Wednesday, 22 March 2017

Upping the dating game

If you're a woman and you've used dating apps such as Tinder, you'll know that dating in 2017 has gotten weird.

Tinder is not for the faint-hearted. Most heterosexual women who've attempted it, have most likely experienced one of the following from a guy:

- a horrific pick up line
- an unrequested penis pic
- a hostile response when rejected

Luckily for me I've experienced all three. What a time to be alive.

Tinder is now probably best known as the app if you want something quick and easy.
According to a study last year, a third of men said they "casually like most profiles", treating it like a game; seeing who they match with for a quick ego boost with no intention of following it up.
Whereas 93% of women said they only match with guys who they are actually attracted to and want to date.

So in summary, dating apps were looking pretty bleak for women; leaving them with low confidence, feeling harassed or unfulfilled.

In 2013 came Bumble. The dating app where only the woman can talk first, and banned & blocked gross men from the app, helped women take back some control.

Whitney Wolfe, CEO & founder of Bumble actually used to work for Tinder, wanted to start up a dating app that empowered women to make the first move and feel confident about dating again.

So the reason for this post is that I've seen Bumble have been the first dating app to take to above the line advertising, not only promoting their app, but forging a campaign which encourages women to feel empowered in life as a whole, not just in dating.

"In every other facet of a young woman's life we are owning our worlds in a very independent way.
We work, we create, we support ourselves, and it's encouraged to do so. The only thing that hasn't caught up to that is how we date."

I really like this campaign as, not only have they already identified a huge and very real need for women with the app, but they have transformed "just another dating app" into a brand that has a bigger life purpose, meaning there is much, much farther they can go with this idea. The potential for growing this idea outside of a dating app means they're giving themselves a great long-term advantage in an extremely crowded, (and pervy), market.

Tuesday, 7 March 2017

Lucozade Energy ranked #16 in Top 100 social brands

Just a quick one from me tonight.

Every year, The Grocer releases the Top 100 socially savvy brands, and I'm pleased to say that Lucozade Energy UK was ranked high at #16, pipping big global brands such as Doritos (#17), Cadburys (#46) and Coca-Cola (#67) to the post.

Ranked by brands' content engagement rates across both Facebook & Twitter.

Brands that may have smaller followings are outstripping the performance of their large global competitors because they’re keeping content localised and contextual. To quote Doyle from The Social Retail agency “They’re connecting with their fans in a true and very honest way”.

We don't have a massive following on social compared to some of our global competitors, however we are big on contextual messaging and targeting; understanding our audience, creating content bespoke for them, and being relevant to them at the right time, with a relatable message. 

A unsurprising learning from the list; brands are now using Twitter less, debating whether or not they need to be on both. Are their audiences using both? 
We focus more on Facebook for entertaining content, and use Twitter for conversations and interacting with reactive news. Those are how most people use both sites, so why not adapt what you do on those channels to fit audience behaviours? Brands just really need to act like a person.

Our gif content had very high level of engagement on
Facebook, and became Hall & Partners' new 
best in class score for digital engagement
Shout out to IRN-BRU who made #1. I have no idea what the fuck they are on about, but they are clearly creating content for, and appealing massively to, their most important demographic: the Scots.

Anyway, yay us.