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Campaigns celebrating female empowerment are being used by brands to advertise everything from deodorant to designer clothes.
And it’s a theme which, if executed right, can resonate well with audiences both female and male alike.
In the last year there have been several high profile campaigns along this theme including the #thisgirlcan campaign by Sport England and Always’ #likeagirl campaign, which both achieved massive levels of reach and engagement.
Over the last two years, BBC Worldwide has been turning Doctor Who from (simply) a gigantic British show into a truly global icon.
Julia Kenyon, Acting Chief Brands Officer, BBC Worldwide, spoke at the Festival of Marketing about how this was achieved and included some staggering stats about the brand’s performance at ComicCon 2015, its 2014 world tour and the 2013 50th anniversary.
Technology's inflexion points are difficult to spot without the benefit of hindsight, even for technology as widely hyped as social media and mobile video.
However, it's difficult not to get excited when surveying the social video landscape in late 2015.
The BBC has finally switched off its old desktop site and is now redirecting mobile users away from its .m site to its brand new fully responsive news site.
BBC News’s previous iteration was four years old, and although it regularly broke records for attracting worldwide traffic (64m unique visitors in January 2013) the site has been need of a multi-screen compatible upgrade for some time. In fact since inviting users to trial a beta version of the new site in December, BBC News has seen 65% of its users now accessing the site from tablets and mobiles.
It's approaching the end of August so it's time to round up some of the more interesting social campaigns we've seen this month.
This time it includes Doctor Who, Nordstrom, Volkswagen, Comparethemarket, Dr Pepper and Acura.
The BBC’s experimentation with new methods of content distribution has continued apace with the creation of a new subreddit and a separate Reddit video news channel.
Officially unveiled in June, the news channel hosts a range of the BBC’s latest videos while the subreddit acts almost like an RSS feed.
Reddit received 114m unique visitors last month from more than 190 countries, so it’s easy to see why the BBC would want to try and establish a presence on the site.
In truth it’s likely that the BBC already gets a decent amount of traffic from Reddit, though no official figures are publicly available.
Matthew Danzico, head of the BBC’s Innovation Lab, explained that the new subreddit and video channel are part of a wider objective of trying to understand how to distribute content to an increasingly fragmented audience online.
How does a publisher move from brand engagement to an enterprise transactional model?
It all revolves around thinking like a retailer and utilising your brands to capitalise on new revenue streams.
Immediate Media is a combined publishing house formed with BBC Magazines, Magicalia and Origin, with around 70 brands.
The group has been investing in technology for a while, enabling digital elements to be added to its subscriptions, as well as integrating advertising and product sales.
The magazines are chiefly publishing special interest content, from sports to weddings etc. With 80% of Immediate’s revenue coming from selling content, it’s clear that there’s a balance to be found between product development and monetisation.
Let’s take a look in more detail…
Here are some of the finest branded Instagram videos from February 2014, or Instavids as nobody in their right mind calls them.
Last week I discussed the future of Instagram video and Vine in the post has Instagram really killed Vine?
It seems that since the introduction of Instagram’s 15 second video capability, brands and regular users alike have begun to ignore Vine in favour of a social media platform they were already signed up to anyway.
I round-up the best branded Vines on a monthly basis (here are the best branded Vines of February) and I personally feel that there’s still massive potential for the only one-year old Vine when it comes to improving brand perception and connection.
So what separates Vine from Instagram video apart from the obvious technical differences? Perhaps by looking at these examples of Instagram videos from brands we’ll be able to understand how each platform can exist side-by-side whilst remaining different enough to be worthy of separate time and investment.
Here’s a joyously surprising list brought to me by Andrew Warren Payne.
The headline is entirely factually correct, these websites are not responsive. Whether they should be or not is a matter for debate, and I hope one you will take up in the comments section.
There are pros and cons of going responsive and each organisation should be aware of its own ideal site strategy. I’m sure many of our readers know the UX and hence search boost of going responsive is now growing large enough to prove worthwhile, even in the face of much development time.
See what you think of this list.
iWonder is the evocative name for the BBC’s new interactive guides. The name conjures childlike enquiry (I wonder!), ‘90s crisps (Golden Wonder) and fits nicely with the Beeb’s and Apple’s use of the stunted ‘iProductname’ format.
The guides are the BBC’s new content format, described as 'sit forward', allowing the user to learn by doing.
They organise video and audio, infographics, text and activities into stories.
I’ve been having a play with the guides and given some brief thoughts below. Do go and check them out, they’re a powerful tool for schoolchildren or older autodidacts.
The BBC has begun experimenting with using Instagram video as a way of distributing bitesize news reports.
Though the Beeb has been using Instagram video for some time, up to now the clips were just repurposed TV news footage.
The new ‘#Instafax’ short form news service uses content specifically created for Instagram, with each video including a selection of images and facts that give a very brief outline of the story.
It’s described as being “very experimental” at this stage and it’s great to see the BBC trialling innovative methods of sharing news and connecting with a younger audience.