Hello… welcome to the latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at WaterAid’s empty bucket tribute, Pinterest’s Facebook Messenger bot, the #BuyMyTurkey social campaign and much more! So, let’s get started…
WaterAid’s empty bucket tribute
As part of its ‘Untapped’ appeal, WaterAid placed 800 empty buckets next to the River Thames to represent the average number of children that die every day as a result of lack of drinkable water and poor sanitisation. The campaign aims to raise awareness of the fact that shockingly one in nine children don’t have access to clean water, whilst one in three don’t have a decent toilet. The colourful empty buckets create a visually striking sight that stops commuters in their tracks, but there is a more serious message. Each of these buckets, if filled, could give a child almost a week’s worth of clean drinking water. WaterAid is appealing for donations from people this Christmas, with £2 per month being enough to provide a child with clean water for life. For each text donation that is received, WaterAid will remove one of the plastic buckets symbolising that a child’s life has been saved.
We think that this is a great way of raising awareness for such an important cause. Using a striking visual representation really helps people to see and take note of what is happening around the world.
WhatsApp’s standalone business app
It has been reported that WhatsApp is set to roll out a standalone app designed specifically to help businesses communicate with its customers. It is mentioned on its own FAQ page that there will be 3 different business accounts. The first will be a verified account that carries a green checkmark badge in its profile. The second will be a confirmed account, whereby the account’s phone number matches the phone number for the business and will have a grey checkmark badge. Finally, a third business account will be unverified with a grey question mark badge in its profile. WhatsApp users can also now control this experience with the ability to block and report business accounts within the chat itself.
Is Apple to buy Shazam?
There are currently strong rumours circulating that suggest Apple is on the verge of acquiring Shazam, the app that lets people identify any song, TV show, film or advert in seconds. It has been muted that the deal will cost Apple around £300 million, which is considerably less than the $1.02 billion valuation the company had back in 2015. This isn’t the first acquisition by Apple in the music industry, as back in 2014 it acquired Beats for $3 billion. This became the basis for Apple Music, which currently has around 30 million users. It will be interesting to keep an eye on this potential deal and how Apple plans to utilise Shazam should the deal go ahead.
Restaurant in hot water over ‘Victoria Beckham’ pizza
A restaurant in the North of England has come under heavy criticism after it put a slogan on the back of one of its vans stating that its pizza bases are thinner than Victoria Beckham. Sidhu Golden Fish and Chips added the slogan along with a caricature of the former Spice Girl wearing a sash which read “Anorexic Fashion Icon”. This was accompanied with an arrow pointing to the drawing with the words “This is not thin!” and another arrow pointing to its pizza saying “This is thin!” However, the stunt may yet backfire given the negative publicity the restaurant has received for trivialising eating disorders and also for the fact that a spokesperson for Victoria Beckham has suggested that they are ‘seeking legal advice’. The manager of the restaurant has issued an apology, but the damage has seemingly already been done.
— Nathan Lee (@NathanLeeTV) August 8, 2017
Pinterest rolls out chatbot for Facebook Messenger
Pinterest is officially rolling out a new service on Facebook Messenger which will allow users to search for and share pins from Pinterest without leaving Messenger. It is hoped that this move will convert Messenger’s users into Pinterest users. Around 1 million pins are shared from Pinterest to Messenger each week, so by having an official presence on the platform, it could encourage people to sign up for Pinterest. The new Pinterest chatbot for Messenger will allow people to search Pinterest from within Messenger with the bot delivering a relevant carousel of pins for the user to look through. Whilst being very similar to the functionality on Pinterest’s own site or app, the Messenger bot will not include Promoted Pins in results. Messenger-native pins will allow pins to be opened from within Messenger, whereas previously when a user clicked on a pin sent through Messenger it would automatically open that pin on Pinterest’s site or mobile.
#BuyMyTurkey social media campaign
Farmers have been taking to social media in an attempt to encourage shoppers to buy their Christmas turkeys direct from producers. The hashtag #BuyMyTurkey has been embraced by turkey producers to remind consumers that fresh British turkeys can be bought directly from the farms, not just through supermarkets. The NFU has launched its annual online Turkey Finder, which lists more than 250 turkey producers covering every region of the England and Wales whilst NFU poultry board member, Mike Bailey, has said: “buying our turkey directly from the farm where it has been produced not only benefits a local farming business but also provides you with a great-tasting bird reared to the highest standards”. He goes on to say, “farmers shopping at their local supermarket should check the country of origin labelling and look for the Red Tractor logo, which guarantees traceability”.
Where will you be getting your Christmas turkey this year?
Snact’s rebranded identity
Fruit snacks manufacturer Snact is attempting to boost its image to help reduce food waste in the UK with a rebrand. The new packaging has been designed to include a playfulness while still catching the consumer’s eye and drawing attention to the brand’s mission against food waste. The packaging features a rip in the centre of the pack, splitting the word SNACT into ‘SN’ for snack and ‘ACT’ for a message based on its mission. Not only does the new packaging feature the messaging telling people to act, but it is also fully home compostable – the first of its kind in the UK. This allows the packaging to biologically decompose at home and become usable fertiliser, all supporting the brand’s purpose to promote sustainability and reduce waste.
We are ending this week on an overview on Alexa skills and how important this can be for brands. Currently, there are over 15,000 skills and it is predicted that this will hit 100,000 before the end of next year. Whilst apps can definitely be helpful, it’s worth remembering that Apple’s App Store has 2.2 million+ apps, with the average user only having 73 of them on their phone. Of those 73, only 23 are used monthly with even fewer (7) used on a daily basis. That being said, it isn’t all doom and gloom regarding voice search and Alexa Skills, as many have already had success when utilising Alexa, included Domino’s Pizza, Uber and Starbucks. Alexa skills are still currently in the early stages, so brands should be experimenting with them to find that sweet spot which will enhance the user’s experience and provide business results for the brand.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!