We’re hiring: Creative Motion Designer

We’re after someone pretty special to create stunning visual content for our social media clients, including Fox’s Biscuits, Pukka Pies and Belvoir Drinks. If you’re a brilliant designer and skilled animator, read on. You could be just who we’re looking for.

Requirements

We want someone with at least 5 years’ experience who has worked in agencies. To fit the bill, you’ll definitely need to be…

  • Experienced in After Effects and Premier
  • Able to design and animate concepts from start to finish
  • Adept in Illustrator and Photoshop (you should know both like the back of your hand)
  • Experienced in creating content for social media
  • Organised and motivated

It’d be a big bonus if you were also…

  • Handy with a camera
  • A talented illustrator
  • Interested in social media

 

Responsibilities

Your main role will be to create beautiful content, both static and animated, for social media. But it won’t always be social; aside from designing attention-grabbing graphics, GIFs and videos for Facebook, Twitter and Instagram, depending on your portfolio you’ll also design for packaging, print and digital. We work for a huge range of household-name clients, which means you’ll always be kept on your toes.

 

Why apply?

For one thing, we’ll pay you a competitive salary and give you a decent chunk of holiday to boot. But as well as that, our agency is genuinely a brilliant place to work. Our team is close knit and super friendly and we’re set slap bang in Nottingham City Centre, so it’s an easy commute – and even easier to find a spot for after-work drinks.

 

Ready to send your application? Great. Email hello@togetheragency.co.uk with your CV and a brilliant portfolio and/or show reel, with ‘Vacancy: Creative Motion Designer’ as the subject line. Or, if you want to know more, give us a call.

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Our work: TRIBE X MOR Case Study

User-generated content is the holy grail of marketing these days, especially on social media. Social validation comes from people believing what they are seeing on social and that comes from real people, really enjoying products and really honestly sharing it. So how do you get this? Isn’t it really hard? It was logistically a bit of a nightmare and very time consuming before great platforms such as TRIBE came along. We have run some very successful influencer Instagram promotion campaigns via TRIBE, check out our most recent one below!

What is TRIBE?

TRIBE is a self-serve Instagram influencer platform where brands are in total control of the content that is created. Create a brief including which hashtags to use, the messaging for the campaign and anything else for the influencer to mention. Sit back, relax and wait for the submissions to appear in the inbox. Approve or reject the posts and only pay for the posts that are chosen to be published with a small fee per post from TRIBE.

Hands up if you’re craving brunch? 🙋🏻‍♀️🙋🏼‍♂️ We’re talking about fresh sausages topped with a fried runny egg in a toasted focaccia… mmm! 🍳🌭 • We’re so happy to have discovered these Mor Chicken, Sundried Tomato and Basil sausages. These sausages are gluten free and packed full of veggies. They’re also lower in fat than usual sausages. Can you believe they are only 76kcal per two sausages?! 😄 They are loaded with flavours and eating them you could definitely tell only high quality ingredients are used. They taste absolutely fantastic. Think we’ll also be using these sausages for dinner too now 😁 @mortaste #mortaste #morsausages #glutenfree #ad ———————————————————- 📍Two Hungry Peas’ home sweet home, London @twohungrypeasinapod • 🍴Homemade sausage with fried egg in warm focaccia. • • • • • • #foooodieee #breakfasttime #infatuation #thefeedfeed #fryup #brunchtime #breakfast #lefooding #noleftovers #londonsbest #londonfoodie #breakfastofchampions #dailyfoodfeed #foodbeast #bestfoodworld #eatfamous #eater #sausage #breakfastlondon #londonfood #eatmunchies #brunching #friedegg #eeeeeats #breakfastlover #homecooked

A post shared by LONDON & NYC | FOOD & TRAVEL (@twohungrypeasinapod) on

Why is it awesome?

    • Firstly, the influencer will already own or want to buy your product as TRIBE does not provide the samples. Therefore, the influencers are naturally an advocate for the brand or the product.
    • Influencer will be confident that they can create the content that is needed and has not been specifically approached for the job so will be more likely to make an effort with the image in order to be chosen by the brand to work on the campaign. Basically, you know that the influencer really wants to work with your brand.
    • No expensive sampling costs, influencers will factor the cost of their product into the whole fee for the post.
    • Full approval of posts before they go live. No nasty shocks!

What did we do?

We worked with our FMCG client MOR to receive 45 submissions of which 20 became approved and published posts with engagement rates of up to 9% and over 11,000 engagements. The combined reach for the Instagrammers that we worked with was over 380k and the whole campaign was complete from start to finish within 10 days.

The brief

“UK food & lifestyle influencers. Showcase how delicious and versatile MOR sausages are. Use any (or all!) varieties of our 4 sausages in a recipe post on Instagram. Breakfast, brunch, BBQ, lunch or dinner – go wild! The visuals must look delicious, be colourful and well shot. Videos, stop motion & Boomerang would be awesome but static images are just as fab.”

And that’s exactly what we got!

What did we do?

We worked with our FMCG client MOR to receive 45 submissions of which 20 became approved and published posts with engagement rates of up to 9% and over 11,000 engagements. The combined reach for the Instagrammers that we worked with was over 380k and the whole campaign was complete from start to finish within 10 days.

The brief

“UK food & lifestyle influencers. Showcase how delicious and versatile MOR sausages are. Use any (or all!) varieties of our 4 sausages in a recipe post on Instagram. Breakfast, brunch, BBQ, lunch or dinner – go wild! The visuals must look delicious, be colourful and well shot. Videos, stop motion & Boomerang would be awesome but static images are just as fab.”

And that’s exactly what we got!

The post Our work: TRIBE X MOR Case Study appeared first on we think.

How to keep Personally Identifiable Information out of Google Analytics

In May 2018, the EU’s General Data Protection Regulation (GDPR) came into force, causing panic amongst marketers, and everyone’s inbox to be crowded with emails from companies updating their privacy policies. One major aspect of this that marketers have to be aware of is the implication for analytics. GA is bringing in a new restriction on data retention past a set number of months (26 by default), and all analytics and tracking tools are going to be a lot more sensitive to Personally Identifiable Information being collected.

What Happens If You Send Personally Identifiable Information to Google Analytics

Regardless of GDPR however, Google Analytics has for some time prohibited the sending of personally identifiable information (PII) to GA. The potential risks of this are high: if your GA account is found to be in breach of this policy, the guidelines specify:

“Your Analytics account could be terminated and your data destroyed if you use any of this information.”

The Google Analytics documentation specifies the types of data that it counts as PII. This includes:

  • email addresses
  • mailing addresses
  • phone numbers
  • full names or usernames

Importantly, this applies to data that has been collected in the past. This means that if you’ve ever accidentally (or intentionally) collected email addresses, full names or phone numbers in your GA account, the whole account and all of your historical data is at risk of being deleted. This is more common than you might think – it’s definitely worth checking all of your GA accounts. This is why it is also important to back up any historical data in your GA account, if you think you’re at risk of falling foul of the terms of service.

This also applies to data filtered out at the view level. This means that if you’re sending PII such as email addresses in Google Analytics hits, but filtering it out using filters set up within the GA interface, you are still in breach of the GA terms of service.

Find out whether you’re collecting PII in GA

If you’re sending PII to GA, you’re probably sending the same information to Adwords, Doubleclick, Bing, Facebook, Optimizely, Hotjar, etc., etc., etc. – any analytics, tracking or remarketing tools that are implemented on your site are potential PII holes.

One silver lining of this cloud is that the AdWords team tend to be more proactively communicative with advertisers than GA – the AdWords team may spot what you’re doing and warn you about it. The Adwords terms of service, as well as DoubleClick, have similar rules to Google Analytics on PII, and the consequences of breaching those terms are to remove access to Adwords features such as remarketing. The fix I’m outlining later in this post will stop PII from being sent to Adwords and DoubleClick, as well as any other marketing tags, as long as they’re being fired through Google Tag Manager.

This may be waiting for you in your inbox if you don’t fix any PII collection vulnerabilities on your site.

This notification from Adwords is rare, compared to the frequency of PII such as email address being inadvertently sent to Google Analytics. The most common way this happens is through URL parameters containing email address, phone numbers or usernames.

In order to find if/where this is happening on your site, you should pull up the Behaviour > Site Content > All Pages report, and use a custom filter for the “@” symbol (over as wide a time period as possible). This will unearth any URLs that have been visited on your site that contain that symbol.

An example of a GA account with email addresses captured in URL parameters.

As mentioned above, if you have been sending PII to GA, you’re at risk of your GA account and data being deleted, in which case you’d be wise to back up your data. My colleague Dom Woodman has been developing a python package to download data from the API and upload it to Google BigQuery – this won’t be a full backup of every hit in GA, but will give you the ability to have a record of key metrics and dimensions just in case the worst happens. Follow Dom on Twitter to hear more about this when it’s ready.

Once you’ve stopped PII from being sent to GA, it’s also a good idea to create a second clean GA account (as opposed to a property or a view) to start collecting data with no risk of losing that data. Unfortunately, that will only be possible for data after this has been set up as there is no way to retrospectively load data into GA.

Preventing PII from being sent to GA

Note: this solution requires a bit of knowledge of Google Tag Manager (GTM) and javaScript. I highly recommend Simo Ahava’s blog for anyone learning how to use GTM – he’s written the best article on pretty much every GTM topic out there.

This solution works for anyone who is using Google Tag Manager to implement Google Analytics (and any other tracking tools) code on their site, either through custom HTML tags or the inbuilt Universal Analytics tag.

Other people (including Simo Ahava and Brian Clifton) have recommended a similar fix in the past: their approach is to overwrite the page path variable that is sent to GA. While this approach definitely works, and is a good way to prevent PII from reaching GA, it does rely on the variable being amended for every different tracking tag that you’re using in GTM, whereas the approach outlined here will, by default, apply to every tracking tag in your GTM container.

The way my method works is by the following steps:

  1. Rewrite URLs to remove any offending parameters and redact email addresses
  2. Change the URL in the browser using history.replaceState()
  3. Rewrite page titles to remove any email addresses
  4. Send a custom event to the DataLayer
  5. Trigger all tracking tags off of this custom event.

In GTM, the way this is done is by introducing a new tag, a new trigger and a new variable. I’ll outline each of these below.

The Tag

The new tag used in this fix is a custom HTML <script> tag, which should be triggered to load on all pages, at page view. This tag performs the first four actions above:

  1. Rewrite URLs to remove any offending parameters and redact email addresses
    1. Firstly, it extracts all URL parameters form the URL
    2. It then checks these parameters to see if they have been whitelisted (see below) – if a parameter is not on the whitelist, the parameter will be deleted.
    3. If a parameter is whitelisted, the value of the parameter is checked for email addresses using a regular expression (regex). If this regex finds an email address, it will be replaced with “EMAIL_REDACTED”
  2. Change the URL in the browser using history.replaceState()

    1. If changes have been made to URL parameters, the code uses the javaScript history API to update the URL in the browser. It is important that no tags have fired by this point, this is why triggers need to be changed for all tracking tags in GTM.
    2. This has the secondary benefit of making URLs cleaner and more shareable, and ensuring that links are more likely to be to the canonical version of URLs.
  3. Rewrite page titles to remove any email addresses

    1. The code also checks for email addresses in page <title> tags using the same regex as above.
    2. If email addresses are found, the email address is overwritten with “EMAIL_REDACTED”
  4. Send a custom event to the DataLayer
    1. Once the above operations are complete, a DataLayer event with the name “parametersRemoved” is sent, that can be used to trigger other tags.

How the Custom HTML tag should be set up.

Below is the code to copy and paste as the Custom HTML tag.

Triggers

Once the above tag has run, the URL and title will have changed for the page if they contained PII, and all email addresses will have been removed. It is now safe to send tracking information to Google Analytics, and other tracking tools.

In order to do this, set up custom triggers for all of your tracking tags. These triggers should replace the standard pageview tag you would normally use for analytics tags, to ensure that the PII removal is in place before the tracking hits are sent. The trigger should fire on a Custom Event, with the name “parametersRemoved”.

You can create multiple triggers if certain tags are only to be fired on some pages. For example, you can add a hostname filter for a tag that is only to be fired on a certain subdomain.

How the trigger should be set up.

Whitelisted Parameters Variable

In order to not lose important tagging and tracking information, it is important to make a whitelist of parameters. This will consist of a javaScript array that includes all URL parameters that tracking tools such as GA need to see.

This list will vary depending on the functionality of your site and its analytics set up, but should generally include:

  • utm_source
  • utm_medium
  • utm_campaign
  • utm_content
  • gclid
  • Site search parameters (e.g. “search” or “q”)
  • Affiliate tracking parameters

This list of parameters should be set as a Custom JS GTM variable, which returns an array. See below for an example:

For the tag to work, this variable must be named “parameterWhitelist”.

How the parameterWhitelist variable should be set up.

When this won’t work

It’s important to note that this fix only works under certain circumstances. It won’t strip PII from any tracking tags fired using on-page code (including gtag.js) rather than through GTM, and it won’t work for any GTM tags fired using pageview triggers.

The version of the code above also only checks for email addresses. Deleting non-whitelisted parameters will generally deal with most other forms of PII, but there’s a chance that things like phone numbers, names and postal addresses will still be tracked in GA. If this is the case, deeper action will need to be taken on your site to prevent this.

Summing Up

With GDPR coming into force, everyone in digital marketing needs to be more vigilant of the data they’re collecting and where it’s being stored. This is a specific, slightly hacky fix for PII in Google Analytics, but if these sorts of issues are likely that’s probably symptomatic of a website or company’s wider attitude to user data not being up to scratch.

Here’s what you’ll need to do if you want to make sure you’re not risking your GA data:

  • Identify whether you’re collecting PII by checking for email addresses in URLs and titles
  • Backup your GA data
  • Implement the GTM fix to stop sending PII to GA and other tracking tools
  • Create a clean GA account just in case the worst happens

Let me know in the comments what you think of this method, and whether you have any other tips for keeping your site and its analytics GDPR compliant.

Be a cheat to win

 

Thought piece:

Be a cheat to win

By Duncan Campbell, Senior Client Manager, Capture

The human brain is an ignoring machine. It’s fundamentally lazy and will do anything it can to make life easy for itself and not use too much energy. That’s not because it doesn’t want to think about things, it just has so many things to think about that it would take hours to perform a small task if it went through the taxing, rational process of imagining every scenario possible. So it simply tries to ignore as much as it can.

Imagine walking into a supermarket without knowing what food you’re going to have for that evening. Now, think how long it would take to consider every product in the shop to decide what you’ll have, before you eventually choose spaghetti bolognaise. Your brain needs to ignore almost all of the other products in order for you to make a relatively simple choice about your evening’s nourishment. It therefore resorts to automatic processes for filtering out this information, based on everything you’ve experienced in supermarkets previously: knowing what is food for dinner and therefore what is suitable, which aisles to avoid, which products you think are good quality etc.

Further to this automatic process, the brain needs to find answers to questions it doesn’t have experience of, in the fastest possible time. It takes shortcuts, it cheats, it does anything it can not to expend too much unnecessary energy. What should be very interesting to any marketer/brand manager is that you can become one of these cheats and bypass your competitors in a relatively simple fashion.

One of the most important of these to marketers is how the brain will automatically want to default to the easiest solution. In the store environment, one of the most common defaults is price. (Stephen Lomax, Weetabix). Supermarkets now have a whole range of complex messaging, from nutritional information, variations of the same product and multiple points of difference. If a shopper can’t tangibly decipher this they will typically default to promotions, or base cost, to make their decision. Not a great thing when you’re a cheese brand, not on promotion in a category where a high percentage of products are only purchased when on deal.

The idea of defaults has prompted numerous trials to measure its effects. One of the most well-known is the organ donation rate in Austria: compared to the UK, Austria has a donation rate of 90% versus the UK’s of c.15%. Why? Because Austria requires its citizens to opt-out of donating their kidneys when they die, as opposed to England who requires them to opt-in. The brain is happy to stick to the easier option of choosing the default, even in a situation as emotionally charged as donating pieces of your body. It’s powerful stuff.

This behaviour translates to when a shopper is buying a product. Brands have started to manipulate shoppers’ behaviour by becoming a default product. There are several ways in which they can do this: from the simple act of getting their products into a shopper’s online Favourites list, so it’s one of the first products they see when starting their shop, to the more advanced technique of subscription models where a shopper receives their product before they even have a chance to contemplate a competitor.

Gillette’s Shave Club is an excellent example of removing all competitors and becoming the default. They make the process simple by requiring a shopper to select their model, the retailer they’d like it delivered from and then letting them relax, as razors are delivered while they sit at home and make no further decisions. Perfect for the lazy brain and even better for Gillette who win the hard earned razor cash by only having to convince a shopper to subscribe once (maybe twice if they’ve needed to test the razor first). Graze have been doing a very similar thing in the snacking world for years, which works with equal effect.

 

Unsurprisingly, Amazon are at the vanguard of letting brands pay to become a default on their site with their Amazon Dash option. These physical default buttons are a good concept to help make a process of auto replenishment as easy as possible when the consumer is in the right mindset.  There are still some flaws in that having buttons placed around your home is unsightly and (ironically) not always practical – what happens when you can’t find your dash button at the bottom of the cleaning cupboard? Amazon have recently made these virtual so a shopper can have easy access to their defaults on any device which makes for quick, simple links to help their brains not work too hard. There’s still a way to go with this concept, but Amazon make it very easy for a brand to buy into becoming the default option.

To become a default isn’t an easy task: it requires hard work to get on default lists, or encourage shoppers to subscribe to your product, but the reward is well worth it. Playing to the human brain’s natural desire for ease will ensure they never want to think of any of your competitors: a genuine solution to that common problem of standing out in store.

Thank you to Richard Bradford of Wavemaker and WARC, for the talk that inspired this piece and for some of the examples listed.

If you’d like to understand more, give us a shout at hello@capturemarketing.co.uk

 

 

The post Be a cheat to win appeared first on Capture.

Chasing Status: Keeping Up With The Changing Definition of ‘Premium’

Popping bottles, cruising in flash cars and toting expensive handbags (with six month-plus waiting lists)…no, it’s not an episode of beloved Noughties MTV show, Cribs. It’s how (until fairly recently) we’ve all thought about ‘premium’ products and experiences. But attitudes are changing – and so must brands change with them.

 

We’ve identified the two factors driving this change, and we’ve got four recommendations for staying front of mind in this new age of premium.

 

Like most good stories, ours starts with a digital disruption

 

You may not associate the rise and rise of Uber, AirBnB and Amazon with premium living (at first). But actually, getting exactly what you want – when you want it – at the tap of an app challenges an idea at the heart of traditional premium and luxury brands. By making consumer interactions instant, seamless and personalised, tech brands have turned ‘premium’ from exclusive to empowered. And without the same benefit to trade off, luxury brands have already begun collaborating and experimenting with tech in order to create new products and services – which don’t always come with the hefty price tag.

 

Attitudes change, values evolve

 

As consumers, we think differently now. And our expectations of brands are higher than ever. No longer satisfied with the latest and greatest material things, today ‘having’ has taken a backseat to ‘being’. Experiences beat products, and brands with a point of view win out against those peddling the shiniest goods (or the longest waiting lists).

 

And no generation has been as influential as Millennials. (That’s right, them again.) Accounting for almost 30% of the world’s population and a mighty $2.5 trillion in spending power, this social group gravitates towards brands that reflect their personal values. Usually expressed through art, culture, cause and social good. Millennials buy premium products for themselves, not to impress others – which has affected how we all think, act and shop.

 

Challenge accepted

 

In a world where everything’s in reach, premium brands must find a way to maintain appeal. Walking into this ever-changing landscape unafraid to experiment and challenge their own status quo. Let us walk it with you.

 

Key takeouts

 

Shake up the surface…

 

Where once premium brands were dictated, idolised and policed, today the most successful labels are unafraid to experiment with their brand, challenge the status quo of their aesthetic and collaborate with unlikely partners. Think Louis Vuitton x Supreme for a premium mash-up consumers can’t get enough of.

 

…but stay true to core values 

 

Ahem. There is a small catch. Experiment and tear up the brand toolkit, yes, but never lose sight of your unique brand story. Be meaningful. Offering experiences that chime with consumers as relevant, genuine and true to the spirit you started out with. Who were you before you hit the big time? Strip off the diamond and furs and be that guy or gal again.

 

Make it shareable

 

Social currency always stands. Give consumers something worth talking about and sharing with others. Remember: it’s less about them wanting to show off, and more about what experiences say about them as an individual.

 

Think about what’s scarce, not what’s exclusive

 

Owning an exclusive means enjoying something others can’t. But what’s really scarce for Millennial consumers? How about time, honesty and individuality? Create unique products and experiences that give today’s consumers more of what they feel is lacking in their lives.

The post Chasing Status: Keeping Up With The Changing Definition of ‘Premium’ appeared first on Live & Breathe.

Building brand loyalty through added value on-pack

As retailers continue to take more control of their store environments and in-store compliance continues to disappoint, the delivery of marketing messages for brands and opportunities to activate have become drastically reduced. Providing added value on-pack is one of the …
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New client: WB Power Services

WB Power Services (WBPS) have appointed us as their social media agency.

WBPS is one of the country’s leading suppliers of critical power solutions and maintenance. Providing solutions, maintenance, and hire 24 hours a day all year round, WBPS works with clients from hospitals to large-scale data centres to ensure they never lose power.

We’re supporting WBPS with their social media management and content, taking the lead on their LinkedIn and Twitter channels to reach and engage with new businesses. We’ll also be using these platforms for sharing what makes WBPS unique and promoting new products, services, and career openings.

Follow WBPS on Twitter or LinkedIn to see what we’re getting up to.

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In conversation with… Robert Ball

Every month we feature a different artist in our 3×3 Instagallery. This month, our artist in residence is designer., illustrator, stuntman and liar, Robert Ball.

So Rob, we’re a storytelling agency, how important is storytelling in your work?

Most of my work has to imply some kind of story, whether it’s a book cover that has to sell the inside pages, or an illustration to accompany an editorial piece it’s vital to try and get a sense of tone that’s in line with whatever my illustration accompanies.

Hall_01

What gets you inspired and in the mood to create something?

Deadlines, fear and black coffee!

On a more practical level, how do you produce your illustrations, and has this changed at all since when you first started?

It changes all the flipping time, because I don’t have the discipline to stick to a process, and because I’m always curious to try new things out. I used to work solely on the computer, no sketches, no nothing – straight in. As time has gone on I’m getting less and less digital. At the moment I’m doing a lot of upfront pencil sketches, and working through problems at an earlier stage, which means a lot of work at the start of the process that helps later on. At least in theory…

hall_02

What would you love to see more of in the creative industries during the next five years?

Like everyone I want to see originality and risk taking, and as a member of the creative industries that has to start at home. I would like to be more original and take more risks!

Got any winning tips for upcoming creatives you wish someone had told you?

I started illustrating full time around my fortieth birthday, after working in branding for umpteen years. It can sometimes feel like your career is a self driving car the destination of which you’re unsure. You can change, explore other areas, take risks. You will be a more rounded and better creative because of it. Sabotage your career!

Hall_03

And last of all, what’s next? Any big plans for the near future?

I’m hoping to build a studio this year, fingers crossed. Ideally, I would like to pay someone to build it for me, of course. I’m a designer, I have no practical skills whatsoever!

 

Thank you Robert, good luck with the studio!

See more of Robert’s work at instagram.com/robertmball