Insights

Brand Dig: Brands that influence our behaviour, but can they change it?

A manta ray and green sea turtle feed amongst the rubbish after strong winds blew garbage into the mouth of Hanauma Bay, Oahu. Here you can see plastic bags, milk jugs, string, and assorted plastic floating offshore at one of Oahu’s highest-rated beaches.  John Johnson john@onebreathphoto.com

Humans are definitely creatures of habit. Most of us have a daily routine that we rarely deviate from. It includes little things like catching the same train every morning or eating the same type of food – and it’s very hard to break these habits even if there’s a perfectly logical reason to. So when we’re told to act more sustainably by eating less meat, recycling more rubbish, and taking fewer car journeys, it’s perhaps not surprising that only a few of us actually change our behaviour. It’s not just because we’re set in our ways. Some people also think it won’t make a difference. But it can and it does. That’s the thinking behind World Wildlife Foundation’s Earth Hour....

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Agency Aces: Using Insights to Build Great Creative for Commemorative Days

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Digging into the world of advertising, Kyle looks at what insights creatives are using to birth original concepts that build affinity between brands and people. Happy St. Patrick’s Day, the only day of the year where not only is it acceptable to be tipsy before 7pm, it’s encouraged. Now that we’ve addressed the alcoholic elephant in the room, we can shift our attention towards the insights behind commemorative days like St. Paddy’s. The type of insights that provide creative work with not only a great starting point, but a clear direction to follow. The same insights that create that shimmering lure, as brands connect ideas with various audiences.   St. Patrick’s Day: Guinness Insight – Finding time for a casual drink...

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Brand Dig: Connecting brands with the protesting trend

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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, researcher Harry looks at how brands are jumping on the protest band wagon.   When an estimated 4.2 million people take part in a Women’s March in the US alone, it’s safe to say that the status quo is over. Fuelled by a media landscape that’s brimming with both anxiety and passion around equality, immigration and the environment, people are protesting for the first time in their lives. So when writing your thoughts on a sign and marching in the streets with other likeminded people is the new normal – what is...

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Pulsar helps Pharma join the Online Conversation about P.A.D.

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Pulsar works with many pharma companies, including AbbVie, AstraZeneca, GSK, and Ogilvy Healthworld, to name but a few. In this blog post, we wanted to give you an example of what kind of insights we can dig out from data for the pharma industry, using an example from one of the many researches we’ve set up around therapeutic areas: Peripheral Arterial Disease (P.A.D.), a disease that restricts blood supply to leg muscles. Here’s what we found.   Peripheral Arterial discussion is currently largely dominated by professional health publications and medical research centres. Patients are not hugely involved in the online discussion, and there is little awareness of P.A.D. beyond the medical sphere, due to it being in a relatively early stage of research and...

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Brand Dig: #NoFilter, The Brands Allowing Alternative Viewpoints On Social Media

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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, researcher Penelope looks at brands that are taking a step to battle fake news and allow users to read between the lines. News: positive, negative, true, fake, relevant or irrelevant… our sources of information recently have been more newsworthy than the news itself. Opinions run rampant, but what seems to be forgotten by many is that opinion is not fact. With tempers flaring left and right, and actions following those opinions all seeming very possible in the current polarized political climate, how can you make sure you get the bigger picture – not...

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

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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, 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

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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 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

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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 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?

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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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