How to Take a Stand with Brand Activism

It’s time to go beyond simply selling products. Brands are now digging deeper into consumer values, taking a bold stance on social and political issues, and making concrete steps toward change.  

Few brands have mastered the art of activism quite like Ben & Jerry’s. Known as much for their funky, chunky and indulgent ice cream as for their unwavering commitment to social and environmental causes. Ben & Jerry’s has been at the forefront of brand activism for decades. They don’t just speak up, they take action.  

Ben & Jerry’s has been making a difference for decades: 

World’s Largest Baked Alaska Fights Oil Drilling in Alaska (2005) 

When the US Congress was set to open the Arctic National Wildlife Refuge for oil drilling, Ben & Jerry’s protested in the most delicious way possible. They crafted the world’s largest Baked Alaska dessert, served it up in front of the US Capitol, and used the stunt to raise awareness and rally support against the plan. 

Cows Go Underwater to Save the Great Barrier Reef (2014) 

After Australia approved an expansion of the Abbot Point Coal Terminal that would threaten the Great Barrier Reef, Ben & Jerry’s launched the Fight For The Reef Scoop Tour. They sent two “cows” underwater to pose with the reef, creating a memorable and impactful campaign that encouraged Australians to take action. 

Make Some Motherchunkin’ Change (2024) 

With their latest campaign, Ben & Jerry’s aimed to empower everyday people to make positive change in their communities. The campaign showcased real-life activists and artists from around the world and celebrated all the big and small ways that everyday consumers can make change. As Doug Cameron, Chief Creative & Strategy Officer at DCX, puts it, “If you have a heart, you can be an activist.” 

The Rise of CEO Activism 

In the past, CEOs could operate behind a wall of representatives, rarely engaging directly with the public. Today, with social media platforms like LinkedIn and Twitter, CEOs are now easier to contact than ever before and consumers aren’t afraid to hold them accountable.  

When a CEO speaks out on social or political issues, it carries weight. 

Disney CEO Bob Iger Speaks Out Against Gun Violence 

Bob Iger has been an outspoken leader on social issues. On the 10th anniversary of the Sandy Hook school shooting, he publicly addressed gun violence and launched the “Start With Hello” initiative. This programme has helped students combat social isolation by fostering inclusivity and connection, proving that activism isn’t just about statements, it’s about action. 

Feeling too Shy to be an Activist? 

It’s no surprise if you feel that taking a stance on social issues may harm your brand or isolate a key customer segment. It was only last month when we reviewed the Bud Light controversy where their inclusive partnership with trans influencer Dylan Mulvaney sparked outrage among some of Bud Light’s more right wing customer base. This led to a significant drop in sales, ultimately leading to Bud Light losing their top position in the U.S. beer market.  

However, there are ways to engage in brand activism successfully and the Bud Light case is certainly one to learn from.  

 

Key Considerations When Leveraging Brand & CEO Activism 

Don’t Allow Activism to Distract You from Your Purpose 

It’s essential to align activism with your company’s core mission. Jumping on trending issues without a clear connection to your brand can come off as inauthentic. Stay focused on causes that genuinely resonate with your business values and customer base. 

Is It One Person’s Vision or a Company-Wide Commitment? 

CEO activism is powerful, but it should reflect the company’s broader vision. A single leader speaking out without company-wide buy-in can create internal friction and external skepticism. Make activism embedded in your company culture. 

Do Your Research 

Speaking out on an issue requires more than just good intentions. Understand the complexities of the cause, collaborate with experts, and be prepared for those tough questions. Misinformed activism can do more harm than good. 

Go Beyond Messaging 

Words are just the beginning. Consumers want real action and real results. Instead of just making statements, invest in initiatives, partnerships, and policies that drive change. 

Employee Engagement Matters 

A company’s activism should start from within. Encourage employees to participate in social impact initiatives, provide volunteering opportunities, and create a culture of advocacy. 

Community Outreach Is Key 

Activism isn’t about self-promotion; it’s about making a difference. Work directly with communities, support grassroots movements, and listen to the voices of those most affected by the issues you’re championing. 

Be Transparent 

Consumers appreciate honesty. If your brand is taking a stand, be clear about your motivations, goals, and the steps you’re taking. Avoid vague promises and corporate jargon. Authenticity is always key. 

Consider Potential Backlash 

Not everyone will agree with your stance. Be prepared for criticism and know how to respond. If backlash arises, stick to your principles and communicate your position clearly. If mistakes are made, own up to them and adjust your approach. 

Ready to Make a Change?  

Want to make a change but would like some expert advice on what to do and how to do it? Contact the Source PR team toda

Choosing the right influencers for PR campaigns

Influencers are reshaping the PR and marketing landscape, offering brands unparalleled opportunities to connect with audiences in meaningful ways – but choosing influencers for PR campaigns can be tricky. With great potential comes great responsibility — as seen in the high-profile case of Bud Light and Dylan Mulvaney. This story underscores the importance of choosing the right influencer and navigating the complexities of modern PR. Let’s dive in. 

 

Case Study: Bud Light & Dylan Mulvaney 

Dylan Mulvaney, a beloved trans influencer, rose to fame through her candid and relatable videos exploring makeup, fashion, dating and everyday life. With over 12 million followers, Mulvaney has worked with top brands like Aritzia, CeraVe, Nike, and Ulta Beauty. 

In 2023, Mulvaney partnered with Anheuser-Busch, makers of Bud Light, Stella Artois, and Corona, as part of a campaign featuring a custom Bud Light can with her face on it. While the campaign was meant to celebrate diversity, it sparked outrage among far-right groups who labelled the company as “too woke.” 

The backlash escalated to boycotts, bomb threats, and falling sales, with Bud Light distancing itself from Mulvaney. Mulvaney, rightly heartbroken by the backlash, responded by calling out Bud Light’s failure to stand by her as: 

“Worse, in my opinion, than not hiring a trans person at all, because it gives customers permission to be as transphobic and hateful as they want.” 

The fallout didn’t stop there. The LGBTQ+ community also began boycotting Bud Light for failing to take a stand, costing the brand its top spot in the U.S. beer market. Meanwhile, Mulvaney ranked 50th on Forbes’ Top Creators list for 2023, earning an estimated £1.6 million ($2 million). 

 

Lessons Learned 

This cautionary tale highlights how difficult it is for brands to navigate the sociopolitical landscape online, with two key takeaways when working with influencers: 

Alignment is Key

Choose influencers whose values resonate with your audience and brand ethos. A mismatch can lead to alienating your core consumers. 

Stand by Your Choices

If you partner with an influencer, take ownership of the decision. Backing down in the face of backlash can damage your brand’s integrity and alienate both the influencer and their community. 

 

Influencers for PR campaigns

When done correctly, influencer partnerships can elevate your brand. Here’s how to find the perfect match: 

  1. What Size Influencer Do You Need?

The size of an influencer’s following can greatly impact the reach, cost and engagement of your campaign. Let’s break it down: 

 

Mega-Influencers for PR campaigns

Examples: Kim Kardashian, KSI, Molly Mae
With millions of followers, mega-influencers are ideal for broad brand awareness. However, their diverse audiences and high costs may not suit every campaign. 

 

Macro-Influencers for PR campaigns 

Examples: Maura Higgins, Kianaandbeauty, Joplacencio
With 100,000 to 1 million followers, macro-influencers balance reach and relevance. They often specialise in specific areas like beauty, fitness, or gaming, making them a great choice for targeted campaigns. 

 

Micro-Influencers 

Examples: Afrozuri_, Madisonmiller, Islobodianik 

With 1,000–100,000 follower, micro-influencers are highly engaged with their communities and excel in niche markets. They’re also more budget-friendly, offering excellent ROI for smaller campaigns. 

 

Nano-Influencers 

Examples: Everyday individuals with under 1,000 followers
These influencers are hyper-local and highly authentic, often influencing close-knit communities. Brands using nano-influencers are perceived as relatable and trustworthy. 

 

  1. Know Your Audience

Understanding your target audience is crucial. If your goal is broad reach, mega- or macro-influencers may be best. For niche campaigns, micro- or nano-influencers can provide tailored access to specific consumer segments. 

 

  1. Research, Research, Research

In the age of cancel culture, vetting your influencers is non-negotiable. Ensure they align with your brand’s values and have a clean track record. A misstep here could harm your reputation. 

 

  1. Evaluate Engagement Rates

Don’t be dazzled by follower counts alone. Assess how actively an influencer engages with their audience: 

  • What’s their average number of likes, comments, and shares? 
  • Have they worked with brands before, and can they provide performance metrics? 
  • Do they deliver measurable ROI? 

 

  1. Set Clear Expectations

Be upfront about deliverables, timelines, and budgets. Clear communication ensures both parties are aligned, minimising potential misunderstandings. 

 

  1. Monitor and Measure Performance

Once your campaign is live, track its performance closely. Monitor metrics like engagement rates, website traffic, and conversions. Make sure to adjust your strategy as needed. 

 

Partnering with influencers can be transformative for your PR campaigns, but it requires careful planning, research, and alignment. As Bud Light’s story demonstrates, the stakes are high — but with the right approach, your brand can build lasting connections and achieve remarkable success.  Contact the Source PR team for any advice.

AI vs Authenticity

“Hey Siri, give me today’s headlines.” 

‘Luigi Mangione shoots himself…Brazilian tennis player, Rafael Nadal, comes out as gay…Luke Littler wins the PDC World Championship.’  

 

Apple AI has been making headlines and for all the wrong reasons.  

Launched in December 2024, with the job of summarising the news and turning it into notifications, Apple’s AI has made a series of blunders.  

Most recently, Apple’s AI sent out a premature notification declaring Luke Littler the winner of the PDC World Championships. But there was one tiny problem… the final hadn’t even started yet.  

To make matters worse, only a few hours after Littler’s false news notification, Apple AI announced that “Brazillian” tennis legend Rafael Nadal has come out as gay! Not only was his coming out completely false but Rafael isn’t even Brazillian, he’s Spanish.  

In another curveball, Apple’s AI also whipped up the chilling headline “Luigi Mangione Shoots Himself”. In fact, he did not. Albeit behind bars, Luigi Mangione the 26-year-old Ivy League graduate awaiting extradition on charges of shooting UnitedHealth CEO Brian Thompson, is alive and well.  

 

Is AI a Bad Apple? 

Apple has declined to comment on the series of blunders, leaving some to respond with criticism or memes, and others to contemplate on the use of AI. While brilliant in many ways, AI is not immune to mistakes. While it’s great for saving time, it’s also important to stay safe while using it too. 

Despite its occasional missteps, AI is still a game-changer. In fact, IBM reports that 35% of companies currently use AI, with 42% considering it for future implementation. Chatbots alone have found to boost sales by 67% and 25% of businesses now rely on AI to address labour shortages. By the end of this year, AI is projected to eliminate 85 million jobs but create 97 million new ones. That plain truth is that more and more businesses are implementing AI. Like it or not, it’s the future and it’s important to look at ways you can (safely) use it to your advantage. 

 

Pros and Cons of AI 

The Upsides 

Frees up the Work Force 

AI can be useful for automating repetitive and time-consuming tasks. For example, in industries like law, finance and healthcare, AI tools are incredibly handy for data analysis and admin duties. According to a Thomas Reuters report, professionals could save up to 12 hours per week by 2029. This means that for every 10 employees, AI would act as an additional team member.  

It’s Accessible, Even for Small Businesses 

AI tools have become increasingly affordable and user-friendly, allowing small businesses to compete with larger organisations. AI like chatbots, automated marketing tools and inventory management systems offer small businesses the chance to scale, without the need for all the technical expertise.  

Cost Effective 

Despite Apple’s case study, AI can reduce costs by minimising errors and increasing productivity. For example, in the manufacturing industry, predictive maintenance AI is used to save millions by preventing equipment failures. What’s more, AI such as CRM chat bots can handle thousands of customer inquiries without requiring additional staff.  

 

The Downside 

AI Can Make Mistakes 

Despite its potential, AI is not infallible (as seen above). For example, you must be careful when using Chat GPT. Chat GPT has not been updated since April 2023 and as such will not generate up-to-date information, despite many users seeing it as a search engine. Errors in AI algorithms can make the AI ‘hallucinate’ and lead to incorrect decisions or biased outcomes. Depending on how much AI is embedded in your business, this can lead to severe reputational damage.  

Reduced Critical Thinking & Creativity 

Generative AI such as Gemini or Chat GPT can write a lot and a lot, fast. While it’s tempting to use them to save time, over-reliance on these tools can stop you from developing key problem-solving and creative skills. That’s why universities worldwide are now tackling the problem of detecting the use of Generative AI in student essays.  

Environmental Impact 

You can’t exactly touch or see AI and as such there’s the misconception that it does not generate carbon emissions. Unfortunately, this is far from the truth. In fact, between 2019 and 2023, Google’s greenhouse gas emissions increased by 48%, largely due to increased AI adoption. Training large AI models like GPT-4 can emit hundreds of tons of carbon dioxide. We’re all on a journey to net zero by 2050 and it’s important to consider these long-term implications of implementing AI. 

 

 

Authenticity Over AI Algorithms 

For some, the overtake of AI may feel daunting. Especially for creatives. However, what AI excels at is streamlining processes, it can’t replicate the personal touch, intuition and the emotional depth that creatives bring to their work.  

We’re still in the experimental age of AI, so businesses that do choose to adopt it must stay vigilant. After all, as Apple’s debacle shows, AI can damage your credibility and reputation. Whether you’re using AI to integrate chat bots, generate your social media captions or streamline operations, remember that the human touch still has the upper hand. When it comes to trust, no algorithm can replace authenticity.  

Bluesky: The Social Media Revolution You Didn’t See Coming

A deep dive into Bluesky, its growth, its history and why it might just be the future of social media.  

 

What on Earth is Bluesky? 

Ironically, Bluesky may feel like it came ‘out of the blue’, but, as you may be able to tell from its Twitter-blue branding, its story is rooted right in Twitter’s history.  

A quick glance at Wikipedia describes Bluesky as a ‘decentralised microblogging social media service’ which is simply a mouthful of tech jargon. Better put, Bluesky is (to an extent) similar to X, where you can share short posts of your thoughts and life updates while interacting with others. 

However, Bluesky isn’t a random startup. In fact, it began as an in-house project under Twitter in 2019, when the then-CEO Jack Dorsey pitched the idea of a decentralised standard for social media. By 2021, the project became independent under the leadership of its now CEO Jay Graber. Since then, Bluesky has bolstered into the social media landscape, with its unique set of qualities that sets it apart.  

 

 

What Does a ‘Decentralised Social Media Platform’ Mean? 

Granted, the word ‘decentralised’ and how it applies to social media sounds very technical, but its implications are important to understand. Unlike traditional platforms controlled by a single company or government, a decentralised platform operates using independently run servers. What you need to know is that this setup empowers users with greater ownership and flexibility over their data, privacy and what they do with their online presence. 

Essentially, this means:  

  • You’re in control: Users can create servers and join communities that interest them and align with their values, giving them more control over what they interact with online. 
  • Data ownership: You aren’t required to link your account to a real-world identity. 
  • No central authority: Instead of a single entity deciding content policies, the community and user collective gets to have a democratic say in the policies. 

 

 

The X-Odus  

Why is Everyone Leaving X and Heading to Bluesky?  

If you’ve been wondering why so many users—and celebrities—are packing up their virtual bags and leaving X, it’s because of both the rebrand and the cascade of controversies that came with Elon Musk’s takeover in 2022:  

As the numbers say:  

  • Between 2022 and 2024 there has been a 15% drop in global monthly active users. 
  • App downloads have also dropped by 38% globally, highlighting how many users are disengaging from the platform.   
  • These drops indicate a growing dissatisfaction, especially as users migrate to other social platforms (such as Bluesky). 

Unfortunately for Musk, X’s downfall doesn’t stop there either. Major brands like Apple, Disney and IBM have pulled out on the advertising spends within the app which has been a huge blow to the platform as its U.S. ad revenue dropped by nearly 60% in 2023. 

Amid this turmoil, big celebrity names like Stephen King and Lizzo have also begun to abandon X and move to Bluesky, where the grass is greener. 

 

Bluesky’s Success So Far 

Bluesky is growing at an exponential rate, gaining more than 10,000 new users every 15 minutes. In just two months, between September and November, its user base jumped from 9 million to over 19 million – and the opportunity for users, creators and brands is huge.  

 

But What Does This Mean for Your Marketing Strategy?  

Do you jump on the Bluesky trend early and carve out a space for your brand before it goes mainstream?  

Do you wait and follow the crowd, steadily learning how the platform works while coming up with a comprehensive strategy?  

Do you wait to see if this is a passing trend and if the X-migration amounts to anything? 

At Source, we specialise in providing expert advice to our clients on the best ways to engage with all social media platforms, and work with them to ensure they have the right content and tone of voice to engage with the right audiences, to boost their business. 

Maximise social media ROI with Source PR today!  

Is Guerilla Marketing an Effective Strategy?

Back in March 2022, dating app ‘Thursday’ hired a camel to stand outside Liverpool Street Station in London, making it wear a handwritten billboard promoting the app that read, “Happy Hump Day. See You on Thursday.” While the stunt certainly garnered attention, it was widely condemned for animal exploitation. After all, a desert camel has no place standing outside in the grey bustle of Liverpool Street Station.  

But this isn’t all that Thursday has been pulled into controversy for… 

In January of this year, the dating app’s CEO, George Rawlings, found himself in hot water over a social media post that was deemed insensitive toward the layoffs at his start up. In the now deleted post, Rawlings wrote, “70 percent of the people you see in this picture have been made redundant”. He then added, “Here’s the ironic part [. . .] Thursday has never been stronger.”  

The buzz, for better or for worse, around the brand has now been sparked by numerous of its edgy PR stunts, one of which includes an intern being handcuffed to a lamppost as part of a spin on ‘cuffing season’. Though the intern has said she “had the best time working there” she also described her placement as the “world’s most embarrassing internship.” Once more, the campaign struck a nerve with some members of the public who said it was exploitative of those wanting to break into the PR and marketing industry.  

In a more ‘toned down’ effort of their guerilla tactics, ‘Thursday’ has shown no fear in poking fun at its competitors. The app’s signage around London currently reads, “Bumble? Hinge? Tinder? There’s nothing awkward about saying you met on Thursday.” Shouting out their competitors was certainly a bold move that turned heads, and this time it was for the right and more humorous reasons.  

  

What is Guerilla Marketing? 

So far, Thursday is certainly the champion of guerilla marketing. Guerilla marketing is an advertising/PRstrategy that uses unconventional tactics to ambush, attract, shock and surprise customers.  

When executed well, employing guerilla tactics can generate significant attention around your brand. However, there is a fine, fine line between a clever guerilla campaign and one that is simply in poor taste.  

  

  

The Benefits of Guerilla Marketing 

Budget-Friendly 

Guerilla marketing is about being fun and creative with your brand, rather than investing in a costly advertising campaign. The goal of this sort of marketing is to generate word-of-mouth attention through punchy and newsworthy stunts.  

Virality 

We all know that gossip, controversy and bad news is far more intriguing than good news. That’s why using guerilla marketing can make for a story that’s really newsworthy, granting your brand some free coverage.  

Differentiation 

As in Thursday’s case, the dating game is already an oversaturated market with the likes of Tinder, Hinge and Bumble dominating the field. Quite literally only operating one day a week, Thursday needed to showcase its unique selling point against competitors. It’s fair to say that its guerilla game has certainly allowed the dating app to stand out amongst its rivals.  

Audience Engagement 

Whether through humour, shock or awe, guerilla tactics capitalise on emotion, naturally making these sorts of campaigns garner a wider reach and greater audience interaction with the brand. 

Authenticity 

Guerilla marketing allows you to think outside of the box and tear down everything you think you know about marketing. Humour and wit play a big part in this strategy which can have the potential to make your brand seem more personable, naturally forging a genuine and authentic connection with your target audience.  

  

The Downsides of Guerilla Marketing 

Reputation at Stake 

The effectiveness of guerilla marketing comes with significant risks. As seen with Thursday, there’s always the potential to alienate certain segments of your potential audience. The camel stunt, for instance, likely turned off potential customers who are vegan, vegetarian or simply animal lovers. Now, the brand’s reputation is vulnerable to being stuck with connotations of exploitation. 

Unpredictable Success 

There’s a reason why we don’t see many brands take such a bold approach, these types of campaigns are inherently unpredictable. It’s difficult to predict how an audience will react, and there’s always the risk that the campaign’s message will be misinterpreted, or it won’t resonate as intended. What one person may find funny or innovative, another may find offensive or distasteful.  

  

Feeling Bold and Want to Give Guerilla Marketing a Try? 

Guerilla marketing is a line to be tread carefully. Whilst it can be a powerful tool for grabbing attention and setting a brand apart from its competitors, it can also lead to a controversy that may forever tarnish your brand’s reputation.  

For brands considering this approach, the key is to strike a balance between being bold and being respectful, ensuring that the buzz generated is positive and aligns with the brand’s values. Learn from Thursday’s experience and go viral for the right reasons. 

 

Want to maximise your marketing strategy? Enquire at Source PR today.  

What The TikTok Ban Could Mean For Marketers In The US

On 24 April, Joe Biden signed a bill that threatens to ban the social media app TikTok. The law has given ByteDance, TikTok’s parent company, an ultimatum: sell the app’s US operations or face a permanent ban.  

The ban would take place by blocking TikTok across all app stores and disallowing web hosts from distributing the platform. The law comes after hypothetical concern that data from TikTok’s 170 million US users could be accessed by the Chinese state, breaching national security laws. 

ByteDance has 270 days to make the decision… 

 

…and the clock is ticking 

 

TikTok’s US business could sell for over $50 billion (£39.9 billion), making it no easy bid. As you can imagine, very few companies can afford to splash out like that, but potential bidders could include the likes of Apple, Amazon, Google or Netflix. Even there, buying the app may involve disrupting antitrust regulations and unfairly monopolising on market power.  

If TikTok does get banned, then the US constitutional right to freedom of speech could be threatened and a political storm could follow.  

What Does This Mean for Marketers In The US? 

Economically speaking, the TikTok ban would also shut down a huge e-commerce opportunity. On September 12 2023, TikTok launched TikTok shop. The in-app marketplace takes down the user-barrier of having to leave the app to purchase from a creator. With the #TikTokMadeMeBuyIt tag having 7.3 million posts, the app has become a hell of a force in social commerce. 

Further data, as polled by HootSuite, shows that: 

  • On average, businesses use 15% of their marketing budget on TikTok 
  • 1 in 4 business owners use TikTok influencers for product sales or promotions 
  • Advertisers see an average return of $2 for every $1 spent 
  • TikTok is the fastest growing platform for product discovery 

In 2023, TikTok reported it drove $15 billion in revenue for small businesses alone. It’s no surprise then that the ban will bite these enterprises the most.  

For marketers, the ban will create a huge rift in digital strategy. With a detrimental loss of audience access and influencer partnerships, marketers will have to ‘think outside the Tok’ by redressing content tactics, shifting spend and revaluating data analytics. Likewise, brands that have built a reputation heavily tied to TikTok would need to modify their branding to better fit other platforms – all of which means adapting to new demographics, algorithms and media formats.  

A New Opportunity? 

Whilst TikTok’s foreseeable expiration date is 19 January 2025, US businesses could use this window as an opportunity to solidify presence on clone platforms. These platforms being YouTube Shorts, Facebook and Instagram Reels, all of which have soared in popularity over the past three years.  

YouTube Shorts, that rolled out in 2021 now accumulates 70 billion daily views, whilst Instagram and Facebook Reels, launched across 2020 and 2021, have a combined total of 200 billion views per day. 

The looming ban could benefit these platforms as businesses race to get there first. Should the ban take place, businesses with a pre-established presence on these platforms would have the upper hand on their social strategies. 

What To Do Now 

According to expert in cybersecurity, Milton Mueller, there is real doubt that TikTok would pose a threat to US security levels. In fact, TikTok has gone to great lengths to delete data of American users from ByteDance servers, and they have also moved all information to US-based servers in an effort to keep data out of Chinese surveillance.  

For those in the US, the advice is to carry on posting as normal. If you have concerns about breaches to your security, then TikTok allows the option to create a new or anonymous account. You are also able to disable TikTok from accessing your contacts and photos via phone settings. 

 

With Source PR, you can champion all social media platforms with a bespoke strategy created by us for your business. Click here to find out more.  

 

We’re Hiring!

PR Account Manager – Job Description

We’re looking for an organised and passionate PR Account Manager to join our friendly team. Our ideal candidate will have great experience in copywriting, media relations and social media. The role involves managing several accounts in exciting industries including homebuilding, leisure, hospitality and more.

This is a flexible, hybrid role with around 2 days a week working in our lovely countryside office in Tattenhall, Cheshire. Holding a full UK driving license is essential as you may occasionally be required to travel to client meetings.

Alongside being a great employer, with prolific retention rates for both team members and clients, we have a great package available for the right person to join our team. The package includes:

  • Hybrid working
  • Flexitime
  • 25 days holiday + your birthday off, which increases after you’ve been with the company 2+ years
  • 1 additional volunteering day a year
  • Sick pay
  • Access to various benefits through Perkbox including free coffees, healthcare, shopping vouchers, cinema tickets and more
  • Pension scheme
  • A salary ranging between £28,000 – £30,000 DOE depending on experience, with annual pay reviews
  • Staff socials

The ideal candidate will:

  • Have 2+ years of experience working within PR
  • Be able to build strong and lasting relationships with clients
  • Be organised and be able to juggle multiple client responsibilities
  • Have excellent copywriting skills
  • Have a keen interest in PR and a passion to learn and develop
  • Be a great team worker and be comfortable with managing people
  • Have experience in client reporting
  • Have excellent customer service and communication skills
  • Be a problem-solver with a ‘can do’ attitude

We look forward to hearing from you! For more information or to send your CV, contact louis@sourcepr.co.uk.  (No agencies, thank you!).

Neuromarketing: Why Building An Emotional Connection Is Important

Ever wondered why we make those impulse buys, why we choose one colour over another and why some brands resonate with us whilst others don’t? 

The truth is, whilst we like to think that our decisions are underpinned by logic, a lot of the time our decision making is actually driven by our subconscious minds. In fact, Harvard Professor Gerald Zaltman says that 95% percent of our purchase decision making takes place in the subconscious.  

Over the last decade, marketeers have caught onto the idea of looking into consumer ‘brainfluences’ to predict consumer preferences. This has led to a newfound and exciting way of conducting market research known as neuromarketing.  

What Is Neuromarketing? 

Neuromarketing, or consumer neuroscience, explores how we can use neuroscience to examine how our minds work and gain insight into consumer behaviour.  

Whilst traditional market research relies on the likes of engagement analytics and surveys, neuromarketing uses advanced scientific metrics such as heart rate monitoring, facial expressions tracking, eye-tracking, electroencephalograms (EEGs) and functional magnetic resonance imaging (fMRI).  

In essence, neuromarketing looks into the nitty-gritty of what makes us tick and can be an incredibly useful tool for gathering consumer insight. 

How Has Neuromarketing Been Used So Far?

Neuromarketing is a very pricey method of market research and only super brands such as Coca-Cola, Yahoo and Facebook have been able to check out the field so far.  

In 2018, Hyundai created a unique experiment to find out what consumers would consider as the most positive colour. In the experiment, participants were placed in a blank room that lit up one colour at a time. These participants were also hooked up to EEGs, that read the electrical activity inside their brains, and other bio-sensory tools that read heart rate and galvanic skin response. Hyundai were then able to extract emotional data as to what the individual was feeling in response to a certain colour i.e., bored, excited, relaxed or focused. The result: the colour blue was found to be the happiest colour. Despite ‘feeling blue’ giving it a bad rep, blue was found to be stimulating, energising and comforting. Since the experiment, Hyundai have injected touches of blue through its vehicles.  

Hilton Hotels have been another to experiment with neuromarketing. In 2020, during a conference in Liverpool, guests toured around displays and event stands. Hilton Hotels had placed 24 carefully positioned cameras that tracked each person’s movements and changes in expression as they moved between stalls. This Zenus Emotion AI technology was able to monitor even the most subtle of contractions in an individual’s facial muscles. By using facial expressions tracking to gauge how guests were feeling, the results found that a puppies-and-ice-cream stall was more engaging than the open bar. Though sounding a touch trivial (I know), the same system can be used to detect threat at border checkpoints, evaluate job candidates and monitor levels of boredom. 

Once more, in 2021, Procter & Gamble used an eye-tracking software to monitor participant eye movement and focus when watching some P&G mobile ads. The tool was able to detect which parts of the ads were more engaging and how consumer gaze patterns changed over time. This allowed P&G to tailor their content to better capture consumer attention and evoke the desired emotional response.  

The Future Of Neuromarketing  

Neuromarketing is an advanced method of helping brands to further personalise messages to suit individual customers, understand their emotional responses and use that data to better design products and services. Over the coming years, neuromarketing is expected to witness exponential growth and has a predicted 2029 market worth of USD 2.41 billion. 

That said, looking scientifically into consumer emotions is a difficult metric to capture and far too out of budget for most. However, what we can take away from this emerging discipline is the idea that forging an emotional connection with audiences adds tremendous value.  

Consumers are more driven by emotional responses than we think. The 2024 marketing statistics show:  

  • Ads portraying above-average emotional responses have a 23% potential sales increase 
  • Negative headlines have 30% higher click-through rates than ones with positive superlatives 
  • 82% of highly emotional brand-engaged consumers buy from their brand based on loyalty 

So, the science shows that emotions get the better of us. Building trust, echoing warm values, sparking excitement or even outrage is what draws customers the most. Putting emphasis on what you want to make your target audience feel and how you are going to make them feel that way should be an essential in your PR and marketing strategy.  

At Source PR, our range of marketing and digital strategies allow us to create a bespoke service that suits your chosen audience’s needs. To find out more, click here 

How Important Are Hashtags On Social Media?

With everchanging trends and constant techy updates, social media is fast on the move. Gaining consistent and effective reach may often feel like a daunting task with unpredictable outcomes. However, there is always one trusty social media hack that you can rely on: the classic hashtag.

What Is A Hashtag?

Often used in bios and captions, a hashtag is a keyword preceded by the hash symbol, ‘#’. Hashtags are useful content markers that essentially direct your post on a hot algorithm to its relevant target audience. In short, hashtags optimise engagement by making your content more findable, meaning more eyes, more taps, and more shares.

What Do The Stats Say?

In fact, according to market data carried out by Zipido, in 2023, Instagram posts with at least one hashtag received 70% more likes than posts that did not contain hashtags.

It was also found that 48.1% of Instagram users heavily rely on branded hashtags in order to discover new products.

However, hashtags aren’t solely limited to Instagram. Hashtags are an integral feature of all social media platforms from the Meta universe of Facebook and X (Twitter), to LinkedIn, TikTok and Pinterest. For instance, the use of one or more hashtags will increase a LinkedIn post’s visibility by an average of 29.59%. Similarly, on X (Twitter), even the use of one hashtag alone can lead to an average 69.7% more retweets.

So, in essence, hashtags are a very important and efficient method to achieving social media success.

Hashtag Do’s And Hashtag Don’ts

Hashtag Do’s

Be Specific

In order to boost consumer awareness, it’s important that your post reaches its target audience. So, make sure those hashtags can standout. For example, are you posting a #holiday, a #summerholiday or a #summerstaycation? Keeping it brief and unique means the tag is more likely to gain traction from a likeminded and genuinely interested audience i.e., those fancying a UK summer stay rather than a general holiday.

Research Popular Hashtags

Keep an eye out for popular hashtags and jump on trends whilst they are still hot. In 2023, hashtags such as #myromanempire or #girldinner spread like wildfire accumulating over six billion views between them on TikTok. Whilst making sure they still appropriately reflect your brand, using these topical tags can be a great way to look up-to-date and attract new followers.

Get Creative

Who said you can’t be a trendsetter? With hashtags, there is plenty of room for experimentation. You may wish to create a hashtag that is witty and humorous, that highlights an event, or even begins an interactive campaign such as the #IceBucketChallenge or the #BlindingLights dance off. Similarly, you may want to make a branded hashtag. For instance, if you are a business that people can visit and stay at, you may want to encourage guests to hashtag your brand name. Not only will this help your business grow, but it will also enable potential customers to gain insight into previous customer experiences.

Track Progress

To really optimise hashtag efficiency, it’s important that you measure hashtag performance. Applications such as Sprout Social offer easy to use analytics that can tell you what hashtags to use and which hashtags your viewers have been using to find your content.

Hashtag Don’ts

Unnecessary Hashtags

The hashtag sweet spot, according to recent research, is to keep to 3-5 hashtags. In fact, too many hashtags can do more harm than good. Over saturating hashtags may mark your post as spam which can result in your account being shadow banned. Shadow banning is when your content has been recognised as spam and so no longer appears on a user’s feed despite not having received an official ban or warning. This is a sneaky form of banning used across all social media platforms to prevent spammers from simply making a new account after their old account has been officially banned.  

Being Too Wordy

Whilst hashtags can be more than one word pushed into one, they still need to be readable to be memorable. So, keep your hashtag neat and punchy such as Coca-Cola’s #ShareACoke or Nike’s #JustDoIt – used in over 14 million posts in 2023.

Don’t Leave Stories Behind

Hashtags aren’t limited to permanent tweets or posts; they can be used in Instagram and Facebook Stories too. Though they disappear after 24 hours, stories are still a great way to squeeze in that hashtag and gain those extra views where possible.

#TimeToGetSeen

In all, hashtags are an essential tool for boosting social media engagement. All it takes is a few well selected hashtags and your post can go far and reap the exponential rewards it deserves. Platforms such as Pinterest, TikTok, LinkedIn, Instagram, Facebook and X (Twitter) are reliant on hashtags so keeping savvy with tags is a super-efficient way to become viral and become #TrendingNow.


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How To Use TikTok Trends For Your Business

By now, pretty much everyone has either heard of TikTok, has an account they scroll through daily or is obsessed with posting videos at every spare moment. The app now boasts over 1 billion monthly active users. It’s one of the fastest-growing social media platforms and is perfect for creating more relaxed, consumable and relatable content for your brand.

The key with TikTok marketing, which we’ve written about previously, is to educate your consumer whilst keeping them hooked. But it’s also important to keep abreast of trends to heighten your chances of your videos being picked up by algorithms and being seen by more people. But how do you use TikTok trends for a business? Read on and we’ll delve into this.

  1. Use Trending Audios

If it’s not broken, why fix it? We all know the phrase and now popular ‘TikTok-kers’ are emanating it too.

Trending audios are sounds that have been tried, tested, and have come out victorious, many of them garnering millions of views for videos that use that specific audio. The engagement for videos that use these popular audios is often much higher than other lesser-known sounds so, why not capitalise on it too?

Come up with your own little twist on the trend or even just follow the masses and fully embrace the trend, but just note, that these fast and fun trends can flip like a switch. Make sure you (or your social media agency) are keeping up-to-date with the latest audios; it will help keep users engaged and interactive with your account.

  1. Try Out Popular Filters

TikTok filters can be a rabbit hole easily led down. Fear not though. These filters can be many things; sometimes fun and sweet, sometimes weird and whacky, and sometimes downright scary, however one thing you can be sure of is that a large chunk of the most popular filters can up your Tik Tok game dramatically. They can easily take a boring video and transform it into a viral sensation.

Use your imagination and the sky is the limit with these filters, many of which will be regularly used time and again in the most popular videos popping up in everyone’s feeds.

You might think that these filters aren’t appropriate for businesses, but thinking outside the box can seamlessly shoehorn your brand into the latest trends – think of RyanAir for example, that took the eyes and mouth filter and ran with it – in fact, they pretty much own it now.

  1. Have Fun And Be Brave

Without a doubt, the most successful businesses pages on TikTok are not the ones focused squarely on promoting their product. Why would anyone choose to follow a never ending ad?

The pages that hit the jackpot are always the ones with the most character. They will introduce you to their way of work, their customers, and their colleagues. After scrolling through these accounts, you should feel like they have a personality of their own. One account who encapsulates this perfectly is Innocent Smoothies. From behind the scenes moments to videos made solely so you can have a giggle, customers fell in love with their refreshing insight into the company and with over 100k followers it shows.

So, you need to inject as much life into your page as you can; interview your colleagues over silly things, run through the streets for the sake of that viral video. Go crazy, be funny, go off-track, take the mick out of yourselves; it truly is hard to go too far.

  1. Tell A Story

TikTok videos are purposefully short. The average user spends over an hour and a half a day simply swiping through videos on the app but only a few seconds on each clip.

There’s no question to the fact; you need to stand out to make it, keeping users engaged when it could be so easy for them to swipe on past. It could be straightforward, like keeping the surprise, entertaining or shock factor of the video until the end, building their curiosity after hinting to it at the start. Or it could be deeper, such as detailing interesting parts of your lives, why you started your small business or even, the funny story of your after-work drinks on a Friday night.

Engagement is the key so, be relatable, be real and be personable.

  1. Be Clever In Comments

Users on TikTok want to know you. Many successful accounts engage constantly with customers in their comments and even pop up in the comments of other businesses’ TikTok accounts. The comments tab on TikTok is used to convey a deeper understanding to videos and / or, more often than not, becoming a mini comedy show of one-liners.

Users love a quick sweep through the comments and will dive head-first, grinning, down rabbit holes of accounts if they find pages writing things that made them cackle. Ryanair, for example, is a master of both finesse and hilarity in TikTok comments. They promote the best version of their company all the while never forgoing their need to make people laugh at the teasing jokes they regularly drop in the comments, whether on their page or others.

They don’t ever underestimate the power of a good comment and the new level of engagement it can bring. You shouldn’t either.

  1. Produce #ShareableContent

There’s not much more that will spark the interest of the social media generation than a challenge.

Challenges will often involve one account creating a video provoking users to attempt their own creative take on the video, completing the challenge and posting the video with the corresponding hashtag. Companies can grow their audience exponentially through this method. Chipotle created one challenge, in particular, that shot off; the #LidFlip challenge which watched users try flip the lid onto the bowl without using their hands. This saw their videos climb thousands of views that you could emulate, all you need is a bit of imagination and a catchy hashtag. No one can resist the challenge of competition nowadays!

First starting a TikTok account can feel incredibly daunting. However, once you jump in, you open up so many doors and opportunities you didn’t even realise were there, from expanding your audience to connecting with customers and showing a new side of the business. To find out about how we could help your business with this, pop us a message!