Our March Roller Roundup 2018
The Roller Round-Up is our new monthly report of digital news. Split into 5 sections; social media, brand activations & pop-ups, technology, campaigns and statistics & surveys, our monthly report will collate news from across all digital platforms. Along with the downloadable content, there will be a featured blog post expanding on one main highlight from each section every single month.
To read our first Round Up in glossy PDF, click the link below!
This months category highlights:
“Apple announced proposed plans to release 13 new accessibility focussed emojis, making a positive step forward for inclusivity”
Apple announced proposed plans to release 13 new accessibility focused emojis. A few of the suggestions to be introduced include; a man/woman walking with a cane, a service dog, prosthetic limbs and a man/woman signing that they are deaf. Adding emojis symbolic to users’ real life experiences helps promote and foster a diverse culture that is wholly inclusive of disability, making a positive step forward for inclusivity. To develop these emojis, Apple teamed up with the Cerebral Palsy Foundation, along with the American Council of the Blind and National Association of the Deaf. Although the newly proposed list is not comprehensive of all disabilities, it provides an introductory starting point for the portrayal of diversity within the emoji community. One in seven people around the world have some form of disability, whether that be visible or non-visible; very few of the current emojis could be used to represent the life experiences of those with disabilities. With emojis being a universal language, and hence a powerful tool of communication and self-expression, the introduction of these proposed emojis would provide a immersive tool to enable the disabled community to join the conversation. If approved, the emojis are likely be released early 2019.
Brand Activations and Pop-Ups
“Bergdorf Goodman featured Iris Apfel with an in-store pop-up shop and a themed store window”
When it comes to style icons, there is no-one else quite like her; Iris Apfel, the 96 year-old fashion icon, known for her quick wit, flamboyance and being a fashion rule-breaker. This March, Bergdorf Goodman celebrated her and her new book, Iris Apfel: Accidental Icon, with an in-store pop-up shop and Fifth Avenue themed store window. The store celebrated all things Iris, not only presenting a selection of her favourite pieces from her own wardrobe, fashions designers and pieces from around the world, but also collaborating with a range of designers create exclusive new pieces for the store. Originally an interior designer, then launching a textile firm with her husband, she was involved with many restoration projects, boasting a CV of work at the White House for nine presidents. With every utterance usually being a life-lesson and every outfit an astonishing feast for the eyes, Apfel shows no signs of slowing down. With Bergdorf Goodman endorsing her throughout March, it reiterated how much of a true style eccentric and icon she has become and it doesn’t matter how old and vivacious you are to keep living life to the full.
“The National Gallery of Prague launched ‘Touching Masterpieces’, a campaign using VR to introduce the blind to iconic sculptures”
For many museum visits the term ‘no touching’ is usually plastered across all the walls. Especially for children, this phrase becomes the bain of any museum visit; teaching them to appreciate the art on display without touching.
For the blind and visually impaired, they have no ability to conceive art at all if they are unable to use their other senses. To overcome this barrier and to make the museum experience more inclusive and accessible, the National Gallery of Prague launched “Touching Masterpieces”, a campaign allowing visually impaired visitors to touch iconic sculptures in a virtual space.
With a collaboration between Geometry Prague and NeuroDigital, the virtual reality experience uses haptic Avatar VR gloves which allow the blind to ‘touch’ artwork like that of Michelangelo’s David, Venus de Milo and the bust of Nefertiti. These gloves enable 3D touch in a virtual space, with the embedded technology stimulating different types of skin cells’ responses, providing the blind with an accurate sense of the object they are ‘touching’.
Allowing the previously unattainable to be reached by blind visitors, the haptic glove technology opens up the doors to a unique and exclusive experience for the blind allowing them to ‘see’ art like they never have before; through virtual reality touch.
“Alzheimer’s Research release their #ShareTheOrange campaign to raise funds for research by putting the record straight” – https://www.youtube.com/watch?v=HvCBSGLD1HA
Fronted by actor Bryan Cranston, Alzheimer’s Research UK new thought-provoking campaign addresses the misunderstandings around dementia; using just an orange. The powerful stop animation, first released in 2016, features an orange being gradually stripped away, representing how the disease physically attacks the brain. The underlying message behind the use of the orange is only revealed at the end of the video; by damage caused by the disease, a person’s brain with Alzheimer’s can weigh 140g less than a healthy brain, which is about the weight of an average orange. The common misconception about dementia being solely related and being a by-product of age is addressed urging viewers and supporters to #sharetheorange. The re-release of this powerful and compelling campaign reveals not just how important the message they are portraying is but also how the use of social media and hashtags has the ability the escalate a campaign to considerable levels.
Statistics and Surveys
“54.8% of 18-24 years olds are more likely to trust influencer posts than 25-34 year olds”
Today everyone and everything can be an influencer, knowing who or what has the power to change and shift our minds and drive us to buy something is hard to comprehend. Like most things on social media, influencer marketing can’t be oversimplified into numbers of subscribers and views. For the marketing industry, being able to quantify the baffling notion of influence into something more tangible is difficult. Social media has escalated and quickly become a primary channel for brands to connect and engage with their ever growing digital audience. The modern day consumer is bombarded by visual content, on platforms such as Instagram, making it their job to sift through and identify which sources of information and inspiration they can trust. More recently, along with user-generated content and brand-owned content, consumers are turning to social influencers as a channel to resonate with them as ‘everyday people’ to recognise and establish products, services and travel destinations that echo their own personal lifestyle. Recent surveys suggest that 54.8% of 18-24 year olds are more likely to trust influencer posts than 25-34 years olds (36.5%). Although, compared with this younger demographic, the latter of the two are more likely to trust what an influencer says about a brand as opposed to what a brand says about itself. In hindsight, an influencer resonates trust with the consumer.
Thanks for reading this month’s Roller Round Up. Catch up with us next month for more recaps and headlines on the world of digital technologies!