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Colour is a powerful communication tool and can signal action, influence consumer behaviour, mood and mental reactions. For example, did you know specific colours are associated with increased blood pressure and induce anxiety?

How does colour psychology play into your social media performance and marketing strategy?

One thing to keep in mind, users tend to revert to the online world to pursue an informal retreat from reality. Although their goals and preferences may vary, they tend to opt for channels that are not cluttered and speak to them personally which in turn also affects their buying decision process.

That being said, we at Crowd have noticed an ongoing trend among top brands today.

For instance, take a look at Pottery Barn MenaLego, and Namshi. Even though there is a lot of action on all three Instagram pages, the colours selected are used to give off a calming, minimalist, and energetic feeling. It would not have been possible to evoke these emotions if the colours used were not carefully chosen. White, beige, and a wide range of pastel colours are carefully paired with powerful and influential colours like yellow, red, and blue which in turn are one of the main factors influencing the success of their brands online.

One easy way to put this theory to the test is for you to visit your favourite Instagram feed; you’ll notice colour compatible look or a similar feel. After conducting marketing research, we learned that up to 90% of the first impressions are based on colour.

Let’s talk about colours and how they impact your brand identity to transform a potential customer into adopting a habitual buying behaviour.

 

colour-psychology

 

Black, for example, makes your brand look powerful, whereas Blue brings a more pleasant and calming feeling to your brand. However, yellow is a great way to attract attention while also being cheerful, and the colour red sends out a bold message that can place you at the top of the food chain in terms of confidence, leadership, and power.

When you consider how different colours affect us, you can curate your Instagram feed to meet your desired effects. Our decision to purchase something has more to do with how it looks than we may realise, especially when we try it out for the first time.

We all encounter and interact with the world through colour, and it has an even more significant impact on our consumption of that world. Your brand’s colours help to communicate the moods and emotions that define it. For example, a company that sells sugary candy should avoid using yellow and green on their packaging instead of red, the colour associated with sweetness.

At Crowd, we strategically curate our client’s feeds to consider all the social factors we believe will impact the consumer’s purchasing behaviour and perception of the brand.

As part of our marketing plan, one of our initial steps is to identify our target audience and pinpoint their likes and dislikes. This way, we can gather the upper hand in presenting online users with content that captures their attention. Colour, tone of voice, topics, and imagery are all factors we believe influence how we assist our clients in expressing themselves successfully online.

It’s all about trying out what works for you and your brand. By taking the time to understand what colours your audience will respond to, you will be able to create a compelling and powerful feel that goes beyond just being aesthetically pleasing, for example, making your brand look strong.

Crowd’s international team of creatives have a deep understanding of colour psychology and use it to develop brands that create the right impression for new and existing businesses alike. Why not get in touch to see how we can help you?

 

Crowd Commit To The Climate Pledge

Crowd are working towards halving our carbon emissions by 2022, to being a zero carbon emission business by 2025. Joining thousands of other businesses, we have committed to the pledge with SME Climate hub.

Like other businesses taking the pledge, we need to consider many aspects of our business and how we can improve, and using the tools and resources on the SME website will help us.

We have started by measuring our emissions, developing a climate strategy, reducing our own emissions and the emissions in our value chain.

What is Net Zero?

Net Zero means that you are putting no more carbon into the atmosphere than you are taking out of it, so we will need to consider our workspaces, our travel, communications and technical infrastructure and see how we can improve.

Becoming A B Corp

In addition, Crowd are continuing with our B Corp application as part of our ongoing work to become a sustainable company. As part of that process, we have looked carefully at the way we work, our partners and service providers and who we work with.

Working in a sustainable way is important for the health of the planet and our international team as a whole, so making this commitment will ensure a happy and productive working atmosphere for Crowd’s team both existing and new.

A New Engagement With Retail Giants – Sedar Global

With the world gradually returning to normalcy and businesses flourishing, Crowd is eager to announce its new business venture with Sedar Global for the next three years.

Who is Sedar Global, and how are Crowd helping them?

Sedar Global is currently present in ten countries, with 22 outlets in the Middle East, offering the region the highest quality, long-lasting, and fashionable home solutions. Sedar Global’s product range varies from curtains and foldable doors to designer pillows and wallpapers, making them a one-stop-shop for innovative and chic decor for more than 125 years.

Their mission is simple; providing customers with a clear, consistent, and high-quality end-to-end immersive retail experience that will leave them feeling at ease and taken care of.

With Sedar Global undergoing a brand transformation earlier in 2020, challenges became apparent with communicating their new brand offering that would connect and resonate with new audience segments. Crowd were brought on to conduct a deep social media competitor audit to better understand the landscape and market. We then gathered these learnings and insights to redefine a tailored social strategy that would amplify Sedar Global’s core values and reposition them as the region’s leading trendy home decor retailer across the GCC.

Our love of all things digital and the latest trends has allowed us to collaborate closely to build a whole new approach for their social media and spread the word through organic posts and paid campaigns with newly designed and colourful content.

Crowd will also be managing all of Sedar Global’s paid social campaigns, helping drive brand awareness, increase site traffic, online conversions and store footfall.

We are eager about what the future holds and how this partnership will grow.

Crowd Relaunches Luxury Shopify Store For Longmire

Crowd have recently relaunched a new Shopify store for a luxury brand.

Longmire is an independent, high-end British jeweller specialising exclusively in cufflinks of exceptional quality and timeless style. The brand began in 1979 when Paul Longmire was wandering through St. James in London and discovered a cufflink in a shop window. He fell in love with the cufflink so much that he decided to buy the shop and reopened it under his own name. The rest as they say is history.

Like many businesses that have had to adjust through the pandemic, Longmire realised the importance of digital marketing, and the potential of reaching a global audience. Crowd was briefed to redesign and launch its new e-commerce website built in Shopify, and develop a creative proposition to help boost awareness and sales at home and abroad.

The key inspiration behind our creative approach was to position Longmire cufflinks as highly collectable items, on par with fine art, antiques and wine. Crowd also added the word ‘London’ to Longmire’s logo to emphasise the brand’s rich heritage to a global market eager to buy into authentic British brands.

To showcase Longmire’s exquisite cufflinks and collectability, Crowd wrote and produced a brand video. High level photography and videography displayed each item at its very best, and will form the basis of a cut-through social media campaign to ensure Longmire’s legacy continues into the 21st century.

If you’d like to speak to us about giving your online business a boost, get in touch.

Local agency Crowd have been featured on the UK Creative Industries Council’s ‘Ones to Watch’ list! This is a list of the top 100 companies which are selected through a rigorous application process to be part of the annual showcase of innovative, UK-based, companies. CIC’s CreaTech web portal is to exhibit B2B and B2C businesses that show innovation and creativity.

To make it to the list, your idea and company must impress the panel of industry judges on; Surprise, Purpose, Disruption, Opportunity for global collaboration/cross-sectoral impact and Commercial impact. Crowd are one of the 9 selected established businesses. 

Their new online conference platform, GoDigital Expo, has made the cut. Due to the national lockdown, many businesses had to quickly adapt, changing how they originally led their face to face meetings. Experience and technical knowledge of virtual events was instantly needed in order for businesses to survive. Along came GoDigital Expo!

As an ambassador for UK creativity, being seen as a CIC CreaTech One to Watch 2021 provides Crowd with greater authority as a global spokesperson for the UK. The award would not only boost their own potential to secure new business, but would help open the door for other UK agencies looking to export their creativity.

Audiences connect with not just a brand’s product or service but with its story. In creating brand awareness and loyalty, you should be able to tell its story in a way that engages the target audience. We need to speak to long term followers and potential new customers in a way that is easy to understand and keeps them interested until they are ready to buy.

One of the biggest problems for agencies and our clients in content marketing is to find good ways to extract information to then compose compelling and real stories from the brand advocates on our team.

Sending out a questionnaire or building up long documents is sometimes the standard way of extracting these nuggets that go to build our brand story. However these can be time consuming and everyone is busy and these things get pushed down the priority list or get lost.

So how do we ensure we can tell compelling stories without increasing the workload of the our team?

Crowd has created a blog for our client DENSO that serves as a digital hub for its events, stories and news. We apply the principle of brand story-telling here, for which we are conducting one detailed interview a month to gather personal insights from key team members. We want to show the people behind the brand so how do we make sure we make the most of the interview?

Make it in-person: Instead of a written questionnaire, we find an hour of time in the interviewee’s schedule. The in-person interview is both quicker in the long run and more informative and by building up a conversational rapport, we can take things off topic if required to uncover valuable nuggets of information which we can use.

Do keyword and SEO research in preparation: We decide on key topics to discuss in preparation for the interview so that we cover topics that are of interest to our audience and ask the right questions accordingly.

Use the interview to produce multiple pieces of content: Make sure to cover a diversity of topics during the interview hour. Different parts of the interview can serve as the basis for different stories which can be used on a variety of channels such as social media.

The interviews can provide the crucial link between a piece of corporate activity and the audience’s interest. We show the personal story behind the development of say, a mobility software, and help our audience become invested in not just the software, but the brand. And we do this making the most of both our and our client’s time.

Would you like to find out how you can turn your team into your brand advocates? Get in touch with us to find out more.

Saudi Arabia’s social media usage has skyrocketed, according to Global Media Insights, and the country is now known as the Middle East’s most prominent social media market.

Because of the widespread use of smartphones, locals are using social apps more frequently, especially between 2020 and 2021. Statistics show that social media usage increased by 8%, with Twitter, YouTube, and Facebook seeing the most significant increases.

The country’s social media engagements are influenced by religious, political, and cultural factors. These factors impact Saudi citizens’ use of social media platforms in various situations, which enables them to communicate and connect more effectively and increase user participation.

So what are the latest trends in the Kingdom, and how can brands learn from this behaviour?

We uncovered the Kingdom’s latest online trends after deep-diving into KSA’s latest digital behaviour. Our findings are based on the Hootsuite and We Are Social KSA Digital 2021 report, Euromonitor’s Digital Consumer in Saudi Arabia report, global statistics and many more.

TREND 1: Create Content Using Local Dialect, Local Influencers and Geography of Saudi Arabia

Young Saudis are beginning to showcase their hidden talents on all social media platforms as the Kingdom of Saudi Arabia grows. According to Motivate Media Group’s case study “Campaign Saudi Report June 2021,” Saudi Arabian influencers have one of the highest local follower fan bases among GCC countries, ranging from 50 to 60 %. Local Saudis are incredibly proud of their homegrown talent, believing them to be the authentic voice of their country and themselves.

After carefully studying the online behaviour patterns of Saudi influencers and local content creators, we discovered they place a high value on providing relatable and real content to their fan base. Instead of uber-polished Instagram posts, young Saudis prefer to share unfiltered and realistic content on platforms such as TikTok and Instagram.

To approach a local Saudi online, we learned they prefer advertisements delivered to them in their native language by someone they know rather than some famous “nobody.”

TREND 2: Where There Is Gaming There Is a Saudi Watching

Did you know that the Saudi gaming market has one of the most significant yearly growth rates in the world, at 22 %. With more than 21.2 million players across the country, the Kingdom is currently the world’s 19th largest gaming market, growing at a rate of 41.1% every year.

Gaming influencers have a sizable Generation Z audience who will watch their streams for hours on end. Brands in the gaming industry are eager to collaborate with these content creators because of their close ties to young audiences.

However, before you begin advertising and practising product placement, you should first assess your target audience. Rather than simply adopting a direct selling strategy, the goal is to positively impact the gaming community, engage with it, and connect with it.

TREND 3: Calling Out All KSA Shopaholics of All Ages

Whether you are 15 or 50, online shopping in the KSA is booming at an intense speed. According to a recent study conducted by global statistics, Saudi Arabia has 39.53 million mobile connections, accounting for 112.7 % of the country’s total population.

Shopping apps like Amazon.sa, Namshi, Shein, Noon, Ajmall, and many others are used by up to 67.7% of the population. All businesses must be present on all platforms, virtually everywhere in Saudi Arabia, because all customers are currently online and shopping.

Brands must evaluate and be critical in determining how to create a strategic approach to reach out to their audience while staying current with the latest trends and consumer needs in the marketplace to optimize customer journeys online.

With all eyes on Saudi Arabia’s government, a slew of subsequent changes, adjustments, bureaucratic reorganizations, and regulatory changes are transforming public life. It’s a place where all types of businesses can thrive while also connecting with a diverse group of people eager to learn and grow.

Are you curious about the latest trends and online behaviour in the Kingdom? Contact us, and we’ll make sure your marketing meets KSA’s high standards.

References:
Global Media InsightGlobal StatisticsData ReportalSocialize AgencyXpress RiyadhMotivate Publishing

British attitudes towards travel and tourism have changed almost beyond recognition in recent months. As successive lockdowns have bitten into the national psyche, a series of meta-trends that were emerging pre-Covid have come to the fore. At the same time, the pandemic has itself created new ones. The biggest change? A renewed love for The British Staycation.

When the first national lockdown eased in the UK between June and July 2020, millions of Britons in need of a summer getaway were faced with the challenge of finding holiday destinations much closer to home.

According to Britain’s Office for National Statistics, there were 93.1 million overseas visits by UK residents in 2019, spending a mind boggling £62.3 billion, an increase of 7% compared with 2018. Had that trend continued, foreign travel might have outweighed domestic tourist spend entirely.

But this does not mean that £62.3 billion has gone straight into domestic tourism in 2021.

Domestic tourism forecasts for 2021

At time of writing, the ONS hadn’t released its 2020 data. But VisitBritain put together a provisional outline of the impact of Covid on domestic tourism in England from other data sources – and included forecasts for 2021.

“We have forecast a central scenario for England of £28.5 billion in domestic tourism spending in 2020, down 63% compared to 2019 when spending by domestic tourists in England was £75.9 billion,” the organisation reported.

“In total, this represents a loss of £47.5 billion (£11.7 billion from overnights and £35.8 billion from leisure day trips). The 2020 forecast is for a decline of 60% for overnights and 63% for leisure day trips, although with a different pattern of recovery. While some categories of day trips started to recover first, others are still very limited.”

The impact of regional and national lockdowns has clearly been felt. But within the gloomy reading, the shift to staycations over foreign travel is coming down the road as clear as day itself.

What happens in England is likely to be mirrored in the devolved nations of Wales, Scotland and Northern Ireland – and in every developed country where Covid-19 remains riskily high.

For further insights, see our full Amplify Travel & Tourism eBook here. To speak to Emma, contact her via LinkedIn here or email her at [email protected].

With a Covid-19 vaccine in sight for many people, teams could reasonably be expected to return to the office in the foreseeable future. But a move back to company HQ seems destined to fail if insisted upon too early in the recovery cycle.

It may also just be unnecessary. Firms like Fujitsu and Twitter have already announced plans to make remote work a permanent option, even after the pandemic. Global enterprises are deciding the path that they want to take to avoid staff irritation and confusion down the road.

Long-Term Travel – A Staff Incentive

The collision of technology and our personal desires is opening new avenues that are far flung from old-fashioned ideas about working from home.

With global restrictions almost impossible to predict, short-term travel continues to be difficult. But employees that feel a longer-term escape will benefit their professional focus and overall well-being are finding a new receptivity among progressive employers wanting to give talented individuals the space to find their place in the pandemic world.

Singles and couples that want to escape the same four walls they have inhabited since the beginning of the global lockdown are actively being given the opportunity to do so.

Travel has previously been seen as a potent employment incentive for a global workforce. Now it is a ‘travel-plus-living-in-the-place-you-want-to-work-from-for-a-while’ incentive.

This change has been driven partially by consistent access to the internet. Society already needed a cultural shift away from ‘presentism’ in the office. Although it took a global pandemic to do it, that shake up has happened. With a decent Wi-Fi connection and some initiative, a huge number of people in computer-based roles can get a day’s work done wherever they choose to be.

Working From Anywhere

A survey of 1,123 remote workers by The Times and Morning Consult found that:

  • 86% were satisfied working from home
  • Only 1 in 5 said they wanted to go back to the office full-time
  • 40% said they were taking more walks and breaks
  • 33% said they were exercising more

It seems safe to say that WFH works. But for me, the most telling statistic in this report actually related to the new WFA paradigm. One in three people contacted for the survey said they would “move to a new city or state if remote work continued indefinitely.”

In a world which increasingly seems crammed together, the future of business could be just the opposite: A chance to get out.

For further insights, see our full Amplify Travel & Tourism eBook here. To speak to Jamie, contact him via LinkedIn here.

Globetrender’s recent survey of 2,000 regular business travellers found that despite the increase in video-calling, the majority of people still believe that face-to-face meetings are preferable.

It’s our universal desire to connect with fellow humans that matters – be it for business or for pleasure. And that is why business travel will do more than survive in the long term.

The travel and hospitality sector has adapted to everything that has happened and we’ll adapt to everything that will happen ahead.

All you have to do is ask hoteliers. As Philip Chambers, General Manager at the K+K George Hotel Kensington told Amplify Travel & Tourism magazine, “We are working hard to create hospitality products that encourage the business traveller to spend more time with us. We will emerge from the current crisis with the energy and creativity which has kept it growing for more than a century.”

Themes for 2021

I look forward to travelling for business but believe that it will be less frequent and more intense. Business travellers like me will need to justify their travel for commercial, personal and ethical reasons in a way never seen before.

We will still need to meet new clients, build the foundations for future relationships, and complete complex deals and projects. But we will have to justify the business case for travel and assure our partners and families that the work cannot be done any other way – or take them with us.

We also need to think if a journey justifies the carbon footprint it creates.

Longer stays will be more popular. After the initial shock of Covid-19, we embraced working from home, spending more time with our families and getting involved with our communities. We swapped the commute for exercise and well-being – and theoretically had more time to do the things we love, because we spent less time commuting.

I think a new synthesis will emerge from all of these strands that offers business people the best of both worlds – a flexible work-world, and time to enjoy business tourism with the blessing of the companies that we work for.

For further insights, see our full Amplify Travel & Tourism ebook here. To speak to Vinnie, contact him via LinkedIn here or email him at [email protected].

Last week saw the first SXSW Online, a fully digital version of the annual conference which featured a busy program of keynote speakers, panel discussions, music showcases and film screenings.

After first attending the event in Austin two years ago, we were excited to have the opportunity to take part again, forming part of the UK House. This is a program of events, organised by the UK Advertising Exports Group (UKAEG) and supported by organisations such as the British Government’s Department of International Trade, that showcases the very best in UK creativity.

I made my own SXSW debut this year, joining a panel of industry professionals to discuss how the pandemic has put social communities back in the spotlight, and the wealth of insights available to brands within these communities.

Community is what social media was built on from the beginning, providing a way for people to connect on a scale that hadn’t been possible before. While I don’t believe this ever got lost as such, the pandemic meant that digital interaction became the only way for people to have this connection.

For me, the sweet spot for any brand looking to grow and nurture a community is to strike the perfect balance between offering value without explicitly selling. Depending on your sector, this value can mean to inform, to support, to entertain or to solve a problem. During the pandemic, there is the added complexity of achieving a positive, yet sympathetic tone when facilitating a community of people likely to be experiencing heightened emotions.

One of the most effective ways to find your brand’s sweet spot is to listen outside of our own channels. Audiences speaking to brands is just part of the story, but audiences speaking to each other is a gold mine – and one that is often untapped. This data not only informs the marketing strategy, but it can drive product development and more effective business operations.

If you’re looking to develop your brand’s community strategy, or would like to discuss more about how online listening can deliver insights for your business, please get in touch.

This week we celebrated National Mentoring Day and it was perfect timing because we’ve been organising a Hackathon, in partnership with Bournemouth University and the Arts University of Bournemouth.

This is the second event we will be holding of it’s kind and we’re really excited for the launch next week.

Our team has been working around the clock and we already have the collaboration of the creative and tech teams at Ageas, but we really need agency professionals who work in tech, design and creative to lead the teams of 2 or 3 interdisciplinary students.

We truly believe it will be a fantastic opportunity to give students the ability to improve their skills with software development, data analytics, and digital design, through a virtual event.

If you are interested in mentoring a team of students, you’ll find all the details below.

https://bournemouth.digital/code-jam-2-the-creative-jam/