work of 2018

work of 2018

The last year has brought about some great and some not so great campaigns from the industry.

We always like to focus on the positives, so whilst there have been some weak efforts, we’ve highlighted the strong performers who grabbed our attention and made it to the accolade of our ‘Work of the week’ and for all those loyal hashtaggers ‘#WorkOfTheWeek‘.

But rather than reel off all of the years’ winners, we’ve distilled it down to a few of our faves. And here they are:

Long Live the Local

Long live the local was a campaign from Britain’s Beer Alliance encouraging people to sign a petition so to not increase the imposed beer tax, as well as supporting the local pubs which play a vital role in most communities.

The increased beer tax would lead to the closure of more pubs in the UK and this campaign wanted to celebrate the role pubs play in British culture, which they represented perfectly in their ad.

Nike – US Open Serena Williams

In August, ahead of the US Open, Nike released a moving ad which featured footage of a 9-year-old Serena Williams being coached by her father Richard back in 1991.

Richard Williams provides the voiceover with words of encouragement for his daughter, even saying “This is you at the U.S Open”.

The early amateur footage and more recent professional scenes with Serena playing at the US Open switch back and fore with the consistent voice over from her coach and father.

The tagline ‘It’s only crazy until you do it’ hits home as we see early efforts and dreams coming to fruition, showing that with hard work anything is possible.

Elvie – Breast Pump

Elvie’s campaign to launch the world’s first silent breast pump taps into a well-known product flaw and subsequent mockery to those in the know.

The ad highlights the colloquial comparison with mums expressing and cows milking. It features four mums dancing in a barn filled with hay singing along to a track featuring the lyrics ‘in case you noticed these are not udders”.

Elvie represents their revolutionary and discretionary product feature in a fun but factual way that busts the taboos and boosts demand for their silent solution.

Reese’s Candy Converter

Perhaps easier than ‘taking candy from a baby’ was Reese’s Candy Converter, created Stateside for the Halloween holiday.

Reese’s created a vending machine that allowed trick or treaters to swap their unwanted candy in exchange for Reese’s.

In a good old fashioned, insight-led approach, Reese’s acted upon research which found that 90% of Americans have traded or wish they could have traded their unwanted candy. If people do it, they will use it.

And as an office of Reese’s lovers, is there a better trade up than a peanut butter cup?!

Aviation Gin & Virgin Atlantic

When Richard Branson’s Virgin Atlantic Airway’s partnered with Ryan Reynolds’ Aviation Gin, the two camera friendly ‘business’ men offered an alternative announcement video to mark the occasion.

Reynolds’ good humour allowed him to poke fun at his apparent lack of business acumen by taking a simple serving agreement to another level and announcing the ‘merger of the two companies’.

This business jargon bashing piss-take follows on from Reynolds’ refreshingly irreverent corporate comms.

So, that’s all for 2018. Keep tuned in 2019 where will bring the work that sparks our interest to the social-sphere on a weekly basis.

Follow Pretty Pragmatic on Twitter to see all the #WorkOfTheWeek winners in 2019: @PrettyPrag

linkedin targeting

LinkedIn ads stat

We’ve recently been working with a number of brands helping them to connect with small businesses in the UK.

One of the most obvious places to start doing this is LinkedIn, where the ad targeting capabilities allow you to target profiles based on the size of company people work at alongside other factors such as job title, seniority, function, location and vertical (to name but a few).

For SMBs, say in the 11-50 employees category, there is a button to click that means your ads can target the people who LinkedIn knows work in companies of that size. In the UK, LinkedIn can provide access to ~1.3 million people who work at companies with 11-50 employees.

LinkedIn SME Include Targeting

All useful stuff, but there is one common challenge that data like this brings – inconsistency.

Not everyone has a 100% ‘All-Star’ profile (a nice way that LinkedIn encourages you to fully populate your details). Some people have half completed profiles. Some businesses have half completed profiles. Many small businesses don’t have a profile at all.

This means that if a person works for a small business of 11-50 employees without a company page, or their company page doesn’t specify the number of employees, or they haven’t listed their current employer, then you would never find them when targeting by their company size.

With this targeting we are able to reach 1.3 million people in our target 11-50 employee companies, a total of only 33% of our audience given companies of this size employed over 3.9 million people in the UK in 2015.

Given LinkedIn has over 22 million UK members, where the economically active working population is 33.4 million (I appreciate this is a rough indication of coverage!), we should be aspiring to reach ~65% of our SMB audience via LinkedIn (this would be 2.53 million small business employees) rather than our current 33%.

Here is where a frequently overlooked feature comes in handy.

As well as targeting who you want to ‘include’ in your targeting, you can also select who you would like to ‘exclude’.

Below you can see how we’ve excluded everyone who has a profile that identifies them as working in the UK but in companies that don’t fall within our 11-50 employee target organisations.

LinkedIn SME Exclude Targeting

With the ‘include’ targeting we were under-represented with 1.3 million people (33%). With the ‘exclude’ targeting we are over-represented with 14 million people (358%!).

This is where understanding your audience personas is critical, as you now need to use LinkedIn’s other targeting criteria to filter this number down to those you actually want to reach – the job titles they are likely to hold, the seniority they are likely to be at, the verticals they are likely to be in, the groups they will be members of and so on.

LinkedIn Targeting Criteria

Combining this inclusive and exclusive approach to LinkedIn ad targeting can allow you to reach the greater proportion of your audience, and is an especially useful tip if you want to reach a particular company size.