Lockdown down life webinar: health & wellbeing
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Smoking Gun PR's data and insights team analyse 8million+ social media posts from 1.5m authors to share insights into consumer attitudes and behaviour during Covid from a health and wellbeing perspective. The agency highlight examples of brands doing interesting marcomms work in this area and discusses how to use data to springboard creative communications campaigns for PR and social media. https://www.smokinggunpr.co.uk/services/award-winning-data-and-insight-agency/
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Lockdown down life webinar: health & wellbeing
- 1. 2 July 2020 LOCKDOWN LIFE WEBINAR: THE IMPACT OF LOCKDOWN ON CONSUMER HEALTH AND WELLBEING
- 2. Title Option
- 3. Standout Moments What if Carlsberg did Valentines Day? WHO ARE WE AND WHY ARE WE DOING THIS? RICK GUTTRIDGE SMOKING GUN MD PHIL LYNCH SMOKING GUN ASSOCIATE DATA & INSIGHT
- 6. Lockdown Life: Survey of 1.5M social media users January-June 2020
- 7. 1 Search: Filters applied to focus on personal social media accounts. Personally identified posts (I, me, my, we, our) Reference to wellbeing, food, drink, nutrition, exercise, fitness in any context. 2 User segmentation: UK users only Gender Profession Personal interests Location 3 Content segmentation: Topics Emotions R/Ts excluded
- 8. 8M Posts 1.5M Authors 58% Men 42% Women Sample
- 9. 58% 42% Female Male Teacher & Lecturer Student Sportpersons & Training Software & IT Science & Research Sales & Marketing Government Legal Journalism Health Managers & Execs Thousands 0 10000 20000 30000 40000 Authors Author profiles
- 10. Yorkshire / Humberside West Wales West Midlands South Western Scotland South West England South East England Northern Ireland North West England North Eastern Scotland North East England Highlands and Islands Greater London Eastern Scotland East Wales East Midlands East England Thousands 0 75000 150000 225000 300000 Author location
- 11. Its not about being brave- its about caring more about your fitness and progress than about than what other people think. Its fun, safe and in times like these, great to get out the house! :) Apparently the Garmin Connect now asks for sex drive too. Err #Garmin this just doesnt feel like the right words for a watch intended for walking, running and swimming. Im intrigued enough to follow this for a bit. You can do the research and do as much as possible to eat the best quality food. But its what works for each person being meatless isnt for everyone. You eat your veg, Ill eat my meat and veg. #sociallydistanced evening with Mum & Peter tonight.. bbq & wine, soo nice to finally spend some time with them xx I'm confused, can we or can't we do that?! I've been going through everything to see if it's definitely rules out... I have a large home gym, don't see how been do PT would be any worse than getting a haircut Thinking face I've been craving a nectarine for the last week and the ones I got are finally ripe enough to eat and I feel like I'm in heaven Hi Siobhan I hope you are keeping well - I had only missed one away before today this season nothing like being there! Have been cycling a fair bit but roads are back to dangerous levels which is a pity - how have you been during lock down? @MayorofLondon When are we going to move on vitamin D There is now so much solid evidence. Lovely #FathersDay. PB 6k run. 2 very over excited girls to give me cards, gifts (beard gear by @AudaciousBeard) Breakfast (chorizo and red onion omelette) cheers Mrs G. Finally beer, wine, samosas, lamb curry, trifle.Garden cricket with my old man n bro. Meet the authors
- 13. 0 17500 35000 52500 70000 1/2/20 1/11/20 1/20/20 1/29/20 2/7/20 2/16/20 2/25/20 3/5/20 3/14/20 3/23/20 4/1/20 4/10/20 4/19/20 4/28/20 5/7/20 5/16/20 5/25/20 6/3/20 6/12/20 6/21/20 Jan 2020 Mar 2020 Jun 2020 Lockdown Announcement Pulse conversations by day
- 14. 0 175000 350000 525000 700000 1-Jan 20-Jan 2/10/20 3/2/20 3/23/20 4/13/20 5/4/20 5/25/20 6/15/20 Authors Posts 1.30 1.40 1.50 1.60 1.70 1-Jan 20-Jan 10-Feb 2-Mar 23-Mar 13-Apr 4-May 25-May 15-Jun Posts per user Growth in users and posts
- 15. Trust Delight Joy Excitement Sadness Anxiety Disappointment Anger Mistrust Thousands 0 150000 300000 450000 600000 Emotion signals in social posts
- 16. Discussion of wellbeing, food & drink, nutrition & fitness
- 17. Food and Drink Fitness & Exercise Alcohol Vitamins & Supplements Weight Thousands 0 1,000 2,000 3,000 4,000 Posts Authors Lockdown food and health topics
- 18. Fitness Alcohol Vitamins Food & Drink Weight Thousands 0 300000 600000 900000 1200000 Mistrust Anger Disappointment Sadness Excitement Joy Delight Trust Emotion signals by category
- 19. QUESTIONS: In lockdown are we Looking after our wellbeing Taking up exercise Using fitness apps Trying different foods Sleeping OK
- 20. 0 125000 250000 375000 500000 Negative Neutral Positive Alcohol Weight Vitamins Food & Drink Fitness I run now for fitness and well-being. And that's mental well-being as much as physical #grateful@LiamDuffy1607 Im following a wellness programme for 6 weeks.. this week Im only allowed to eat fruit.. nothing else.. I am so hungry ズ Fruit is amazing but oh wow. HUNGRY!! @ohabioh n = 404k posts by 145k authors Wellbeing and food and health
- 21. 0 75 150 225 300 1/1/20 1/20/20 2/8/20 2/27/20 3/17/20 4/5/20 4/24/20 5/13/20 6/1/20 6/20/20 Mistrust Anger Disappointment Anxiety Sadness Joy Delight Excitement Trust Into my final week of the couch to 5k. Been amazing to follow and keep fit during this lock down! Recommended to all!@BxTzzy n = 25k posts by 14k authors 38% Men 62% Women 30% First-timers #couchto5k
- 22. 0 1250 2500 3750 5000 1/1/20 1/13/20 1/27/20 2/10/20 2/24/20 3/9/20 3/23/20 4/6/20 4/20/20 5/4/20 5/18/20 6/1/20 6/15/20 Posts Strava MyFitnessPal Couchto5K Fitbit Peleton Thousands 0 10000 20000 30000 40000 63% Men 37% Women n = 81k posts by 30k authors #fitnesstech
- 23. 0 4500 9000 13500 18000 1/1/20 1/15/20 1/29/20 2/12/20 2/26/20 3/11/20 3/25/20 4/8/20 4/22/20 5/6/20 5/20/20 6/3/20 6/17/20 51% Men 49% Women I have started a new recipe book recently, only tried and tested vegan /vegetarian recipes are written in. I have a renewed passion for the kitchen since lockdown & cooking with fresh herbs! @cazzkmc Mistrust Anger Disappointment Sadness Anxiety Excitement Joy Delight Trust n = 700k posts by 215k author #meatfree
- 24. 0 1250 2500 3750 5000 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar 8-Apr 22-Apr 6-May 20-May 3-Jun 17-Jun 58% Men 42% Women Today I started researching the first pub I'm going to watch football, the first pizza I'm going to eat, the first burger I'm going to demolish. Moving to London two days before the lockdown was not a good idea! @charlottexoxo Mistrust Anger Sadness Disappointment Anxiety Joy Delight Excitement Trust n = 455k posts by 260k author #pizza
- 25. 0 200 400 600 800 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar 8-Apr 22-Apr 6-May 20-May 3-Jun 17-Jun 49% Men 51% Women Agree exactly with you both. Price of puppies has soared & have seen lots of people with new pups. Dogs are wonderful but often the financial & time commitment can be wildly underestimated. @emmselk Mistrust Anger Disappointment Anxiety Sadness Excitement Joy Delight Trust n = 90k posts by 63k authors #newpets
- 26. 0 200 400 600 800 3/1/20 3/13/20 3/25/20 4/6/20 4/18/20 4/30/20 5/12/20 5/24/20 6/5/20 6/17/20 Children Disruption to routine Health Job and Moiney Used to be up at 5-6am but now Im waking up at like 11am.. lockdown ruined my sleep schedule @OzgenK_ n = 70k posts by 50k authors What keeps us awake at night
- 27. UK Social media activity has increased, both in terms of the number of active authors and the frequency of individual engagement. Tracking emotional signals throughout the lockdown period shows a higher incidence of negative emotions in March (reactive). As lockdown progressed, people found ways to express a more positive attitude through their lifestyle choices. Food, nutrition and fitness became a means of personal expression against the impact of lockdown. Observations
- 28. Observations There is evidence that lockdown has created a desire for personal improvement (health, fitness, nutrition) but the fact that vegan/vegetarian posts have remained flat suggests ethics may not have changed as much as we think. Behaviour around takeaway pizzas, including complaints via social media, has quickly returned to a pre-lockdown pattern. Attitudes to alcohol are celebratory, or defiant, but alcohol is NOT associated with positive wellbeing. Patterns of social media activity throughout lockdown remain weighted to discussing alcohol during evenings and weekends.
- 29. Some famous faces in the authors
- 30. Brands doing interesting things in this space
- 31. Silentnight focuses on helping the nation sleep better With most of its retailers shut, the UKs leading bed brand didnt shut down its marcomms, instead focusing on giving Brits ever more salient and relevant advice on how to achieve great sleep to assist with their wellbeing
- 32. Churchill Insurance launches kids Mindfulness book To help families through the lockdown necessitated by the pandemic, June 2020 saw UK-based insurance company Churchill unveil油Little Chapters of Chill: a series of free 'mindfulness' audiobooks designed for kids aged four to seven. Each audiobook, created in partnership with author Sue Pickford and parenting podcast host Giovanna Fletcher, takes the listener on an adventure with 'Churchie',油the brand's bulldog mascot. As 'Churchie' meets various characters, kids are invited to take part in a mindfulness practice, including油breathing exercises and listening techniques. There are 鍖ve audiobooks in the series, each lasting between eight and 12 minutes.油
- 33. Digital platform Brightline provides virtual therapy sessions for kids 油launched a behavioural health platform for kids in the San Francisco Bay Area, connecting children with psychiatrists, therapists and coaches providing one-to-one tele-therapy. Due to COVID-19, the platform was rolled out earlier than planned to support children struggling with the impacts of the pandemic, as well as those with diagnosed mental health issues. Online therapy sessions are available for six to ten year olds, with kids as young as three able to participate with their parents. The app also features group classes, planning tools, at-home exercises and ways to track kids progress. Brightline is waiving its monthly fee until the end of 2020,
- 34. Burger King Rewards people who social distance Burger King launched油Lockdown Whopper:油a campaign encouraging social distancing in Brazil by rewarding customers with free food for staying at home during the pandemic. After downloading Burger King's app and agreeing to share their geolocation, users could earn vouchers that could be redeemed for snacks and Whoppers.油The longer participants remained at home, the bigger the rewards.油
- 35. Approved video game to help kids with ADHD US-based game developers Akilia Interactive received FDA approval for EndeavorRX:油the 鍖rst prescribable video game to help treat kids with attention de鍖cit hyperactivity disorder (ADHD). The game is designed to improve focus, using what the company claims as a safer alternative to drug-based therapeutics.油
- 36. Prevent Breast Cancer Runs #bakeaboob2020 UK charity Prevent Breast Cancer is among the many whos funding and donations has been obliterated during lockdown. More worryingly the numbers of patients going for potentially life saving preventative scans virtually stopped overnight. Tapping into the HUGE rise in homebaking to get its serious message across and fundraise, PBC utilised Corrie actress and ambassador Victoria Ekanoye to front its boob-a-licious baking contest
- 37. JCDecaux offers free hand sanitiser on its outdoor adverts City of Paris partner with advertising company JCDecaux to deploy free hand sanitiser dispensers in public areas, to keep Parisians and visitors safe whilst on the move around the city. As part of the initiative, dispensers will be installed on the walls of 1,500 bus shelters the equivalent of three out of four and all 453 automated public restrooms. With a capacity of 鍖ve liters, each dispenser administers 3,300 applications, enabling approximately 6.5 million doses of hand sanitiser each week. A dedicated JCDecaux team will ensure dispensers are re鍖lled and disinfected regularly.
- 38. Huawei launches smartphone with infrared sensor June 2020 saw Huawei launch the Honor Play 4 Pro: a smartphone with an integrated infrared sensor to measure temperature.油To use the temperature sensor, which according to Huawei油can detect油temperatures from油-20属C (-4属F) to 100属C (212属F), users apply the phone directly to their forehead.油Although IR sensors are not as sensitive as thermal cameras, it could be used to measure potential油coronavirus symptoms.
- 39. Now well dive into your questions in Chat
- 40. Want to map these findings against your target personas or discover regional actionable insights 3 To learn who the REAL influencers on your topics are based upon science 2 To dive deeper into our research related to YOUR sector 1 So whats next? Talk to us if youd like 4Want help spring- boarding these findings into creative marcomms content
- 41. Thanks so much for your time joining us today, we hope its of use to you and were happy to carry on the conversation: Email createingenious@smokinggunpr.co.uk Call Rick 07887 942 926