We Are Social’s Tuesday Tuneup #226

CNN, Not for Sale and History Asia Collaborate Against Slavery with #BuyOutSlavery
In conjunction with the launch of “Roots“, a 4 part mini series showcasing the sufferings of slavery in 1976, San Francisco based NGO Not For Sale teamed up with History Channel to promote the buying out of slavery that still exists in our modern day world, especially across Southeast Asia.slavery
There are over 30 million slaves in the world today, the highest number in the history of mankind. Men, women, and children are sold into this $150 billion industry where they are exploited for sex and labour. Slavery is present in almost every supply chain in every industry today including food, electronics, vehicle and apparel manufacturing. Creating awareness of this atrocious problem is the first step in conquering it.

Here in Southeast Asia, celebrities and influencers got together to lend their voices towards this cause, further amplifying the reach of the campaign:

PETA’s Fake Leather Store In Thailand Shows Reality Of The Exotic Skins Trade
Sometimes, the only way to get attention is to shock the audience. PETA has done that with a fake pop up store, accessorising it with exotic leather goods, from bags, to shoes and even wallets. Unsuspecting shoppers would feel the exotic leather products and unzip the goods, only to discover it filled with fake intestines, blood and a beating heart.SET_BAG_SNAKE_PHOTO2-800x450
This is all part of a new campaign created by Ogilvy and Mather Advertising Thailand aimed at highlighting the cruelty of the exotic-skins industry.

“Every year, hundreds of thousands of reptiles are crudely bludgeoned and skinned alive, all for the sake of so-called ‘luxury’ shoes, belts and bags”, says PETA Director Mimi Bekhechi.
This campaign brings to life the pain and torture these animals undergo in the final moments of their lives, which is a distressing fact for consumers to be faced with.

Multiple publishers on Facebook reveal that 85% of their videos are watched without sound

Open the Facebook pages of TastemadeTip HeroInsider – PopCulture and Quartz – you will notice that most of their videos come with captions narrating the stories. There’s good reason for that: an average of 85% of Facebook users normally watch videos with audio off as shared by various publishers. What makes for a successful video that works without audio? A striking visual or message up front followed by a text-heavy explanation of the content. However, it is important to note that this approach does not necessarily carry through for other platforms such as Youtube, given the different interaction behaviours across platforms.

Step into the secret lair of the Teenage Mutant Ninja Turtles
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With the premiere of the new TMNT film coming up real soon, fans now get a chance to step inside the turtles’ secret lair in New York City through Airbnb. Your host for this property will be Leonardo and the entire listing is written in the tone and voice of the heroes, for example:

“Crash here while we’re busy fighting an evil rhinoceros and warthog hench-mutant. This high-tech dojo is fully loaded…a glow in the dark basketball court, a retro arcade, more video games with a pretty sweet tv wall…anything for hanging ninja-style.”

This comes as one of the latest promotional efforts for a new film that’s not the standard banner or pre-roll ads. We can expect to see more of such integrated marketing efforts to come, its only a matter of where we’ll see it.