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        Clearway Blog


SOCIAL MEDIA'S GAME-CHANGER

12/5/2015

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Swedish supermarket chain Co-Op strips back the gloss of advertising with a smart ad campaign that gets you thinking.
Geoffrey Stackhouse, Managing Director, Clarity Solutions

Because social media is changing at warp speed, it’s often hard to get a handle on best practice. But this piece from Swedish supermarket Co-Op has nailed it. For today anyway.

It’s a real game changer and one of the cleverest and most strategic pieces of reputation management I’ve seen for a while.

The holy grail of PR is when your target audience endorse your brand in their networks – something that traditional advertising has always struggled with. 


So when the final frame reveals it's an ad, that blew me away. 

It looks and feels like a ‘real’ news story. And it is. There are no spurious claims or obvious brand shots, just a strong news angle expressed with simple but solid evidence.


As a social media piece its irresistibly shareable - short, positive, and informative with a massive punch. It also hits the Zeitgeist.

If it was old media we’d say it had the key news values of Currency, Timeliness  and Impact and give it a spot in the early general news.


As the world abandons text based mass media in favour of video based narrow casting, how can you keep relevant?

Hone your broadcast skills: Simplify your insights and speak in soundbites.

Make it visual: Don’t talk about benefits – show them. Create graphs, case studies and tell stories.

It’s all about your insight: Invest in a solid argument. Know your audience and hit their hot buttons.

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  • Home
  • Training Programs
    • Media Training >
      • Media Essentials
      • Managing Your Media Performance
      • 30 Minutes with the Media
      • Media Crisis Plans that Work
    • Crisis Training >
      • Crisis Essentials
      • Crisis Workout
      • Crisis Fundamentals
    • Executive Coaching >
      • What To Expect
    • Presentation Skills
    • Strategic Communication >
      • High Stakes Speech and Presentation Skills
      • Speech & Presentation Skills
      • Strategic Conversations
      • Communicate Leadership
    • Thought Leadership
    • Social Media
  • Resource Hub
    • Interview Tips
    • Crisis Media Tips
    • Visual Language >
      • Memorable One-Liners
    • Dressing For Television
    • Sounding Great On Radio & Podcasts
    • Social Media For Business
    • Perfect PowerPoint
    • Clearway Blog
  • About Clarity
    • Meet The Team >
      • Geoffrey Stackhouse
      • Sharon Leifer
    • Why Clarity?
    • How to Choose a Trainer
  • Contact Us