Insights

Brand Dig: Dove, Air BnB and Ryanair Fight Against Incorrect Political Agendas

Push For Change

In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, researcher Harry looks at how brands are taking a moral stance against controversial politics.   Dove shows the absurdity of Trump’s lies   Rather than call them for what they really are – outrageous lies – one of the chief counselors to the newly inaugurated US president described his fibs as “alternative facts”. While it certainly adds another dimension to the 2016 word of year “post-truth”, it’s not quite as elegant as the latter euphemism. But before it disappeared from the headlines, one brand decided to have some fun with it. The beauty...

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Trends that are Inspiring a Fresh Start to the Year

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It’s that time of year again. We’ve spent the Christmas break drinking too much mulled wine, prosecco, beer or in our case, an embarrassing number of gin shots (a Pulsar favourite for some reason). Now all you need to do is give your body a rest. Cue… Dry January.     With people trying to shake off the holiday hangover (and making sure everyone knows it) by posting gym selfies and juice diets, it’s no surprise that this latest health fad is creating a lot of buzz on Social Media. In fact, within the first three weeks of the new year, #dryjanuary was mentioned in the UK over 21,000 times on Twitter alone, with most discussions taking place over the...

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Brand Dig: The Controversial Stars of a Digital Age

Blog

In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, marketer Kyle looks at how the younger viewers are more inclined to follow the stars of the digital screen rather than stage and film. Like when a young John Travolta or Audrey Hepburn first burst on the scene, they were met with a younger audience that seem to resonate with them. Maybe it was because these stars seem to understand a world that the older generation hadn’t quite yet grasped. This is no more true than today with the rise of the YouTube stars. Recent studies show that the youth are going against the...

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Brand Dig: The Rewards of an Advertising Campaign that Celebrates Real Health

health

In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, marketer Kyle looks at how creative is being applied to a industry that is usually very standardised, due to strict regulations. Health it’s the most important thing in one’s life. This begs the question, why has the health industry lacked such creativity? From the “Don’t smoke or your skin will turn black and eyes bleed” cigarette package warnings, to the “Get a 5% increase on your life insurance policy if you don’t die in the next 150 years” sleazy insurance ad, there seems to be a recurring trend where preparing for a...

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Planning and measuring sponsorships: what should you sponsor, and how do you know it worked?

adidas

Should you invest in sponsoring Manchester United in 2017? But do Manchester United supporters even like power tools?   Imagine: you’re a brand selling power tools, and you’re looking to get some more visibility in the market through sponsorships. Great. But where to start? There are so many questions brands need answers to when they are considering using a sponsorship to align with their target audience. Every year, corporate spending on sponsorship reaches a new high, with brands increasingly investing ginormous amounts  in the influencer sphere. But when you’re planning – or evaluating –  the success of your partnerships, what should you look out for? Social media provides a separate universe for a brand’s identity to live in through these partnerships, and Pulsar provides...

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Brand Dig: Wendy’s, Pret A Manger and Sainsbury’s Find the Right Tone on Social Media

2d9i

In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. This week, researcher Harry looks at how brands use their digital voice and start sounding more like human beings than automated robots. At a time when people are encouraged to review everything from their holiday B&B to the local cafe down the road, there’s no shortage of scathing critiques and flattering reviews online. But there’s a difference between review sites like TripAdvisor and very public social media platforms like Twitter. People use the latter to air their biggest frustrations (whether real or imagined) for one reason: it puts pressure on brands to respond. Yet not every brand...

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2017: #NewYearNewYou with the most popular resolutions

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With the first week of 2017 behind us, the Pulsar office is buzzing with conversations about New Year’s resolutions (which I estimate about 3% of us will keep). Whether you love it, hate it or perhaps you are completely indifferent to the turning of a new year, it is something that is widely discussed on social media. In fact, New Year’s Resolutions were mentioned over 1 million times between December 31st and January 1st on Twitter alone. As we can see from the graph below, which is tracking discussion around New Year’s Resolutions on Twitter, people seem to start thinking about these after Christmas, after perhaps over-indulging in turkey, pudding and two bottles of wine.   The visual below illustrates...

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Brand Dig: From Maltesers to Scope, brands are using the bravery of humour to approach disabilities

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, marketer Kyle looks at how brands move away from the norm and courageously use creative to change perceptions using genuine audience insights. When it comes to driving awareness for charitable causes, empathy has become the standard mechanism for brands to appeal to the public. The emotive music, soft lighting and dramatic reveal, all aimed to leave you sitting at your desk with a lump in your throat as you hold back those, unproductive, unprofessional office tears, feeling sorry for the characters in this doomed 30 second advert. The problem is as an...

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Start Driving Behaviour Change by Meshing Digital with the Real-World

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While it’s common nowadays for brands to reach out to audiences digitally, it may receive better effects with the help of an offline activation. The opportunity to interact with people and brand in the real world can be more attractive and authentic to the audience due to its personal and direct nature, especially with the lure of celebrities. Also, driving change in the public’s behavior, can be tough (if not nearly impossible) by shouting your messages out alone. The recent book-sharing campaigns that have caused a sensation in the UK, US and China, shone a spotlight on public reading habits and caught our attention. So we decided to have a closer look at the effect of these advocacy campaigns. Hopefully,...

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Brand Dig: From Chanel to American Express, celebrity brand associations are changing

ariana-grande

In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, marketer Kyle looks at how brands are steering away from unconvincing famous brand associations and are now calling on celebrities to be more hands-on in their roles. Peanut butter and jam, gin and tonic, night and day, Tom Selleck and a moustache: all these things have developed a near-perfect combination that is more than just the sum of parts. Of course, this is what brands can only dream of when it comes to influencers in their ad campaigns. With the right ambassador, brands can propel themselves to the next level. And although companies often...

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