Snapchat disses Instagram, 81% of consumers want brands to do ‘right,’ and Snickers campaigns to move Halloween

Also: Edelman drops a client to avoid a crisis, exclusive insights from Microsoft’s chief storyteller, and Ohio State Fair gets sassy. 

Good morning, PR pros:

If you think throwing shade is only for Wendy’s social media team, the Ohio State Fair’s digital communicators would like a word:

Snap throws shade at Instagram

Snapchat is riding high since revealing that 13 million daily active users joined its platform in the past quarter, and it took aim at Facebook-owned Instagram with its “Real Friends” campaign.

Snap partnered with Instagram influencers and flooded the app’s hashtags #friendshipquotes and #realfriends with friendship quotations splashed across Snapchat’s iconic yellow background and logo:

View this post on Instagram

Brought to you by Snapchat. #RealFriends #FriendshipQuotes

A post shared by Life Quotes! (@bestquotesinmylife) on

Why you should care: In the war over users’ eyeballs, don’t be afraid to engage in what CNBC called “a bit of friendly fire.” Meet your audience where they are, and, when appropriate, throw shade at your competitors—provided your overall message fits your campaign goals and brand voice.

Related reading:


Edelman’s 2019 Trust Barometer Special Report revealed that for 81% of consumers, trusting the organization to “do what is right” is a major consideration for purchasing. However, only one in three consumers trust most of the brands they regularly patronize.

The takeaway? “When brands build trust, consumers reward them”:

Edelman drops controversial client

The PR agency acted on its Trust Barometer findings by terminating its contract with The Geo Group, a contractor for Immigration and Customs Enforcement (ICE). It was an obvious move to avoid the PR crisis Ogilvy is facing, but Edelman kept its decision close to the vest.

Adweek reported:

“Edelman takes on complex and diverse clients. We ultimately decided not to proceed with this work,” an Edelman spokesperson said in a statement to Adweek.

Why it matters: Don’t forget that your employees are among your most valuable audiences. Make sure you’re reaching and engaging them as well as taking their thoughts and feelings into consideration. Otherwise, you stand to anger your organization’s most powerful brand ambassadors.

Related reading:


If you want to breathe life into your storytelling efforts, focus on making your content more human. Check out how Microsoft’s chief storyteller, Steve Clayton, cuts through the deluge of data and messages in today’s digital media landscape by focusing on employees and relatable, emotional moments:

“We tell stories about Microsoft employees with the outside world,” Clayton says. “They’re real stories about real people living their real lives.”

Photo credit: Microsoft/Life

You can learn more from Clayton at Ragan’s Employee Communications, PR & Social Media Summit at Microsoft, Oct. 2–4. He will be our special keynote speaker.

Snickers launches campaign to reschedule Halloween

The candy brand recently backed a petition to change the date of Halloween’s festivities from Oct. 31 to the last Saturday in October. The celebration suggested is “National Trick or Treat Day … when Americans can participate in community parades, throw neighborhood parties and opt for daytime Trick or Treating.”

The company is offering 1 million Snickers if the federal government recognizes the proposed holiday:

Let’s hope those are full-size bars.

Why it matters: Embrace the new face of crowdsourcing content. More and more social media teams are supporting consumers’ petitions, requests and ideas—whether it be moving Halloween or making a nugget lover’s dreams come true with enough retweets.

By supporting consumers’ visions, you show that you’re listening—and you don’t have to come up with the ideas yourself. It’s authentic and easy.

Related reading:


Yesterday, we asked whether brand managers should craft social media posts for national “holidays”—or retire the popular digital marketing tactic.

The celebrating isn’t over, according to the 72% of you who think it’s OK for social media teams to take part, as long as it’s cleverly done. Eighteen percent said you should always take the opportunity to engage.


What social media site is most important to your organization, PR Daily readers? Sound off by sharing why with us on Twitter: @bekiweki. Don’t forget the hashtag #MorningScoop.


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