Arts marketing, communication & design digest - September 2016

narcos CTUK

This month we observe how the National Lottery's Olympics campaign won digital, how Netflix is effectively using social media to promote hit series, Narcos and how marketers can avoid mistiming their Christmas messaging. We also share eight quick checks SEOs can use to prevent duplicate content and take a look at the world's first ever virtual reality (VR) Ballet.

How the National Lottery's 'I am Team GB' won digital 

The National Lottery’s ‘I Am Team GB’ campaign was launched to boost the public awareness of the role the lottery played in funding Team GB’s success. It was in itself a success – raising the public awareness from 28% to 52% after its launch.

Besides having two TV spots, the brand also heightened its digital activity with ‘in the moment’ videos in partnership with video companies Seenit, EchoMany and Waste. Particularly effective were the company’s Thank You videos from Team GB athletes, developed by EchoMany and generating more than eight million views on Twitter, according to the brand. They led the way on Twitter with over 20,000 mentions, placing them above the next favourite, Nissan, which received just less than 6,000.

On Facebook, individual Team GB medal wins were celebrated with videos posted by the National Lottery, drawing in over 10 million views and attracting 11 million engagements, such as likes and comments.

The televisual campaign consisted of two ads; 'The road to Rio' and 'I am Team GB'. The latter was specifically aimed at raising awareness for a nationwide sports day event with ITV. You can view these campaigns on National Lottery's and ITV's respective YouTube channels.

The final results saw more than 100,000 sign-ups for the various local events, with a final figure of more than double that amount actually attending on the day. The events also instigated the trending hashtag #IamTeamGB on Twitter.

Adam Chataway, Marketing Manager for the National Lottery, said: "The ‘I Am Team GB’ campaign exceeded all expectations with record-breaking reach and engagement levels, ensuring that National Lottery players were rightly placed front and centre of the national conversation around the phenomenal achievements of our athletes."

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Campaign Live

How Netflix is growing the popularity of Narcos through smart social media marketing

Narcos is the highly popular Netflix drama that has now been renewed up to its 4th season by the streaming company. It is also a fantastic example of how companies utilise social media marketing to generate successful outcomes.

The drama focuses on drug cartels within Colombia, something that has always fascinated audiences through film and television. With a top class cast, producers and directors, the show has gained increasing popularity throughout the Netflix community.

Not having the benefit of advertising revenue, in the same way that ABC or NBC have, Netflix has built its successes via social media. When the series launched, the Narcos Facebook page saw an increase of 36.4% in the first month alone.

However, it's important to note that it was Netflix, not Narcos, that launched the trailer to the series on their own Facebook page. This then activates the fans to move over eventually to the dedicated Narcos Facebook page and invites interest and awareness through their groups, friends, etc.

Being such a well-respected brand, Netflix has the ability to ignite the spark of interest in its product before launching them out on their own pages. Today the Narcos page is highly interactive and simple steps such as changing the brand’s cover photo, entices fans to return. This actually has a two-fold effect; the page shows up on people’s newsfeeds when the cover photo is changed and then, when people actually visit Netflix’s page, they are reminded of how they are missing out on the hottest new programme on Netflix.

An original idea used as the second series goes live in the UK is Netflix’s collaboration with Babbel to offer free Spanish lessons to viewers in order to help them avoid having to read the subtitles they would otherwise be subject to.

This certainly won’t be the last original idea coming from Netflix – of that we are sure. They have proven time and time again that they are brand we should all watch out for, particularly as word of mouth spreads regarding the high quality of drama over the coming seasons of Narcos.

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The Drum

How to get the timing right for Christmas-driven marketing

It may be unthinkable to some but Christmas is indeed coming.

New research has indicated that mistiming your Christmas message could have adverse effects on your consumers, and so making use of real-time behavioural data to target key shopping times is essential.

The fact that marketers have to make preparations for Christmas earlier and earlier each year seems to be the recurring trend. For instance, Selfridge’s Christmas shop opened on 1st August and we will soon see supermarkets putting their advent calendars out before Halloween has come and gone.

No matter how many people complain that advertisers are getting earlier, eBay revealed that last year there were almost half a million searches on their site for Christmas related goods during the month of August. Christmas searches also rocketed by 74% in the first week of November and saw more than 300,000 searches in the final week leading to the big day itself.

However, there are sector specific moments when brands should begin targeting shoppers and “messages could actually alienate people if you get your timing wrong”, warns Rob Bassett, head of eBay's UK and EU multinational advertising.

Bassett advises marketers to be led by consumer behaviour. He says: “It’s quite easy for shopping sites to know when people are starting to get into the Christmas mood. Don’t go too early with them but also don’t go too late.”

The best way, Bassett recommends, is to “identify the mood of the customer” in real time. He suggests that brands should look for when people are “performing actions that are triggers”, which indicates that they are “more likely to interact with your brand”.

The period running up to Christmas is undoubtedly the busiest time for most brands. Nonetheless, if they are successful this year, they will be among the first to understand the best times to target shoppers, as well as the appropriate channels to use. 

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Marketing Week

Don't get duped by duplicate content: 8 quick checks for every SEO

It is exceedingly easy for duplicate content to creep into your website. Despite our best endeavours it will often happen.

What’s the harm, you ask? Put simply, it can have an adverse effect on your site’s ability to rank in the search results. It frequently comes from the site’s information architecture or CMS limitations, which shows that it is probably not being done deliberately.

Google Search Console currently does not contain any simple check tool to flag this problem and even the most advanced third-party software doesn’t always do a great job, especially when the content is internal.

On that note, here are eight potential sources of duplicate content that could be affecting your site:

  1. HTTP and HTTPS URLs
  2. Sneaky scraper sites
  3. Long lost subdomains
  4. The "secret" staging environment
  5. Dynamically generated parameters
  6. Mirrored subdirectories
  7. Syndicated content
  8. Similar content

It is important to get to grips with this issue in order to avoid diminish your crawl budget and, in turn, preventing new pages from being crawled and indexed. Some of the best tools at your disposal include canonical tags, 301 redirects, nofollow/noindex tags and utilising parameter controls.

Adding these quick checks to your monthly SEO maintenance routine will work in your favour to reduce duplicate content on your site.

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Search Engine Land

The world's first ever Virtual Reality Ballet

Night Fall is the first ever virtual reality ballet created by the Dutch National Ballet in collaboration with &samhoud media and Chester Music.

What exactly is a ‘virtual reality ballet’? It’s a piece of dance work created specifically for VR, designed to be viewed not from a single perspective, but from any angle— a full 360 degrees of inspiring ballet work.

Choreographed by Peter Leung, Night Fall is inspired by the “white acts” of Swan Lake and La Bayadère. This sublime premise complements well with the otherworldly VR experience; as you explore the phenomenal piece, you become completely engrossed.

The easiest way to watch Night Fall is on your phone, using your fingers to navigate the 360-degree experience. But for those that are particularly motivated/technologically inclined, there are two more immersive options; using Cardboard with the YouTube mobile app, or using the Samsung Gear VR headset. Dutch National Ballet has even provided handy instructions for those advanced viewing methods.

Watch the Night Fall video or check out the fascinating 'making of' video.

Read more:

Dance Spirit

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