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Robyn Lange has the job of every curator’s dream. The problem with dreams, though, is that they sometimes risk entering nightmare territory. At Shutterstock and sister site Offset, she’s the person charged with keeping the homepage fresh, filling 30 new image collections each month. Unlike a curator at, say, a boutique photo gallery, she has 100 million images at her fingertips.
Unless you’re stumping up for a $750,000 sponsored lens, metrics are hard to come by for brands on Snapchat. When it launched on Snapchat early this year, Topshop’s account created content based on the gut instincts of its four-person social team. This resulted in a quirky mix of behind-the-scenes footage and guest appearances from the staff of Man Repeller.
Mindshare’s floor-to-ceiling windows overlook an area that’s in contention for the most polluted in London, as black cabs and double-decker buses cough out diesel fumes below. The GroupM agency operates in something of an eco haven, though. Since moving into Italian architect Renzo Piano’s mammoth Central Saint Giles development in 2011, Mindshare has made a marked commitment to sustainability.
Ad spend is forecast to hit $589 billion globally by 2018. And mobile is set to be its biggest source of growth over the next two years, making up 89 percent of the $93.1 billion growth forecast. The U.K. is seeing its share of mobile growth too. In the first half of 2016, the nation’s mobile ad spend was pegged at £1.7 billion ($2.1 billion), an increase of 59 percent since last year.
Influencer marketing is winning a bigger slice of brands’ budgets. But on Instagram, it’s not always obvious what’s an ad, because so many popular Instagrammers are simply not labeling them as such. The U.K.’s rules on non-broadcast ads, which the Advertising Standards Authority enforces, state that sponsored posts from influencers should be labeled with a hashtag, like #ad or #spon.
Last week, cosmetics brand CoverGirl unveiled its first cover boy: James Charles is a 17-year-old high schooler in New York. In the year since he started his Instagram account, Charles has amassed 643,000 followers who eat up his wildly creative makeup looks. And he’s not alone. A growing number of male bloggers are now holding court before millions of beauty obsessives across ...
Unilever is feeling the wrath of the tea-tippling, Marmite-munching British public today following a pricing dispute with retailer Tesco. Unilever brands — including the polarizing yeast extract that is Marmite and tea brand PG Tips — are not being restocked at supermarket because the retailer reportedly refused a 10 percent price hike which would offset the pound’s poor perfor ...
AllSaints is expanding. Next week, the London fashion brand is adding Peru to its lengthy list of international stores, which include 47 in the U.S., 14 in Asia and two in the Middle East. Now that it’s wooing new customers overseas — and can deliver products to them — its biggest channel, Instagram, is acting more like a storefront for its 407,000 followers.
McDonald’s launched its spin-off YouTube channel, Channel Us, last July. But just one year on, it pulled the plug. Fronted by YouTube personalities Oli White and Hazel Hayes, the channel had featured career-centric videos on topics from becoming a vlogger to creating a fashion show. Its aim had been to target, you guessed it, the 16- to-24-year-old demographic. But the young audience faded.
In just two years, nearly half of all e-commerce transactions are likely to occur on mobile phones. Following serious investment from brands, mobile has moved from a pre-purchase tool to a place where users are actually clicking the “buy” button — be that on their sofa or the train to work. “Retailers and brands are finally realizing they need to think about mobile as a compl ...
Micro-influencers are having a moment in the spotlight, as focus shifts from big-name (and big-cost) social media influencers. A recent survey of 2,500 micro-influencers by Bloglovin’ found 84 percent of small-scale influencers charge under $250 for a branded post on Instagram. By contrast, the same post would set brands back $75,000 on an Instagram channel with an audience in the low millions.
Sainsbury may well have entered the social media hall of fame last week with #Gary. Following the release of the U.K. supermarket’s range of dairy-free cheeses on September 28, a “real cheese fan” shared a lengthy Facebook post (now deleted) about why the products shouldn’t be called cheese as they contained no dairy, but something like “Gary” instead.
For better or worse, airlines have treated social media as a critical customer service tool, catering to cranky travelers who tweet their gripes. That willingness has led to a deluge of issues for customer service to address — and created the need to automate it. Take Dutch airline KLM. In a typical week, KLM has to respond to 15,000 social conversations in a dozen different languages.
It’s a muggy summer day in London, and you’re feeling stuffed up from all the pollen in the air. As you browse Twitter, a video ad pops up — complete with a singing quintet — telling you to stay strong despite your hay fever. These are the kind of moments yogurt brand Actimel wants to own. It is taking targeting to new narrows by pinpointing specific groups of people at specif ...
EU companies need to shake up how they deal with customer data. The General Data Protection Regulation, which will take effect in 2018, requires EU companies to be more open about why — among other things — they are collecting user data and what exactly they are using it for. Despite Brexit, which was announced one month after GDPR, the U.K. is no exception.
One of the biggest changes introduced with Apple’s new iOS 10 was letting users access third-party apps in iMessage. On cue, companies including Disney and Burger King flooded its Message store with branded stickers on Sept. 13. Global charity World Wildlife Fund was one of the brands in on the ground floor.
Monzo, a U.K. challenger bank, is a rare example of a financial services business that’s taking a grassroots approach to marketing. The startup, still in test mode, has added 40,000 new users in under a year by taking a completely open approach to building a product that fits the needs of its customers, which it inevitably calls “Monzonauts.
Slack, the instant messaging app, is invading offices around the globe. The productivity tool of the moment is valued at $3.8 billion and is the darling of tech and media companies. Part of Slack’s success has come down to its friendly interface and sense of whimsy that sets its apart from dour office-productivity tools.
Snapchat just announced a new product that is somewhat less ephemeral than its disappearing photos: This weekend the company surprised observers by revealing it will “soon” be selling its first piece of hardware, Snapchat Spectacles. The $129.99 glasses allow users to capture videos hands-free. By tapping a button, they can record videos in 10-second bursts.
Marketing is hard. It’s even harder in new markets. U.K. wine retailer Naked Wines found that out the hard way. Last week, its parent company, Majestic Wines, saw its shares fall 25 percent on the news it would miss its projected profits for 2017. The blame: a £2 million ($2.6 million) marketing mistake tied to a direct-marketing effort in the U.S. for Naked Wines.