• Twitter: on this media, our campaign will share some extra information about the environment, how to reduce our carbon print, how to help Ecosia for planting some trees, questionnaires to test people on how much they know about the environment, …

• Facebook: on this platform we are going to create an organization page to put on all the events, keep in touch with our followers, create a fundraising campaign, …

• Instagram: on this platform our campaign will post some pics of our volunteers planting some trees, will share videos about the environment, will do some drawings like a trip, …

• Snapchat: on this app we are going to create some filters, talk to influencers, keep people up with the latest news, …

From Snapchat to Instagram without forgetting Facebook, each one of them has something special to make the difference and that’s what we are going to talk about.

Social media are part of our daily life. Most of us use social media every day and even every hour. We are constantly connected, we exchange information, share content and talk to people from all around the world. Social media have become a huge source of information and especially for the youngest who use it more and more. It’s also used by brands as a way to make free communication. This is the easiest way to gain visibility and recognition without spending a lot of money. That is why many brands are attracted to social medias : they can develop new communication campaigns.

→ The snap streaks:  also called snap flame is when two people are sending snapchat pictures on consecutive days. A flame and a number of days appear next to the name of the people. The streaks are a way to strengthen a relationship between two people and the more flames they have, the more the relationship can seem important. People are sharing their number of flames with their friend and it helps to be accepted by others (social acceptance according to BJ. Fogg behaviour model).

But the streaks also have a bad aspect, they can give people fear because they are afraid to lose the flames since they put effort into keeping them. When someone has 900 flames with another person he doesn’t want to lose it. So in a way the two people are dependent on the app because they don’t want to lose the streaks.

→ Snapcode: it’s a code that allows you to scan other people’s code to add them to your friends. It’s a simple way to add someone to your contact, it makes it easier than searching for a name and thus makes the user save time.

→ Snapchat stories: It’s a way to share some content with a community, to inform it about a fact or a situation. Then you can interact with the people who you are friends with. 

→ Geofilter: Users can use filters with the geographic location they’re at, in order to share it with other people.   

→ Small talks: When you tweet something you have to be short : you are only able to use 280 spaces (it used to be 140) and thus you have to be very accurate and effective to share a message/opinion. Of course you can make a thread but it has to be very attractive if you want people to read it until the end. When you create a sensational tweet you hope you are going to earn RTs/Likes and/or generate reactions from the audience. If you get a lot of retweets/likes : you feel pleasure and therefore feel accepted.

→ Live tweets: It is real time information; someone talks about a certain topic at a specific moment, so that the community keeps track of what is going on with the latest news.

→ Periscope: It is about interaction with the community; the person who is doing a periscope can answer the community’s questions, or give new information about an event.

Facebook is one of the most complete social networks and one of the most popular.

It uses a lot of techniques to engage people in the information that the platform gives and you can notice the way that the cookies act because when you are navigating around the platform all the publicity is specifically prepared for your preferences and is always adapting to what you are searching on the network so in my case the most publications I see are about cars, food and travel. In our campaign we can make use of the cookies to select our target and reach most of them.

Another useful thing about Facebook is that you can create a page easily. This can be helpful to get more repercussions because only by clicking on the like button, people will follow your news and all the information you are going to spread. Last but not least, if you need crowdfunding, people can donate money through Facebook too.

After a little research on The Internet and thinking about our own engagement, we’ve noticed that Instagram has a lot of tools to create loyal users. The first thing we find is how easy is to use the app, for example, share a pic only by clicking a button. Also, we noticed as quickly as for the first tool that people want to know all about other people’s lives (known and unknown); for instance, we have instastories which allow people to share moments of their day quickly and easily. The information, photos or publicity stay on your account for twenty-four hours.

We think that Instagram is one of the best platforms to communicate our message because there are many young people and the impact could be even bigger. For example, we can use tools like stickers with our logo or tree faces filters.

Are you a dairy product addict ? If you are, you have obviously already heard about the well known dairy company Danone. With its reputation and experience it’s hard to believe that the company has made a huge flop.

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Danone is a French agri-food company which commercializes dairy products around the world. One year ago, the company published on both Twitter and Youtube an advert about society’s consumption and habits. In the 45-second short spot, Danone explains to its consumers how careful we should be when we consume. The goal of the ad was to make people aware about the current situation of our world.

The company shares its dedication to the planet and wants to be seen as a brand which cares about it. The ad is giving several examples of bad action that damage the Earth such as intensive fishing, deforestation, climate change and more. 

But something is wrong, the company is preaching to us to have a good and environmentally responsible behaviour while Danone doesn’t have this good behaviour. 

Actually, Danone is a multinational firm that consumes a lot of water and energy in its manufacturing factories. And this is why the public wasn’t so receptive to this ad : a lot of people were offended by it, saying that Danone does not have the right to preach good behaviours to others whereas the company participates to the Earth destruction with its polluting production. The message danone wanted to share wasn’t well accepted and lots of bad comments were posted under the video : it was quite of a bad buzz. The company was several times accused of greenwashing .

On Youtube the video counts 1.3 million views but has no comments since they have been disabled. We can suppose that by fear of having bad comments and to be forced to answer people’s concerns, Danone has decided to remove them. On Twitter it’s another story because the comments were not disabled and people took advantage of it and wrote negative comments. The video was a bit of a flop with its 23K views but only 113 likes.

Unfortunately for Danone, the “one hearth, one health” slogan and ad was a flop and can be categorized as the perfect example of failed cause marketing campaign.

Fake news is as old as humanity

There are many fake news about the Amazon fire and we think it would be interesting to talk about some of them.

1. Leonardo Di Caprio

Leonardo DiCaprio shared two pictures that happened to be inaccurate — the first was the same one shared by Macron while the second was shot in the Peruvian city of Puerto Maldonado in 2016. Peru is not currently affected by the fires, though authorities are «on alert».

2. Jaden Smith

3. Cristiano Ronaldo

4. False rains.

But there are also videos with people running through the flames: