Social Media Report - Friday 13th May 2016

Hot Topic...

Instagram unveils new logo

Instagram has debuted its new logo, ditching the iconic retro camera image for a white outline of a camera on a background of sunset colours in purple, orange and pink. The Facebook-owned photo sharing app announced the change in a blog post from Instagram’s CEO and founder Kevin Systrom, who shared a short introductory film showing the old logo change into the new one. He revealed the new design was a reflection of the evolution of the social network’s community over the past five years. The blog post added: ‘Our updated look reflects how vibrant and diverse your storytelling has become.’ More than 80 million photos and videos are now shared on Instagram every day. The unveiling was initially met with resistance, with floods of comments using the hashtags #changeitback and #old insta. However, other users pointed out that initial shock at a new design is to be expected.

Instagram’s supporting apps: Layout, Hyperlapse and Boomerang have also received new designs using the same colour palette. The main app now displays its menus and background completely in black and white, with the muted design offering a contrast to make photos stand out more. Instagram said the new update, ‘puts more focus on our photos and videos without changing how you navigate the app.’

PR and Marketing in Social Media...

Cadbury chooses Snapchat and Shazam for new campaign

Cadbury is hoping to reach a younger market with its new ‘Obey Your Mouth’ campaign, and is planning promotions on Snapchat and Shazam to support its range of single chocolate bars, such as Crunchie, Twirl and Wispa. The push will begin with the Cadbury Crunchie before moving on to the full range. As well as featuring the chocolate honeycomb treat’s first TV advert in 16 years, the campaign will also include Crunchie-sponsored Snapchat lenses, which will be unveiled on three consecutive Friday’s this month, in a move aimed at bringing the brand’s ‘Friday Feeling’ arm of the promotion to a new audience. Cadbury previously experimented with Snapchat lenses as part of its Easter push on Crème Eggs. As part of the promotion, consumers will also be able to scan six sheets located across Britain to access additional mobile entertainment from Shazam.

The push comes amid the sugar debate, with Cadbury emphasising the message that all of its single bar servings contain less than 250 calories. Nuria Antoja, marketing manager at Cadbury-owner Mondelez International said: ‘We look forward to seeing what our younger audience think and the joyful experiences they’ll have with our ultimate Friday Feeling chocolate treat.’

Social Media Brands...

LinkedIn is reported to be holding talks with major publishers to launch a new feature that would rival Facebook’s Instant Articles

LinkedIn is understood to be developing a new publishing tool that will significantly increase page load times for articles, in a similar fashion to Facebook’s Instant Articles. The business-oriented social network is looking to boost its new offering and is believed to be holding talks with major media players to introduce the new publishing features. Up until now, it has carried business news and blogs from high influencers, competing with Facebook for the b2b audience. LinkedIn said: ‘Our goal is to ensure we get the right content in front of the right member at the right time to deliver the best member experience possible’. The company has worked to position itself as a leading network for business news, buying news reader Pulse, which is now embedded into its main platform.

LinkedIn revealed that publishers ‘remain a very important part of our content ecosystem and we are in regular conversations with them about new ways to work together’. It has seen strong user growth in Asia, with 20 million people in China currently using the app. If the platform manages to attract potential publishing partners for the new tool, it would help establish its reputation as a go-to source of business news.

London landmarks light up for #SaveBHS campaign

Giant flags bearing the slogan #SaveBHS were projected onto London landmarks on Monday night, in a guerrilla campaign to save the collapsed retailer. Marble Arch, Big Ben and Wellington Arch were lit up by the 60ft-tall projections, as well as the department store chain's Marylebone head office. Campaigners are urging consumers to show their support by posting messages on social media using the hashtag. The chief executive of BHS Darren Topp revealed the #SaveBHS campaign was the idea of staff who are fighting for the business to be sold as a whole so no jobs are lost. He added: 'In a dark time for everybody this is a statement on behalf of the employees. We have our fingers crossed that a buyer will turn up.'

The campaign is being led by BHS’ marketing and creative director Tony Holdway, who vowed: ‘We do not intend to go down without a fight.’ Earlier on Monday, Twitter hinted to its users, ‘we have a surprise for you … something that lights up the streets of London’, telling people to keep their eyes peeled.

Channel 4 partners with PlayStation for #Unchartered4Live ad break takeover

Channel 4 and PlayStation have joined forces to promote Unchartered 4: A Thief’s End, with the launch of a live Twitter competition during the first ad break in Gogglebox. The break features a long slice of gameplay footage, followed by a question that can be answered via the social network using the hashtag #Unchartered4Live. The winners are then revealed during the final ad break in the programme.

Channel 4's Chris Braithwaite said: ‘We're thrilled to be able to announce our first ever live Twitter competition. This innovative new ad is sure to engage both PlayStation fans and Gogglebox viewers alike and it's been great to partner with PlayStation again ahead of the release of Uncharted 4: A Thief's End.’ Sony’s Lauren Bradley said the ad break takeover was the ‘perfect format’ to promote ‘this extraordinary game to its fullest’.

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