing I’m interested in today: The Academy.

Eight hours ago it tweeted the words ‘Genie, you’re free‘ to 768,000 followers (and counting), in reference to Williams’ role as the Genie in Disney’s Aladdin – and it’s already been re-tweeted more than 196,000 times and favourited by over 130,000.

Throughout Williams’ 35-year career, he was nominated for four Oscars but was always the bridesmaid and never the bride until he teamed up with Matt Damon and Ben Affleck for Good Will Hunting in 1997 – five years after Aladdin. So, why did it tweet the Genie?

Jumanji, Patch Adams and Hook aside, this was Williams’ iconic role, albeit animated, because he didn’t even have to act. The Genie is Williams – the role was designed for him, not the other way around. And the fact that the film sold well over 25m copies worldwide upon its release is testament to this.

So, now that’s settled, why else was the tweet so successful (apart from being picked up by online superpower Buzzfeed)?

1) Thought leadership

The Oscars are at the top of the food chain when it comes to the movies. The honours are respected, so if The Academy is tweeting to a large audience, everyone takes notice.

2) A picture says a lot of words

The Academy used a striking and emotive image of the Genie with Aladdin. It didn’t feel the need to crop, zoom in or filter. It opted for simplicity and it’s paid off.

3) Straight to the point The simplicity of the image was also reflected in the wording, which captured the essence of Williams without the need for hashtags, weblinks or self-promotion – maintaining The Academy’s classy reputation. So, not only is this the perfect tribute, but also the perfect PR balance.

What do you think of the tribute tweet?

The Academy tweets the perfect tribute to Robin Williams

The Academy tweets the perfect tribute to Robin Williams

Instagram won’t be the same again after reading this blog

13 Jul

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They say a picture is worth a thousand words. Then, what’s the value of an Instagram? I guess it depends on what filter you choose.

One thing’s for sure – brands are boosting their presence on the photo-sharing site and I don’t just mean using hashtags. Clever companies are now using it to build entire campaigns.

Ikea
To launch its new PS 2014 collection, Ikea used Instagram to create a mini website by creating a profile for each piece of furniture in the range, and linking them together using the tagging functions.

This allowed users to scroll through the different items on the site, just like flicking through a catalogue, because every page was linked. It also encouraged people to add to the website by snapping their own pieces and tagging them – to show they were associated with the brand.

Sky Rainforest Rescue
A partnership between Sky and the World Wildlife Fund, the charity has launched an Instagram account and uploaded a blend of 60 images and videos – each tile representing part of a design created by an artist – giving users a unique interactive tour of the Amazon.

From unique illustrations to exclusive blogger content, every time a user follows the account and clicks on one of the tiles, they’re automatically entered into a competition to win a pair of sustainable VEJA trainers, designed by ‘eco-warrior’ model Lily Cole.

It’s pretty obvious that these innovative campaigns are changing the way we use social media. So, what can we do to give our own profiles a makeover?

1) What’s your strategy?
I don’t mean to offend anyone with my patronising nugget of advice, but if you don’t know what you want to gain from Instagram, you won’t achieve anything.

– Want more followers?
– Want to network?
– Want user-generated content?

Create a tick list and prioritise in terms of importance. Then, look at what content you have and create a plan to either drip feed it over the coming weeks, building momentum, or sync it onto the page in full as part of a bigger campaign.

Right, lecture over. Back to the quick wins.

2) Chill out
Don’t go for the tough sell. Instagram is the perfect platform for brands to show off their talent and personalities.

If you wouldn’t read your own updates, chances are no one else will.

Worried that no one will really ‘get’ what you do? Then stream Instagram on your website. Problem solved.

3) Press record
In reference to my opening line, surely videos are worth a million words.

Quality is important, but don’t make a meal out of creating a video. As long as the content is clear and engaging, with a relevant call-to-action, it’ll work.

Then PR your post by shouting about it on your other social media channels.

Not enough? If you’re a bit more creative, you could always explore capitalising on the filter craze by creating your own branded option and pitching it into Instagram. That should get you noticed pretty quickly.

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