FUSE FRIDAY’S: Oscars – The good, the bad and the old-time selfies

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Remember Ellen’s greatest selfie of all time? Well, it’s been a year since the internet forever enshrined the well worth $1 billion selfie into the cultural lexicon. Thanks, Samsung Galaxy.

One might wonder, what could brands possibly have in store for us in 2015?

More selfies. Upon more selfies.

I wouldn’t usually reject the idea of paying homage to Ellen (ever) but I can’t say that I’m all for riding a wave that hit 365 days ago…

When live events come around, the marketing stakes are higher and this is when brands should be latching onto them in real-time like nobody’s business. Why? It all comes down to being “real”.

We’re saturated with advertising messages everywhere– well over 5,000 a day – and as humans we’re more advance in detecting when the bullshit-o-meter is high. So, what’s the point in talking about something that we’ve already talked about in the previous year?

Brands have the greatest opportunity to create authentic content. Content that is valuable to their consumers.

In order to combat the negativity surrounding beauty and body image leading up to the Oscars – 5 million negative tweets from 2014 to be exact – Dove teamed up with Twitter to promote their #SpeakBeautiful video during the Oscars pre-show. It promoted their fans to tweet and compliment celebrities as they walk down the red carpet, instead of sending out negative messages about celebrities on Twitter – as well as ourselves.

The reason why this was such compelling content was because fans could actually see their tweets making an impact and they were able to join the conversation as it was happening. In the first 24 hours, the #SpeakBeautiful hashtag was tweeted more than 27,000 times.

Another strong hit?

US-based NGO, AARP, who look to lead positive social change to people over 50, tweeted after J.K Simmons won the Best Supporting Actor Oscar for Whiplash. By keeping it simple and sweet, they generated 381% better engagement than the account’s average tweet.

So, what are the key ingredients to leveraging RTM?

Keep your messages relevant and true to your brand. And above all else? Keep it simple, stupid.

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