Monthly Archives

May 2018

The7stars x Twitter #JOBSWAP

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In May, Sam Carr and Jess Percival from the7stars and Twitter’s insight teams respectively, swapped jobs for a day to have a peek at how the other half live.

First up was Sam and his visit to Twitter’s office over in Piccadilly Circus. Arriving to a very warm welcome, and an even warmer breakfast buffet, Sam took the majority of the day to get over how plush Twitter’s offices are. Sitting in awe of the space didn’t last long as the packed-out agenda kicked off with a 1:1 with Twitter’s strategists.

Catching up with @matthewgerrard, Brand Planner at Twitter UK, Sam learned about the Brand Strategy department – the creative engine at Twitter. He was exposed to how they develop bespoke creative solutions for key brand partners, often tasked with increasing engagement in a way that fits in-line with relevant campaign objectives. One brilliant example is their work with the British Heart Foundation in using the <3 like button to drive education on the benefits of CPR. Case study link here; and here’s the video link: https://vimeo.com/200990613

After catch ups with the econometricians and commercial insight team, Sam got his hands dirty in helping to design a quantitative survey to understand the gaming habits of Twitter users, via their online community panel of ‘Twitter Insiders’; utilizing his gaming knowledge and contributing ideas for key industry trends.

Jess was eased into a day in the life at the7stars with a relaxed breakfast out of the office. But that was just a light precursor to the wonderful world of Brand Tracking, with Iceland’s Christmas campaign as the case study. The quant fun didn’t stop there, with Michelle taking Jess through our best segmentation work from the initial design of the study right through to the glossy magazine output.

After lunch in the park and a quick sunbathe, Jess had an afternoon lined up to learn all about non-digital channels, sitting down with Adele & Emma to hear about the lives of TV, OOH and Print planner/buyers.

It was an incredibly rewarding day for both Sam & Jess, finding out the differences and similarities in insight work between a media agency and a media owner, and how we can best work together in the future and take learnings for our own teams.

Lightbox Loves

Lightbox Loves: Royal Wedding

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This weekend we saw the coming together of Duke and Duchess of Sussex Prince Harry and Meghan Markle. And this Royal Wedding was all about the numbers, with a reported 28.4 million (according to the Express) turning their attentions to the ceremony and the BBC receiving its highest ratings so far this year with 13.1 million tuned in.

Twitter fans from all over the world headed off to the platform with 3.4 million tweets they just had to get off their chest – and everybody’s favourite, passionate Bishop, Michael Curry gave an unexpected kick of enthusiasm which seemed to have woken up some attendees at the ceremony and definitely warranted a staggering 40,000 related tweets a minute.

That wasn’t the only gift that was on offer; a small number of gift bags handed out at the wedding are being auctioned and can currently be found on the website eBay – with some listings reaching more than £1,000. It must’ve been a memorable occasion.

But this wonderous, magical occasion (no sarcasm intended) was not only enjoyed by the British public, but by the rest of the world. Whilst some may not agree with the high price tag of the security, one hotel really cashed in charging a staggering £7,000 to watch the wedding unfold on the TV!

In Belgium, it brought back some pre-Brexit feelings of love and unity. Bitterness did not seep into the heart of the European Commission, in fact, the Royal Wedding seems to have been a welcome distraction. So much so, that when asked by the Telegraph if Jean-Claude Juncker (President of the European Commission) would be watching the Royal Wedding and if the commission wanted to congratulate the happy couple, a Commission spokeswoman replied: “we are always happy when love is in the air”. Maybe Bishop Michael Curry was onto something and love really does conquer all!

Lightbox Loves

Lightbox Loves: Eurovision

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Unashamedly cheesy and overly enthusiastic, Eurovision has grown from 7 countries in 1956 to 43 participating this year, attracting 6.85 million average TV viewers. Without a doubt watching Eurovision has become a modern European tradition – but how close has it remained to its original mission to create European unity?

Ahead of last year’s competition, YouGov asked adults across Europe if they believe Eurovision brings Europeans closer together. Swedes and Fins were the most enthusiastic, with a third believing that it succeeds at doing this.
Brits were the most sceptical with only 14% claiming to feel closer to the rest of Europe as a result of Eurovision.
Eurosceptics aren’t necessarily to blame for the low amount of Eurovision enthusiasm in the UK; The poll didn’t indicate a strong correlation between a country’s attitudes towards Eurovision and their political beliefs. For example, 57% of the Norwegians polled thought that their country should continue to participate in the contest, yet only 18% of them said that they would vote to remain in the European Union if asked in a referendum.

If Eurovision isn’t the tool for political progress that it once was, perhaps it has shifted to become a tool for social progress. Last week Imperial College London released research showing how a nation’s participation in the contest is associated with greater life satisfaction amongst citizens. People are 4% more satisfied with their life for every ten-place increase their country achieves on the score board. Even those placing last still reported 13% higher satisfaction than those countries not in the running at all.

These findings are unsurprising given the amount of positive discussion about diversity and inclusivity generated by the contest and its fans. Across social platforms and news forums, all sentiment was 64% positive. This increased to 71% on content including mentions of ‘LGBT’ or ‘transgender’.

However, sentiment became slightly less positive around mentions of ‘Great Britain’ and ‘SuRie’. This year’s stage invasion likely didn’t help to improve Brits’ attitudes towards Eurovision. Only 36% of Brits, the least of all nations polled, think we should continue to compete. Tellingly, 75% of us (more than double the other nations polled) believe that some countries suffer from unfair political voting by other competing countries. We might just be sore losers, and we may care more about Eurovision results than many of us would like to admit.

Lightbox Loves

It’s always sunny at the7stars – the latest findings from The QT

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May signals the latest wave of our proprietary consumer tracking study – The QT. We’ve been asking Brits about everything from their happiness and comfort on income, right through to how long they spend on their sofa and their most anticipated TV events of 2018. Read on for some top line findings…
Happiness is the greatest gift that we possess.
It could be the impending Royal Wedding, it could be the mini heatwaves, or it could simply be the longer nights, but happiness amongst Brits has risen by 4%pts, from 37% to 41% in May. This isn’t ground-breaking, as we were at similar levels in November, as the festive season was well underway.
Harry and Meghan’s Nuptials are keenly anticipated.
At the time of writing, this is a week away. Our research unearthed that 36% of Brits planned to watch at least some of the Royal Wedding proceedings, and it actually made up one of the most hotly anticipated TV events on 2018 for 1 in 5 British adults. The most excited? The 65+. It seems a young love story still captures the hearts of the older generations. When we look at regionality, it’s the Midlands showing the most enthusiasm for the nuptials – with 46% claiming they’ll tune in.
The World Cup is looming.
Brits will be watching, keenly. Of our 12 key TV moments covered in the survey, the FIFA World Cup came top of the pile. 29% of Brits are excited to tune in and this rises to 1 in 2 British men. But that’s not the only way Brits will be spending their summers…
I can hear the bells…It’s wedding season!
1 in 20 Brits will be going on a hen or stag do in the coming months, with 15% heading to at least one wedding over the summer months. Closer to home, a staggering 1 in 5 plan to run a DIY project in their home or garden, and 1 in 4 use bank holidays and weekends to research in-store – so expect the shops to be busy at the end of May! It’s not all hard work though, around half of Brits plan to take at least one day trip with friends or family over the summer – so let’s hope the weather holds out.
Keep an eye on @the7stars on twitter for more nuggets from this wave of the QT.
To find out more on any of these topics, or ask for more information please email frances.revel@the7stars.co.uk

Lightbox Loves

Lightbox Loves: Being Authentic

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Last week we hosted our very first session in the Cultural Insight Forum series – centred around the concepts of trust, truth, fake news and privacy. With a fantastic turnout on a very warm May evening, we explored what brands should do to combat the sea of negativity in our post-truth world.

First up, Robert Phillips spoke about the Trust crisis, equating it to effectively “sh*t gone wrong”. He blasted companies who seek to be trustworthy, and suggested that their real focus should just to be to Do The Right Thing (something we at the7stars hold dear!).

He cited the incredible rise of brands such as Airbnb and Uber as those of interest – business models based on having absolute trust in strangers, which is counterintuitive to human instinct. Phillips’ argument was that trustworthiness actually represents honesty, competence, reliability and benevolence, and these should be the guiding principles for any business.

He was followed by Sean Pillot de Chenecey, who took us on a whistle-stop tour through the Post-Trust world. One particularly poignant example of a brand showing true authenticity was the French supermarket U, who used Snapchat stories to showcase the provenance of the exact fish a consumer was currently purchasing. The authenticity around ‘fresh’ extended to the medium – as the stories only lasted 24 hours in total.

We chose to take attendees through the consumer picture, from their lack of interest in the concept of Fake News – if you consider April Fool’s Day, then you’ll agree its nothing new – through to their desire for online serendipity from brands (2 in 3 want to be surprised and delighted).

There’s no one-size-fits-all approach to being authentic, but it does feel there are many ways that brands can trip themselves up in the race to appear honest. It’s not often that Lightbox references the US Navy, but given the opportunity, we think it all boils down to the KISS principle – Keep it simple, stupid.