Social media growth and impact

Taking advantage of horse meat scandal

Some months ago there was a massive scandal that biggest supermarkets' beef burgers and meals contain horse DNA. But one offering from Tesco's Value range had 29% horse meat. As a result, supermarket lost 300m pounds off its market value and lost good reputation and image from its customers.

 

Recently, media was releasing news stories about real horse meat burgers at London pubs. Evening Standard wrote: "The Three Compasses in Hackney began grilling 100 per cent horse meat burgers on Tuesday, while the Lord Nelson in Southwark introduced the dish a fortnight ago."

Owner Lauren Johns said: “All across Europe, horse is considered a high-quality meat. We thought it’d be nice for people to try it and realise it’s really nice if prepared and sourced properly.”

 

Surprisingly, chef Michael Brown at the Three Compasses said:"50 burgers sold out in hours on Tuesday night". This just show that it caught customers attention and interest is that really burgers with real horse meat. It was quite easy to get so much attention because everyone were shocked about the scandal in supermarkets. Firstly, it might be considered as done on purpose or as a joke to taste and compare Tesco beef burgers with real horse meat burgers in the pub. Secondly, it is risky to start selling horse meat because of the attitude of people about it. From ancient time horse is like a companion who helps to work in the fields. Even people from a Borough Market said "it had not been widely advertised because customers considered horses “companions” rather than dinner".

 

Tesco. I do nott think is appropriate to sell and eat horse meat, but in today's life and food variety you cannot be surprised anymore.

 

 

Social media revolution

Coca-Cola behind the scenes

One of the biggest brands Coca-Cola looks like it is trying to position themselves as a super brand that is doing everything right for their customers. Their CSR looks incredible, helping charities and supporting events such as Olympic games. Unfortunately, it seems that the giant brand is in trouble again.

Despite the fact that they released a ridiculous advert video about anti-obesity, now they failing to meet ethical standards, joining Mars and other companies. Evening Standard announce about an issue in February raised by Oxfam. It was said that "leading global brands are failing to ensure the well being of the workers who produce their products and are continuing to profit from a broken system they should be helping to fix".

 

The charity has compiled a Behind the Brands scorecard, which rates the "big 10" food companies in seven categories - the transparency of their supply chains and operations, how they ensure the rights of workers, how they protect women's rights, the management of water and land use, their policies to reduce the impacts of climate change and how they ensure the rights of the farmers who grow their ingredients.

 

The main issues were that companies do not have their own policies how they have to communicate with their suppliers. Also, there are no regulations and rules how eliminate discrimination against women throughout their supply chains. Besides, none of them has adequate policies to protect local communities from land and water grabs despite all of them sourcing commodities plagued by land rights violations, such as palm oil, soy and sugar.

 

After the matter was raised, Coca-Cola spokeswoman said that they are aware of Oxfam activities and trying to implement practises throughout their supply chains and support and build sustainable communities.

 

"We believe in creating economic opportunities for women and smallholder farmers as well as stewarding water and other natural resources within the more than 200 countries in which we operate".

 

At the end, they reached common ground with Oxfam, Coca-Cola spokeswoman said that "As part of The Coca-Cola Company's commitment to transparent, more sustainable and responsible business practises, we welcome a continuous dialogue with Oxfam that enables us to identify and address global challenges collaboratively."

 

So even the massive company is trying to position themselves and use good PR to attract more more customers they cannot hide the truth. Even the anti-obesity video shows that they are using persuasive message to convince their customers that the drink is good. On the other hand, as the Guardian journalist, Sally Peck, said: " The world’s most valuable brand thinks that you are naive. That isn’t at all true. 100 calories’ worth of spinach is your friend. 100 calories of Coca-Cola is little more than a guilty pleasure". So should we believe in everything what this big brand is saying?

The same thing about video and promise to Oxfam to improve and support their communities, will they do something? I guess no.

Story about Lithuanians

My lovely home country in The guardian yesterday.
The front page was written in Lithuanian.
And the story was told about Lithuanian people, culture and what they looking for in Great Britain.

http://www.guardian.co.uk/world/2013/jan/07/baltic-exchange-lithuanians-new-home-britain?INTCMP=SRCH

King of Camden awards 2012

King of  Camden awards nominates the greatest, the best shops, venues, businesses and market stalls in Camden Town. The even is runned by Wedge and Camden Town Unlimited. This year the winners list looked liked that:

1.  Best Food – Battersea Pie Station 
2. Best Night Out – KOKO 
3. Best Health & Beauty – Fred & Ginger 
4. Best Shop – Scorpion Shoes 
5. Best Staff – The Earl of Camden 
6. Best Wedge Offer – Simply Fish 
7. King of Camden – The Colonel Fawcett

Successful PR campaign: Team Give Blood

Was reading last week's PR Week and find out about the most successful PR campaign. Team Give Blood campaign achieved impressive results over the busy period this summer. Therefore, it is more impressive because it had to compete with Olympics buzz and to attract more attention than Olympic Games itself. 

The objectives were to recruit, reactivate and remind donors to donate before the Olympics. Also, to encourage people with a rare blood type to donate and to maintain media interest.

One of the reasons why campaign was successful is creativity. To get media coverage and show who they are, images of eight blood donors were published. People bodies were painted with circulatory system and shot in iconic London locations. Moreover, they used national and regional TV and radio to announce about the campaign. Celebrity endorsement and social media were very useful tools to spread the word about the campaign. For instance, the images were sent to national and online media, so the celebrities were asked to tweet to their followers. All news and updates were posted on Facebook and Twitter as well as on blood.co.uk's website.

The results were shocking:

• 958 pieces of mainstream media coverage
• 140 broadcast items including BBC Breakfast and Sky News
• National coverage included The Sun, Daily Mail, Sunday Mirror and The Guardian.
• Calls to NHSBT increased by 29%
• received more than 10,000 mentions on social media
• NHSBT hit its 30% stock build target in time for the Olympics

In my point of view, all the campaigns are successful and can stand out of the crowd, then they are creative and know how to attract as much attention as they can. Team Give Blood campaign's images were so original and unique that it definitely wake peoples' curiosity.