Will Single’s Day ever rival Black Friday in the Western world? #MontageMashup

single's day blog header

Hello… welcome to our 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 ‘Single’s Day’ in Asia, Doritos’ new campaign link up with Xbox, Facebook’s new Local app and more! So, let’s get started…

Asia’s Single’s Day sales

alibabaSingle’s Day is huge in Asia, with billions spent and this year a threefold increase in average sales recorded. Alibaba leads Single’s Day promotions with it breaking its own record this year by taking a staggering $25bn in the one day, however, other companies take full advantage of this too with JD.com amassing $19bn in the same period. These figures make Black Friday sales look small, so it poses the question, will Western brands ever embrace the event? With Black Friday and Cyber Monday at the end of November, would retailers want to introduce another sales event in the same month? Another big consideration is that Single’s Day falls on the same day as Armistice Day, so would retailers want to risk a potential backlash around the sensitivity of such a poignant date for many?

We think that some brands will test the water in the Western world with Single’s Day, but whether or not it truly takes off here we will just have to wait and see.

Tesco faces Christmas ad criticism

Tesco has come in for criticism since the launch of its Christmas ad which features a Muslim family exchanging gifts. Many have commented that Christmas is a Christian event which is not celebrated by Muslims, so featuring this in the ad is insensitive. Others have just brushed it aside and said that it simply features a Muslim family celebrating together. A Tesco spokesperson has said: “everyone is welcome at Tesco this Christmas and we’re proud to celebrate the many ways our customers come together over the festive season” and that the campaign “will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all.”

What do you think of Tesco’s Christmas ad? Let us know!

Facebook Local

Last Friday Facebook debuted its new Facebook Local app which aims to help users find nearby things to do and places to go. Facebook is hoping that this new app will make the social network more of a player in local search. Facebook Local is available on iOS and Android and allows people to search for places such as restaurants and gyms as well as upcoming nearby events, like music or art festivals. Users must be logged in to use the app this then allows Facebook to tailor results based on people’s friends who may have liked a certain place or on events that they have RSVP’d to attend. Users can search for location or events by name and category or they can browse through Facebook’s listings.

Of course, the sceptics among us will be reticent to allow Facebook further information about our location and activities, but for many Facebook Local could well prove to be a handy new tool for local searches.

Doritos’ #Playbold campaign with Xbox

Doritos is rolling out a new campaign timed for the launch of the new Xbox One X. The campaign features three of the biggest YouTube gamers and challenges them to prove that they are the boldest in Europe. ALi A, Alpha Sniper and Jelly all play some of the most anticipated games for the Xbox One X and will recreate scenes from the games as real-life challenges. Users will be able to switch seamlessly between gameplay footage and the real-world footage. The campaign will be pushed for the next 4 weeks across Doritos’ social channels as well as Xbox’s HUB pages. It will also be supported by on-pack promotions offering customers the chance to win a new Xbox One X every day.

And finally…

We are ending this week on the news that Facebook is planning to teach the unemployed digital/social media skills. The scheme which has been called Community Boost and will travel around the USA next year visiting 30 cities. It is planned to teach digital job skills to the unemployed, internet literacy to those just getting online, startup methodology to entrepreneurs and customer growth to small business owners. Whilst all of this seems a great idea, quite a few people have highlighted that all of the skills taught will revolve around Facebook and it would have perhaps been perceived in a better light had Facebook concentrated on other key skills such as writing a good CV or how to handle job interviews. Facebook has reiterated that it will be doing more than just ‘on Facebook’ skills through partnerships with tech training schools and coding bootcamps.

Don’t forget to check our next week’s #MontageMashup, right here on the blog!

Related Posts Plugin for WordPress, Blogger...

About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.