Magnet #29

We’ve gone from snow to rainstorms, so grab a hot drink and settle in with this week’s magnet.

 Enjoy.

Social: Tiktok

This week sees TikTok use the UK market to spearhead a move into anchored live shopping events, with the launch of a two-day initiative hosted by TV presenter Rylan Clark-Neal.

While the social platform has held livestream shopping events before, the ‘On Trend’ initiative will feature scheduled content created in-house, including music, a quiz and influencers, over a sustained period. And consumers will be able to purchase featured products directly from the platform.

TikTok general manager, UK and EU, Rich Waterworth said, “We think it’s a really significant moment. E-commerce is a big opportunity for TikTok and it’s something we’re investing in significantly,”

He also  describes social shopping as a ‘big prize’. TikTok is understood to have worked directly with a number of brands to create the product-focused streaming content.

Campaigns for good: Britain Get Talking: It’s Been A Year

ITV and STV's ground breaking mental health initiative, Britain Get Talking, returns to our screens with a festive, star-studded Christmas film reminding us of the importance of listening to loved ones this Christmas.
   This  short film taps into the mood of the nation this festive period with a light-hearted, funny and honest look at the trials and tribulations of the past couple of years, as told by a selection of the broadcaster's much loved talent. The timely story demonstrates the importance of listening to our loved ones this Christmas.

Following a challenging year as the pandemic continues, the broadcaster has once again partnered with YoungMinds, Mind and SAMH, in this next iteration of Britain Get Talking created by Uncommon.

 The film gives a tongue-in-cheek look at a day in the life of a make-up artist at ITV, following her day as a host of famous faces grace her make-up chair and vent hilariously about the trials and tribulations of past couple of years — the celebrities tap into the mood of the nation, all hoping for a proper Christmas this time around. After a long day of listening to how others are doing, our make-up artist is finally asked about her day, reminding audiences of the importance of checking in with one another and ensuring we all feel heard. Celebrities including Joel Dommett, Emily Atack, Lorraine Kelly, Gino D’Acampo, Phillip Schofield, Charlene White, Helen Worth, Scarlett Moffatt, Fleur East, Kevin Mathurin, Emile John and Toby Aromolaran deliver humorous, satirical moans about everything from Zoom fatigue to panic buying petrol. The film ends with the message “After the last couple of years, we all need an ear. Give yours this Christmas”.

Campaigns: Stella Please campaign to support hospitality staff

Stella Artois will knock a pound off the price of a pint of its beer for customers who say please during the festive season, in a call for politeness towards hospitality staff.

Research from the brand and YouGov found that 41% of those surveyed are concerned that customers will be ruder this Christmas, with 40% reporting an increase in rude behaviour since lockdown measures were relaxed earlier this year.

As a result the brand is working with charity Hospitality Action for its Stella Please campaign, garnering the support of Michelin-starred chef Marco Pierre White, who is calling for better manners from customers. The charity is helping hospitality staff who have experienced a difficult time during the pandemic.

A selection of pubs across London, Manchester, Birmingham, Newcastle and Newport will now reduce the price of Stella for customers who simply say “Can I have a Stella, please,” when ordering. In addition, the brand will make a donation to Hospitality Action for every pint ordered.