News

Cubaka Nominated in Three Categories for the Drum’s Social Buzz Awards 2016

 

We’re honoured to announce that Cubaka have been nominated in three categories at The Drum’s Social Buzz Awards 2016!

Adam and Katie from The Drum provided us with plenty of entertainment as they released the nominations for the best social media campaigns from the past 12 months, during a Facebook live stream. We received nominations for best use of social media advertising for our work for Savills, best low budget campaign for Dyno and best charity/ not for profit social media campaign for Tracks4Change.

 

Watch the full nominations here.

 

Lidl Launch Easter Campaign with Cubaka

 

We've helped promote Lidl this Easter by developing a series of short stories to be distributed via social channels.  In each video, children are asked a question about Easter and their spontaneous responses are captured, encouraging the public to share their children's 'pearls of wisdom' for the duration of the Easter campaign.

Claire Farrant, the advertising and marketing director at Lidl UK, said: "Family and treating your loved ones remain at the heart of our latest campaign, and we wanted to underline Lidl’s role as the go-to supermarket for the weekly shop and for special occasions.

 
"Our Easter campaign this year perfectly captures the authentic reactions from real life parents and children as they celebrate this occasion with the great range we offer at Lidl, highlighting our high quality and provenance at low prices."

 

Read more on Campaign Magazine.

 

Whole Earth Hires Cubaka As It Looks to Widen Fanbase Through Social

 

As revealed in The Drum, organic food company Whole Earth Foods has appointed Lidl's content agency Cubaka as it looks to use social to broaden its focus beyond health and fitness fans.

The brand wants to integrate its social output with its 'down-to-earth-goodness' positioning, and the consultancy's remit will span content strategy and community management as well as media planning and buying.

Whole Earth, which is part of Wessanen UK’s portfolio of health brands, recently overtook Sun-Pat as the UK's top peanut butter following a 14 per cent growth in sales.

The company's brand controller, Adele Ward, said: “With lots of changes underway already, and new product launches around the corner, we’re really excited about what we can achieve through social next year."

Simon Rutherford, Cubaka’s managing director, added: “Whole Earth is a great extension to our food category portfolio. It's also a perfect fit for our ethos of using social to help challenger brands level the playing field because, like many of our clients, Whole Earth has been challenging the category norm."

The account was awarded after a competitive pitch against two other agencies and work will begin in January 2016.

Read more on The Drum.

 

Lidl Launch Virtual School of Christmas with Cubaka

 

The virtual School of Christmas has been launched today with the supermarket's social agency Cubaka, with extra ‘lessons’ and tips from its chef-in-residence, the Michelin star-awarded Kevin Love, shared on social media.

Cubaka managing director Simon Rutherford said: "We’re using Lidl’s social channels to deliver a weekly 'lesson' that complements the ATL content by entertaining followers and helping busy families prepare for the festive season. 

"In addition to using dedicated community management, content for the ‘lessons’ will be distributed using the latest social targeting insights and tools so that we can thoroughly monitor all relevant conversations." 

The underlying message of the campaign is to help shoppers understand that the supermarket can offer ‘Every Lidl Thing for Christmas’, from festive parties to roast turkey dinner on the big day and celebrations into the New Year.

Georgina O’Donnell, Lidl head of comms, added: "We wanted to find a way of helping to make this time of year a little more stress free for families. Our hope is that Lidl’s #SchoolofChristmas will do just that. With a splash of humour, our various ‘classes’, featuring across multiple channels, will help shoppers navigate this tricky time of year and get every ‘Lidl’ thing they need for Christmas."

Read more on PR week.

 

Toyota Named Most Socially Engaging Car Manufacturer on Twitter

 
 

Toyota and Cubaka have worked hard to develop a customer-centric social media department. The hard work is paying off, as confirmed by a recent independent analysis by Birdsong Analytics and Econsultancy:

Toyota is the most socially engaging car manufacturer on Twitter, partly due to strong engagement out of normal office hours, research from Auto Trader and social media analytics platform Birdsong has found.

The @ToyotaGB account came out top in the analysis of 25 car manufacturing brands, beating Nissan, Citroën and Fiat at engaging with its followers, promoting content and keeping a constant feed of activity going.

“We know that car buyers are looking to engage with brands in the evening, with peak research times coming between 6 and 9 pm,” said Nick King Auto Trader market research director.

“With 64 per cent of research happening past 6pm it makes absolute sense to have a social media strategy that does not switch off after 5pm or at weekends. Out of hours multi-screening is now the norm and brands that ignore this fundamental change in buying behaviour will start to lose ground to trail-blazers like Toyota.”

Toyota scored 76 points on a collation of metrics including presence, engagement and activity, 21 points ahead of second place Nissan.

Read more on The Drum.

 

Round the Clock Community Management

 

Our client Toyota decided to run a seriously ambitious social campaign for the launch of the new Yaris. The car was built to deal with the every day problems motorists face - so the social campaign was developed to do the same.

 
 

We built a custom process which would allow us to engage through social channels with people with everyday issues. Our community managers categorised 'issues' and then escalated to the Saatchi and Saatchi creative team. 

Each 'issue' then had customised rap lyrics developed and rapped in studio, before being laid down alongside pre-prepared visuals, so that a personalised rap song and video could be delivered to in a matter of minutes.

 
 

The campaign was ground-breaking and ambitious. it also involved us working around the clock for the duration of the campaign in the guts of the Saatchi building in Charlotte Street (see video). 

 
 

This campaign needed weeks of resource and creative planning, a bespoke community management software build, a heck of a lot of teamwork, pizza and a bottle of bubbly (to celebrate the end of the campaign).

 
The ‘Gadget Guy’ TV creative has been a big hit for the all new Yaris, and has made an impact in the conversations of our target audience. The shout out campaign takes this a step further, giving them a great piece of content that is both fun and sharable, while reinforcing the clever and pioneering features of the all new Yaris.
— https://econsultancy.com/blog/8617-toyota-launches-personalised-shout-out-social-media-campaign