Wolfstar – Monthly Roundup – August



With the kids’ back to school and holiday season over (sigh), we hope you’ve all settled back in nicely to your normal routines. Unless, of course, you’re one of the lucky ones who has jetted off for some September sun.

We understand that these last few weeks may have been stressful with trying to get the whole household organised for school, work, or new jobs. So, if you’ve missed what’s been going on in the digital and marketing world – we’ll let you off.

Luckily, our Leeds PR agency has rounded up some of the biggest stories from August which we want you to know about.

DR MARTENS’ PROFITS UP 70% WITH SUCCESS OF NEW ‘VEGAN’ RANGE



If the world went vegan, it could save eight million human lives by 2050, reduce greenhouse gas emissions by two thirds, lead to healthcare-related savings, and avoid climate damages of $1.5 trillion.

What’s more, the vegan trend quadrupled in the five years between 2012 and 2017, so it’s no surprise the iconic brand Dr Martens has created a vegan range of boots, which has significantly boosted the company’s profits.

Sales of the vegan range, has increased sales by “multiple hundreds of per cent” in recent years, according to the brand’s chief executive, Kenny Wilson. Vegan boots now account for 4% of the shoemaker’s sales, amid increasing awareness of the environmental impact of livestock among consumers.

Increased margins on Dr Martens’ products has resulted in the company’s profits surging by 70% year-on-year to £85m. Other successful products leading to the brand’s success, include; the original Dr Marten boots as sandals, collaborations with the Sex Pistols and Marc Jacobs, and versions for children.

Online sales have also risen by two-thirds to £72.7m, accounting for 16% of total revenues for the company, which is now expanding to international markets.

So, it’s safe to say Dr Martens’ has had a successful year so far.

INSTAGRAM AND WHATSAPP ARE CHANGING THEIR NAMES



Are you in the camp of people who don’t know Facebook owns Instagram and WhatsApp? Well, that’s all about to change.

Social media giant Facebook has owned Instagram and WhatsApp since 2012 and 2014 respectively. However, the links between the three social media platforms have all been rather subtle – until now.

Facebook has decided to make more of a stamp on the apps by changing their names. Instagram and WhatsApp will soon be known as ‘Instagram from Facebook’ and ‘WhatsApp from Facebook’ on the Google and Apple App Stores, as well as on your phone.

Facebook has confirmed the reports to be true, stating: “We want to be clearer about the products and services that are part of Facebook.”

What are your thoughts on the name changes?

DISNEY PREPS MARKETING BLITZ AS IT PLANS TO TAKE ON NETFLIX



We have magical news for all the Disney fans out there.

Disney is readying a marketing blitz as it prepares to launch Disney+, its video streaming service that aims to take on Netflix and Amazon Prime Video.

Disney hopes its strong suite of brands, including Marvel, Pixar and Star Wars, will help attract consumers. On launch, it will offer 300 films, with that number increasing to 400 by the end of its first year. There will also be Disney+ originals, including The Mandalorian, a Star Wars-themed series.

Disney will be treating the launch of Disney+ as its most important in 15 years, with a marketing plan to match. The plan is going to include both digital and analogue activity, as well as significant support on Disney’s own platforms.

The company will be making use of its other consumer touchpoints to promote Disney+. That means promoting the service to people who own its co-branded credit card, have stayed at one of its hotels, or are members of its D23 fan club.

The aim is to quickly bring awareness of the service above 90% so it can compete with Netflix and Amazon Prime Video. According to YouGov Brand Index, awareness of Amazon Prime in the UK is 80.9%, while for Netflix it is 94.1%.”

Disney CEO, Bob Iger, revealed: “Disney+ is going to be treated as the most important product that the company has launched, and the opportunities are tremendous to market this.”

“If you compare us to Netflix, we’re going to have far fewer products than they do, but we’re relying on the strength of our brands and the fervour that fans of those brands have for the product that we make under those brand umbrellas.”

Disney will need to invest significantly if it wants to scale Disney+ fast, which is Iger’s aim. Netflix invested £1.95bn in marketing in 2018, mostly to promote its original content. By comparison, Disney invested around £2.3bn last year across its whole business, according to Statista.

Will you be subscribing to Disney+?

Our Leeds PR agency is excited to see what September brings to the world of communications and marketing, so be sure to check back next month for some big, unmissable stories!