This week, Rebecca Buchanan, Digital Marketing Officer at Macmillan, gives us an overview of the recent changes to Google AdWords and its impact on our search ads, as well as tips for creating expanded text ads.
Have you heard about one of the latest changes to Google AdWords? We only have until January 31st, 2017 to change all Standard Text Ads to the new Expanded Text Ad (ETA) format. So if not, it’s time to find out more.
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This week, Bryony Ashcroft, Digital Editor at Macmillan, spoke to our Email Marketing Officer, Fearn Sandison about how she is using automation to personalise our email campaigns.
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It’s time to carve the pumpkins, stock up on the fake blood and ignore the constant ringing of trick or treaters. Yes, it’s Halloween again and with it comes plenty of spine-chilling adverts to sink your teeth into. And here are a few that have had us cowering behind our desks this week.
The dead undead
It might look like a scene from the latest George A. Romero flick, but this video
is actually part of a campaign by the Canadian Heart and Stroke Foundation. The action takes place in the midst of a zombie apocalypse to highlight the importance of CPR in making the dead, ‘undead’. Get it?
It has reached nearly 600,000 YouTube views, which along with it’s great website
, has grabbed the attention of some of the world’s biggest media companies. Business media magazine Fast Company praised it as one of the best ever Halloween ads. And it certainly had us reaching for the light switch.
The campaign also encouraged the public to buy tickets for the ‘safe zone’ at Canada’s Holiday Halloween Haunt to learn for themselves how to make the dead ‘undead’. And it proved a massive success with more than 5,000 people taking part, a North American record for people learning CPR at one time.
With the ticking clock, the chilling screams and the dark setting, the latest ad
from Dirt Deivil could almost pass for a scene from The Exorcist. But instead of revealing a demonically possessed child, Dirt Devil recreated one of the film’s most memorable scenes to show just how powerful their own ‘Devils’ can be.
Can you remember you worst childhood nightmare? Whether it’s clowns or giant bunnies, they’re all turning up in Fragile Childhood‘s latest
Using some truly terrifying monsters, it highlights a child’s perception of their parents under the influence of alcohol. As the story unfolds we realise these creepy ‘monsters’ are in fact grownups. The video questions ‘How do our children see us when we’ve been drinking?’ in an attempt to make parents aware of the damage their drinking can sometimes cause their children.
It’s already grabbed a lot of attention with more than 1.5 million YouTube views. And we think it’s a brilliant way of getting parents to think before they drink.
Doritos found the perfect way to put some more bite back into their brand with the help of a spooky internet game.
Inviting teen players to spend the night in the very haunted, very scary online Hotel 626, Doritos employed some clever techniques to create a unique gaming experience. The game sends players on a scream-inducing journey to escape the hotel and its terrifying inhabitants with the help of their own technology. Your computer microphone allows you to sing a ghoul to sleep while your camera flash banishes the hotel’s scary maid. What’s more, the game takes a cheeky photo of you using your own web cam which appears in the game inside a madman’s lair. To add to the terror, the game can only be accessed in the dark (between 6pm and 6am), and your only salvation is a creepy phone call on your mobile giving you directions out.
The games and its follow-up Asylum 626 proved a massive success for Doritos. Four million people in 136 countries viewed Hotel 626 alone, driving Doritos sales back up.
What do Gwenyth Paltrow, Alan Carr and mum-of-three Trish all have in common?
They’re all standing up to cancer, and they need your help to do it.
It’s a harsh reality that more than 1 in 3 of us will be diagnosed with cancer at some point. But Stand Up to Cancer want us all to beat the odds.
What started as a campaign by the US Entertainment Industry Foundation has grown into a global cause which aims to create new cancer treatments and awareness. And now our glitzy transatlantic friends are joining forces with Channel 4 and Cancer Research UK to bring the star-studded campaign to Britain.
At the heart of it all is Channel 4′s fundraising extravaganza which is bringing the biggest stars of TV, film and music together to raise millions to support the campaign. It isn’t airing until 7.30pm on Friday 19 October, but in the meantime you can get involved by fundraising, buying merchandise and spreading the word all over the internet. What’s more you can also check out the website
for more information. And make sure to watch their brilliant ad
campaign and videos by people affected by cancer and celebrities alike.
Here at Macmillan, we think it’s a brilliant campaign, which we’re sure will inspire millions around the world to stand up to cancer together.
Would you intervene if you believed someone was a victim of domestic violence?
Less than three in five people said they would.
It’s a startling fact, but a fact that Amnesty International used in their It happens when nobody is watching campaign to open people’s eyes to domestic violence.
It’s the first of its kind, an interactive poster that responds to people looking at it. When staring at the poster, the couple appear happy and normal. But when you turn away, the man is seen beating the woman. It cleverly shows how easily domestic violence can be overlooked because it usually happens when nobody is watching.
This Berlin bus shelter was the only place to receive one of these brilliant ads. But we think it’s an excellent way to get an important campaign into the public eye.
By the time you’ve finished reading this the lives of many adolescent girls in the developing world will have changed forever. 52 of them will have given birth (48 of whom were child brides). And four of them will die from the complications of pregnancy and childbirth.
The Girl Effect is campaigning for change. And they’ve taken to the internet to inspire everyone to be a part of the revolution. With today being the first ever Day of the Girl, we thought we’d take a look at just how they’re spreading the word.
Their impressive awareness video, designed by Nike’s marketing team, has already been viewed by an estimated 10 million people and has played a big part in gathering followers. It might seem like an odd pairing, but the injection of Nike coolness works brilliantly to inspire support. The video sweeps in and out of statistics and wonderful graphics which work seamlessly together to capture the viewer’s attention.
What’s more, their facebook and Twitter pages have more than 300,000 followers showing the campaign has no sign of stopping, and we’re all along for the ride. What’s great about them is that whatever you contribute, big or small, you feel like you’re part of an important movement sweeping the internet.
Now they’re redesigning their website, which I have high hopes will be even better than their last. But in the meantime you can visit Day of the Girl or You Think You Know Me for more information on this crucial movement.
So with their website and campaign steamrolling ahead it looks like their plan to give the world a good kick in the trousers will soon be realised.