Cadbury tastes victory in Christmas effectiveness charts
After reviewing feedback from more than 3,750 consumers and using facial recognition technology to assess people’s emotional response, research group Kantar have named Cadbury’s “Secret Santa postal service” as the most effective Christmas ad this year. The campaign, created by VCCP London, consists of a 30-second film and a series of interactive posters which include a QR code enabling consumers to secretly send chocolate to their friends and family. The research showed that consumers felt “it best celebrated the joy of Christmas in 2022” and deemed it “most appropriate given the cost-of-living crisis”.
Why is this important?
According to Kantar’s research, nearly 50% of people are worried about Christmas this year due to the cost-of-living crisis which shows a 15% rise since 2021. Brands are steering clear of messaging around spending and instead focusing on family and friends, creating campaigns that are engaging and uplifting that will still drive sales during the Christmas period without appearing out of touch or tone deaf to the cost-of-living struggles of it’s consumers.
How accurate is mental health advice on TikTok?
PlushCare have analysed 500 TikTok videos to determine how accurate mental health advice is on the platform. The results of their analysis were startling, suggesting that 83.7% of mental health advice is misleading.
Why is this important?
People turn to social media for advice and assistance when it comes to topics like mental health. It’s vitally important to make sure that the information being provided across social medial is accurate, and clearly, as the findings show that’s not the case at the moment.
Google Analytics just introduced a new suggested audience
Google Analytics has now introduced a new suggested audience called ‘7-day unnotified users’. These are app users who have not been reached via push notification. Advertisers can create any of the preconfigured suggested audiences if they are appropriate for their business. They will need to collect the events and parameters that form the basis of the audiences they want to use and these can be modified as necessary.
Why is this important?
These suggested audiences will help advertisers easily add in audience segments for the industry categories used the most. Google is suggesting advertisers test different segments and set up GA4 before it sunsets in July 2023.
Campaign of the Week: Tesco creates bespoke Christmas ads to be ‘contextually relevant’ on ITV
Continuing their partnership with ITV, Tesco is building on last year’s activity by creating three bespoke ads that will be “contextually relevant” across three genres of ITV’s programming. The three defined genres will be reality, sports and family film/entertainment, with the ads being tailored to fit these categories.
This campaign follows on from Tesco reaching more than nine million people with it’s “The Christmas Party” campaign which included a Twitter takeover. The campaign, which is fronted by Stephen Mulhern, is also part of the supermarket’s pledge to “bring Christmas joy” in which Tesco have given £100m in donations to community partners since 2016.
