Tag Archives: generate

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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#StayAlive: life-saving technology

24 Jun

When it comes to PR, charities are pushing themselves harder than ever to get noticed – and it’s paying off.

From WaterAid’s social media waterfall to Macmillan’s tube strike tweet, charities aren’t just sticking to their marketing strategy, they’re also going after ‘quick wins’, which is putting pressure on press teams to generate more column inches.

Having said this, I was surprised to see that Grassroots, a Brighton-based suicide prevention charity, is launching a new app next month called #StayAlive.

The app, not to be confused with the British Heart Foundation’s Bee Gees‘ inspired Staying Alive campaign, will offer support to people who feel suicidal.

Up to 4,400 people in England end their own lives each year, and 10 times this number attempt suicide, so why am I so shocked?

It’s one thing for a charity to empower you to save a life – whether that’s through a quick dose of CPR, donation or volunteering opportunity – but it’s another story to encourage people to keep living. It’s brave and the reality is that it’s a partial solution to a growing problem.

How will the app provide support?
1) Using location data to identify local services
2) Encouraging users to upload positive images to remind them of happier times
3) Advising on what those thoughts might mean and how to overcome them

My issue is that the apps on my very old iPhone are split into various categories: social, news, entertainment, lifestyle, shopping and utilities. So, I’m not entirely sure where #StayAlive would sit on my desktop. And, if I did need to refer to it, how often I’d revisit. And, if I was experiencing mental health issues, would I seek comfort in an app?

But, for a digital generation that’s logged on 24/7, there is some logic in the fact that our phones – a simple photo or a quick call – could mean the difference between life and death.

But, the one thing Grassroots lacks is maximising its social media presence. It took me a while to find the charity on Twitter – not ideal when the app name is actually a hashtag!

However, the charity’s already got the backing from regional newspaper The Argus and works closely with key stakeholders. But, I predict that it’ll get a lot of questions from the media on launch day about its innovation. So, it’s a prime opportunity to boost followers and starting conversations by setting the agenda.

After all, how often does a regional charity get to do that? This is definitely a campaign to keep an eye on.
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Taco Bell calls on fans for mystery competition

21 Mar

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Does anyone else think brand promotions have become a bit stale? I don’t need another pen, loyalty cards get lost and I delete discount emails without a second thought. But, I wouldn’t turn my back on a free phone. Thanks Taco Bell.

To celebrate the restaurant chain’s move into the breakfast market next week, Taco Bell has sent fans free phones (Samsung to be precise.It gets around doesn’t it?) that include instructions for consumers to take part in missions to win prizes. In fact, the missions are so secretive there’s little information on how it works.

What I do know is that social media is a key trigger for the campaign. Upon accepting the mission – by turning the device on – they’re asked to submit their Twitter and Instagram handles and post images for the chance to win anything from a branded air freshener and pajamas to gift cards and a trip to the Pacific. But I’d be no good at this competition. My phone is always on silent – but Taco Bell’s phones were sent to fans with a note stating that it could ring at any time – so it should be kept with them at all times, even while they sleep.

Fans should be made aware that it pays to think outside of the box. Points are awarded based on each photo’s creativity, originality, whether it links with the promotion theme and the Taco Bell brand.

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This is a brilliant campaign because it transforms fans into ambassadors, driving them to promote the breakfast offering in a fresh way, generating content while reaching millions of potential customers. It’s so good it should be its PR mission statement.

The phones went live yesterday so the fun has only just begun. We’re bound to see lots of photos stamped with the #breakfastphone hashtag over the next week when the breakfast offer launches next Thursday in the US.

What do you think? Is Taco Bell too
hungry to make its morning menu work?

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