PrettyGreen takes on the Easter Egg Taste Test

We’re a loving family here at PrettyGreen, and like to think we can all come together and find common ground on most things… until we had to pick our favourite Easter egg from this season.

 

We hatched a plan and challenged our panel of PrettyGreen egg-sperts to rate and compare Heston’s Waitrose Egg, the classic Cadbury’s Creme Egg, Ferrero Rocher’s, Terry’s and a Nestle’s Kit Kat egg. Each master chocolate taster had to take into account five crucial factors: taste, look, packaging, extra bits and value for money. One by one they tasted each egg and wrote down their scores, which led to some surprising findings and lots of paper covered in chocolate fingers prints.

 

Let’s hop to the findings!

 

First up its Heston’s ‘Eggstraordinary Dippy Easter Egg’

 

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There’s no denying this egg is a looker! Take in that double coated exterior from milk to dark chocolate, and look how THICK that shell is. Once you crack this bad boy open you find realistic looking duck eggs, filled with oozing caramel, that you dip into the ‘soil’ (how very Heston) which is made up of a mixture of cacao nibs, dried passion fruit and white chocolate shards. This egg is bloody delicious and the perfect egg for the foodies out there but there’s a catch… it is £20!! As one PrettyGreener put it “only the Queen has that kind of money to spend on an Easter egg”. Unsurprisingly, this egg averaged out on a 1/5 for value for money – ouch. However, it averaged a 5/5 for its egg-cellent packaging and a solid 4/5 for taste.

 

Next, we have an Easter staple, it’s the Creme Egg.

 

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This egg, along with the Kit-Kat and Terry’s Chocolate Orange can be bought in a 3 for £10 deal in Tesco’s, which is a total steal. Think… for one Heston’s egg you could get 6 of these (who said PRs couldn’t do maths?).

 

Maybe it’s because this egg is one we see time and time again, or maybe it’s because it’s lacking originality, but the Creme Egg got 2/5 for both taste and look making this egg an average joe, but it does what is says on the box.

 

The Ferrero Rocher Easter Egg was the most divisive one of the taste test.

 

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The hazelnut fans in the room loved it and commented on the nice touch of scattering shards of the nut throughout the actual Easter egg coating. However, others felt that the egg was missing the best bit of a Ferrero Rocher – the Nutella tasting soft centre. This was also a critique of the Creme Egg as everyone mentioned they wished the whole thing was filled with the yolk. At £10 this egg isn’t cheap, however most PrettyGreeners felt it was good value for money considering the price of usual Ferrero Rochers, and the fancy pants packaging.

 

 

Next up, it’s Nestle’s Kit Kat Easter Egg – and boy were we shell shocked with how badly this went down. This egg received comments like ‘snooze’, ‘boring’ and ‘didn’t even bother tasting’. Wow, that’s bad. Safe to say this egg was no way near in a chance of winning this intense competition.

 

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Don’t tap it, WHACK IT! Terry’s Chocolate Orange Easter Egg was smashed by the team pretty quickly! An office favourite. However, many did point out that after a while it became too sickly.

 

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The egg itself was made of Terry’s Chocolate Orange, as were the bars that came with it, and therefore many PrettyGreener’s were running for water to quench their thirst after this one… we’re pretty dramatic. Scoring a 5/5 on value for money, 1/5 for looks and 3/5 for taste, so the results were pretty varied here.

 

Overall, despite it’s ludicrous price point, the Heston egg ended up being the office favourite scoring the highest in total. Looks like we’re a refined bunch after all.

 

That’s all yolks!

Third party data dropped from Facebook

Facebook has responded to the heavy criticism of its seemingly lax treatment of user data by removing access to third-party data providers on the platform.

Currently, you can overlay data from data providers like Experian and Acxiom on top of remarketing audiences or core audiences from Facebook. This data is available as ‘Partner Categories’ within the targeting options on Facebook

Although this facility is being phased out globally over the next six months, we gather than advertisers in the UK, France and Germany can expect this facility to be removed very quickly.

Here are some key dates:

10 May: you can no longer create or edit campaigns using Partner Categories based on audiences from the UK, France and Germany.  However current campaigns will continue to run for a further 2 weeks.

25 May: delivery to Partner Categories in UK, France and Germany will end.

Keen-eyed readers will spot that the 25th May is also the first enforcement date of GDPR, so this change is more likely to relate to GDPR housekeeping than any specific concerns about how Facebook is managing user data.

In terms of actions, advertisers will still be able to access third party data across a wide range of programmatic display options – what is disappearing is the ability to combine that with audience data on Facebook.

That said, the next few weeks could be a great opportunity to test the impact of third-party data on customer acquisition activity within Facebook, with a view to rolling out successful audiences into programmatic after the 25th May.

Related posts:

The post Third party data dropped from Facebook appeared first on Harvest Digital ™.

A World Without Walls

As our clients and partners know, ethical practices for data sourcing, use, and governance have been among Acxiom’s core strengths throughout our nearly 50-year history.  We have a track record of setting internal standards above and beyond current laws and regulations and have always been a vocal advocate for consumer rights and protections.

In recent weeks, Facebook has been featured prominently in the news for what it describes as a breach of trust that occurred between Facebook and consumers. On Wednesday, Facebook notified the industry that the Facebook Partner Categories tool, which allows audience personalization through third-party data, will be discontinued over the next several months.  While some may infer that this implies Acxiom and other ethical data partners were somehow at fault, this is simply not the case.  In addition, we believe Facebook’s policies create additional problems for the industry.

How any large publisher uses its own data is entirely its own decision.  However, every member of the marketing community — no matter how large — has a responsibility to the community’s other citizens.  Everyone should want a level, transparent and ethical playing field that doesn’t bias choice or opportunity.

Our world is becoming more data-driven with each passing day.  Thousands of companies rely on ethically sourced third-party data to better serve their customers and have done so for decades.  Now is not the time to make walls thicker or higher.  This should be a moment for the industry to rally around principles of transparency, choice, and a commitment to putting the consumer at the center of everything we do – principles for which Acxiom has always stood.

Marketers have more choices than ever and can reach consumers in thousands of places online.  We remain committed to working with all parts of the ecosystem – ethically, openly, and transparently – to ensure consumers everywhere can benefit from the countless ways that data makes their lives easier and better.

Our most important advice to our many industry colleagues:

  • Encourage the entire industry to put real safeguards in place rather than provide window dressing and politically motivated spin.
  • Don’t allow any partners, no matter how powerful, to force you to work in their proprietary black box.  Instead, seek industry standards that apply to everyone equally and fairly.
  • Take a stand.  Support the democratization of data and a level playing field – it’s good for all of us.

Let’s create a world without walls.

Scott Howe

EXPO WEST RECAP

By: Dara, Executive Vice President and Annette, Senior Vice President

Held in Anaheim, CA, this year’s Natural Products Expo West drew over 80,000 attendees and more than 3,000 innovative brands. Expo West is known for showcasing innovative brands and trends across the natural, organic and health product arenas, and our consumer team was on the ground to discover them firsthand.

Executive Vice President of Consumer, Dara Busch, and Senior Vice President of Health/Wellness and Parenting, Annette Banca, were on site meeting hundreds of the movers and shakers disrupting the marketplace in 2018.

Trends to Watch in 2018

Starting day one, it was inevitable that some attendees were of a slightly younger age range. Both buyers and media brought children to the show, as trade shows are starting to reposition themselves as more accessible to consumers through family-friendly experiences. Parents were drawn to product categories such as “Best Natural Kid’s Product” and “Best New Sweet Snack,” allowing kids to stay occupied and snack their way through the show.

As 5W continues to expand our Parenting division, we were thrilled to see the increased presence this product category had at the show– specifically organic cleaning supplies, eco-friendly bottles and natural baby food.

Scoping Out Competition

The U.S. consumer goods industry is being overturned by a new class of startups and small businesses. Direct-to-consumer brands are slated to disrupt traditional retailers at the highest rate yet in 2018. While it can be tough to determine the success of these brands, numbers speak for themselves; in 2017 the consumer products industry totaled approximately $136 billion from mergers and acquisitions. Tradeshows are optimal opportunities for investors and retailers to scope out competing startups and trends to potentially adopt ideas to find “the next big thing.” Over the past decade, a handful of these deals originated from conferences such as Expo West, and powerhouses such as General Mills Inc., Coco-Cola Co. and Campbell Soup Co. were present to continue this trend.

Gluten-Free and Mainstream Health Products

Between the food and beverage, personal care, household and beauty industries, it’s clear that clean eating is definitely having a moment. Some of our favorite food and beverage brands market themselves as non-GMO, gluten-free, or organic, speaking to a larger audience to be as consumer-friendly as possible. More and more independent brands are saturating the natural and organics marketplace and competing head to head with major retailers such as Whole Foods, and industry heavyweights are noticing.

Experiential Marketing

For a show like Expo West, it’s crucial for brands to stand out and leave a lasting impression on booth visitors. A handful of exhibitors executed compelling experiential marketing campaigns in lieu of passing out product samples – making booth experiences memorable for everyone that stopped by.

Of 5W’s clients that exhibited at Expo West, our event for Nutranext stood out as one of the most buzzworthy. In celebration of the success of Nutranext and its vast portfolio of brands, the team hosted an invite-only party that was held at Anaheim’s beautiful Colony House. Between executives, select buyers, retailers, media and influencers, over 150 people attended the event where they enjoyed a night of food, drinks, music and dancing. Guests were also able to take advantage of the interactive photo-booth and relax on an outdoor terrace adorned with a succulent wall and cozy fireplace.

Want to know more about our time at Expo West or looking to find out how you can build a bigger presence within the consumer sector? Get in touch with the team at 5W at marketing@5wpr.com. We look forward to working with you.

Sense named one of the 50 Best Places to Work in marketing

London and New York-based Sense was the only experiential marketing agency to be named one of the 50 Best Places To Work for 2018 by Campaign magazine.

The survey, launched this year in partnership with training provider The Industry School, shines a light on the innovative blend of incentives and rewards that organisations involved in advertising and marketing are using to recruit and retain the best talent.

Commenting on choosing Sense for this year’s list, Campaign said: “With marketing and advertising facing greater competition for talent than ever before, the search for that perfect recipe of personal and professional development, workplace satisfaction and good, old-fashioned fun has never been more pressing.

“Every month, one member of the Sense team wears the crown of ‘People’s Choice’ and receives a cash reward for the best all-round contribution to the agency. Flexibility in hours is also core to the agency’s treatment of staff, plus socialising and exercise are deemed important, with a social committee organising summer and festive parties, and sporting events, including Tough Mudder featuring on the calendar.”

Delighted at being chosen as one of the best places to work in advertising and marketing, Sense Director Sally O’Brien commented: “We value our people highly and understand the importance of creating a great place to work, from flexible working, social events and volunteering days to rewards and recognition and training. This not only helps attract and keep the best people, but also increases motivation and drives performance. Our consistently high staff retention rate proves its paying dividends.”

One popular initiative is No Time To Waste, where Sense encourages its people to dedicate days to good causes close to their hearts on agency time. Meanwhile, Mindful Mondays encourage staff to start the week by boosting their wellbeing through a range of activities, including yoga, HITT and massage. Personal development also lies at the centre of the agency’s ethos, with Sense Academy sessions helping the team learn new skills.

“We believe in creating work that is meaningful and authentic to drive behavioural change, and we share this ‘putting people first’ ethos through the culture and practices of our organisation in both London and New York,” added O’Brien.

The post Sense named one of the 50 Best Places to Work in marketing appeared first on Sense London.

Easter Is the Time for Engagement

Haven’t got any plans for Easter? Well then, you’re missing out on some incredible chances for increased reach and engagement for your brand!

The holidays are a perfect time to build a digital marketing strategy to attract new customers and build a community among your current audience, so if you and your business haven’t already started giving your brand a chocolatey makeover, then maybe it’s time to start right now!

Easter Is the Time for Egg-Agement

Engagement is a lot higher when posts are related to events or national holidays, but why? Easter, and other religious holidays like Christmas, bring everyone together, so who wouldn’t like a post that incorporates the same mentality?

It’s also the holidays for the younger generation and older people are more likely to have time off from work too. Although some may spend their time foraging for Easter eggs in the back garden, many of us will use those extra hours to fuel a Facebook news feed scroll. The holidays are the perfect time to get your brand out there, because more people are sitting in front of their laptop screens or tweeting about how they’ve eaten too much chocolate already.

Make It Egg-Citing!

Everyone’s doing it so be different. Take the time to think outside the egg pun and Easter bunny box, although it can be pretty hard to resist the odd ‘yolk’ here and there.

From Spar’s innovative build your own chick on their website in 2015 to Asda’s Giant Hen campaign in 2016, in which consumers witnessed a humongous chocolate chicken climb onto a roof and lay eggs for people. It seems the bigger the campaign the better as Asda’s giant hen caused many to spring to social media and share the advertisement along with the hashtag ‘#GiantHen’. In the world of advertising and marketing, it seems being sheep-ish won’t get you the same, impressive amount of growth, reach and engagement as those that boldly go where no chocolate chicken has gone before.

Indulge in Content

If you can, now’s the time to crack open the video content. Video content itself increases brand awareness and, when paired with a globally celebrated holiday like Easter, the two become a gift that just keeps on giving. Videos are also a lot more likely to be shared and consequently an easier way for more people to see your posts and brand.

With the Easter Egg market on its own making over £220 million every year, your company should take every opportunity to hop onto the profitable industry, even if it is only to wish your clients a ‘Happy Easter’ or a great bank holiday weekend.

Side note: no Easter eggs or giant chocolate chickens were harmed in the making of this article…despite the number of horrendous puns.

The post Easter Is the Time for Engagement appeared first on Giraffe Social Media.

Three differences in how Gen Z and Millennials use social media

In this post, GlobalWebIndex‘s Senior Trends Analyst, Katie Young takes a look at the different social media habits of Gen Z (generally considered to be those aged 16-20) and Millennial users (those aged 21-34), and the impact this could have on brand content.

As Gen Z begin to garner purchasing power, they are now attracting the type of attention that has long been bestowed on Millennials (Gen Y). While we used to think that Millennials were the social media obsessed ones, Gen Z are taking this to a whole new level, spending longer on it daily than any other generation. But with little separating Gen Zers from the youngest Millennials in terms of age, are there noticeable differences in how these two generations use social media?

Gen Z prefer fun content over friends
While Millennial teenagers used social media to update their statuses and to see what their friends were up to, social media is more of a time-filler and content consumption hub for Gen Zers. Unlike Millennials, Generation Z are actually more likely to be using social media to fill up time and to find entertainment, than to stay in touch with their friends.

Above all, Gen Z want to be entertained in the social space. But in the age of ad-free video streaming, brand interruptions are not necessarily well tolerated. It’s imperative that brands create content that cuts through the noise and that Gen Z will want to watch and share. Red Bull is an example of a brand doing this right: it doesn’t create content around its products, it produces innovative original content that captures their customers attention. Its 7 million YouTube subscribers proves the power of this approach.

Gen Z use fewer social platforms but spend longer on them
The number of social media platforms might have grown significantly over the past decade, and even though they are an engaged bunch, Gen Z are choosy about where they are sharing their content. Despite GlobalWebIndex data showing that Generation Z spend longer each day on social media than Millennials (nearly 3 hours, vs 2 hours 39 mins), they actually choose to use less social media platforms/apps that their older counterparts (7 vs 8).

What Gen Z want for entertainment is apparent in their choice of social platforms: YouTube attracts by far the biggest Gen Z contingent. Elsewhere, they’re slightly less likely than Millennials to be Facebooking or Tweeting, but more likely to be Instagramming and Snapchatting.

Influencers beat direct brand interaction for Gen Z
Influencer marketing has become a hot go-to strategy for many brands, and there’s no better generation for this than Generation Z. Snackable, unobtrusive content is key to communicating with them, and an influencer sending out a relevant product recommendation to their following would fit the bill. The results are evident in our data, showing that Gen Z are more likely than Millennials to be using social media to keep up with their favourite celebrities, and they even prefer to follow actors than brands they like.

In contrast, a more direct brand-to-consumer approach is likely to be more effective when marketing to Millennials. Brands they like are one of their favourite accounts to follow on social, and they’re ahead of Gen Z for behaviours like visiting brand’s social network pages and sharing branded social posts. Even though each of the generations are engaged with social media, they tend to have niche needs from brands and influencers.

The post Three differences in how Gen Z and Millennials use social media appeared first on We Are Social UK.

3 Ways To Update Your PPC Campaign Management Strategy

The platforms we PPC-ers use change constantly. Google and most other major advertising platforms are investing considerable resources into their software development, which means the software itself is going to behave differently. If these platforms are changing, so should our strategies. Here are the top three ways that I personally have had to adjust my […]

The post 3 Ways To Update Your PPC Campaign Management Strategy appeared first on 97th Floor.

Op-ed: What’s next for Facebook, and its advertisers


Facebook CEO and co-founder Mark Zuckerberg is apparently heading to Congress. But to understand where his creation is going, and whether advertisers will go with it, don’t just watch his testimony. Watch how he, and marketers, understand what’s going on.

There are three kinds of failure that can trigger crises in business.

Failure of policy: You decide to do something that’s wrong or turns out to be wrong.

Continue reading at AdAge.com

The End of Attention? Nothing to Worry About. Here Are 5 Reasons Why.

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Verity Messett – Content Strategy Director.

Content marketers have an anxious relationship with the idea of attention. Always have had.

Our existence depends on our ability to command the attention of The Audience (conceptualised as a mercurial, yet screen-rapt, horde) and, if their attention goes away, we are done for.

The current wave of anxiety about social media data, the duopoly, and the exploitability of our commoditised attention, gives rise to renewed concern that (real, human) audiences may withdraw their co-operation. They may guard their attention more closely.

Whether or not the attention economy really is dying, its fundamental economics have felt less and less like they were adding up for a good long while.

Once, social was about growing an audience, cultivating attention.

Then it was about paying for it, and also re-earning it again once you’ve paid for it.

Now it’s about thinking, harriedly, of pulling your adspend out of Facebook, realising there isn’t really anywhere else much better to stick it, feeling not-so-awesome about running your video awareness campaign, and being nonplussed when you’re informed sheepishly by the paid social manager from the media agency that a 3.75-second average view is above benchmarks so we probably should just do it all again next month…

True, social media has felt more satisfying than it does right now. But what then do we do? Those of us who have budgets that need spending, light TV-viewing Gen Z-ers that need persuading? Who have simply – for one reason or another – to get on with it?

We could start by unpacking some of our attention anxiety. Here are five unconstructive things about attention I’ve often heard in meetings that tend to get everyone’s shoulders tensing up:

Running anything above 15 seconds on Facebook is asking for trouble!

Next time someone says this, have this free stat on me: On Carlsberg’s UK Facebook page, we’ve regularly seen paid Facebook video of c.50 seconds achieve 8% engagement (the average for brand content is 1.5%). Let’s take a deep breath and give ourselves the appropriate amount of time to say what we need to say. The ultimate driver of view-through is creative quality.

People only watch 3 seconds. Your only hope is heavy branding at the front!

Yes, the first 3 seconds or so in a social video creative are your hardest working. You need to be pulling every lever you can to stop that scroll and get your viewer to zero in on your film. Still want to use 1.5 of those seconds on a branded front frame? Perhaps not. But seeing as people will probably ask you, here’s another free stat: Last year, we partnered with Huck magazine to create a suite of documentary films which included 2-minute, longform edits users could click through to from shorter, 15 second edits we ran across Facebook and Instagram. 67% of viewers who clicked through watched the whole lot.

People don’t even turn the sound on! Are they even watching at all?

Yes they are. They are just watching with the sound off. Maybe because they’re watching it at work. Maybe because laptop speakers sound rubbish. Maybe they just got used to doing it like that. The mute, 3, 4, and 5 second creative landscape of Instagram can feel limited when we mentally compare it with classic video formats. But when we stop thinking of it as a bastardised, shrivelled video form and start seeing it as something else – moving print, perhaps, or something entirely new – we quickly flip that feeling of deprivation into the promise of a fresh set of creative possibilities to explore.

Editorial is pointless! Nobody reads anything, ever!

Yeah, they do. Have you read much brand landing page editorial lately? If people aren’t reading that, it’s not surprising. It’s a gigantic leap from there to: nobody reads anything. Going back to those 2-minute films, they were embedded in longform editorial articles. The average time users spent on those pages was 3 minutes 11 seconds. Suggesting that not only did they watch most of the long video, they also read most or all of the article alongside.

Attention is a resource! We didn’t respect it and now it’s running out!

For real, we should respect attention. Our own and other people’s. But attention isn’t really a “resource”. Not in the sense of oil (which it’s been compared to). The global population is growing exponentially. Many social scientists believe, within our lifetime, we will see the demise of the five-day, working week and a corresponding expansion of leisure time and continuing, lifelong learning. Explain to me then how the demand for something to read, watch, listen to, is running out? Really.

What may well be running out is time. Time on the industry in diluting and re-parcelling up economic units of attention that don’t add up to an actual human’s actual attention. As the movie The Big Short put it: The first signs of a bubble are complexity and fraud, and digital media has been rife with both for decades.

The thing that isn’t being said about Facebook this week is this: One reason they’ve been half of the duopoly is they haven’t been that. They’ve provided one of the only products out there that people like me are happy to tell clients to invest in. And they didn’t plot and manoeuvre their way there (or not only). They earned our confidence based on campaign after campaign that demonstrated effectiveness at engaging and activating real, human audiences.

So, if that hasn’t been your experience, it may not be down, entirely, to the platforms. It may be down to the agencies that have internalised the attention economy’s mental models in the least useful, most creatively unconducive ways.

If the idea of the attention economy should die, it might be the best thing that could possibly happen – to audiences, advertisers, and attention itself.