tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2018-04-13T15:58:16+01:00 tag:econsultancy.com,2008:BlogPost/69946 2018-04-13T15:58:16+01:00 2018-04-13T15:58:16+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Facebook ad spend grows despite recent controversy</h3> <p><a href="http://www.4cinsights.com/StateofMedia/" target="_blank">New data</a> from 4C has revealed that Facebook saw a marked increase in ad spend this Q1, despite the recent Cambridge Analytics scandal. </p> <p>Following the news in March, Facebook ad spend increased 62% year-on-year.</p> <p>The travel and legal/financial verticals saw the greatest quarter-over-quarter increases of 129% and 32%, respectively. Meanwhile, Facebook continues to deliver ROI for advertisers, with an 18% quarterly decrease in cost per thousand impressions (CPM).</p> <p>Elsewhere, Snapchat saw a whopping 234% year-on-year increase in ad spend in the first quarter of 2018, largely due to its re-designed Discover page presenting even more opportunities for sponsored content.</p> <p><strong>More on Facebook:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69902-facebook-is-in-real-trouble-what-it-could-mean-for-marketers">Facebook is in real trouble: What it could mean for marketers</a></li> <li><a href="https://www.econsultancy.com/blog/69840-facebook-quietly-rolls-out-new-ad-placements-as-power-editor-merges-with-ads-manager">Facebook quietly rolls out new ad placements as Power Editor merges with Ads Manager</a></li> <li><a href="https://www.econsultancy.com/blog/69787-five-tips-for-a-successful-facebook-advertising-strategy">Five tips for a successful Facebook advertising strategy</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3556/facebook.jpg" alt="" width="600" height="400"></p> <h3>71% of people think ads are becoming more intrusive</h3> <p>A recent survey by Kantar Millward Brown, <a href="https://www.emarketer.com/content/people-believe-ads-are-becoming-more-intrusive?ecid=NL1002">reported by eMarketer</a>, has found that the majority of people think ads are far more intrusive than they were three years ago. 71% of survey respondents uphold this opinion, with 74% also suggesting that they’re seeing more ads overall.</p> <p>Meanwhile, 79% of people say that adverts appear in more places, making it impossible to avoid advertising while online. </p> <p>Despite this, opinion towards ads isn’t <em>all</em> bad – 41% say that ads tell better stories than they used to, while 47% agree that ads fit together better across different formats. </p> <p>Naturally, this type of survey is not good news for advertisers, especially alongside the prediction (according to eMarketer) that three in 10 US internet users will use an an ad blocker this year.</p> <p><img src="https://assets.econsultancy.com/images/0009/3576/Intrusive_ads_blog___twitter_size__1_.png" alt="intrusive ads 71% consumers think so" width="615" height="308"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69326-google-to-start-warning-sites-about-bad-ad-experiences" target="_blank">Google to start warning sites about bad ad experiences</a></li> <li><a href="https://www.econsultancy.com/blog/69750-in-a-blow-to-marketers-google-will-let-users-opt-out-of-remarketing-ads" target="_blank">In a blow to marketers, Google will let users opt-out of remarketing ads</a></li> </ul> <h3>Text messaging declines YoY in the UK as chat apps take precedent</h3> <p><a href="https://www.reportlinker.com/data/series/H-u9khxCiJs" target="_blank">New data</a> from ReportLinker has revealed the changing habits of global mobile users. Overall, it suggests that people are paying less as we move towards free chat apps rather than traditional text messaging.</p> <p>In the UK, the average monthly household expenditure on mobile smartphone service has decreased nearly 3% this year, and is predicted to keep on getting lower to 2020. Meanwhile, text messaging has also declined as users make greater use of chat apps like WhatsApp.</p> <p>ReportLinker also suggests that traditional landlines could soon be extinct. In Australia in particular, this prediction could come true in just a couple of years. The number of people who will have a smartphone but no fixed telephone line is estimated to be well over 8.5 million by 2021. By that time, the number of smartphone owners in Australia is anticipated to be over 20 million, up from over 15 million in 2017. </p> <p><img src="https://assets.econsultancy.com/images/0009/3555/reportlinker.JPG" alt="" width="543" height="395"></p> <h3>Trustworthiness is the most impactful characteristic of celebrity endorsers</h3> <p>A recent study <a href="https://www.warc.com/content/article/jar/enhancing_brand_credibility_through_celebrity_endorsement_trustworthiness_trumps_attractiveness_and_expertise/117436" target="_blank">published by</a> JAR suggests that trustworthiness is the most important trait of celebrity endorsers, ranked more effective for boosting brand credibility over other factors like expertise or attractiveness.</p> <p>The study in question examined the impact of celebrity endorsers’ source characteristics - including trustworthiness, expertise, and attractiveness - on consumers’ brand attitude, brand credibility, and purchase intention. Overall, it found that trustworthiness was related to consumers’ positive associations with a brand (an airline, in the case of this study).</p> <p>This means marketers must demonstrate greater caution when partnering with celebrities, as the research also suggests that a lack of trustworthiness can be hugely detrimental to a brand’s reputation.</p> <p><strong>More on celebrity campaigns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69846-celebrity-chefs-and-their-instagram-strategies-more-than-just-food-porn/" target="_blank">Celebrity chefs and their Instagram strategies – More than just food porn?</a></li> <li><a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">Why Iceland has replaced celebrities with micro-influencers</a></li> </ul> <h3>Travel industry sees 13% increase in search interest</h3> <p><a href="http://www.hitwise.com/gb/white-papers/peak-travel-report-2018/?bis_prd=1" target="_blank">New research</a> from Hitwise suggests UK holidaymakers are showing renewed enthusiasm when it comes to travel. </p> <p>From the analysis of the online behaviour of three million Brits, Hitwise found a 13% increase in searches related to the travel industry in the first two months of this year. In terms of specific brands, Travelodge saw a 36% increase in searches year-on-year, perhaps highlighting the positive impact of its new initiatives like SuperRoom.</p> <p>Elsewhere, the research also suggests an increased interest in luxury travel. There was a 16% rise in traffic to luxury operators and cruise operators in the first two months of 2018, while luxury travel provider Kuoni also reports that store appointments were up 171% during this time.</p> <p><strong>More on travel:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69384-seo-david-vs-goliath-how-travel-sector-minnows-can-overcome-their-big-brand-competitors">SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors</a></li> <li><a href="https://www.econsultancy.com/blog/69652-four-key-digital-trends-impacting-travel-and-hospitality-brands">Four key digital trends impacting travel and hospitality brands</a></li> <li><a href="https://econsultancy.com/blog/68871-how-travel-brands-are-capitalising-on-youtube-adventure-search-trend">How travel brands are capitalising on YouTube adventure search trend</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3557/Hitwise.JPG" alt="" width="600" height="459"></p> <h3>Parents are the biggest adopters of voice-assisted devices</h3> <p>Publicis Media has <a href="http://www.adweek.com/agencies/parents-and-families-are-the-biggest-supporters-of-voice/" target="_blank">undertaken research</a> on smart speaker usage, involving the study of 70 voice assistant users in the US and UK.</p> <p>Overall, it found that parents and families are the keenest early adopters of smart speakers, largely due to the technology’s ability to streamline and enhance daily routines. </p> <p>Smart speakers also enable parents to help children learn, with the tech allowing users to easily search for queries (without disrupting their current activity).</p> <p>Despite this uptake, however, the research also revealed that parents aren’t too keen on changing how they use voice technology. The majority say they’re uninterested in discovering capabilities that they don’t already use, while they’re also reluctant to share personal information in exchange for deeper personalisation. </p> <p><strong>More on voice tech:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour">How will voice technology change consumer behaviour?</a></li> <li><a href="https://www.econsultancy.com/blog/69610-what-do-voice-user-interfaces-mean-for-marketers-brands">What do voice user interfaces mean for marketers &amp; brands?</a></li> <li><a href="https://econsultancy.com/blog/69473-what-paddy-power-learned-about-voice-interfaces-by-creating-an-alexa-skill" target="_blank">What Paddy Power learned about voice interfaces by creating an Alexa skill</a></li> </ul> <h3>Paralympics reaches 251 million people on social media</h3> <p>According to new data from IPC, the PyeongChang 2018 Winter Paralympic Games reached more people than Sochi 2014 and London 2012 Paralympics combined.</p> <p>During a 10 day period, IPC’s digital media channels reached 251 million people across multiple platforms including YouTube, Facebook, Twitter and Weibo - more than Sochi 2014 (which reached 66m) and London 2012 (which reached 94m). It also generated 17.4m video views - three times Sochi and London combined - and 650k engagements, up 67% on Sochi 2014.</p> <p>This looks to be due to IPC’s innovative use of technology and video, with social media teams posting real-time highlights of every race, match, and ceremony on YouTube.</p> <p><strong>For more on Social Media, subscribers can check out our <a href="https://econsultancy.com/reports/social-media-best-practice-guide" target="_blank">Best Practice Guide</a>.</strong></p> <p><iframe src="https://www.youtube.com/embed/aCICoyzPnbk?list=PL6CBAXPeBajm6gtohfO5-mapvjW00isMX&amp;wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/69922 2018-04-04T10:14:12+01:00 2018-04-04T10:14:12+01:00 10 examples of Cadbury's sweetest marketing campaigns & creative Nikki Gilliland <p>While Cadbury’s strategy has continually evolved over the years – with <a href="https://www.youtube.com/watch?v=l0eEqeizNCA">its recent ad taking on a more heart-warming tone</a> – it has stayed at the forefront of consumer minds thanks to a constant stream of memorable marketing efforts. </p> <p>Here’s a run-down of 10 of the best.</p> <h3>1. Mum’s birthday</h3> <p>One of Cadbury’s biggest challenges has been staying relevant in recent years, especially as consumers are presented with greater choice (and a desire to sample less-sugary options). </p> <p>It appears sales have been declining as a result. Reports suggest Dairy Milk sales were <a href="https://www.campaignlive.co.uk/article/behind-scenes-vccps-new-cadbury-campaign/1454324" target="_blank">down 3.1%</a> last year, while YouGov’s BrandIndex shows that Cadbury’s ranking fell from 43.8 in February 2012 to 25.6 in January 2018.</p> <p>In a bid to stay top-of-mind for consumers, Cadbury has decided to ditch its ‘Free the Joy’ tagline in favour of a focus on kindness. This is reflected in its latest TV campaign, which tells the story of a little girl attempting to buy a Dairy Milk for her mum’s birthday.  </p> <p>The question is – will the campaign help to reconnect Cadbury with consumers? With the public increasingly said to desire brands that <a href="https://www.econsultancy.com/blog/69643-four-key-traits-of-human-brands" target="_blank">display human traits</a> (i.e. emotional intelligence), it’s more sentimental theme of generosity could certainly strike a chord. </p> <p><iframe src="https://www.youtube.com/embed/l0eEqeizNCA?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. A glass and a half pop-up shop</h3> <p>Alongside its television advert, Cadbury has also been focusing on experiential marketing to ramp up its reinvention efforts. Earlier this year, it opened its ‘Glass and a Half’ pop up shop in London’s Soho, where customers could trade in their own knick-knacks in exchange for bars of Dairy Milk.</p> <p>The shop (which is now continuing its pop-up tour across the country) mimics the layout of the store depicted in the advert, and also sells Cadbury-themed newspapers and postcards to visitors.</p> <p>While the pop-up is a nice bit of marketing in its own right, there’s also a philanthropic element which elevates the appeal for consumers. Cadbury is standing by its dedication to generosity by delivering all unwanted items to charity. And with visitors free to donate items as small (or large) as they like, it’s designed to encourage a cycle of giving.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The glass &amp; a half shop open until Sunday! Come down to 57 Greek Street, W1D 3DX to swap a knick-knack for a chocolate bar <a href="https://twitter.com/hashtag/CadburyShop?src=hash&amp;ref_src=twsrc%5Etfw">#CadburyShop</a> <a href="https://t.co/IIv5P86sGv">pic.twitter.com/IIv5P86sGv</a></p> — Cadbury UK (@CadburyUK) <a href="https://twitter.com/CadburyUK/status/956539206217629696?ref_src=twsrc%5Etfw">January 25, 2018</a> </blockquote> <h3>3. The famous gorilla</h3> <p>Back in 2007, the sight of a gorilla playing the drums to Phil Collins’s 1981 hit ‘In the Air Tonight’ became something of a viral sensation. In fact, Cadbury’s famous gorilla gained such popularity that it eventually went on to be named as the UK's favourite ever ad.</p> <p>So, why did it capture the nation’s imagination quite so much?</p> <p>At the time, consumers weren’t so used to the quirky, humour-driven advertising that is so prevalent today. What’s more, the advert was specifically designed to go against standard industry practice. There was no mention of Cadbury or even chocolate for that matter. Instead of telling consumers that the product would elicit happiness, the advert itself was designed to make viewers feel good. </p> <p>It has to be said, the success of the ad has arguably been a double-edged sword for Cadbury. While it created huge buzz (and swathes of spoofs) – the brand has failed to deliver anything as memorable since. But then again, that gorilla was always going to be a hard act to follow.</p> <p><iframe src="https://player.vimeo.com/video/62839747" width="640" height="363"></iframe></p> <h3>4. Snapchat singles sensations</h3> <p>Dairy Milk and Crème Egg are often the focus of Cadbury marketing campaigns, but in 2016, the brand decided it was time to shine a light on its less-exposed products. Its ‘Singles Sensations’ campaign focused on Crunchie, Wispa, Boost, Double Decker, and Twirl – and was specifically created to appeal to a younger audience.</p> <p>So, instead of television or social media in general, it turned to Snapchat (which is largely made up of an audience of 16 to 24 year olds.) Cadbury created a number of bespoke brand lenses, including a pair of giant golden lips eating a Crunchie.</p> <p>According to reports, Cadbury spent nearly half its yearly ad budget on the Snapchat campaign. But was it worth it? With its golden disco ball filter attracting <a href="https://www.smartinsights.com/social-media-marketing/social-media-platforms/cadburys-case-study-highlights-effectiveness-snapchat-filters/" target="_blank">nine million</a> views, Cadbury generated a decent amount of engagement on the platform, making it a great example of how to use fun and ephemeral content to capture the interest of a core demographic.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">On Snapchat? Check out our Crunchie <a href="https://twitter.com/hashtag/FridayFeeling?src=hash&amp;ref_src=twsrc%5Etfw">#FridayFeeling</a> filter… Share your Snaps for a chance to win a Cadbury hamper! <a href="https://t.co/zRJDHJFWW6">pic.twitter.com/zRJDHJFWW6</a></p> — Cadbury Ireland (@CadburyIreland) <a href="https://twitter.com/CadburyIreland/status/735969058621788160?ref_src=twsrc%5Etfw">May 26, 2016</a> </blockquote> <h3>5. How do you eat yours?</h3> <p>It’s been suggested that Cadbury is missing a trick by only selling its Crème Egg for four months of the year. However, I think that is part of the magic, with the brand’s marketing serving to ramp up excitement and interest from egg devotees during this time. </p> <p>There have been many cracking crème egg-related examples over the years, but the original 1997 advert featuring a young Matt Lucas is arguably one of the most memorable. </p> <p>Celebrating the childlike nature of the product, it’s an infectious advert which perfectly encapsulates the brand’s ‘joyful’ reputation. It also kicked off the famous ‘how do you eat yours’ tagline, which succeeded in starting a conversation about the product.</p> <p><iframe src="https://www.youtube.com/embed/JdMw8guIVRE?wmode=transparent" width="854" height="480"></iframe></p> <h3>6. Crème egg café</h3> <p>One of the first forays into <a href="https://econsultancy.com/blog/68364-how-cadbury-is-using-experiential-marketing-to-delight-consumers" target="_blank">experiential marketing</a> from Cadbury - it’s Crème Egg pop up café has been packed full of eager fans since it first appeared in 2015. As well as serving a range of egg-inspired treats including a Crème Egg toastie and Crème Egg and soldiers, it also gives visitors a chance to partake in a special egg hunt. </p> <p>This year, it has continued the theme with its Crème Egg Camp, elevating excitement with a limited edition white chocolate version.</p> <p>It might seem a bit gimmicky – and some have even labelled it as a stunt to distract from the controversial decision to change the famous recipe. However, by giving die-hard fans a fun and unique experience (as well as the sense that they’re being let in on something exclusive), it has proved critics wrong, and appears to be in consistent demand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Liam Charles from <a href="https://twitter.com/hashtag/GBBO?src=hash&amp;ref_src=twsrc%5Etfw">#GBBO</a> has been cooking up a storm in Creme Egg Camp. Check out his pancake recipe for a cracking treat this <a href="https://twitter.com/hashtag/PancakeDay2018?src=hash&amp;ref_src=twsrc%5Etfw">#PancakeDay2018</a>! <a href="https://t.co/UXPeP0qBPO">https://t.co/UXPeP0qBPO</a> <a href="https://twitter.com/hashtag/CremeEggHuntingSeason?src=hash&amp;ref_src=twsrc%5Etfw">#CremeEggHuntingSeason</a> <a href="https://t.co/y91ZdA7ljB">pic.twitter.com/y91ZdA7ljB</a></p> — Cadbury UK (@CadburyUK) <a href="https://twitter.com/CadburyUK/status/963348815981039616?ref_src=twsrc%5Etfw">February 13, 2018</a> </blockquote> <h3>7. Flavourism</h3> <p>While the majority of campaigns in this list are UK-based, ‘Flavourism’ from Australia deserves a mention due to the high level of success it achieved. After recognising that TV ads were failing to engage consumers, the brand partnered with Idomoo to create a mobile-driven campaign based on personalised video.</p> <p>It developed the ‘Flavour Matcher’ app, which allowed users to find out their personality type by picking their favourite flavour. Participants then received a personalised video (based on photos and information gathered from their Facebook profiles) which they could tag and share on social media. </p> <p>According to reports, Cadbury generated <a href="https://www.retailtouchpoints.com/features/retail-success-stories/mondelez-sweetens-marketing-campaigns-with-idomoo-personalized-video" target="_blank">huge engagement</a> from it - 90% of people who received a video watched it until the very end, 65% clicked through, and 33.6% offered up their data to enter a competition. </p> <p>By utilising both mobile and Facebook, Cadbury managed to tap into its digital audience and create a highly shareable campaign.</p> <p><iframe src="https://www.youtube.com/embed/RZYMlSn99e0?wmode=transparent" width="854" height="480"></iframe></p> <h3>8. AR advent calendar</h3> <p>Christmas and Easter are an understandably big focus for Cadbury, with other chocolate brands vying for sales of eggs and advent calendars each year.</p> <p>In 2017, Cadbury integrated augmented reality into its Heroes advent calendar, giving consumers an extra way to countdown to the big day. Alongside standard chocolate, a unique selfie filter was also hidden behind each window, including reindeer antlers and snow angel wings. Users could access the AR element by scanning their advent calendar with the corresponding app, as well as share their selfies on social with the hashtag #cadvent.</p> <p>With most advent calendar’s following a fairly standard formula, Cadbury’s use of technology differentiated its Heroes product from the rest. What’s more, it also allowed the brand to capture highly valuable consumer data, which is likely to be used for marketing or retargeting purposes in future.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy 1st December! Let the countdown begin… Scan your <a href="https://twitter.com/CadburyUK?ref_src=twsrc%5Etfw">@CadburyUK</a> Heroes <a href="https://twitter.com/hashtag/AdventCalendar?src=hash&amp;ref_src=twsrc%5Etfw">#AdventCalendar</a> using the Blippar app and get into the festive spirit with an exclusive augmented reality experience! <a href="https://twitter.com/hashtag/Cadvent?src=hash&amp;ref_src=twsrc%5Etfw">#Cadvent</a> <a href="https://t.co/F4uNwhWVYz">pic.twitter.com/F4uNwhWVYz</a></p> — Blippar (@blippar) <a href="https://twitter.com/blippar/status/936586324458516481?ref_src=twsrc%5Etfw">December 1, 2017</a> </blockquote> <h3>9. Chocolate charmer</h3> <p>Moving on from the gorilla (and its dancing eyebrows follow-up), Cadbury continued its series of high-concept ads with the ‘Chocolate Charmer’. </p> <p>Interestingly, the ad – which sees the charmer ‘conducting’ towers of spinning chocolate into magical bars of Dairy Milk – ended up generating the most success online. </p> <p>Though it was run cross-channel, reports suggest that the online campaign provided ROI almost <a href="http://www.digitaltrainingacademy.com/casestudies/2012/03/digital_vs_tv_spend_cadburys_o.php" target="_blank">four times higher</a> than the TV campaign. This means that while online accounted for just 7% of the budget, it generated 20% of sales. YouTube was also a particular success, with Promoted Videos delivering three times the ROI.</p> <p>So why did it create so much success online instead of TV? According the Cadbury, additional reach was always the main goal, with the brand able to target online users that might not have seen the advert on television. Meanwhile, it was successful in reaching younger audience and driving sales among this demographic as a result.</p> <p>Proving that planning and strategy can be just as important as the creative itself - it’s a great example of what a <a href="https://www.econsultancy.com/blog/69690-what-is-cross-channel-marketing-and-why-do-you-need-it" target="_blank">cross-channel approach</a> can achieve.</p> <p><iframe src="https://www.youtube.com/embed/kIwIdzTedts?wmode=transparent" width="854" height="480"></iframe></p> <h3>10. Joyville taster</h3> <p>Despite being one of the oldest brands around, Cadbury isn’t one to lag behind when it comes to social media. On the contrary, it’s executed some highly unique and engaging social campaigns <a href="https://econsultancy.com/blog/62382-how-cadbury-uses-facebook-twitter-pinterest-and-google" target="_blank">over the years</a>. </p> <p>The ‘Joyville Taster’ is one stand-out – a Facebook-centric campaign that focused on finding the first-ever ‘Honorary Taster’. To enter, users were required to describe Dairy Milk in one word, doing so either on a dedicated mini-site or within the Facebook app. </p> <p>The winning prize was a trip to the Cadbury factory, a year’s supply of Dairy Milk, and the chance to be the first to sample new products.</p> <p>Although the ‘taster’ aspect was purely a marketing ploy - hammed up to sound like the world’s greatest job – the reason it worked is because it did actually offer consumers a tangible reward.</p> <p>Who wouldn’t want to be the first to get their hands on new chocolate bars? Cadbury cleverly tapped into this unique proposition, simultaneously capitalising on Facebook’s large and highly valuable user base.</p> <p><iframe src="https://www.youtube.com/embed/Fm31FHx505o?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69597-10-deliciously-creative-domino-s-pizza-marketing-campaigns" target="_blank">10 deliciously creative Domino's Pizza marketing campaigns</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative" target="_blank">10 examples of great IKEA marketing creative</a></em></li> <li><em><a href="https://econsultancy.com/admin/blog_posts/69922-10-delicious-marketing-examples-from-cadbury/edit/10%20examples%20of%20great%20Disney%20marketing%20campaigns" target="_blank">10 examples of great Disney marketing campaigns</a></em></li> </ul> tag:econsultancy.com,2008:Report/3008 2018-03-27T11:33:00+01:00 2018-03-27T11:33:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69857 2018-03-09T09:40:16+00:00 2018-03-09T09:40:16+00:00 The GDPR may be good for inbound marketers, but it's no excuse for crap content Maximilian Tatton-Brown <p>Basically, in each case, marketers hear of gold in the hills. Then they come to exploit it, then everyone has to move on, because the well is now poisoned.</p> <p>The problem is this: especially with “content”, if you approach it because you think you have to, you’re going to do a bad job.</p> <p>The people who didn’t care about the importance of inbound, of creating material people actually want, won’t be any more suited to provide it now than they were then. So they’ll try to find shortcuts, they will not be able to identify the real talent to help them. They’ll be as bad at it now as they ever were — only we’ll receive twice as much content slurry from them.</p> <h3>It begins</h3> <p>This is already starting to happen — how many of you have suddenly received emails from companies clearly trying to get your implicit “opt in” before GDPR pops up?</p> <p>Hopefully, the very nature of creating good, useful, interesting material is different enough that actually the cream will still rise to the top — if people can find it.</p> <p>But I can’t help but worry that abuse and overuse of creating material is only going to numb readers and make them even less likely to pay attention. Arguably, we’re already well on our way there, with endless repetitive links on social networks to the same old stories with very little insight, but shared because “#MARKETING #CONTENT #IS #USEFUL”.</p> <h3>A better way</h3> <p>As ever, the real focus should be to to optimise the things that don’t change.</p> <p>Identify what information people want, that they don’t already have. Help produce it. Help the right people find it. Start small, and see how your community and readership grows, then optimise toward that.</p> <p>And if in doubt, find a genuinely great writer/ podcaster/ director and be their patron to help them create brilliant stuff related to your area. They probably know better than you anyway.</p> <p>God knows the world needs fewer marketers pretending to be artists.</p> <h3>Here’s what I’d do:</h3> <p>1. Go talk to your customers and partners, ask them about their concerns and upcoming challenges. Publish these as interviews regardless, and encourage them to share. (Are you really not doing this yet anyway?)</p> <p>2. Work out what patterns come through, what events are on the horizon — and find the ones you can talk about that nobody else will, or that you have the angle on that most people won’t. DO NOT, I repeat, DO NOT just do what everyone else is going to produce. And don’t do fake research either.</p> <p>3. Identify your unfair advantage to produce what those people need. Do you have office space you can make available for events? Do you have experts who can contribute to open source projects in the community? Do you have an interesting portfolio of partners you can connect? Do you have cash? Just cold raw cash to put behind community efforts? It’s actually fine to admit that’s all you can offer sometimes — as long as you do it with dignity.</p> <p>4. Measure properly, create both a growing audience for the future with email addresses and measure organic ongoing performance.</p> <p>Step 5: profit.</p> tag:econsultancy.com,2008:TrainingDate/3434 2018-03-08T12:18:54+00:00 2018-03-08T12:18:54+00:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:TrainingDate/3433 2018-03-08T12:18:10+00:00 2018-03-08T12:18:10+00:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:TrainingDate/3430 2018-03-08T12:12:32+00:00 2018-03-08T12:12:32+00:00 Content Marketing for Web, Mobile and Social <p>For your digital marketing to be effective you need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. As users spend an increasing amount of time on a range of social media channels, brands need to understand where their users are most active and how they can interact and engage with them most effectively. </p> <p>All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.</p> tag:econsultancy.com,2008:BlogPost/69846 2018-03-06T11:30:00+00:00 2018-03-06T11:30:00+00:00 Celebrity chefs and their Instagram strategies – More than just food porn? Nikki Gilliland <h3>Magnus Nilsson</h3> <p style="font-weight: 400;">Magnus Nilsson, the head chef at Fäviken restaurant in Sweden, might be among the lesser-known chefs in this list, but he is a great example of how to inject humour and wit into Instagram. The food he cooks is certainly serious, but Nilsson ensures his own personality shines through by writing exceptionally long captions.</p> <p style="font-weight: 400;">He’s also a fan of ironic hashtags, using them to highlight the occasional absurdity of documenting life on social media.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2661/Magnus.JPG" alt="" width="760" height="480"></p> <p style="font-weight: 400;">As well as appealing to people who love food, Nilsson also engages users who are interested in nature and travel, using Instagram to convey his restaurant’s dedication to natural and organic produce. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2660/Magnus_2.JPG" alt="" width="760" height="560"></p> <h3>Nigella Lawson</h3> <p style="font-weight: 400;">Last year, Nigella Lawson wrote a piece for the Guardian on how ‘Instagram can make a cook despair’. More specifically, it was about how the picture-perfect style of food it promotes is leading people to purposely avoiding cooking ‘brown’ food - which is often the most delicious, Lawson argues.</p> <p style="font-weight: 400;">It’s clear from her own Instagram feed that authenticity is a key part of its success, with the channel effectively highlighting her passion and love for food (of all shades). There is something particularly refreshing about her less-than-glamorous food photography, which stands out among the endless glossy (and frankly unattainable) examples from other chefs.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2653/Nigella.JPG" alt="" width="760" height="482"></p> <p style="font-weight: 400;">Consistency is also another reason her 1.1m followers return, with Nigella’s #recipeoftheday series providing daily inspiration on what to cook. It also effectively promotes Nigella’s website, which requires users to sign-up for free in order to get access.</p> <p style="font-weight: 400;">This also indicates that data plays a key role for Nigella, with the information gathered perhaps informing future content and marketing ideas. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2652/Nigella_2.JPG" alt="" width="760" height="555"></p> <h3>David Chang</h3> <p style="font-weight: 400;">While most celebrity chefs promote their own recipes or the food they serve in restaurants, American chef David Chang also posts images of what he eats when out and about. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2663/David_Chang.JPG" alt="" width="760" height="480"></p> <p style="font-weight: 400;">From rare supermarket finds to ball-game burgers, his Instagram feed helps to promote his passion for all types of cuisine, which in turn comes across as authentic and admirable. This strategy also aligns with his Netflix series, Ugly Delicious, which is all about searching for the world’s most satisfying food.</p> <p style="font-weight: 400;">Also noteworthy is Chang's use of video, whereby he often shows down footage to create the ultimate in ‘food porn’.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2662/David_Chang_2.JPG" alt="" width="760" height="549"></p> <h3>Nigel Slater</h3> <p style="font-weight: 400;">With 218,000 followers, Nigel Slater is certainly not in the same league as Jamie Oliver (who also features in this list), however he is a great example of how social media can be used to convey a distinct personality and style.</p> <p style="font-weight: 400;">A self-confessed ‘cook who writes’, Slater has always spoken about food in a more serious fashion – critics might call him overly-earnest or even smug. However, his descriptions of food and how it fits into the context of everyday life is certainly recognisable, and his Instagram feed mirrors this. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2657/Nigel_Slater.JPG" alt="" width="760" height="482"></p> <p style="font-weight: 400;">Slater doesn’t always post about food either, often using the platform to convey observations about nature, culture, and travel.</p> <p style="font-weight: 400;">While he might be less concerned about reaching a mainstream audience, Slater has certainly capitalised on Instagram to strengthen engagement with his core followers.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2656/Nigel_Slater_2.JPG" alt="" width="760" height="481"></p> <h3>Heston Blumenthal</h3> <p style="font-weight: 400;">Unlike previous examples, Heston Blumenthal uses Instagram purely to promote his brand rather than personality. In fact, there is very little of Heston that shines through, but actually, that’s what makes the channel different to all the rest – it’s dedicated to his wider team rather than the man himself.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2651/Heston.JPG" alt="" width="760" height="487"></p> <p style="font-weight: 400;">A lot of the content revolves around the people and places behind the ‘Heston’ brand, i.e. the chefs that work in his global restaurants, as well as the creative bods that work on Heston products and partnerships, like his deal with Waitrose.</p> <p style="font-weight: 400;">There is a hefty portion of food photography too, showcasing the fine food that can be found in various Heston-owned restaurants. However, this is always paired with a ‘behind-the-scenes’ caption from a member of the team. This helps to create a sort of community-feel, giving the audience greater insight into the work that goes on behind the big-name brand.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2650/Heston_2.JPG" alt="" width="760" height="482"></p> <h3>Gordon Ramsay</h3> <p style="font-weight: 400;">Though Gordon Ramsay has a separate Instagram channel for his chain of 33 global restaurants, the chef also uses a personal one to effectively cross-promote his fine dining outlets. And while he’s best-known for his tough-talking, no-nonsense personality – Ramsay’s serious dedication to good food is what contributes to most of his success on social.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2655/Gordon_Ramsey.JPG" alt="" width="760" height="488"></p> <p style="font-weight: 400;">With regular ‘beauty shots’ of some of the best dishes served in his restaurants, the chef is able to drive awareness and directly influence interest (and maybe even bookings) in particular locations.</p> <p style="font-weight: 400;">This is also because there tends to be a seasonal aspect involved, with the chef highlighting what restaurants will be serving on specific occasions like Burns Night or Pancake Day, and capturing search interest around these events.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2654/Gordon_Ramsey_2.JPG" alt="" width="760" height="479"></p> <h3>Jamie Oliver</h3> <p>Jamie Oliver has been a well-known chef and celebrity since the early noughties, appearing on television long before social media even existed. As a result, it’s easy to assume that he needn’t dedicate as much time and effort to digital channels as much as traditional media – the latter is his bread and butter after all. </p> <p>However, with 6.3m followers, it’s clear that social has been intrinsic to Jamie’s success in recent years, helping to promote everything from his TV shows to social and political campaigns. </p> <p><img src="https://assets.econsultancy.com/images/0009/2658/Jamie_Oliver_2.JPG" alt="" width="760" height="487"></p> <p><a href="https://www.econsultancy.com/blog/67862-how-jamie-oliver-harnessed-the-power-of-youtube" target="_blank">Alongside YouTube</a>, where the chef mostly creates instructional cooking videos, his Instagram is dedicated to showcasing a wider variety of content. Naturally there are recipe ideas and how-to's, but there are also candid family photos and behind-the-scenes insight. </p> <p>With captions often written by Jamie himself, the channel strikes a good balance between Jamie the man and Oliver the brand. Consistency also appears to be the key to the channel’s success, with at least one post a day maintaining high levels of engagement.</p> <p><img src="https://assets.econsultancy.com/images/0009/2659/Jamie_Oliver.JPG" alt="" width="760" height="560"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69191-five-lessons-retailers-can-learn-from-wayfair-s-instagram-channel">Five lessons retailers can learn from Wayfair’s Instagram channel</a></li> <li><a href="https://econsultancy.com/blog/69433-five-ways-charities-can-use-instagram-to-drive-awareness-and-engagement">Five ways charities can use Instagram to drive awareness and engagement</a></li> <li><a href="https://www.econsultancy.com/blog/69763-six-of-the-best-travel-brands-on-youtube-snapchat-instagram-twitter-pinterest-linkedin">Six of the best travel brands on YouTube, Snapchat, Instagram, Twitter, Pinterest &amp; LinkedIn</a></li> </ul> <p><em>You can also check out Econsultancy's <a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a> and our <a href="https://econsultancy.com/training/courses/social-media-and-online-pr/">social media training</a>.</em></p> <p><img src="https://www.econsultancy.com/blog/69763-six-of-the-best-travel-brands-on-youtube-snapchat-instagram-twitter-pinterest-linkedin" alt=""></p> tag:econsultancy.com,2008:BlogPost/69835 2018-03-01T09:31:39+00:00 2018-03-01T09:31:39+00:00 Facebook's big algorithm change claims its first victim, LittleThings Patricio Robles <p>According to <a href="http://www.businessinsider.com/littlethings-online-publisher-shuts-down-and-blames-facebook-algorithm-2018-2">a company memo</a>, its organic and influencer traffic dropped by over 75% as a result of Facebook's change of heart. "No previous algorithm update ever came close to this level of decimation," the memo detailed. "The position it put us in was beyond dire. The businesses looking to acquire LittleThings got spooked and promptly exited the sale process, leaving us in jeopardy of our bank debt convenants and ultimately bringing an expedited end to our incredible story."</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Flittlethingscom%2Fposts%2F1057277217814983&amp;width=500" width="500" height="482"></iframe></p> <p>While many publishers are dependent on Facebook for meaningful percentages of their traffic, LittleThings, which was launched in 2014, staked its fate on Facebook far more than many of its peers. The company was responsible for the top post on Facebook in 2015 and was quick to adapt as Facebook evolved. For instance, LittleThings embraced live video when Facebook threw its weight behind Facebook Live.</p> <p>Company executives apparently seemed confident that their relationship with Facebook was too symbiotic to be jeopardized. In 2016, Joe Speiser, LittleThings' CEO, <a href="https://www.wsj.com/articles/facebook-loves-publishers-says-littlethings-ceo-1467235057">told the Wall Street Journal</a> that "Facebook loves publishers." He elaborated that "I think we need each other. We need them for the traffic; they need us for the content," adding "I think without the content all these media companies are providing there'd be that much less reason to go on to the news feed."</p> <p>Not two years later, it is clear that Speiser's confidence about publishers' relationship with Facebook was ill-founded. In the wake of scandal and controversy over how is platform was used to spread misinformation, Facebook has decided to return to its roots – as a platform that fosters connections between real people – and that means publishers are being squeezed out.</p> <p>Of course, Facebook didn't suggest that publishers would see the kind of declines LittleThings reported experiencing, and when Facebook announced its latest algorithm change, it appeared there were ways publishers could potentially mitigate against its negative effects. But clearly, there's no perfect solution that can offset the effects of the change.</p> <p>The question now is just how many publishers will follow in LittleThings' footsteps. </p> <p>LittleThings appears to have bet on Facebook more heavily than other publishers, and having been self-funded before it took an undisclosed amount of debt financing in 2015, it probably didn't have as much time to react to Facebook's algorithm change.</p> <p>But LittleThings also had a lot going for it. For example, as a publisher of uplifting content, the company would ostensibly be especially attractive to advertisers increasingly concerned with <a href="https://econsultancy.com/blog/69709-will-influencer-marketing-take-a-hit-after-the-logan-paul-firestorm">brand safety</a>.</p> <p>In the final analysis, unless Facebook reverses course, it's unlikely LittleThings will be the last publisher to find its fate imperiled by Facebook's algorithm changes. Unfortunately, there's only so much that publishers can do.</p> <p>Very few publishers have no exposure to Facebook and many derive a meaningful percentage of their traffic from Facebook. More importantly, the trends that are driving Facebook to deprioritize content from publishers apply to other popular platforms such as Twitter, so investing more heavily in platforms other than Facebook might prove to be a band-aid and not a permanent fix as these platforms are just as subject to change.</p> <p>With this in mind, LittleThings' rapid rise and fall is perhaps one of the best reminders yet that publishers don't own the audiences they cultivate on platforms like Facebook; they merely rent them. And when the lease is up, there's no guarantee it will be renewed.</p> <p><em><strong>Related resources:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69814 2018-02-21T09:50:00+00:00 2018-02-21T09:50:00+00:00 Why Nike's 'Nothing Beats a Londoner' ad campaign is so powerful Nikki Gilliland <p>Since its release, ‘Nothing Beats a Londoner’, created by agency Wieden &amp; Kennedy, has been met with huge praise from the majority of critics and consumers. </p> <p>So, what exactly makes it so powerful? Here’s a few reasons why I think it hits the mark, plus a bit of analysis on whether or not its hyper-local approach could alienate consumers outside of the Big Smoke.</p> <h3>People vs. place</h3> <p>While Nike often uses professional athletes as a source of inspiration, ‘Nothing Beats a Londoner’ uses real kids from the capital. The three-minute film showcases the variety of sport that takes place here, and celebrates the grit and determination displayed by those partaking in it. </p> <p>There is also a sense of competitiveness and ‘one-upmanship’ involved, with each kid expressing how tough it is to train in their respective boroughs. </p> <p>Though London is a hugely important part of the ad – used as a backdrop and a cultural reference point – it is the people that take centre stage. Up until now, the brand has perhaps been guilty of going too mass-market, focusing on sports like football and only using big-name celebrities in ad campaigns. This has meant that the brand somewhat lost touch with its target market and the role sport plays in their everyday lives (something <a href="https://econsultancy.com/blog/68318-how-is-adidas-football-using-dark-social-how-did-the-pogba-signing-go-so-big">Adidas is focusing on through dark social</a>).</p> <p>By turning the tables and focusing on the reality of sport in London, also using humour and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers. The decision to film on 16mm instead of digital further helps to create a sense of realism rather than coming across as yet another glossy ad.</p> <p><iframe src="https://www.youtube.com/embed/n0j_CX1S2es?wmode=transparent" width="854" height="480"></iframe></p> <h3>Avoids clichés </h3> <p>One of the most effective elements of the ad is that, despite being set in London, it avoids all the stereotypes that you might usually expect. There’s no Big Ben or London Eye – not even a glimpse of the Olympic or Emirates stadiums. </p> <p>Instead, we see the streets or Peckham, inside local boxing rings and basketball courts.</p> <p>This gives the ad a sense of authenticity, with Nike deliberately avoiding clichés that might even make it more relatable or recognisable to a mass-market audience, but that would only dilute its impact on the target consumer. </p> <p>By avoiding clichés, the ad also instils a sense of real pride in Londoners and Brits in general. With London often being the subject of criticism relating to crime, poverty, and homelessness etc. – it shines a light on the positive aspects of the city and its determined and proud communities. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Couldn’t have put it better myself. <a href="https://twitter.com/hashtag/LDNR?src=hash&amp;ref_src=twsrc%5Etfw">#LDNR</a> <a href="https://t.co/WONxXC7fTL">https://t.co/WONxXC7fTL</a></p> — Sadiq Khan (@SadiqKhan) <a href="https://twitter.com/SadiqKhan/status/962055631896158209?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <h3>Credible celebrity inclusion </h3> <p>Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medallist Mo Farah to grime artist AJ Tracy. However, unlike previous ads that revolve around famous faces, the inclusion this time is both subtle and seamless.</p> <p>It’s so seamless in fact that it doesn’t matter if the famous faces are not so recognisable to you, as they still blend in with the ad’s narrative, and merely complementing the starring role of the kids.</p> <p>The specific choice of celebrities is also something to admire, as Nike has clearly steered away from the most obvious or indeed famous, instead choosing those who are both credible and inspirational to young Londoners.  </p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://t.co/kzwA29zeY8">pic.twitter.com/kzwA29zeY8</a></p> — SKEPTA (@Skepta) <a href="https://twitter.com/Skepta/status/961939367177654272?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <h3>Shareable content</h3> <p>While the ad’s success is certainly down to its creative and inspiring content, it also helps that the format is perfectly aligned to user habits. At three minutes long, the full film is short enough to capture attention on mobile – which also makes it highly shareable. So far, the ad has generated 4.6m views on YouTube in the space of a week.</p> <p>Nike has also ensured interest on social media by letting those who star in it publish their own standalone parts on Instagram. This activity has also extended the ad’s competition-element, with kids tagging others in their posts and ‘calling out’ their so-called sporting prowess. It’s all meant in jest, of course, merely serving to promote the campaign and ramping up interest on social.</p> <p><img src="https://assets.econsultancy.com/images/0009/2375/Nike_Insta.JPG" alt="" width="780" height="492"></p> <h3>Does it alienate other consumers?</h3> <p>Despite generating huge interest, not all of the reaction to Nike’s ad has been positive. First, though it aims to celebrate diversity, it has been criticised for failing to include any South Asians, despite this group being a huge part of London’s population (and one with a thriving involvement in sport, specifically cricket). </p> <p>Elsewhere, the ad has unsurprisingly drawn criticism from people outside of London, with many taking against its claim that ‘nothing beats a Londoner’. What about Manchester, Bristol, or Glasgow – shouts social media? Of course, there’s nothing wrong with a brand generating a bit of mild competition. This can only serve to ramp up conversation about the ad on social, which Nike is likely to view as a positive. </p> <p>That being said, there’s also the question of <a href="https://www.marketingweek.com/2018/02/20/nike-londoner-ad-strategy/">whether or not the ad alienates other consumers</a> who can’t necessarily relate to feeling pride in a big city. </p> <p>In this sense, consumers in small towns and villages across the UK might feel left out of the conversation and unable to relate – both to the ad and Nike in general. It’s hard to say whether this is the case, but it certainly poses an interesting question for brands taking a localised approach to marketing, especially when the location in question is such a big metropolitan city. </p> <p>For Nike, the decision to focus on London’s inner-city communities has been a gamble, but it is one that overall appears to have paid off. With a creative, authentic, and highly shareable ad – it has created the ideal formula for re-connecting with its core audience. Unsurprisingly, talk on social has since turned to which UK city will be next. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Great to see the UK play such an integral part of Nike's campaign. Manchester next? <a href="https://t.co/zmxW5r3Jvs">https://t.co/zmxW5r3Jvs</a></p> — Luis Cortes (@lhcortes) <a href="https://twitter.com/lhcortes/status/963518141056905219?ref_src=twsrc%5Etfw">February 13, 2018</a> </blockquote> <p><em><strong>More on Nike:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/reports/nike-engaging-customers-across-multiple-channels" target="_blank">Report - Nike: Engaging customers across multiple channels</a></em></li> <li><em><a href="https://econsultancy.com/blog/69230-after-years-of-resistance-nike-gives-in-to-amazon">After years of resistance, Nike gives in to Amazon</a></em></li> </ul>