In 2011 Apple’s IOS 5 bought in the age of the emoji. The cartoon symbols are now commonplace in digital communication, with over 60 million emojis posted on Facebook and over 5 billion emojis sent on Facebook Messenger every day.
Whatever you think of Sonny Bill Williams as a rugby player (and just about everyone has an opinion), he does have an exceptional and enviable talent for grabbing a headline. You’d think that would make him hot property for sponsors for whom one measure of success is paid-for media equivalence.
When news broke of Jacinda Ardern’s move into the Labour party’s leadership position, we used Zavy to analysethe immediate impact. Since then, all signs have pointed to this being a positive change for Labour with social media sentiment reflecting a considerable mood shift and improved results in the recent interim poll – “Jacinda Mania” seems to be catching on.
It’s been a dramatic few days in New Zealand’s political scene, with news breaking on Tuesday morning of Andrew Little’s sudden resignation and the subsequent appointment of Jacinda Ardern as the Labour party’s new leader.
2017 represents a landmark year in the evolution of digital marketing. Various reports in late 2016 and early 2017 show that at last, digital budgets are achieving parity with TV. The latest ad spending forecast by eMarketer has even suggested that in the US, digital will overtake TV ad spending this year for the first time.
2017 has started off with a bang with dramatic weather events, an increasingly heated political climate going into election year, major international relations crises, equality movements, and continued concern about where our planet is headed. We have a lot to talk about – but is this reflected in the conversations we’re having on social media?
A brand’s success is often determined by its ability to infiltrate the cultural dialogue of the time. Just think of Moët & Chandon’s role in Western party culture and celebration moments; Nike’s recent foray into global equality and ethnic diversity conversations with its ‘Pro Hijab’; the ‘This Girl Can’ campaign by Sport England to encourage women to overcome the fear of judgement that is stopping them from joining in with sports and fitness; and how Red Bull’s brand is inextricably linked with extreme sports and adrenaline-inducing activities. While some brands fade into the background, others become associated with a particular cultural movement.
Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Through those uncomfortable times, most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and culturally on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.