Are your campaigns too predictable?

Maybe it’s time to switch it up.

This is what Heineken did when they decided to film an unscripted short film to promote their brand. Today you’ll find out how this unconventional campaign got them some really impressive results.

In today's newsletter:

• Beer with me here (find out how Heineken’s heart-warming campaign had 80% of consumers calling them their preferred beer brand)

• Flying cars are now a real thing (PLEASE people, make content about this!)

• Meta’s hijacking Taylor Swift’s audience (use these hashtags to boost your own content)

• Help! My content’s all over the place! (here’s how to fix it)

- Charlotte, Editor ♡

Beer With Me Here

So what was the film about?

Heineken brought together pairs of people with opposing views on political topics such as climate change, feminism and trans rights. Then they assigned these pairs tasks to complete together.

The twist? Neither of them knew about each other's opinions until later. Then, after the brand revealed their partner's views, they had the choice to either talk it out over a beer or walk away.

Why was this short film so successful?

• It captured their audience authentically. Unlike most ads, this campaign was completely unscripted. Because the people being filmed were just being themselves, this boosted the brand's relatability. 

• It was thought-provoking. “Worlds Apart” showcased a real interaction between two very different people. The emotional connection they were able to form, despite their differences, made the message more impactful.

• It made the brand look good. This campaign aligned the brand with the message of unity and inclusivity. By doing this, Heineken positioned themselves as a progressive brand that values positive change. Of course, this enhanced their reputation among consumers.

What was the impact?

• 80% of consumers said Heineken was their preferred beer brand.

• 12 weeks following the campaign, they had a 7.3% increase in beer sales across the UK.

• The “Worlds Apart” short film gained over 50 million views.

• 78% of people polled said they felt closer to the brand.

What can we learn from this?

Find out what YOUR audience values. You can promote your brand while making a genuine connection with consumers by engaging in meaningful conversations.

Making user-generated content is a great way of executing this. Ultimately, this will help your brand resonate with your audience on a deeper level. 

- Visha, Intern

Dude, Where’s my (Flying) Car?

Blade Runner, The Fifth Element and Back to the Future promised us a future that seemingly never came. A future where cars dominated both the skies and the road.

Now, a variety of companies are building what seems like the beginning of the long-awaited technology.

Take Pivotal, owned by Canadian inventor Marcus Leng, which has launched sales of Helix in January of this year. It’s not a car, but it’s also not a plane. It’s a personal aircraft, and a step toward the future we’ve all been waiting for.

How the heck would I use this as content?

• Report on it! There’s not been a lot of coverage yet, so be one of the first to spread the word. You can get updates via their website.

• Make it funny. Create a skit about what you would do with your flying car. The more unhinged, the better.

• Revisit the classics. Showcase examples of what we thought flying cars would look like vs. the Helix.

Exciting times ahead, people!

I'm convinced Taylor Swift could run an entire nation.

I'm not saying this because I'm an obsessive fan. I'm saying it because the power this woman wields is comparable to that of Zeus himself.

Taylor is dropping her much anticipated album on Friday. So of course, Meta gave her Instagram a special feature (!!????).

You go to her profile, pull down to refresh, and it becomes a countdown to the release.

At the end there is a prompt to "join the conversation" on Threads.

So Meta is leveraging Taylor's massive fandom to direct traffic to the Threads platform. Meanwhile, Taylor is able to give her fans little easter eggs to celebrate the album release.

How can you join the fun?

There are two more easter eggs within the Threads app.

#TTPD, #The Tortured Poets Department, #Tortured Poets, #TSTTPD, #Swifties or #Taylor Swift will reveal a special shimmer effect.

Hearts will appear when someone “likes” a post tagged with any of the above tags.

Basically, any content about this album is going to reach the right audience with the clever use of these hashtags. Meta noted they'll be adding more exciting experiences in the next few days.

- Sophie, Pop Culture Queen

Get To Know The Team

Welcome to KWESCHENS – the inside scoop on our TAS team. Each letter in KWESCHENS unveils something they'd love to share with you - you'll catch the drift.

For this interview, we have our social media coordinator, Laura Oliveira. She’s only been with us for a short time, but we already have no idea what we ever did without her!

Check out her answers to my KWESCHENS 👇

Who's Killing it in the office?

The interns!

What’s a recent Win you’ve had?

Getting this job.

What are you most Excited for at TAS?

All the content we’ll be able to push out once we’ve got our workflows going.

What's the most Surprising thing about TAS?

It’s not all fun and games. We work really hard!

What’s your Coffee order?

Hot chocolate with extra marshmallows.

What's Hard in your role right now?

Managing my time as efficiently as possible. There are so many moving parts to my role!

What are you Exploring at TAS?

I’ve implemented a lot of new systems so we’ll see if they actually work.

Who’s the Nicest person in the office?

Devin. He’s real sweet.

Favourite Social media thing at the moment?

Lucinda from MAFS.

Check out the full interview here.

Stay tuned for more KWESCHENS with the TAS team!

- Charlotte, Editor ♡

What’s Going Viral?

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Tweets from The Intern

Ask the Editor

Q - I'm ok at putting out content but it's honestly all over the place. How do I figure out what I should be posting about? -Britt

Hi Britt,

You need to create a content strategy rather than just posting randomly! Otherwise, your message will be totally muddled and your audience will be confused.

So ask yourself who you're speaking to. What you want to say to them. And why you want to get that message across to them.

Once you know that, now you've got your core message. And you should only create content in line with that.

Don't worry about sounding repetitive. You want to become known for a consistent message, and the only way to do that is to keep posting about it.

- Charlotte, Editor ♡