FIGARODIGITAL.CO.UK
NEWS, VIEWS, STATS, OPINION
he last 12 months saw the viral charity campaign take social media by storm. #NoMakeUpSelfie (Cancer Research UK) and
#IceBucketChallenge (Macmillan Cancer Support and ALS) raised millions with their gamified, nomination-based campaigns. As 2014 progressed, the
concept gathered momentum. #ManUpMakeUp encouraged blokes to break out the lippy for Prostate Cancer UK. #WakeUpCall saw bleary-eyed celebs including Jemima Khan, Stephen Fry and Hugh Grant posting ungroomed selfies in support of the Syria Emergency Fund. #ThumbsUp for Stephen Sutton raised £4 million for
Teenage Cancer Trust. Following the kidnap of 267 Nigerian schoolgirls in April, #BringBackOurGirls gained international support from the likes of Michelle Obama and Nobel Peace Prize winner Malala Yousafzai. Key to these campaigns’ success was the fact that they were fun, easy and put self-promotion in the service of a good cause. But has the trend run its course? Possibly.
Hashtag campaigns demand genuine emotional engagement, a degree of self-deprecating wit and a simple call to action. As plenty of brands have discovered, you can’t force a meme, and woe betide anyone who attempts an inappropriate newsjack. Nevertheless, the lessons for
marketers are clear. Organic user- generated content is priceless. Brands and agencies must be
constantly alert to broader online and cultural trends. The simpler the concept (and the shorter the hashtag) the better. Size matters too. According to Buddy Media in the US, Tweets that contain less than 100 characters receive 17 per cent higher engagement than longer Tweets. And proving that sometimes you just need to spell it out, when followers are explicitly asked to ‘Retweet’ a message, the share rate is 23 per cent higher than average. But abbreviate that
instruction to ‘RT’ and the share rate is only 10 per cent higher than average.
SUBJECT FURTHER. 36% ARE MORE LIKELY TO TELL FRIENDS AND FAMILY ABOUT THE BRAND. 30% ARE MORE LIKELY TO
AFTER WATCHING A GOOD VIDEO FROM A BRAND 39% OF CONSUMERS ARE MORE LIKELY TO RESEARCH THE
WATCH CONTENT FROM THAT BRAND AGAIN. Source: Brightcove/Aberdeen Group
6 issue 23 january 2015
39
%
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
