Snapchat x Headspace - Captain Tom x The Originals
October saw big brands tackle big subjects. Many celebrated Black History Month and others shone a light on important causes including mental health and loneliness. Here, we break down two campaigns that hit the mark and one which missed it completely.
Snapchat x Headspace
A recent survey found that a staggering 73 percent of Snapchat users reported feeling a higher level of stress than they did last year. The same research also revealed that one-third of American users and a fifth of users in France and the UK use meditation as a way to cope with stress.
Snapchat decided to respond to these statistics by teaming up with meditation app Headspace to offer its users two free meditations, made available on World Mental Health Day, in a special section of the app called Headspace Mini.
Why we like it: Brand partnerships are a great way for companies to gain exposure by tapping into another brand’s audience. Indeed, we’ve helped many clients forge such brand partnerships - putting complementary brands such as Galt and Trunki together as you can see here.
However, this collaboration between Snapchat and Headspace also works because it lends itself to the wider conversation on the effects social media can have on mental health. Snapchat is given kudos for helping its users whilst Headspace is exposed to a large audience of potential new customers.
Captain Tom x The Originals
Captain Tom captured the hearts of the nation during the UK’s first lockdown when he raised over £32m for the NHS by walking 100 laps of his garden to celebrate his centenary. Now he has teamed up with Cadbury’s and Age UK to host The Originals podcast. As part of their ‘donate your words’ campaign, the podcast sees Captain Tom in conversation with older guests from across the country, each with their own interesting stories to tell.
Why we like it: The issue of loneliness for older people has never been more prevalent than during the pandemic. In each episode of this series, Captain Tom shares stories with another older person including an 83-year-old body builder and a 92-year-old who has ran 52 marathons. The heart-warming and engaging conversations easily make listeners want to reach out to an older person in their own life for a chat. The campaign also builds on the work Cadbury’s has previously done with Age UK for its ‘Donate your words’ campaign.
October was Black History Month where many brands sought to recognise and celebrate the outstanding contributions people of African and Caribbean descent have made and look to the future. However, that doesn’t mean every brand got it right.
A branch of the gym chain PureGym came under fire for a new workout session entitled ‘12YearsOfSlave’ it posted on its social media page with the caption “slavery was hard and so is this”.
What to learn: Not only was the post incredibly ill-judged and offensive to the Black community, but this is also a lesson in social media and why not having a group level strategy is risky. Having local social media profiles makes sense in that customers can get updates from the gym they use, but, when representing a national brand, there should be protocols and guidelines in place to uphold standards and values. If there were, this might not have happened.