What do you get when you combine edible art, an epic London rooftop, some seriously fruity inflatables, and all the go ahead! biscuits you could ever wish for? Our fruity, feel good extravaganza of course!
Let us tell you more… as part of go ahead!’s new £4 million marketing campaign celebrating fruity, feel good moments with consumers, and the new advert which hit TV screens in June, we created an event at the beautiful Cannon Bridge Roofgardens– to help build interest and delight within the Healthier Biscuit category…
We compiled research into what makes Brits feel good with the help of Sophia Davis, one of the UK’s leading life coaches, surveying 1000 respondents. This revealed some interesting insights, with everything from walking in sunshine to receiving flowers, and getting into fresh bed sheets coming out on top.
We then recruited and collaborated with creative Miss Cakehead, who brought all these feel good moments to life in our very own fruity, feel good extravaganza.
From watermelon bowling to squishing 10 foot long grape walk, and a live, sequin-clad DJ to a Mariachi band, we surprised and delighted media and consumers alike with a bombardment of the senses. A highlight had to be the live dessert making by London Mess using go ahead! bars and the fruit used across their range – delicious!
With the sun shining and one of the most epic views of London to enjoy, everyone left feeling great and the event was a huge success. One of our journalist attendees claimed that it was the best event she had been to all year, and one of our consumer attendees said that they hadn’t stopped laughing since they arrived. Not only did the event and research generate great social and influencer coverage, the story was covered in such titles as The Daily Express, Mirror Online, Female First and the Huffington Post. Check out the video from the event to get a feel of what it was like:
Junior Account Executive
The saying goes ‘a picture is worth a thousand words’ – and with Instagram in mind, whoever’s saying it would be right. Now in its fourth year of service, Instagram has established an engaged community of over 150 million users, who on average share in excess of 55 million photos on the platform every day.
With over fifteen times more engagement than Facebookᶦ, Instagram is positioning itself as the go-to app for both consumers and brands. A recent year-on-year analysis of the app from Strategy Eye Digital Media showed a 66% growth from 2013² and this growth is likely to continue.
In 2012 Facebook paid $1 billion to purchase the platform, instantly integrating its functionality into its own by giving members the ability to view Instagram content directly in their news feed. This integration means that 1.9 billion monthly active Facebook users now have direct contact with Instagram content, seamlessly ‘liking’ and sharing images from one platform to the next.
Due to these developments, joining Instagram is a must for businesses. In a report produced in late 2013 by research firm L2, Instagram boasts the most engagement and the highest conversion from browser to shopper. The report also shows that 92% of luxury brands (who post an average of 5.5 times a week on the platform) increase their customer base. The stats echo the increased need for creative content; as a visual generation grows up, brands adopting a personal, creative approach are gaining consumer market share.
Learn From the Best
Brands are realising this potential and joining Instagram on a daily basis, adding the photography based social platform to their wider marketing plan. Want to see how it’s done? Below is a shortlist of four brands currently winning on this growing platform.
With over 2.5 million followers, Starbucks is one of the leading brands on Instagram. Nearly every post features a Starbucks drink, but rarely includes a store. Their approach highlights bringing people together to position its brand. By capturing images from friendly faces to customer drawings, Starbucks uses Instagram filters to soften its product-focused content, creatively amplifying its brand to the everyday consumer.
Using a mix of pro (DSLR) and bespoke (smartphone) photos captured on the platform, Audi not only does a great job with its imagery, its captions are very clever too. The caption shared with the image below reads, “Engineer your obsession #BuildYourAudi”. By sharing every day, relatable objects, Audi engages its audience, without just talking about their product.
Early adopter Nike has been on Instagram since January 2012, with a strategic content plan in place from the start. On its official account and all its ‘child accounts’ such as @nikefootball and @nikerunning, users will only see photos that feel right on Instagram: beautifully shot landscapes and people using the product in context — the kind of real-life feeling that Instagram is all about.
Nike continues to run one of the most successful campaigns on Instagram to date, Nike PHOTOiD. It launched in April 2013 and allows users to design their own Nike shoe online and then place it within one of their own Instagram photos. The results produce personalised content, highly shareable for an engaged and targeted audience, whilst also amplifying the brand effortlessly.
Essentially purveyors of shoe porn, this luxury brand has taken to Instagram to make its products even more desirable, sharing images of shoes in provocative places, behind the scene shots of scantily dressed models and thought-provoking statements like “Can you pirouette in Pigalle?”. Using the channel to engage a growing and influential audience, this brand has utilised the focus of the channel to maintain its marketing strategy very effectively.
Simon Stevens, the chief executive of NHS England, used his first major policy speech to embrace the potential of what he calls an ongoing “global medical revolution” that holds out the prospect of patients routinely moving to the very centre of health management and decision making.
He told the annual NHS Confederation conference in Liverpool this month, attended by over 2,000 NHS managers, that the NHS could benefit significantly from what he believes are three fundamental shifts in the practice of modern medicine including a revolution in the role that patients play in controlling their own health and care as well as embracing the coming massive changes in biomedicine and in data for quality and proactive care.
He said “the NHS has to grab these opportunities with both hands, rather than letting them wash over us, or hoping they will bypass us so we can carry on with business as usual.” The NHS should “embrace them and harness them to our cause”.
The speech brought comment from many individuals and organisations involved in patient care.
Nuffield Trust Chief Executive Nigel Edwards said:
“In his speech, Simon Stevens sketches out a radical reimagining of the ways in which GPs, social and community care providers, and hospitals work together. His vision is to move away from the historical delineations that have defined different health and care providers for the past 65 years, driven – crucially – by leaders, practitioners and patients themselves.”
“This is a refreshing departure from the pre-existing ways of working. After years of top down rhetoric about the ‘N’ in the NHS, Mr Stevens rightly recognises that in a country as large and diverse as England, it is not possible to adopt a single approach or plan. His vision could yield real benefits for the quality and efficiency of care.
Read the full article here.
Managing Director 3MC Health + Wellness