Brands with Pride - Influencer Marketing
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Pulsar will show which brands are sharing their love this year. A data visualisation of brands launching #PRIDE products this summer, with Glossybox and boohoo. Find out how to launch your campaign with social influence. As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/
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Brands with Pride - Influencer Marketing
- 1. October 2018 Brands with Pride Richard Murray Richard.Murray@pulsarplatform.com @PulsarPlatform
- 2. First, a bit about me 5 years experience in the creative and Ad industry Work with global creative agencies such as Ogilvy, BBDO and GroupM Helping them use social data to tell their story
- 3. Second, a bit about Pulsar EXPERTISE Dedicated Category Teams who are experts in leveraging industry insights, as well as an in-house research consultancy offering OUR ORIGINS Built by a research agency for agencies and brands to test creative ideas, inform new business pitches and plan content or brand strategy PLATFORM Offers actionable insight across social data through our best-in-class global audience intelligence tool, collecting data across 170+ languages
- 4. Why should brands care about authenticity? Social media is making it harder for companies to fake it It’s becoming more important for consumers User generated content is the most authentic of all
- 5. Pride is an opportunity for brands to make a difference Pride campaigns for the freedom that will allow the LGBTQ+ community to live their lives on a genuinely equal footing Over 20% of millennial customers identify as LGBTQ+ Provides an opportunity for authenticity 1/3 of brands do not include the LGBTQ community in marketing
- 6. The public are wise to inauthenticity around Pride
- 7. 7 Pulsar’s top tips for being authentic!
- 8. Practice what you preach
- 9. In the background Hi everyone, Please keep in mind that American Apparel is a retailer that celebrates natural beauty. Eyebrows must not be overplucked. Full eyebrows are very much encouraged. Please do not dye your eyebrows a different color. "Bangs" or "fringe" are advised against. It is not part of the direction we're moving in. Males should not wear makeup.
- 10. The public are eager to call out companies
- 11. GAP #GotYourBack
- 12. Actions speak louder than words
- 13. Actions speak louder than words Sentiment around Pride campaign Sentiment around Pride campaign
- 14. Give something back Donate a proportion of profits to help the community As part of their campaign, Absolut included donation points on bus seats But received negativity due to complaints about its charity partner
- 16. Kill three birds with one stone
- 17. Kill three birds with one stone
- 18. So how can you do Pride right? 1. Know your place in the community and how they feel about you 3. Do something meaningful in a creative way 2. Understand the most pressing issues for LBGTQ+ people in and around your industry
- 19. Get in bed with Pulsar and Intermarketing on stand 61/62!
Editor's Notes
- I’ve worked in creative agencies and I have worked as a data analyst, meaning now I can combine these experiences to advise on how to use social data in effective and creative ways which allow brands tell their story
- - We offer an audience intelligence platform which is able to grab hold of the conversation of your audience and understand what makes them tick But more importantly, we can understand the topics and issues which are most meaningful to them Which we often find are these are the ones tightly linked with their identity And these sort of insights are paramount if you want your brand to show authenticity
- Authenticity is not something that bought, or manufactured. Its something that’s given, earnt. In other words, its how consumers perceive a brand to be faithful toward itself, them, motivated by caring and responsibility rather than profits 1. 86% 2. As we’ll see today, social media makes it impossible to hide. Everyone has a voice, and anything can go viral. 3. Authenticity can result in an amazing situation where individuals who are not sponsored or paid in anyway advocate your brand as you've showed you genuinely care, and in doing so giving your customers a reason to care about you. So there is a lot to lose and there is a lot to gain. And their is one event for which this effect is very strong
- I think the reason its so crucial to get Pride right, can be found in the data. I see LGBTQ and its variations pop up as a popular word in social media bios across various categories. Meaning it’s not something they are just in favour of, it’s part of their identity. 1. And Pride is a celebration of that identity, and a fight for equal treatment for the community in society 2. LBGTQ+ community worth £6bn But more importantly, its an opportunity to show your entire customer base that you’re authentic
- So what can you do?
- Forward thinking progressive branding All about acceptance with who you were
- Accusations of CEO, Dov Charney, sexual harassment Leaked ‘grooming standards’ for employees
- At the top you can see the volume of conversation around their LGBTQ campaign And below, the amount of people ready and waiting to call out the company once the CEO was fired, almost three times as many
- They didn't just focus on the bring and shiny, consumer side of Pride, but asked members of their staff who identified as LGBTQ to do video testimonials of the hardships they have faced - And in doing so created a line of support for others in the community, by showing they aren’t alone - And in stark contrast, had their CEO backing the message as well. - consistently score a perfect 100 on the Corporate Equality Index set by the Human Rights Campaign Foundation
- So while it is important that internal company culture doesn’t contradict messaging, it is also important to stay loyal to your messaging. Missguided Campaigned about being true to yourself and did this while using unphotoshopped images, that featuring LGBT activists such as Munro Bergdorf Messages of acceptance all year round This is obviously toung in cheek, but this is something they posted in November Meanwhile, Primark - - Production in anti LBGTQ+ countries - Accusation of not helping local LBGTQ+ communities
- And we can see how the amount of effort they put into their campaigns effected sentiment towards the companies during Pride.
- This seems so obvious, but many companies, including Costa Coffee wrapped their products in Pride colours but didn’t donate any profits to charity. Absolut went about this in a clever way. They brought a call to action in their advertisements, by putting donation points on the back of their bus seats However they still received negativity due to accusations of their charity partner.
- So what did they do wrong? Was their something more creative than donating through a charity which may not have your audiences interests at heart? Well one of their competitors did a great job of this.
- Can you integrate LGBTQ support into your company culture and marketing, while actually making a difference for the community and giving something back? Well Smirnoff gave it a good go. Highlights LGBTQ+ issues in its marketing all year round Uses its influence to train bartenders about homophobic incidents and gender pronouns And one of favorites, they monitored social media to identify members of the LGBTQ+ community that have received abuse, and created graphics that offered support. And how did that work out for them?
- Well its obvious they received overwhelming positivity around their campaign But they were also recognized by members of the community as an example of a brand who actually care about Pride, to call out others (including their competitors)
- Social media holds brands to account, but also opens opportunities to show authenticity. Understand what people are saying about you, in a way that is unprompted and unregulated – Do you have any skeletons in the closet? How can you best get past these? 2. As Smirnoff did in the nightclub industry, if you full understand your category, and your audience completely, you can find the areas they overlap, and the topics and issues at the epicenter of this crossover. Which will show you how you can… Well that’s how you can do Pride right. And if is something you’d like to do for your brand there’s something you can do right now. And that’s…