Join now

originally posted to www.carnsight.com 

 

If you’re a brand, Gen Z will not be texting about you. But that’s not to say they aren’t talking. It means we’re seeing a new wave of communication, one that is far more visual-heavy and uses random, chaotic images to do the speaking for us. 

The days of hand-written letters are (mostly) coming to an end. Understanding the current virtual language is essential for understanding how people are actually talking about you, and how you can keep your connections going strong. 

  

Communication is not just words

Gen Z is the largest generation on Earth at the moment, and it’s safe to say they have a huge impact on cultural and social media shifts.  One of their biggest was turning visual images into a language in their own right. GIFs, memes, and other stills from hit TV shows are now being stored and saved to the camera roll, ready to be sent at the perfect opportunity. Group chats are now imbued with cultural references, and they aren’t references you want to miss out on.  

Online content can be used as a visual backup to our feelings. And that’s why 67% of Gen Z Facebook and Instagram users have shared video content in those apps with family and friends, as sharing content has become an easier way to connect than text-based conversation. The percentage of sharing activity on Instagram is also much higher, which underlines why Instagram now considers shares as a much bigger factor in its algorithmic ranking. 

By choosing videos that reflect your personal feelings, we can speak in a language that only exists from re-sharing other people’s content. This strengthens not only our personal connection with social media, but with the origin of the meme itself. You don’t have to have watched a single episode of Real Housewives to recognise the That’s My Opinion! lady. But that meme, despite going viral 6 years ago, is still making its way through the comment section today, so don’t underestimate the new visual language. 

 

Make talking as easy as possible

As a brand, you have to make the language easy for new social media users. It’s one of the reasons why reactions became so popular, giving people a way to end the conversation in a way that isn’t awkward (or worse, a full-on ghost).  

Channels started expanding these emoji reactions, adding the perfect balance of simplicity and nuance. It’s no longer an option to just ‘thumbs up’ or ‘thumbs down’ – users can express shock, admiration, anger, happiness, surprise etc all at the click of one button.  

This is where Snapchat does a good job of having simplified responses, with maximum engagement. Your bitmoji can react to chats in 14 different ways, all animated, depending on what emotion you want to express. However, you can only have 6 of these on your dock at one time, letting you give a timely response, without the overwhelm.  

And these quick reactions have been brought into real-life – laugh reacting to a DM is no different than the emoji feedback machines you find on the customer service desk. Giving people easy, painless ways to express their emotions makes engagement all the more accessible.  

 

Know your meme

Getting all your visual cues is one thing, but deciphering them is the next step. You have to be on it with your pop culture – if an image is popping up in your comment section, and you don’t know how to correctly use it, your brand will just look out of touch. 

And this will only become more prominent with future generations, both in visual language and the filler words that are now dominating social media. If you’re thinking “ate, no crumbs” is an insult, then you need to do your TikTok homework. When you understand the silly references of the generation you’re talking to, you have a much clearer perspective on what to say back.  

 

So yes, you need to lean into online content. Memes, stills, and even the most obscure of references will resonate with your Gen Z audience. Do your homework, and join the conversation. 

Need more tips for using social media? Leigh-Ann’s blog has got you covered.

 

Having recently got a bit behind with my own marketing, I realised that I’d been procrastinating again. So yes, let me say upfront, I am not claiming to be perfect when it comes to beating procrastination! But, in the five years I have been a freelance copywriter, I have never missed a deadline for a customer. In fact, I normally deliver copy ahead of any set time limit.

So that got me to wondering – how can I come up with the goods time and time again on behalf of my customers, even when the inspiration juices aren’t always free flowing, when I struggle to do the same for my own business? And can I do something to change this?

It’s not a new phenomenon. There’s an adage about cobbler’s shoes that says although cobblers have all the skills, and all the tools needed to have the best shoes around, they often have the worst.

The same is true of marketers. Despite the skills they have to create powerful marketing strategies and put words on a page in the most effective way for customers, they often deploy little to no marketing effort for their own businesses, and their websites host the least populated blogs.

There are a few reasons for these discrepancies including the lack of fixed deadlines, and the fact they are busy putting customers first and have less time or inclination to focus on their own shoes or marketing.

How do I overcome procrastination when it hits?

Although having a clear deadline and the promise of a satisfied customer at the end of a piece of work is always enough to motivate me to get the job done on time, the ugly head of procrastination does sometimes appear when I’m doing client work too. And this is what I do to overcome it (and what I need to do more when it comes to my own marketing efforts).

  1. Say what you see – The first thing I find helpful is to call myself out for my procrastination. Procrastination is sneaky because it makes us convince ourselves that other less important tasks simply cannot wait. It’s OK to give in to this sometimes, but don’t deny it, because that’s not helpful. Simply acknowledging what’s going on can sometimes be enough to snap us out of it.
  2. Give yourself a break – Literally and metaphorically giving yourself a break can be useful. We can’t all be firing on all cylinders all the time. If you’re struggling to do your work, accept it and allow yourself some understanding. If you can afford to without missing a deadline, take a physical break from your workspace too, it might help to refocus the mind quicker than if you force yourself to sit staring at your work and beating yourself up for not starting it yet.
  3. Focus – Sometimes the reason we procrastinate is because we have too many things on the to do list. We can dash around starting lots of jobs because we know they’re important, but don’t actually get around to finishing any of them. When this is my problem, I always revisit my physical to do list. Make sure you have everything written down including personal and professional tasks you need to complete in the short and medium term and then highlight the items you need to complete that day or that week. This helps focus the mind on what is actually important, without the distraction of everything else you know you need to do.
  4. Start small – There’s another reason that writing it all down can help. If you can see a list of important tasks in front of you, you might be able to pick off some of the smaller jobs to do first. This can be enough to reset your stalled mindset and reignite your productivity.
  5. Switch things up – The other thing I find helpful is switching up my work environment. I’m lucky enough to have my own office at home where I can shut the door on any distractions and fully focus on my writing. Most of the time this is the only place I want to be, but every now and then I know I’m going to be more productive if I move to where I want to be. This might be snuggled up on the sofa in the winter or sitting outside listening to the birds in the summer, but I have learned that by allowing myself this flexibility, I am more productive than if I force myself to sit at my desk in my ‘proper’ working environment.
  6. Reward yourself – Sometimes when it’s really time to get cracking on that piece of work, it can help to bribe yourself! Promise yourself that if you can spend 30 minutes doing something towards the task you’ve been avoiding you can stop for a coffee or go for a short walk. Because getting started is often the hardest part, you will probably find that after your coffee or your walk you can continue the task without any issue. Or you might even find you get so engrossed in the piece of writing; you blast through your 30-minute window of work.
  7. Block out your time – While ideally, we can start small, acknowledge when we’re procrastinating, and take a break, sometimes a piece of writing simply needs to be done. At times like this, when you simply have to push through, I find it helpful to block out my time. For example, depending on how far into a project I am, I might allow myself 20 minutes to finish researching for a particular piece of writing and then if I need to, I’ll take a 5-minute break before spending 15 minutes on planning out the piece. Once again, if I need a quick break I’ll take it, before spending the next 20 minutes making a start on the piece of writing. It’s surprising what a positive impact making a start can have and breaking it down in this way can be a helpful way to do just that.

I started off by saying I’m not perfect at avoiding procrastination and I’ll say it again! I need to do better, especially when it comes to working on my own marketing copywriting. I fully intend to continue to use these tactics to continue delivering ahead of deadline for my clients, and to hopefully improve my productivity when working on less deadline driven copywriting for my own business.

How do you cope with procrastination when it hits? I’d love to know. And if there are certain pieces of copy, like regular blog posts or feature articles that you always find hard to complete, e-mail me at [email protected] because even if my own blog gets missed every now and then, I never miss a deadline (external or self-imposed) for my customers!

 

 

 

 

 

 

 

originally posted to www.carnsight.com

One of the most common mistakes we see brands and business owners making on social media is forgetting that it’s meant to be social. It sounds obvious, but it’s easily overlooked, particularly by B2B brands.
There’s often a misconception that B2B communication needs to be overly formal, corporate or distant. But businesses are made up of people. And those people want to engage with content that feels human, just as any consumer would.
A lack of humanity

AI can be brilliant. It can also be terrible. But that’s a conversation for another time.

At the moment, one of the biggest issues we’re seeing is the rise of generic, AI-generated posts filling up our feeds, especially on LinkedIn. These posts might follow a neat format or sound ‘polished’, but they completely miss the mark when it comes to making a genuine connection.

Worse still, we’re seeing so much of this kind of content that even when people write their own posts, they often unconsciously mimic the same flat, lifeless tone (I’ve even caught myself doing it!). The result is a stream of boring samey sounding updates that don’t reflect anyone’s actual voice or opinion.

What social media is actually for

At its heart, social media is supposed to be about people. Your content should be interesting, helpful and engaging for the human beings you’re trying to reach. If everything you post is purely self-promotional, it reflects poorly on you.

You can’t expect to hand over your content to AI and still build meaningful relationships. Social media is becoming less social because we’re moving further away from what made it valuable to begin with – connection, conversation and community.

A return to community

But maybe social media is coming full circle. With algorithm changes making reach more difficult than ever, the most valuable thing any brand or business can do now is focus on growing and appreciating a tight-knit community.

This only happens when your content is personal and genuine. Success isn’t about visibility alone. It’s about relevance and resonance.

So, how do you make social media social again?

  • Engage with others as much (more so in fact!) as you post yourself
    Start conversations. Leave thoughtful comments. Be present in your community.

  • Sound like a real person
    Whether you’re posting as a brand or an individual, your tone should reflect a real human voice not some generic template.

  • Write your own content
    Avoid copying what you’ve seen online. Trust your own tone and experience and play with structure.

  • Focus on value, not just sales
    Ask yourself what someone might take away from your post. A new idea? A bit of encouragement? A helpful tip? That’s the kind of content people remember. When you re-read your post, ask yourself – would I stop scrolling for this?

Social media still has huge potential. But only if we stop treating it like a pure advertising platform and start using it for the potential it has for good – to help people connect and spread awareness for important issues. Let’s not lose sight of that.

And if you’re feeling drained by it all, have a look at how we balance our time on social media.

As a business owner, how much value do you place on your brand reputation? How much value do you place in holding the trust of your audience?

It doesn’t matter what you’re selling, or if you’re a small business or a huge company, you’re trading on that trust. Marketing can help you build a presence and profile, but marketing alone cannot build this trust.

For that you need Public Relations, and this is seven ways PR can elevate your brand and bring business success.

1. It builds credibility and trust

Public relations is all about credibility.

Business X approaches PR agency Y; they want to be seen as legitimate, trustworthy, and professional. Agency Y rolls up their sleeves, crafting a narrative that does exactly that.

Now, it would be easy to think PR is just about getting your name in the papers. But this is a rather outmoded view of what public relations delivers. But it’s still a commonly held viewpoint that PR is just about media coverage.

Media relations is still a big part of what we do, because if you’re building credibility and trust, third-party trust signals are everything. When respected industry publications highlight your achievements or innovations, it creates a kind of credibility that no amount of paid advertising can buy.

That third-party endorsement, whether through media placements, speaking at events or tactically placed thought leadership content, is like gold dust for your business profile.

But third-party endorsement is no longer the sole remit of ‘ traditional media’ it can come in the form of influencers, industry analysts, ambassadors and so much more… and it works in multiple directions too. Let’s take podcasts as an example. You can launch a podcast and the guests you bring into your podcast can act as third-party endorsement, that you have effectively created yourself.

Third-party endorsement has the potential of adding value to your business, in a way you cannot achieve on your own.

2. It shapes and protects your brand reputation

When we talk about “brand reputation,” what are we really talking about? It’s quite a loaded term.

It brings up notions of public perception and business standing, but it’s almost intangible. Understanding reputation within a business context is evolving, and it’s evolving for the better.

Your brand’s reputation isn’t just some fuzzy concept; it’s an incredibly valuable asset, and it’s fuelled by everything you say and do.

PR professionals are like strategic guardians who proactively manage your public image. They help you control the narrative before little issues snowball into big ones. But great agencies aren’t spin doctors.

Great agencies are the ones who recognise issues and crises from a distance, then help keep you true to your values and ethos by avoiding the root cause entirely.

In today’s hyper-connected world, a well-managed reputation can be the difference between thriving and merely keeping your head above water.

3. It can drive meaningful business growth

Effective PR isn’t just about getting your name out there; it’s about strategically positioning your business for growth.

To this extent, PR isn’t a vanity project and strategic media coverage can do a whole lot more than make you feel good about seeing your name in print. It can:

4. It creates a communication approach, blending creativity and strategy

PR folks aren’t just media hounds. They’re master communicators who understand how to craft messages that hit home across multiple platforms.

Marketing and PR are not about overloading a funnel with as much content and messaging as possible and hoping for the best.

Great PR and marketing is about honing in on what’s special and unique about your business and making that the central narrative. It is about telling great stories with this at its heart. PR can help you:

This approach, which blends creativity and strategy, ensures that when you speak, people don’t only listen but remember.

5. It can provide cost-effective marketing

There’s no escaping the fact that budgets have a major effect on marketing decisions. We see this in the growing importance of PR as a cost-effective alternative to traditional advertising.

Compared to splashy ad campaigns, PR can offer a significantly higher return on investment. Because when done right, it can compound over time.

That’s where the real bang for your buck comes in.

PR generates predominantly organic results, which audiences find more trustworthy and engaging.

Starting from a position of earned media rather than paid placements can help you win and build audience trust. Then, over time, you introduce more paid elements across your full PR and marketing mix.

The amplification across paid and earned, shared and owned can spread your message exponentially and incrementally.

6. It helps to manage crises and navigate challenges

Now, this is quite a high-stakes area of PR and one where no business is immune.

At face value, it’s easy to see crisis management solely as a reactionary tactic. But it shouldn’t be.

You need to recognise the impact proactive planning can have on a smaller, more manageable level. We call this issues management, and its something that only comes with a wealth of crisis communications.

When you have an expert who’s been through crisis after crisis, they know the patterns and the triggers. They can see what others cannot: the root cause of a crisis and how to avoid it.

In practice, this could be anything from managing negative reviews, addressing product recalls, or navigating leadership changes. These are just a few examples of crisis management, which businesses can leverage for protection and recovery.

Avoiding a crisis entirely is always the preferred option. But sometimes, there are those unforeseen and unavoidable moments. Things that could never have been predicted. Whether it is in issues preparedness or full-blown crisis management, a PR expert can help you:

The best way to think about crisis preparedness is that you’d rather have it and not need it than need it and not have it.

7. It supports long-term strategic positioning

Rome wasn’t built in a day. Neither is your brand.

Every business needs to play the long game when it comes to positioning, and public relations is a marathon, not a sprint.

It gradually builds your brand’s equity and positioning through consistent communication of your values, achievements, and unique perspective. This binding together of narratives doesn’t happen overnight. This is a cumulative effect.

It’s not about quick wins or overnight success stories but rather creating a sustained narrative that positions you as an innovative, reliable, and forward-thinking organisation.

In summary

Public relations isn’t just another item on your marketing checklist; it’s an investment in your business’s most critical asset: reputation.

It’s a strategic communication discipline that goes far beyond simple publicity.

Remember that PR is a broad church.

It’s no longer just about media relations, though that’s still part of what we do. Contemporary PR is now entwined with specialisms like content creation and production, SEO and the nascent GEO (now being called LLM SEO).

In short, the line between public relations and marketing continues to blur.

But while PR and marketing are often bucketed together, it’s important to recognise that while they can indeed be complementary, they are two very different disciplines.

PR is about building meaningful connections, telling compelling stories and creating lasting value that resonates with audiences long after they’ve forgotten your latest marketing campaign.

originally posted to www.carnsight.com 

 

Leigh-Ann here, Carnsight Account Director. It’s been a crazy busy few weeks in the Carnsight office. But today, as I write this, is a work from home day, and so I’m sitting in the garden with a cup of coffee and the sunshine, and thoroughly enjoying a bit of time writing as…well… me!

If you’ve followed Carnsight for any length of time, you’ll very likely know that we all really love to write. And good thing too! Because PR involves A LOT of it. We spend so much time ghostwriting, drafting social post captions, press releases, thought leadership and comments. It can be really fun to take on the challenge of embodying the tone and style of the brands and wonderful professionals we work with. But I’d be lying if I said it wasn’t a real treat to settle back into my own voice every once in a while.

Feeling drained by social media?

Maybe I’m projecting here, but I get the feeling that over the past few years there’s been a growing disillusionment with social media. And frankly, rightly so. Whether you use social media in your personal life, professional life, or both, you’ve likely got a mixed bag of feelings when it comes to the pros and cons of spending time on the internet.

As someone who works in social media and the news, people in my personal life often think that means I’m always pro-social media. And of course, I think social media offers a huge variety of wonderful opportunities and I spend a lot of time on it. But I also know that there are problems with it too.

I won’t pretend to know how to address all of the pitfalls of social media doom scrolling and questionable algorithms, but what I do want to do is share some of the ways that I (both personally and professionally) aim to keep social media as positive an experience as possible. I hope you might find these tips useful too.

Remember it’s about people

I personally think social media is at its best when we remember that it’s about people. Social media can bring people together, connect humans from two sides of the world. It can create a community. It can aid access. It can spread awareness of brands doing amazing things for people and planet. It can help raise money for causes and it can give a voice to those who might not otherwise be heard.

I think especially when we’re using social media for business purposes, we can get a bit lost in the metrics and forget that ultimately, social media is about people. And the more human you are, the more your content will resonate and the stronger your connections to others will grow.

Set time limits

Again, whether it’s spending too much time scrolling TikTok on your sofa at home, or spending hours comparing your most recent post to your competitor’s latest update, there’s definitely such a thing as too much time spent on social media.

I had a conversation with a client just recently about how frustrating it can be that the post you barely thought about and just popped online can perform so much better than the one you spend hours pouring your best advice and expertise into. Of course, social media requires thought and strategy – that’s what we do at Carnsight. But we also know that it’s all about testing and learning, trying things out and being open to how things play out. And it comes back to that human element I mentioned too.

Setting yourself time limits to ensure the time you spend working on or consuming social media is considered, effective and enjoyable is something I’d highly recommend.

Create and follow what actually interests you

If your social media feed or profile is filled with content that you personally don’t even want to take the time to read and consume, then you’re not using social media to its advantage. Even as a business, you have to think about how much you actually enjoy the content for the simple reason that if you don’t, a) people reading will be able to tell in how it’s written and created, and b) the likelihood is your audience probably won’t enjoy it either.

Before you post, ask yourself, would I stop scrolling for this? And actually spend a bit of time on your business accounts, engaging with and looking for content from people and business you like, are inspired by and have connections to.

Know what platforms are the best spaces for you

Personally, my favourite platforms are Pinterest and YouTube. Professionally, it’s LinkedIn and maybe just a touch of Bluesky. These are the spaces I feel like I see the content that I learn from and enjoy the most.

You don’t have to be everywhere. And there will be some online spaces that just don’t feel relevant or right for you or your business. Pick the ones that do and don’t worry about the rest. It’s also to switch up your primary platforms as they all change and evolve.

I hope that these tips have been useful for anyone feeling a bit lost with social media at the moment. They’re simple but surprisingly effective!

originally posted to www.carnsight.com

 

Having a strong online presence is important for businesses of all sizes, especially in today’s fast-paced digital landscape. One of the easiest and most effective ways to ensure your business is visible to potential customers is by setting up a Google Business Profile (GBP). This free tool allows businesses to appear in Google Search and Google Maps, providing essential information such as location, contact details, operating hours, and customer reviews. 

So, what even is a Google Business Profile? 

Previously known as Google My Business, this platform allowed business owners to manage their online presence across Google Search and Maps. In November 2021, Google rebranded it to Google Business Profile (GBP) to simplify the experience, encouraging businesses to manage their profiles directly within Google Search and Maps rather than through a separate interface. 

 With a GBP, businesses can take advantage of various features, including updating business information, responding to reviews, posting updates, and directly engaging with customers. If you’re not yet using a Google Business Profile, you could be missing out on valuable opportunities to reach and connect with local customers. Let me explain to you why I think your business needs a GBP.  

Boost local visibility 

One of the advantages of a GBP is increased visibility in local search results. When potential customers search for a product or service you offer, your business can appear in relevant search results, increasing the chances of attracting nearby customers. Having an optimised profile with updated information, high-quality images, and positive reviews can significantly improve your chances of standing out in local searches. 

Building trust 

A well-maintained GBP indicates professionalism and reliability to potential customers. Businesses with complete and verified profiles tend to be more trusted by users, and positive customer reviews further enhance credibility. According to a Google study, businesses with complete listings are 2.7 times more likely to be considered reputable by consumers. Additionally, 76% of people say they “regularly” read online reviews when browsing for local businesses (Bright Local, 2023). A business with strong ratings and genuine customer reviews naturally stands out, often earning greater trust and preference over its competitors.
 

Additionally, responding to reviews, both positive and negative shows that you value customer feedback and are committed to providing a good service. 

Gain customer insights 

Google Business Profile provides detailed analytics that helps businesses understand customer behaviour. You can track insights such as how customers find your profile, what search queries they use, the number of website visits, phone calls, and direction requests. These insights allow you to refine your marketing strategies, tailor your services to customer needs, and improve overall engagement.  

Improve customer engagement 

A GBP enables direct interaction with customers. They can ask questions, leave reviews, book appointments, and even message your business directly. Keeping your profile updated with fresh content, responding promptly to inquiries, and posting regular updates about promotions or new offerings can foster strong relationships and encourage customer loyalty. 

 Setting up and maintaining a Google Business Profile is a simple but powerful way to enhance your online presence, attract new customers, and build trust within your community.  

 If you haven’t claimed or optimised your Google Business Profile yet, now is the time to do so! 

 Would you like to learn more about SEO? Why not start here? 

originally posted to www.carnsight.com

This week’s blog has been guest written by Niamh Brodrick, who recently completed a week’s work experience at Carnsight for her university placement.

 

As a second-year Media and Communications student at Cardiff Metropolitan, I’ve spent a lot of time thinking about the kind of work I might want to pursue after university – but this week at Carnsight Communications has really helped me turn my vague idea of what I want to do into more of a clear picture.

Before starting my work experience here, I was both excited and nervous. I’ve always been drawn to the world of social media, but stepping into a professional environment is very different from university life. Those nerves disappeared almost instantly as I walked into the Carnsight office and I was greeted by a welcoming team and a supportive environment. I instantly felt comfortable in the space and everyone took the time to involve me in real tasks.

 

My activities

On my first day, I was given the opportunity to write a blog post for the Carnsight website – something I hadn’t done before, but a task I really enjoyed. I also created some Instagram content, which felt like a perfect introduction given my interest in social media. It was really satisfying to see ideas I’d put together being considered for real-world use and it made the experience feel more meaningful.

By the second day, I continued with Instagram content creation, but also began researching influencers for a client – helping identify potential partnerships that aligned with the brand’s identity and goals. It was a great insight into the level of strategy that goes into the smallest details of PR and marketing.

Midweek, I was given the task of helping write a monthly review for one of Carnsight’s clients, breaking down their social media platforms for the month. It was a valuable task that gave me a better understanding of how social media performance is monitored and assessed. Seeing how data and insights are used to shape future content – something I hadn’t explored much before but now see as an important part of effective communication work.

On my final day, I wrapped up the week by writing a blog post reflecting on my favourite marketing campaigns – this allowed me to reflect on what I find interesting and looking at campaigns through a more analytical lens made me realise how much work, creativity and planning goes into them.

A standout part of the week was how approachable the team were. Whether it was giving me helpful feedback on a piece of writing, explaining a process or simply checking in to see how I was finding things, everyone made the effort to help me learn and feel at ease. It was clear that they cared about making the experience valuable for me.

My learnings

This week has been incredibly valuable. I’ve learned so much in a short space of time, not just about PR and social media, but also my own strengths and interests. The Carnsight team have been so generous with their time, support and feedback and I’m really grateful for how encouraging they have been throughout.

This experience has definitely given me a new sense of direction and motivation. As I head into my final stretch of my degree, I’m excited to take what I’ve learned and continue with what I’m passionate about.

 

Thank you Niamh – it’s so nice to hear you’ve enjoyed your experience! To hear from another work experience student, have a look at what Anneka had to say. 

Imagine this. Instead of writing a traditional article like this one, we shorten our article to a series of headlines and project them onto a famous skyscraper. Outside an advertising awards show. We tease the event. And we invite you and influencers along to it. You take pictures and film parts of the show. You then post it on social media. We film the entire stunt. Afterwards, we edit the vid into different cut-downs for different channels. That my friends is a brand activation in practice.

__________________________________________________

So what actually is the definition of a brand activation? ChatGPT defines it as a ‘marketing strategy designed to actively engage consumers with a brand, creating a memorable experience that drives awareness, interaction, and emotional connection’. It’s a decent definition for this recent advertising phenomenon. But for us, it’s an idea worth advertising. Something for your brand to shout about. And right now, activations are becoming more common. They’re taking full advantage of digital capabilities to propagate ideas online which in turn, amplifies brands organically for free. 30 years ago, a Tango ad on a Saturday night was talked about on a Monday morning in the school playground, or at the water-cooler. Today, it’s instant on Whatsapp, TikTok, Twitter and so on.  And great activation ideas that live online, always have the possibility of getting shared time and time again.

Here are some of my favourite brand activations from recent times including an app concept for Toyota that was the no.1 downloaded app in the country it was made for.

__________________________________________________

American Outdoor Brand REI Closes For Black Friday

You read right. Sounds bonkers. But it was genius. True to their values, REI closed their doors on Black Friday. Instead of getting caught up in the chaos of the shopping day, they wanted their staff to #OptOutside, have a stress-free day off and enjoy the great outdoors. The feel-good news story was picked up by all the mainstream media outlets in the states, and the brand saw sales, brand warmth and employee retention increase off the back of this one activation.

 

Xbox made the world’s most dangerous billboard

Xbox wanted the world to know how tough their new Tomb Raider game was so they created an interactive billboard that played out like a live game show. Then they subjected the six people on the London billboard to the extreme weather conditions from the actual game. Fans streamed the show via Twitch, where they could even control the weather via their smartphone. Until only the grittiest contestant was left. The results were off the charts, from 450k+ views on Twitch, 2 million views on Facebook and 18 Cannes Lions.

 

IKEA created furniture truly for all

How? By flipping disability around and creating ThisAbles. Ikea found 1 in 10 people in the world live with a disability. So they hacked their most iconic IKEA products by developing 13 open-source 3D printed add-ons, each solving a different accessibility issue. Besides the 5M$ worth of earned media from PR, 4,625 people downloaded the 3D models. One of the great brand activations, that intrinsically links to their vision and genuinely make people’s everyday, wonderful.

 

Human-sized candles battle burnout

Education groups came together to launch Denmark’s Mental Health Day and create awareness about the increase of youth burnout. How? They crafted human sized candles and erected them all over the country to start a nationwide conversation. Each of the statues were made from wax that symbolised inaction leading to an entire generation burning out. They also targeted policy makers with small versions of the burnt-out youth, and produced a series of solutions to help address the growing issue.

 

Adidas created the world’s first liquid billboard 

The global sports brand discovered that 32% of women around the world feel uncomfortable swimming in public. In the Middle East, it jumps to a staggering 88%. So adidas created the world’s first swimmable billboard in Dubai, encouraging every woman in the city to dive in and become ambassadors for its new inclusive swimwear collection, regardless of their shape, ethnicity or ability. It sparked a global conversation across 60 countries about making swimming more inclusive as a sport for women.

 

Toyota faced down driver distraction

Put your phone down while you drive and pick up rewards. That was the simple award-winning idea for Toyota in Ireland.

The app topped the Irish app charts, received national TV, radio and press coverage worth nearly £350k. But above all Irish people drove over 13 million miles with their phones faced down. And Toyota showed how “built for a better world” made a real tangible difference in people’s lives.

 

Calm changed how we looked at suicide

People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect. So on the happiest day of the year, they created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.

__________________________________________________

Act now on your next brand activation

The next time you brief your creative agency, think about what it is you’re really looking for. If it’s brand awareness, perception, resonance and share of voice, give your agency the license to think bigger. Creativity shouldn’t be squeezed into conventional media formats – let your brand break free and break the mould. That’s what garners coverage, reach and long-term legacy.

It’s where experiential meets content meets stunts meets brand amplification. And in today’s world, that means more bang for your budget. Just remember, the best activation ideas can be summed up in an attention-grabbing headline. If you nail that and get excited about making it happen, who knows? Your brand activation could be talked about for years to come. Building long-term brand awareness and advocacy, that’s some return on investment.

Drop us a line at https://saintnicks.uk.com/contact-us/ and let’s chat about how we can use brand activations to take your brand further.

Originally posted to www.carnsight.com

Today’s blog has been written by Niamh, our lovely intern who’s here with us on her university placement. Studying Media and Communications, we’re giving her the floor to share her thoughts.

 

We’re only a few months into 2025, but the marketing world has already delivered some standout campaigns. This year, brands are pushing the boundaries of traditional advertising, embracing innovation and finding new ways to connect with their audiences. From AI-generated content to interactive experiences, marketing is evolving rapidly. The standout campaigns of the year aren’t just being seen – they’re being shared, discussed and remembered. 

 

Here are the campaigns that are setting the standard for 2025 so far: 

 

Virgin Media – Switch to the Red Team

Virgin Media’s campaign, ‘Switch to the Red Team’, draws inspiration from Lewis Hamilton’s iconic move to Ferrari. Coinciding with the start of the Formula 1 season, the campaign positions Virgin Media as the fast, reliable choice for broadband services. This campaign aims to capture the excitement of racing and apply it to the speed and quality of Virgin Media’s services. 

 

Beyond Equality – See What She Sees

Beyond Equality’s International Women’s Day campaign, ‘See What She Sees’ highlights the difference in safety concerns between men and women. The campaign encourages men to understand the everyday fears women face by asking them to ‘see’ those experiences. It sparks important conversations around safety and the aims to make it a more active issue. 

 

Dove – These Legs

Dove’s 2025 ‘These Legs’ campaign continues their #KeepHerConfident initiative, focusing on building body confidence in young girls, especially in sports. Research shows that by the age 14, girls drop out of sports at twice the rate of boys, often due to body image concerns. The campaign aims to challenge the traditional beauty standards and encourage girls to stay active and confident. Dove aims to shift the conversation around body image, promoting inclusivity and self-love. 

 

Polly Pocket x Airbnb

In 2025, Polly Pocket teamed up with Airbnb to offer an actual, life-sized Polly Pocket themed Airbnb experience. The nostalgic yet innovative collaboration allowed fans to live out their childhood dreams in an oversized, custom-made Polly Pocket house. It was a blend of nostalgia, fun and unique marketing that captured attention across generations. 

 

Duolingo – ‘RIP Duo’

Duolingo’s ‘RIP Duo’ campaign took a humorous twist by announcing the death of its beloved mascot, Duo the owl, after users failed to maintain their daily streaks. The campaign went viral, with users sharing tributes and memes across social media. The campaign itself combined humour with the brand’s quirky personality, boosting engagement whilst reinforcing the focus on learning. 

 

The campaigns of 2025 have already set a high bar for creativity and engagement. Brands are embracing bold ideas, humour and technology to connect with their audiences in innovative ways. Whether its Virgin Media’s Formula 1 inspired broadband, Duolingo’s ‘RIP Duo’ campaign or Dove’s body positivity message – they’re not just catching attention, they’re fostering meaningful conversations and creating lasting impressions. As they year unfolds, it’s clear the most successful campaigns will continue to drive engagement and inspire change. 

It’s been super interesting to see how 2025 is panning out! Have a look at our predictions so see what we’re getting right so far 😉

 

originally posted to www.carnsight.com

 

We’re back at it with our ‘Two Minutes With’ series, this time starring Niamh Brodrick!

Niamh is a student at Cardiff Met, studying BA Media and Communications. She’s joining us for a work experience placement, giving her some insights into our industry. It’s been great to have a fresh pair of eyes, and a new set of ideas!

Here’s all you need to know about Niamh:

 

Name: Niamh Brodrick 

Job Title: Work Placement 

Joined Carnsight: 7th April 2025 

Why are you interested in PR and Social Media? I find this sector exciting because it is constantly evolving and offers endless opportunities to grow. Plus, it’s a great way to connect with people and share stories that can spark real conversations. 

Preferred social media channel: TikTok but I do love an Instagram scroll! 

How do you have coffee in the morning: Caramel Iced Latte, very basic! 

Dream job as a child: A F1 driver 

Sum yourself up in three words: Creative, Calm, Loving 

Star sign: Taurus 

Grow up and born: Born and raised in Bristol, now based in Somerset 

Favourite Movie: Notting Hill 

Favourite dog breed: Golden Retriever 

Any pets: Yes, 2 dogs and 6 sheep  

Favourite word: Lush 

Least favourite word: Moist  

Playlist: It totally depends on my mood! From Country to Sam Fender to Beyonce 

Destination: Australia and New Zealand 

Never guess: I’m a black belt in Judo 

Name three things make happy: Family, Friends and F1 

 

Enjoying our ‘Two Minutes With’ series? Curious to know who started it all? Read Jess’ story here.