{"id":115942,"date":"2018-06-22T16:13:18","date_gmt":"2018-06-22T15:13:18","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=115942"},"modified":"2018-06-22T17:26:57","modified_gmt":"2018-06-22T16:26:57","slug":"five-things-world-cup-influencers-goals-trump-trump","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/five-things-world-cup-influencers-goals-trump-trump\/","title":{"rendered":"Five Things: World Cup, Influencers, Goals, Trump &#038; Trump"},"content":{"rendered":"<p><strong>This week\u2019s Five Things You Shouldn\u2019t Have Missed immediately breaks a promise we made last week, and features stories on the World Cup, influencers, brands using goals for donations and the two Trumps.<\/strong><\/p>\n<p><span style=\"font-size: 20px;\"><strong>1. Most watched TV<\/strong><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-115943\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/England-Football.jpg\" alt=\"World Cup\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/England-Football.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/England-Football-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/England-Football-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/England-Football-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/England-Football-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>Last week, <a href=\"https:\/\/www.vuelio.com\/uk\/blog\/five-things-trump-vine-snp-mcdonalds-and-mas\/\" target=\"_blank\" rel=\"noopener\">Five Things promised not to cover the World Cup<\/a> because it was taking place across a whole month. This week, our top story is England\u2019s opening game becoming the most watched TV event of the year, surpassing the royal wedding. Sorry for lying.<\/p>\n<p>An average audience of 13.7m tuned in to watch England thrash* Tunisia 2-1, with a peak audience of 18.3m in the closing minutes. It was the most-watched England World Cup match since the famous* 2-2 draw against Sweden in 2006, and the ninth highest viewing figure for an England World Cup match ever.<\/p>\n<p>Back of the net!<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 20px;\"><strong>2. Unilever tackles fake influence<\/strong><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-112472\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/02\/Keith-Weed-Unilever.jpg\" alt=\"Unilever\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/02\/Keith-Weed-Unilever.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/02\/Keith-Weed-Unilever-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/02\/Keith-Weed-Unilever-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/02\/Keith-Weed-Unilever-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/02\/Keith-Weed-Unilever-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>Keith Weed, CMCO at Unilever, is no stranger to hitting the headlines, having recently <a href=\"https:\/\/www.vuelio.com\/uk\/blog\/unilever-threatens-to-withdraw-digital-adverts\/\" target=\"_blank\" rel=\"noopener\">threatened to withdraw the company\u2019s digital adverts<\/a> from platforms that fail to deal with hate. This week, Keith has <a href=\"http:\/\/www.thedrum.com\/news\/2018\/06\/17\/unilevers-keith-weed-calls-urgent-action-tackle-influencer-fraud\" target=\"_blank\" rel=\"noopener\">attacked influencer fraud<\/a>, saying: \u2018The key to improving the situation is three-fold: cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices; and improving transparency from social platforms to help brands measure impact. We need to take urgent action now to rebuild trust before it\u2019s gone forever.\u2019<\/p>\n<p>Keith made three pledges:<\/p>\n<ul>\n<li>Unilever won\u2019t work with influencers who buy followers<\/li>\n<li>Unilever has promised its own brands will never buy followers<\/li>\n<li>The business will prioritise partners who increase their transparency and work to eradicate nefarious practices throughout the digital ecosystem<\/li>\n<\/ul>\n<p>As the practice of buying followers and then selling your accounts as influential is fraud \u2013 the first two shouldn\u2019t be surprising, though they are still likely to have an effect on the market. It\u2019s the third one, and how Unilever plans on identifying fake influencers, that will really change influencer marketing around the world. While it is very unlikely to signal the end of influencer marketing, it is likely to cause a shift in the way businesses deal with the rise of the influencers, and it should be felt at all levels. Hopefully, it\u2019ll just get rid of the fakers, but all remains to be seen.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 20px;\"><strong>3. Goal donation<\/strong><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-115946\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Paddy-power-From-Russia-With-Equal-Love.jpg\" alt=\"Betting\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Paddy-power-From-Russia-With-Equal-Love.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Paddy-power-From-Russia-With-Equal-Love-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Paddy-power-From-Russia-With-Equal-Love-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Paddy-power-From-Russia-With-Equal-Love-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Paddy-power-From-Russia-With-Equal-Love-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>\u2018Not ANOTHER World Cup story?!\u2019 Again, apologies.<\/p>\n<p>Two companies have recently hit the headlines for what, on the surface, seem to be very similar campaigns, but each has provoked a very different reaction.<\/p>\n<p>Mastercard announced that for every goal scored by Messi or Neymar Jr (up until 2020), the company would donate 10,000 meals for children in Latin America and the Caribbean. The announcement was criticised by people <a href=\"https:\/\/www.campaignlive.co.uk\/article\/the-hunger-games-mastercard-slated-goals-for-meals-campaign\/1466407\" target=\"_blank\" rel=\"noopener\">who have compared it to the Hunger Games<\/a>. As reported by Campaign, comments have been broadly negative, including:\u00a0\u2018<a href=\"https:\/\/twitter.com\/RyanMcCann90\" target=\"_blank\" rel=\"noopener\">This is the biggest PR own goal in a long time<\/a>\u2019.<\/p>\n<p>At the other end of the spectrum is Paddy Power. The famously cheeky betting company has announced that for every World Cup goal scored by host nation Russia, the company would donate \u00a310,000 to LGBT-related football causes. This not only fits in with Paddy Power\u2019s existing marketing style, it also takes a hit at Russia\u2019s anti-LGBT laws and raises money for good causes. The betting company has partnered with the Attitude Magazine Foundation in order to carry out the donation, which is again a shrewd move to make sure the campaign was received in the right way.<\/p>\n<p>Paddy Power\u2019s \u2018From Russia With Equal Love\u2019 donation is currently at \u00a380,000, and the brand has <a href=\"https:\/\/news.paddypower.com\/world-cup-2018\/2018\/06\/20\/paddy-power-donated-lgbt-charities\/\" target=\"_blank\" rel=\"noopener\">personally thanked<\/a> the top scorers for contributing so much.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 20px;\"><strong>4. I really don\u2019t care, do u?<\/strong><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-115947\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/I-really-dont-care-do-u.jpg\" alt=\"Flotus coat\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/I-really-dont-care-do-u.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/I-really-dont-care-do-u-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/I-really-dont-care-do-u-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/I-really-dont-care-do-u-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/I-really-dont-care-do-u-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>Tone deaf or genuinely heartless? Melania Trump has been photographed on her way to see a &#8216;migrant child detention centre&#8217; (think of that as a venue title) wearing a coat bearing the words \u2018I really don\u2019t care, do u?\u2019. The jacket was a surprisingly cheap (in FLOTUS terms) $39 from Zara. Her spokesman <a href=\"https:\/\/www.bbc.co.uk\/news\/world-us-canada-44570688\" target=\"_blank\" rel=\"noopener\">said<\/a> \u2018there was no hidden message\u2019 in the coat. Donald Trump then <a href=\"https:\/\/twitter.com\/realDonaldTrump\/status\/1009916650622251009\" target=\"_blank\" rel=\"noopener\">tweeted<\/a> the message was about the Fake News Media.<\/p>\n<p>The BBC has put together a list of five things (that&#8217;s our concept!) the coat message could be about: it is just a jacket, it\u2019s about the fake news media, it\u2019s a message to her husband, she was dressing down, or she actually doesn\u2019t care about the children at the border. What is clear is that the move is a PR disaster that\u2019s gained a lot of attention (again, this has been suggested as another possible explanation because it\u2019s drawing attention away from the real issue: child migrants separated from their families at the border).<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 20px;\"><strong>5. The other Trump<\/strong><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-115948\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Time-Magazine.jpg\" alt=\"Time Magazine\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Time-Magazine.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Time-Magazine-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Time-Magazine-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Time-Magazine-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/Time-Magazine-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>Not to be outdone by another Trump, POTUS rounds off the top five. Time magazine has once again featured the President on its front cover, though this one is unlikely to be framed on his office wall. Featuring the President standing over one of the migrant children who was assumed to be in the process of being separated from its mother (<a href=\"https:\/\/www.bbc.co.uk\/news\/world-us-canada-44578339\" target=\"_blank\" rel=\"noopener\">now revealed to not be the case<\/a>), the caption reads: \u2018Welcome to America.\u2019<\/p>\n<p>The disaster that is child migrants at America\u2019s border is catastrophic and, from a comms perspective, it\u2019s one of the year\u2019s most poorly handled crises (which is saying something). Trump is due to visit the UK in July, and this latest scandal has heaped more pressure on the UK Government to act. Roll on 13 July.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Did we miss anything? Let us know on <a href=\"https:\/\/twitter.com\/vuelio\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>*Lols<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week\u2019s Five Things You Shouldn\u2019t Have Missed immediately breaks a promise we made last week, and features stories on the World Cup, influencers, brands using goals for donations and the two Trumps.<\/p>\n","protected":false},"author":423,"featured_media":115949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7356,7365,7272,1109],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/115942"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=115942"}],"version-history":[{"count":4,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/115942\/revisions"}],"predecessor-version":[{"id":115952,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/115942\/revisions\/115952"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/115949"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=115942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=115942"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=115942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}