June was an absolute scorcher of a month for us Brits – Love Island is providing us with nightly entertainment, we’ve had a two-month long heatwave and after years of hurt, football could finally be coming home… but with so much competing for our attention, which campaigns were top of the league?
Whilst the World Cup is a cause for togetherness and celebration, the sporting event also offers the opportunity to raise awareness for other causes, some of them quite sensitive. The National Centre for Domestic Violence claims violence increases by 26% when England play a game and by 38% if they then end up losing. These shocking statistics inspired a striking image of a woman’s face painted with the England flag across her nose and mouth in blood. Combined with the powerful words “If England get beaten, so will she”, the campaign has stimulated lots of discussion in the media.
Missguided, Love Island’s official style partner, has seen increases in sales of 40% thanks to a perfect coupling with the popular show. Missguided and Love Island have a very similar target audience – young females – and wardrobes full of clothes have been sent to both the male and female islanders. With its own tab on the Love Island mobile app, viewers can easily purchase their favourite items, and with 10 whole weeks of entertainment, Missguided’s sales are expected to keep increasing throughout the show and into the summer. This campaign has been supported on social media too, with Missguided using the popular Instagram Stories feature to help people to “get the #islandstyle” by sharing images of the female islander’s outfits with links to buy. The clothing brand also attracts more attention to its social media feed by running a competition to win a pair of tickets to the Love Island final, a holiday to Majorca and £1000 in Missguided credit. The post on Instagram has received 6,939 comments from fans eager to win.
Mastercard (Latin America and Carribean) announced in early June that it would donate the equivalent of 10,000 meals to the World Food Programme for every goal scored by Lionel Messi (Argentina) or Neymar Jr (Brazil) in the World Cup and any tournaments after that until March 2020. Speaking positively of the campaign, Messi said. “I’m proud to be a part of this campaign that will help change the lives of thousands of children in my country and other regions of the world.” However, many criticised Mastercard’s intentions behind the campaign, especially on social media platform Twitter, questioning why they couldn’t just donate the meals in the first place without the huge social media campaign. In response to an angry tweeter, Mastercard responded, “The campaign running in Latam is a small part of our global commitment to deliver 100 MM meals to those in need. Mastercard is the single largest private sector supporter of World Food Programme. Our brand ambassadors help raise awareness to the cause, raising 400K meals thus far.”
Friday 22ndJune marked Bring Your Dog to Work Day. In its fifth consecutive year, the day encourages businesses to allow dogs into the workplace for one day to raise money for animal welfare charities – this year’s charity being All Dogs Matter. Bring Your Dog To Work Day achieved a combined social reach across Twitter, Facebook and Instagram of 3,238,224 engagements (source) and saw hundreds of companies getting involved in the celebration such as The London Fire Brigade and ITV News. As an official sponsor of Bring Your Dog to Work Day, we ran our own social media giveaway, giving businesses the chance to win a personalised office mug of their dog – congratulations to our winners Izzy from NAWT and Charlie from VJH Accountancy!
Have we missed one of your favourite campaigns from June? Let us know in the comments!