The Women’s Euros Kicks Off Today
There is a lot happening across socials for the tournament, so here are some of the top brands and discoverability keywords to search.
TikTok – head to search and scroll down to the bottom to discover #WEURO2022. The sponsored page, in partnership with Nike, displays:
- All of the official content from Women’s Football, BBC Sport, Nike, England and all country’s TikTok accounts playing at #WEURO2022.
- Upcoming matches timings and group standings.
- Top content and sounds.
Heineken UK launched their 12th Woman campaign for the tournament on social here.
As one of the primary sponsors of the tournament they are calling on audiences and football fans of all genders to be the 12th Woman.
Read more about the social first campaign here.
IG Expands Reels Access
IG has expanded users access to Reels Templates, enabling the creation of Reels based on popular content formats in the app.
The new option within the Reels camera, enables users to select formats based on in-app trends.
The key seller for users is that this will create more engaging clips and group there content into the trending sounds or formats to increase content’s reach.
IG will also recommend songs for users content based on their content uploaded.
Minions: The Rise Of Gru TikTok Trend
Have you seen what feels like half of Canary Wharf entering cinemas recently?
If yes, this is down to Minion’s latest cinematic release after 5 years.
The TikTok trend, involving suiting up to watch the film in cinemas, has seen:
- #minionschallenge generate +83M video views and,
- #minionstheriseofgru generate +106M video views and,
- #minions generate +8.5BN video views
However, UK cinemas have received hundreds of complaints and have had to give Minions goers refunds as their viewing experience was disrupted by flash mobs and constant filming throughout.
Check out Steve Carell’s Lad Bible interview here, for some social promo content which is far less disruptive, unless you’re a fan of pork scratchings…
Twitter Launches New Brand Connect Playbook
The newly published playbook offers users and brands ways to boost marketing efforts and maximise opportunities.
Twitters Connect Playbook contains notes on the platforms:
- Audiences
- Best practices
- Benefits of brand engagement
- Usage stats
- Case study examples and more…
On their audiences, Twitter has stated in the playbook that:
- ‘Our audience is influential, plugged-in, and in a discovery mindset helping Twitter to be the #1 platform for discovery.’
People on TW spend 1.9X more time looking at content ads and are 4X more likely to act after seeing an ad when compared to some other platforms.
The guide also provides in-depth usage insights on various aspects, including brand messaging, trends and engagement around events.
Ellie Goulding’s Drinks’ Marketing Content Has Been Banned On Social
Her hit ‘Lights’ has made a comeback in the past month thanks to TikTok, but Goulding is now hitting the headlines for breaching the ASA code on Facebook.
Earlier this year the popstar entered into a new venture and is the founder and co-owner of Served Drinks, curating alcoholic sparkling water.
Complaints include that the calorie and sugar content statements were nutritional claims, not permitted for alcoholic drinks and that Goulding’s statements that ‘she loves a drink while also enjoying an active lifestyle and caring about her wellbeing’, are general health not allowed for alcoholic drinks.
Comparatively, Strongbow Ultra Dark Fruit is a refreshingly light cider and a new twist on the classic Dark Fruit with 95 calories, 4% ABV and natural berry flavours, all served up in a sleek new 330ml slimline can.
No special claims are made about the product across Strongbow’s marketing content with the nutritional information at the front of pack for consumers to make their purchasing decision based on nutritional facts, not claims.
To add more fuel to the fire, a Dry January email marketing push read as:
- ‘Forget Dry January … Isn’t Dry January becoming a little dry? There’s no reason you can’t enjoy a drink without setting you back! Our drinks only have 57 calories, 0g sugar and are 4% ABV and are the perfect choice for a tipple without all the guilt.’
Served Drinks were forced to remove all ads with lifestyle, nutritional and health claims and told to never again make health claims, or non-permitted nutritional claims, about alcoholic drinks or imply that alcohol could overcome boredom in their advertising.