Smoking Gun PR's data and insights team analyse 8million+ social media posts from 1.5m authors to share insights into consumer attitudes and behaviour during Covid from a health and wellbeing perspective. The agency highlight examples of brands doing interesting marcomms work in this area and discusses how to use data to springboard creative communications campaigns for PR and social media. https://www.smokinggunpr.co.uk/services/award-winning-data-and-insight-agency/

1. 2 July 2020
LOCKDOWN LIFE WEBINAR:
THE IMPACT OF LOCKDOWN ON
CONSUMER HEALTH AND
WELLBEING

2. Title Option

3. Standout Moments
What if Carlsberg did Valentine’s Day?
WHO ARE WE AND WHY ARE WE
DOING THIS?
RICK GUTTRIDGE
SMOKING GUN
MD
PHIL LYNCH
SMOKING GUN
ASSOCIATE
DATA & INSIGHT

6. Lockdown Life:
Survey of 1.5M social media users
January-June 2020

7. 1 Search:
Filters applied to focus on
personal social media
accounts.
Personally identified posts
(I, me, my, we, our)
Reference to wellbeing,
food, drink, nutrition,
exercise, fitness in any
context.
2 User segmentation:
• UK users only
• Gender
• Profession
• Personal interests
• Location
3 Content segmentation:
• Topics
• Emotions
• R/Ts excluded

8. 8M Posts 1.5M Authors 58% Men 42% Women
Sample

9. 58%
42%
Female Male
Teacher & Lecturer
Student
Sportpersons & Training
Software & IT
Science & Research
Sales & Marketing
Government
Legal
Journalism
Health
Managers & Execs
Thousands
0 10000 20000 30000 40000
Authors
Author profiles

10. Yorkshire / Humberside
West Wales
West Midlands
South Western Scotland
South West England
South East England
Northern Ireland
North West England
North Eastern Scotland
North East England
Highlands and Islands
Greater London
Eastern Scotland
East Wales
East Midlands
East England
Thousands
0 75000 150000 225000 300000
Author location

11. “It’s not about being brave- it’s
about caring more about your
fitness and progress than
about than what other people
think. It’s fun, safe and in
times like these, great to get
out the house! :)”
“Apparently the Garmin
Connect now asks for sex drive
too. Err #Garmin this just
doesn’t feel like the right words
for a watch intended for
walking, running and
swimming. I’m intrigued
enough to follow this for a
bit….”
“You can do the research and
do as much as possible to eat
the best quality food. But its
what works for each person
being meatless isn’t for
everyone. You eat your veg,
I’ll eat my meat and veg.”
“#sociallydistanced evening with
Mum & Peter tonight.. bbq & wine,
soo nice to finally spend some
time with them xx”
“I'm confused, can we or can't we
do that?! I've been going through
everything to see if it's definitely
rules out... I have a large home
gym, don't see how been do PT
would be any worse than getting a
haircut Thinking face”
“I've been craving a nectarine for
the last week and the ones I got
are finally ripe enough to eat and
I feel like I'm in heaven”
“Hi Siobhan I hope you are
keeping well - I had only missed
one away before today this
season nothing like being there!
Have been cycling a fair bit but
roads are back to dangerous
levels which is a pity - how have
you been during lock down?”
“@MayorofLondon When are we
going to move on vitamin D
There is now so much solid
evidence.”
Lovely #FathersDay. PB 6k
run. 2 very over excited girls
to give me cards, gifts (beard
gear by @AudaciousBeard)
Breakfast (chorizo and red
onion omelette) cheers Mrs G.
Finally beer, wine, samosas,
lamb curry, trifle.Garden
cricket with my old man n
bro.”
Meet the authors

12. Reaction to lockdown

13. 0
17500
35000
52500
70000
1/2/20 1/11/20 1/20/20 1/29/20 2/7/20 2/16/20 2/25/20 3/5/20 3/14/20 3/23/20 4/1/20 4/10/20 4/19/20 4/28/20 5/7/20 5/16/20 5/25/20 6/3/20 6/12/20 6/21/20
Jan 2020 Mar 2020 Jun
2020
Lockdown
Announcement
Pulse conversations by day

14. 0
175000
350000
525000
700000
1-Jan 20-Jan 2/10/20 3/2/20 3/23/20 4/13/20 5/4/20 5/25/20 6/15/20
Authors Posts
1.30
1.40
1.50
1.60
1.70
1-Jan 20-Jan 10-Feb 2-Mar 23-Mar 13-Apr 4-May 25-May 15-Jun
Posts per user
Growth in users and posts

15. Trust
Delight
Joy
Excitement
Sadness
Anxiety
Disappointment
Anger
Mistrust
Thousands
0 150000 300000 450000 600000
Emotion signals in social posts

16. Discussion of
wellbeing,
food & drink,
nutrition
& fitness

17. Food and Drink
Fitness & Exercise
Alcohol
Vitamins & Supplements
Weight
Thousands
0 1,000 2,000 3,000 4,000
Posts Authors
Lockdown food and health topics

18. Fitness
Alcohol
Vitamins
Food & Drink
Weight
Thousands
0 300000 600000 900000 1200000
Mistrust Anger Disappointment Sadness Excitement Joy Delight Trust
Emotion signals by category

19. QUESTIONS:
In lockdown are we…
• Looking after our
wellbeing
• Taking up exercise
• Using fitness apps
• Trying different foods
• Sleeping OK

20. 0
125000
250000
375000
500000
Negative Neutral Positive
Alcohol
Weight
Vitamins
Food & Drink
Fitness
I run now for fitness
and well-being. And
that's mental well-being
as much as physical
#grateful@LiamDuffy1607
I’m following a wellness programme for
6 weeks.. this week I’m only allowed to
eat fruit.. nothing else.. I am so hungry
🥺
Fruit is amazing but oh wow. HUNGRY!!
@ohabioh
n = 404k posts by 145k
authors
Wellbeing and food and health

21. 0
75
150
225
300
1/1/20 1/20/20 2/8/20 2/27/20 3/17/20 4/5/20 4/24/20 5/13/20 6/1/20 6/20/20
Mistrust
Anger
Disappointment
Anxiety
Sadness
Joy
Delight
Excitement
Trust
Into my final week of the
couch to 5k. Been amazing
to follow and keep fit during
this lock down!
Recommended to all!@BxTzzy
n = 25k posts by 14k
authors
38% Men 62% Women
30%
First-timers
#couchto5k

22. 0
1250
2500
3750
5000
1/1/20 1/13/20 1/27/20 2/10/20 2/24/20 3/9/20 3/23/20 4/6/20 4/20/20 5/4/20 5/18/20 6/1/20 6/15/20
Posts
Strava
MyFitnessPal
Couchto5K
Fitbit
Peleton
Thousands
0 10000 20000 30000 40000
63% Men 37% Women
n = 81k posts by 30k authors
#fitnesstech

23. 0
4500
9000
13500
18000
1/1/20 1/15/20 1/29/20 2/12/20 2/26/20 3/11/20 3/25/20 4/8/20 4/22/20 5/6/20 5/20/20 6/3/20 6/17/20
51% Men 49% Women
I have started a new recipe book
recently, only tried and tested
vegan /vegetarian recipes are
written in. I have a renewed
passion for the kitchen since
lockdown & cooking with fresh
herbs!
@cazzkmc
Mistrust
Anger
Disappointment
Sadness
Anxiety
Excitement
Joy
Delight
Trust
n = 700k posts by 215k author
#meatfree

24. 0
1250
2500
3750
5000
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar 8-Apr 22-Apr 6-May 20-May 3-Jun 17-Jun
58% Men 42% Women
Today I started researching the
first pub I'm going to watch
football, the first pizza I'm going
to eat, the first burger I'm going
to demolish. Moving to London
two days before the lockdown
was not a good idea!
@charlottexoxo
Mistrust
Anger
Sadness
Disappointment
Anxiety
Joy
Delight
Excitement
Trust
n = 455k posts by 260k author
#pizza

25. 0
200
400
600
800
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar 8-Apr 22-Apr 6-May 20-May 3-Jun 17-Jun
49% Men 51% Women
Agree exactly with you both.
Price of puppies has soared &
have seen lots of people with new
pups. Dogs are wonderful but
often the financial & time
commitment can be wildly
underestimated.
@emmselk
Mistrust
Anger
Disappointment
Anxiety
Sadness
Excitement
Joy
Delight
Trust
n = 90k posts by 63k authors
#newpets

26. 0
200
400
600
800
3/1/20 3/13/20 3/25/20 4/6/20 4/18/20 4/30/20 5/12/20 5/24/20 6/5/20 6/17/20
Children
Disruption to routine
Health
Job and Moiney
Used to be up at 5-6am but
now I’m waking up at like
11am.. lockdown ruined my
sleep schedule 😔 😔
@OzgenK_
n = 70k posts by 50k
authors
What keeps us awake at night

27. UK Social media activity has
increased, both in terms of
the number of active authors
and the frequency of
individual engagement.
Tracking emotional signals throughout the lockdown
period shows a higher incidence of negative emotions in
March (reactive). As lockdown progressed, people found
ways to express a more positive attitude through their
lifestyle choices.
Food, nutrition and fitness became a means of personal
expression against the impact of lockdown.
Observations

28. Observations
There is evidence that lockdown has created a desire
for personal improvement (health, fitness, nutrition)
but the fact that vegan/vegetarian posts have
remained flat suggests ethics may not have changed
as much as we think.
Behaviour around takeaway pizzas, including
complaints via social media, has quickly returned to a
pre-lockdown pattern.
Attitudes to alcohol are celebratory, or
defiant, but alcohol is NOT associated
with positive wellbeing.
Patterns of social media activity
throughout lockdown remain weighted
to discussing alcohol during evenings
and weekends.

29. Some famous faces in the authors

30. Brands doing
interesting
things in
this space

31. Silentnight focuses on
helping the nation sleep
better
With most of its retailers shut, the UK’s
leading bed brand didn’t shut down its
marcomms, instead focusing on giving
Brits ever more salient and relevant
advice on how to achieve great sleep to
assist with their wellbeing

32. Churchill Insurance
launches kids
Mindfulness book
To help families through the lockdown necessitated by the pandemic,
June 2020 saw UK-based insurance company Churchill unveil Little
Chapters of Chill: a series of free 'mindfulness' audiobooks designed
for kids aged four to seven. Each audiobook, created in partnership
with author Sue Pickford and parenting podcast host Giovanna
Fletcher, takes the listener on an adventure with 'Churchie', the
brand's bulldog mascot. As 'Churchie' meets various characters, kids
are invited to take part in a mindfulness practice, including breathing
exercises and listening techniques. There are five audiobooks in the
series, each lasting between eight and 12 minutes.

33. Digital platform
Brightline
provides virtual
therapy sessions
for kids
launched a behavioural health
platform for kids in the San Francisco
Bay Area, connecting children with
psychiatrists, therapists and coaches
providing one-to-one tele-therapy.
Due to COVID-19, the platform was
rolled out earlier than planned to
support children struggling with the
impacts of the pandemic, as well as
those with diagnosed mental health
issues. Online therapy sessions are
available for six to ten year olds, with
kids as young as three able to
participate with their parents. The
app also features group classes,
planning tools, at-home exercises and
ways to track kids’ progress.
Brightline is waiving its monthly fee
until the end of 2020,

34. Burger King
Rewards people
who
social distance
Burger King launched Lockdown Whopper: a campaign encouraging
social distancing in Brazil by rewarding customers with free food for
staying at home during the pandemic. After downloading Burger
King's app and agreeing to share their geolocation, users could earn
vouchers that could be redeemed for snacks and Whoppers. The
longer participants remained at home, the bigger the rewards.

35. Approved video
game to help kids
with ADHD
US-based game developers Akilia Interactive received FDA
approval for EndeavorRX: the first prescribable video game to help
treat kids with attention deficit hyperactivity disorder (ADHD). The
game is designed to improve focus, using what the company
claims as a safer alternative to drug-based therapeutics.

36. Prevent Breast Cancer
Runs #bakeaboob2020
UK charity Prevent Breast Cancer is among the many
who’s funding and donations has been obliterated
during lockdown. More worryingly the numbers of
patients going for potentially life saving preventative
scans virtually stopped overnight.
Tapping into the HUGE rise in homebaking to get its
serious message across and fundraise, PBC utilised
Corrie actress and ambassador Victoria Ekanoye to
front its boob-a-licious baking contest

37. JCDecaux offers free
hand sanitiser on its
outdoor adverts
City of Paris partner with advertising company JCDecaux to deploy free hand
sanitiser dispensers in public areas, to keep Parisians and visitors safe whilst on the
move around the city. As part of the initiative, dispensers will be installed on the
walls of 1,500 bus shelters – the equivalent of three out of four – and all 453
automated public restrooms. With a capacity of five liters, each dispenser
administers 3,300 applications, enabling approximately 6.5 million doses of hand
sanitiser each week. A dedicated JCDecaux team will ensure dispensers are refilled
and disinfected regularly.

38. Huawei launches
smartphone with
infrared sensor
June 2020 saw Huawei launch the Honor Play 4 Pro: a smartphone with an
integrated infrared sensor to measure temperature. To use the temperature sensor,
which according to Huawei can detect temperatures from -20°C (-4°F) to 100°C
(212°F), users apply the phone directly to their forehead. Although IR sensors are
not as sensitive as thermal cameras, it could be used to measure
potential coronavirus symptoms.

39. Now we’ll dive into your questions in Chat…

40. Want to map these
findings against
your target personas
or discover regional
actionable insights
3
To learn who the
REAL influencers on
your topics are based
upon science
2
To dive deeper into
our research
related to YOUR
sector
1
So what’s next?
Talk to us if you’d like
4Want help spring-
boarding
these findings into
creative marcomms
content

41. Thanks so much for your time
joining us today, we hope it’s of
use to you and we’re happy to carry
on the conversation:
Email createingenious@smokinggunpr.co.uk
Call Rick 07887 942 926