Hello, we are social. We’re a global conversation agency with offices in New York, London, Paris, Milan, Munich, Singapore, Sydney & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.

We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.

If you’d like to chat about us helping you too, then give us a call on (+1) 646-661-2128 or drop us an email.

We Are Social’s Monday Mashup #242

by Nick Mulligan in News

TV’s importance declines for younger generation
Young people are spending less time watching TV, but not because of their parents’ warnings about square eyes. Respondents to an Ofcom survey said that they watched 148 minutes of TV per day in 2013, compared with 169 in 2010. Them youngsters can be found online – “less than half [of 16-30 year olds] now think that the TV is their most important source for relaxing or entertainment”.

Brands get more engagement on Instagram than Twitter
Avid mashup readers (or those who started last week) will no doubt recall that Instagram has overtaken Twitter in terms of users. Now, Socialbakers’ data suggests that it’s backing up its reach with engagement for brands, as shown in the three graphs below.

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Updates to Instagram
Instagram has added five new filters and a slow-motion video option. The platform announced in a blog post that the filters are its “best yet” – nobody tell Lo-Fi.

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Sell your socks (among other things) on Facebook
Facebook is enabling selected users to sell unwanted items through the network. Those included in the experiment see the ‘sell’ option next to the ‘write post’ button and are then required to fill in a form containing price, description, pictures and delivery options. Useful for those unwanted Christmas gifts? No, no Christmas cynicism. Not yet.

Twitter thinks about autoplay
Twitter is reportedly considering introducing autoplay for videos, according to “industry insiders” who have spoken to Adweek. The decision is being referred to as a “tug of war”, weighing up the potential impact on users and what their reaction might be.

Twitter and Foursquare to partner in 2014
Twitter and Foursquare are in talks about a 2015 partnership, according to Business Insider. The deal would help Twitter to surface relevant and interesting info through the POWER OF GRAYSKULL! Sorry, not Grayskull: location in tweets. The power of location in tweets.

Instagram gets rid of fake accounts
Celebrities and brands were hit hard as Instagram purged fake accounts last week. Justin Bieber was hardest hit, losing 3.5 million followers (will he never get a break?), while over half of Akon’s follower base was culled. As for brands, Nike lost 257,000 and Forever 21 dropped by 245,000.

We Are Social and Old Navy release #StealOrStay
We Are Social and Old Navy have launched a Christmas campaign named #StealOrStay, in which the brand is giving away 12 gifts on Twitter and Vine for users who retweet or revine relevant posts. The brand has partnered with twelve Vine influencers, each of whom will receive a gift and can choose to open it, share it or steal somebody else’s.

Lenovo and We Are Social create #Holiday360
Not sure if you’ve noticed, but selfies have been pretty big in 2014. Lenovo and We Are Social are playing on this with #Holiday360, a campaign that asks fans to create a 360 degree selfie that celebrates Christmas spirit in the local area.

Kleenex creates sensitive movie scenes with We Are Social
Kleenex and We Are Social have created a set of videos that play on classic movie scenes. They promote the brand’s ‘sensitive’ range with a set of sensitive scenes from some of the most famous rom-coms.

The top sponsored Tumblr posts of 2014
Adweek has created a roundup of the top 20 sponsored Tumblr posts of 2014. AT&T saw the most interactions, while other top brands included Axe, adidas and some that don’t begin with ‘a’.




Awarded at the international Cristals

by Lauren Underwood in News

This week, the Cristal Festival took place in Courchevel, France. An international summit, it celebrates the best work in media and advertising globally, and is one of the most prestigious awards ceremonies held in Europe.


Some of our best work from the last year for clients like Netflix, adidas and Renault was in contention at the awards, with a shortlist of 11 campaigns across Sports Marketing, Digital & Mobile, PR and Branded Content categories. With competition from the likes of Leo Burnett, Saatchi & Saatchi, Iris Worldwide and Isobar, the standard was looking very high.

First up, earlier this week, was the Sports Marketing category. We’d been shortlisted for our two World Cup campaigns for adidas – #allin or nothing, the overall World Cup social strategy, in Best Use of Social Media and Brazuca, our campaign to bring the World Cup ball to life on Twitter, for Best Use of Humour.

We were delighted when Brazuca was awarded a Sapphire (the Cristal’s equivalent of a Silver) – and #allin or nothing picked up a Cristal (a Gold). Not only that, but #allin or nothing was deemed the stand-out campaign within Sports Marketing this year, and was awarded the overall Grand Prix.

Next up were the PR Cristals, where all three of our shortlisted campaigns picked up an award. In Best Use of Social Media, Brazuca picked up its second accolade with a Sapphire, and Netflix’s Spoiler Foiler was awarded the Emerald (a Bronze).

Our Paris office was also successful in the PR category, with an Emerald in Products for Undress New Twingo for Renault.

To close off the week, last night the Digital & Mobile awards were announced. Here, we had four shortlisted campaigns for adidas and Netflix. Our week finished on a high when Spoiler Foiler was awarded both a Silver in Innovative Use of Social & Community and a Gold in Culture & Entertainment.

It’s been a huge week for We Are Social, rounding off an amazing year where we’ve produced our best ever work and made a big impact globally. 2014 is going to be a tough year to beat – but we’re looking forward to the challenge.

BNP Paribas’ Virtual T-Break

by Camille Jouneaux in News Google+

Last month, BNP Paribas hosted the BNP Paribas WTA Finals in Singapore, which featured the world’s best female tennis players including Martina Navratilova, Serena Williams and Simona Halep.

During the tournament, BNP Paribas wanted to offer a special, different experience for its VIPs- something its guests would have never experienced before. It needed to highlight BNP Paribas’ commitment to both innovation and tennis through its We Are Tennis brand.

We Are Social was asked to help the bank achieve its goal. Our solution was the Virtual T-Break: a digital tennis game with futuristic gameplay using leap motion technology. Our Paris team worked closely with our colleagues in Singapore to create the experience, with our global presence proving a big asset in delivering the event.

The big day arrived, and before watching the tennis stars in action, guests arrived at BNP Paribas’ hospitality area, ready to get to grips with some tennis of their own. After registering with their LinkedIn accounts, guests could approach and challenge each other to a tennis match, or a team on site could help pair up opponents.

Players could use their hands to exchange tennis shots, using leap motion technology to capture gestures and translate them digitally on the tennis screen. Throughout the match we spiced things up a little with added bonus rounds and unexpected obstacles.

At the end of each game, opponents could connect with each other and exchange contact details via LinkedIn or Twitter, by virtually signing their signatures on the screen.

Following the collaborative, synchronised efforts between We Are Social offices in Paris and Singapore, Virtual T-Break turned out a huge success. Over seven days we helped more than 1,500 BNP Paribas VIP customers connect with one another, and reinforced We Are Tennis and BNP Paribas’ passion for innovation and commitment to first class hospitality.

#SecretSantaSacrifice: Supporting Age UK

by Rhoda Sell in News

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Secret Santa, the long-standing office tradition of buying awkward novelty gifts for someone you don’t really know. This year we wanted to find a better way for you to spend that fiver and do a Christmas good deed. And so we created #SecretSantaSacrifice.

The idea stemmed from our ‘Innovation for Good’ principle, ensuring that when we put time and money into developing ideas outside of client briefs, we also try to make a positive difference.

We were looking for a seasonally apt cause to lend our help to. And we found a good one. We learned that fuel poverty means older people can find Christmas a difficult time. Age UK estimate about 1.7 million elderly people in the UK are unable to afford to turn the heating on, and over a third say that to save money they have to live predominantly in one room of the house. Each winter one older person dies every seven minutes from the cold – that’s more than 200 deaths a day.

We found these figures pretty shocking. We hope #SecretSantaSacrifice can start to change them.

So this Christmas, we’re encouraging colleagues, friends or just anyone who wants to make a positive difference this winter to get involved. It’s easy, just visit secretsantasacrifice.co.uk and select a gift from our range of virtual tat (think turkey hats and novelty pants!). Donate the the price to Age UK and send your Secret Santa recipient a gift certificate via Facebook, Twitter or email.

We’ve already had an amazing response and we’re delighted about all the support we’ve received so far.

It’s not too late to get involved. The more people who join in, the more older people we can help. So come on – give up that Secret Santa £5, and do something good this Christmas!


Spoiler Foiler wins at Eurobest

by Rory McClenaghan in News

TV consumption is changing; we now watch what we want, when we want. But with that freedom comes the risk of seeing irritating spoilers on social media before you’ve watched the latest episode of your favourite show.

This was the inspiration for Netflix and We Are Social’s Spoiler Foiler campaign, which picked up a huge accolade this month, winning bronze in the Interactive: Publications & Media category at the Eurobest Awards – one of the biggest awards celebrating the best in digital, print and outdoor campaigns in Europe.

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If you’re a Breaking Bad fan, it’s likely you’ll already know about Spoiler Foiler. When the hugely anticipated final episodes of the show arrived on Netflix UK & Ireland last year, spoiler fear was rife. According to The Drum, 17% of tweets relating to Breaking Bad were urging people not to post spoilers on the platform.

We needed a solution which would turn spoiler fear into Netflix love. Enter Spoiler Foiler, an app that made Twitter safe for Netflix customers by blacking out any tweets containing Breaking Bad spoilers.

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People could sign in with their Twitter login details at www.spoilerfoiler.com to block out any potential spoiler threats, and carry on following their feed without fear.

A single tweet from Netflix UK was enough to spread news of Spoiler Foiler across the globe, generating a storm on social media and masses of positive press for Netflix. With no PR push whatsoever, Spoiler Foiler featured in a host of publications: from Variety to Huffington Post, Fast Company to Mashable.

Engagement on that introductory tweet rocketed to 7% – that’s 500% higher than the industry average. Spoiler Foiler content on Facebook saw 2,000 times more engagement than the industry average.

Spoiler Foiler was so successful that we couldn’t stop there. Due to huge demand from Netflix customers, we expanded it to work for House Of Cards spoilers as well. Now over 100,000 people have been saved from the dreaded spoiler.

Netflix and We Are Social are delighted to have been recognised in Europe’s most prestigious advertising awards, proving that great social thinking can lead to a campaign that provides real value for consumers, creating lots of Netflix love along the way.