Globespotting – January 2018
PR Campaigns & Stunts
#SmearForSmear
What?
The #Smear4Smear campaign encouraged women to post an image of themselves online with lipstick smeared over their faces, using the hashtag #SmearForSmear.
Who and When?
Jo’s Trust launched the campaign during Cervical Cancer Prevention Week urging women to attend their smear tests regularly and help catch cervical cancer early on.
Where?
The campaign received blanket national coverage, along with an influx of social sharing and celebrity endorsements, from Cara Delevingne to Rita Ora.
Why?
That campaign was rooted in a simple play on words that was highly visual, easily shareable and gained both media and social traction for a great cause
FIRST KIM K, THEN WILKO
What?
Move out the way Kim K, our client wilko’s value beauty range broke the internet this month following rave reviews.
Who and When?
After spotting that Redditor, EllieDaisyLouise tried the Essence Princess Falsh Lash Mascara and posted a before and after photo of her lashes, Brazen issued a best-kept-beauty secrets box to key beauty editors and influencers, encouraging them to try it out for themselves
Where?
The Mascara and Eyebrow Pencil soon became the beauty must-haves of the moment with five star reviews and critical acclaim from beauty editors across Metro, The Sun, Mail Online, Glamour and Hello! with sales soaring as a result.
Why?
Savvy editors and shoppers, alike, are always on the hunt for top quality products that outperform bank-breaking, high-end alternatives. These beauty steals allowed wilko to steal share of voice in a competitive market…
WHAT NICE PIES YOU HAVE
What?
Greggs announces a Valentine’s Day table service at selected stores.
Who and When?
Greggs jumps on the most romantic day of the year to roll out its candlelit dinner for two for only £15 – a stunt steeped in surprise and delight
Where?
Coverage was received across numerous national, consumer, and online titles, and the stunt went viral across social media overnight.
Why?
Yet another bold move from the bakery chain, getting hearts racing with its tongue in cheek PR stunt.
SIT BACK AND RELAX…
What?
Thomas Cook launch its sunbed booking system app.
Who and When?
Package holiday company, Thomas Cook will now give holiday goers the ability to book a sunbed before they even get on the plane. The initiative has been launched to ensure families can spend time together on holiday.
Where?
The story received coverage across national media titles, including the Independent, Daily Mail, and BBC News, and even appeared on ITV This Morning
Why?
This clever stunt was relatable and had talkability at the heart with Thomas Cook solving the problem of Brits’ worse nightmare abroad – sprinting for a sunbed!
SUCK ON THAT!
What?
Wagamama’s ban the use of plastic straws in all its restaurants.
Who and When?
The restaurant chain announced this month that it will be removing the choice of plastic straws for customers, switching to a biodegradable alternative available on request.
Where?
The announcement was picked up by nationals such as The Independent, The Guardian, and The Sun, as well as trade titles like Eat Out Magazine.
Why?
Despite the change not coming into action until April, it coincides with Earth Day and shows how the business is consciously making an effort to reduce plastic waste, touching on a growing topic of discussion across the globe.
Trends
VEGANUARY
Veganuary has once again taken off this January with a record 150,000 people recorded to be taking part.
An increase in vegan food outlets and menu choices, along with celebrity endorsers, such as Lucy Watson, have helped take away the sock with sandals image associated with veganism, and making it a desirable dietary choice. Look out world, Veganism just got trendy!
THE POWER OF PURPLE
Revealed to be Pantone’s annual ‘colour of the year’, purple has dominating food, homeware, and clothing choices this month.
Linked to the nation’s growing opinion of mindfulness, creativity and individuality, the colours growing popularity is seen to be reflected in the mood of the people and is predicted to continue to influence a number of collections over the upcoming months.
OPRAH
Oprah’s powerful Golden Globes Speech urged an outpouring of reaction urging the celebrity to run for president in 2020 with the hashtag #Oprah4President trending across the internet.
Unlike Donald Trump, this woman can seemingly do no wrong…
#PRFAIL
H&MBARESSED
What?
H&M hoody controversy.
Who and When?
The international fashion brand received a huge backlash this month after an insensitive image circulated of one of its black models wearing a hoodie with the word “Monkey” emblazoned across the front.
Where?
The story received negative press across the globe covered by TV, radio, and traditional press, as well as celebrities like The Weeknd and Lakaku sharing their distain for the image over social media
Why?
H&M aren’t the first brand to be criticised for a poorly judged image or campaign, with Pepsi receiving similar backlash in 2017. The brand has since apologised and appointed a Global Leader to show they are committed to addressing diversity and inclusiveness.
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