SO MOnday: 7th March 2016
Abbey Torrance and Emma Saddleton round up the best social and mobile news from the past week... including new emojis from Bodyform and Always, top 10 learnings from Mobile World Congress 2016, Spotify and Facebook Messenger, the Co-op's Good Eggs, and more...
Bodyform and Always hit out at ‘stereotypical’ Emojis
There has definitely been a change in the air of recent with more focus on what it is like to be a woman in 2016 in the media. Last week a Bristol firm launched a ‘period policy’ for staff and Always and Bodyform both launched two campaigns which are very similar and both based on the same insight.
‘Almost half (45%) of UK women and girls find it difficult to talk about their periods with friends and family. Meanwhile, four out of five UK women and girls find emojis a useful way to express their feelings.’
Always released their new #LikeAGirl video which hit out at how current emojis do not represent them at the best of times. The campaign tag line of ‘Let’s make girl emojis as unstoppable as girls’ really taps into the anxieties that teenage girls feel and that they should be able to represent how they feel online using the new language of emoji.
The call to action of the campaign is: ‘Join Always in our epic battle to stop the drop in confidence girls experience at puberty. For more than three decades, we’ve empowered girls worldwide by educating millions about puberty and their cycle, so they can feel confident. Let’s champion girls to be Unstoppable #LikeAGirl. We’re on a roll and making great change happen, together. Don’t stop!’
The brilliance of this campaign is that the message has been consistent from 2015 into 2016 and they are creating content that is relevant.
Bodyform are also pointing out the fact that the current emojis available are not up to scratch. They have launched this petition via change.org to amend the current ones available so women across the globe can truthfully express how they feel online.
They say: ‘We believe that menstruation shouldn’t be taboo, but know that millions of young girls and women still find it hard to talk about their periods, which can cause embarrassment, anxiety and lack of confidence. With emojis as the new universal language, we want to introduce period emojis – or ‘femojis’ to the official Unicode keyboard.’
Bodyform’s brand marketing director told Marketing Week: ‘The Always campaign does things very well and it’s clear that we have a universal insight; ours is about practical solutions, while theirs seems to be about drawing attention to a need to be better represented, which we would absolutely support.’
Straight from Mobile Marketer, here are the top ten take outs from MWC this year.
- The Internet of Things (IoT) is omnipresent and everywhere.
- Connected cars are already on the road.
- Smart cities are in the early stages of development.
- Health and mobility are providing tangible products and benefits.
- The mobile marketing technology ad stack is unleashing the power of mobile for marketers.
- Augmented reality is real and growing rapidly.
- Smartphones are getting significantly smarter every 12 months.
- A successful mobile ad model will be driven by relevance and context.
- Mobile is already improving the quality of education and healthcare in emerging markets.
- Mobility has already expanded beyond smartphones to smart devices.
The social media giant is looking to promote Facebook Live,the platform’s live broadcasting service by looking to hook in some celebrities to help boost the service.
Latest reports reveal that Chief Operating Officer Sheryl Sandberg is in LA chatting up and pitching to talent agencies across the city to try and snap up the industry’s hottest talent.
The reports state that Sandberg is ‘trying to sing up a small group of test subjects – one source thinks she is looking for about 100 – to start actively using the service on a regular basis, and to give a subset of that group some kind of payment for doing so’.
This is definitely Facebook’s pitch to start working towards being more like Snapchat, where a huge number of celebrities regularly broadcast to fans.
Facebook takes another step to helping to organise your life as it integrates Spotify into its Messenger offering. Already said to have integrated Uber to allow you to order lifts in a simpler way, this new step will allow you to share playlists and songs between users. Removing the pain of having to type that new album into Messenger makes the process smoother and simpler for all involved.
Whilst benefiting Facebook by bringing more service touchpoints under its overarching umbrella, the move will help Spotify to gather more reach as it will nudge people into downloading the service. One more step for the music streaming service to becoming your go-to method of accessing music, and another step for brands to leverage to access consumers in a variety of situations.
Google have confirmed they have started testing the opportunity for brands and celebrities to post directly to search results. Set up like a traditional Twitter-like feed and with results designed to look like Google’s existing mobile cards, the cards push individuals to wider full screen pages with more information. Limited only to the US presidential election for now, the move allows brands to leverage Google’s strong visual inventory at the immediate point of enquiry – tapping into a key point of the purchase funnel.
As Easter fast approaches, the Co-Op have launched a social campaign to help find real-life ‘Good Eggs’. The ‘eggsperiments’ show how altruistic people actually are by filming members of the public helping out a stranger in need (the stranger is an actor). The online campaign promotes the video and encourages users to nominate their ‘good eggs’ on Facebook, helping to extend the organic reach of the campaign.