Social Media Report - Friday 19th August 2016
Pepsi the first brand to use Twitter’s ‘promoted stickers’
Pepsi has signed up to launch Twitter’s first branded stickers following the platform’s move to make stickers for photos available to everyone at the end of last month. The social network has labelled them ‘promoted stickers’ and Pepsi has become the global launch partner in an undisclosed deal, allowing people to overlay the stickers on their pictures. Brands can now design stickers for Twitter users to add to their own photos, and posting a branded sticker photo triggers a hashtag inside a tweet making it discoverable. The social network believes this discoverability will allow a brand ‘to see and engage with the people who are using their stickers in creative ways’. Last year, Twitter launched branded emojis – with Coke, not Pepsi, as the launch partner. The social network’s head of product, brand and video ads Ilya Brown revealed promoted stickers in a blog post on Monday, saying: ‘Promoted #Stickers represents a huge opportunity for brands to drive brand affinity and raise awareness of their message at scale.’ As an extension of its PepsiMoji campaign, Pepsi is starting with featured placement in the Twitter #Stickers library with nearly 50 custom promoted stickers across 10 countries: Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, the United Arab Emirates and the United States. The PepsiCo deal also includes a custom Niche creator campaign to teach consumers how to use #Stickers effectively, alongside a branded Pepsi emoji and a Promoted Trend. PepsiCo Global Beverage Group president Brad Jakeman said in a release: ‘By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage.“ Twitter revealed the UK's first promoted sticker campaign will be announced in the near future.
The social network may be taking a cue from Snapchat, which fed an appetite for stickers and is itself monetising photos using Geofilters, while Facebook has allowed stickers on photos since last year, so far without brand involvement. Elsewhere, Asia-based messaging companies like Line have pioneered stickers as items paid for by both users and brands. Line is reported to have made $270 million from selling stickers last year, mostly from users, but a third of Line’s $1bn revenue came from advertising accounts using stickers to raise awareness and gain subscribers.
PR and Marketing in Social Media
Nationwide unveils Snapchat Geofilter and Lens campaign on A-level results day
Nationwide is partnering with Snapchat to help A-level students celebrate their success with a multi-functional campaign making use of the social network’s sponsored Lens and Geofilter overlays. It is believed the promotion is the first time a British company has used the two bespoke features in tandem. The UK-wide initiative will launch the financial brand’s FlexStudent account, and the Lens element of the push will let students celebrate by opening their mouths to ‘pop’ open a party popper, to create a video or photo they can share with friends. Meanwhile, Nationwide’s Geofilter features a confetti-style overlay with the accompanying text: ‘A levels-Smashed It’, which users can send to their contacts.
The brand’s chief marketing officer Sara Bennison held the Snapchat campaign up as ‘a great example of where a mobile platform can enhance a very emotional human experience’. Brands are increasingly looking to partner with the social network, keen to tap into its appeal to a younger audience. Earlier this year, Barclaycard joined forces with the messaging app for its ‘Great British Music Showdown’ campaign and promoted the push with one of the platform’s Snap Ads.
Social Media Brands...
Domino’s releases @DOMThePizzaBot to take orders through Facebook Messenger
Domino’s will be one of the first UK brands to allow its customers to order directly through social media, launching @DOMThePizzaBot on Facebook Messenger. Keen to tap into the one billion monthly active users of the app, the pizza delivery company has released the chatbot which can take orders when it is messaged ‘pizza’ or sent an emoji. ‘We want to make ordering our freshly handmade pizza as easy as possible so we’re always on the look-out for new ways in which we can do this’, head of digital at Domino’s Nick Dutch revealed. The brand describes Dom as ‘an artificially intelligent whiz designed to help superfans get their No. 1 fix of cheesy food heaven’.
Pizza Hut was first to announce plans to introduce a social ordering platform, that will also work on Twitter, but has been beaten in the race to launch by their competitor. The move is the latest in Domino’s strategy to make ordering a pizza as simple as possible. Earlier this year the brand launched its Easy Order feature, which lets customers buy a pizza by doing nothing more than pressing a button, either online or on their Apple Watch.
Instagram rolls out Business Profiles and other tools to help users buy and sell
Instagram has launched three tools to help the 200,000 advertisers on its platform find new customers. Business Profiles will allow companies to easily signal to Instagrammers that they are trading, allowing them to use a ‘contact’ button to get in touch via phone, text or email. The tool was developed after the Facebook-owned social network polled hundreds of businesses, who found it easier to answer consumer questions via email or on the phone, rather than sifting through comments left on the app. Meanwhile, the Insights tool will allow firms to see the effectiveness of their posts on Instagram. It provides information about how users have connected with their business in a simple format. Finally, the ‘Promote’ feature offers companies the option to promote a well-performing post as an advert in order to attract customers. They can either identify a target audience or allow Instagram to choose for them, before deciding how long the advert is to be promoted.
Head of brand development EMEA at Instagram Amy Cole noted the number of companies that have grown using the platform, She added: ‘But we want to make Instagram work even better for them, so we listened carefully to their feedback to understand challenges they face, and the tools they need to drive real business results.’
Snapchat aims for gold with its Rio 2016 coverage
Nearly 50m people have watched the Rio Olympics on Snapchat so far, as broadcasters including the BBC and NBC take advantage of the social network’s millennial audience. Almost one in three Snapchatters has viewed coverage in Live Stories, highlighting its growing threat to Facebook and Twitter’s dominance in the live streaming of events. The social network has partnered with seven broadcasters to offer footage from the Games and from the crowds in the last 24 hours. In the first seven days of the event, 49m unique visitors watched Olympic content on Snapchat, making up almost a third of the apps 150m daily active users.
Snapchat also signed a deal with BuzzFeed and official Rio Olympics US broadcaster NBC to create a pop-up channel on its Discover platform to produce daily clips from the event, as well as behind-the-scenes content shot exclusively for the app. Snapchat is sharing advertising revenue from Snap Ads placed in the Discover page with NBC Olympics.