Whilst on the train home today I was handed two Santa shaped chocolates and a leaflet reading ‘A Christmas treat from CrossCountry.’ I thought I would write a quick post about this as I believe that the little things really do matter and not just in personal life but with regards to campaigns and building a brand’s reputation. The leaflet simply reminds you that booking tickets for the holiday season in advance could save you money and promotes the free App to purchase the tickets via. I thought that this was a simple but affected way of direct marketing for a brand I never before had considered to be creatively communicating with its consumers. CrossCountry’s slogan is ‘going that bit further’ and even though it’s something small I think the festive tactic is definitely proving so. Of course, there are many complaints to be made about the train service within the UK (late again, are we?) but when looking at it as simply a tactic for the brand I think it’s very effective. Well done, CrossCountry and Merry Christmas to you too.
Instagram took off as ‘THE’ platform for sharing your visual insights through everyday life and companies are wising up to it’s potential for businesses. BirdsEye recently launched a new creative Instagram campaign as part of a multi-media campaign including TV, digital, POS and a three month sampling campaign for its new ‘Inspiration’ range.
A pop-up restaurant called ‘The Picture House’ appeared at the Ice Tank in Soho, London and opened its doors to hungry diners who were eager to sample BirdsEye’s new ‘Inspiration’ range. The creative part of this sampling event was that the diners were able to dine for free permitting they uploaded a photo of their meal with the hashtag #BirdsEyeInspirations onto their Instagram profiles. Lets be honest, a free meal in exchange for a photo upload.. Who would say no?
Research by BirdsEye showed 52% of people ‘regularly’ take pictures of their meals and 11% take at least one picture of their food a week. The hashtag #BirdsEyeInspirations generated more than 400 photos on Instagram just two days after the pop-up restaurant opened. This measurement early on in the campaign allows the PR team behind the campaign to get their hopes up that the strategy will generate interest in the new range.
Taking photo of meals quickly became a popular trend on Instagram with the hashtag #instafood currently having 24,873,080 photo or video posts (11.52:11/06/14). BirdsEye marketing director, Margaret Jobling commented: “Taking photos of food enables people to show off and to share their mealtime moments – from the every day to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range.”
The Picture House will visit Manchester and Leeds during June 2014 to continue the sampling events.
As I said before, who wouldn’t want to settle the bill by uploading a photo to Instagram? The tactic is very creative and shows how businesses can use visual social media effectively to generate awareness. There has only been one sampling event so far and there has already been a lot of interest in the hashtag tactic and the next pop-up restaurant is set to be even busier later in the month.
This use of social media as a way of generating interest in a product should be seen by other businesses as an example of how they can use Instagram in a similar way. ‘Visual’ is becoming more and more important and Instagram, being one of the most popular social media platforms around at the moment, gives many opportunities to reach out to existing and potentially new markets.
As part of the Digital PR module of my course I had to attend a client meeting with my fellow campaign group members. The client meeting was last friday and was a chance for myself and my group members to show Naomi Garrathy, from FiveByFive agency, and Fiona Phelan, from CooperVision, our ideas and main strategy for the campaign.
To start the module off we visited FiveByFive agency in Southampton who focus on digital communications. They set two briefs with the focus of building a digital relationship with consumers. One brief was for CooperVision Lenses and the other for Welchs fruit juice. In groups of 4 we had to pitch to the rest of the course in an attempt to win the brief that we wanted to create a campaign for. My group made up of myself, Paige Hiley, Chloe Attwood, and Trine Larsen chose to pitch for the CooperVision brief, which we were proud to win. After we won the pitch it was time to get started on generating ideas, key messages and the main strategy for the campaign. The brief is focused on developing a digital relationship and driving consumers to CooperVision website.
The client meeting was scheduled last friday (22nd November) as a way of giving us experience in that type of situation, and also an opportunity to share our main ideas and strategy with .. and Fiona. My group was chosen to be filmed and shown to potential students looking to start at the university to study PR. It was a great experience and my group was very proud of ourselves for how well it went. The meeting was more of an informal conversation about our ideas and gave us the confidence to continue with our proposed ideas for the campaign.
Below are a couple of photos of my group during the client meeting taken for the SolentPR instagram page:
We received some great comments back about our efforts in the meeting and I personally feel that it was a great experience to learn from and to have when progressing through the course.
I hope I’ll be able to get a copy of the video soon, which I will post to show what content was discussed.
If you’re interested in finding out more about what I’m getting up to as part of my uni course then follow my twitter account for frequent updates: @helencummingspr