#happysoundslike wrap report
TRANSCRIPT
#HAPPYSOUNDSLIKE INTERNATIONAL DAY OF HAPPINESS MixRadio: Wrap Report
Prepared April 2015
OVERVIEW
#HAPPYSOUNDSLIKE
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HAPPINESS IS A FUNDAMENTAL HUMAN GOAL, AN INHERENT ASPIRATION THAT LIES AT THE HEART OF EVERY PERSON AROUND THE WORLD
MUSIC HAS THE POWER TO BRING THAT MOMENT OF JOY AND INSPIRE HOPE FOR A BETTER TOMORROW
MARKING THE UNITED NATIONS 70TH ANNIVERSARY, THE UN AND MIXRADIO PARTNERED WITH A HOST OF GLOBAL SUPERSTARS TO CREATE #HAPPYSOUNDSLIKE, AN INSPIRATIONAL AND INTERNATIONAL PLAYLIST TO
CELEBRATE INTERNATIONAL DAY OF HAPPINESS
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#HAPPYSOUNDSLIKE CAMPAIGN OVERVIEW
PIECES OF COVERAGE SECURED
#HAPPYSOUNDSLIKE TRENDED IN SPAIN, CANADA AND TEXAS
BILLIONMEDIA IMPRESSIONS
MILLION SOCIAL IMPRESSIONS FROM 40,000 TWEETS
PLAYLIST LISTENS
OF MEDIA INCLUDING KEY MESSAGING
WEB VIEWS
GLOBAL ARTISTS
VIEWS OF BRANDED CONTENT
OPPORTUNITIES TO VIEW THE CAMPAIGN IN THE US
GLOBAL COVERAGE
POSITIVE SENTIMENT
800+ 11.7
833
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300,000
98% 90%
1.8 MILLION
1.4 MILLION
21:1OPPORTUNITIES TO VIEW THE CAMPAIGN IN AUSTRALIA
20:1
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MEDIA REACH
#HAPPYSOUNDSLIKE CAMPAIGN RESULTS
#HAPPYSOUNDSLIKE CAMPAIGN RESULTS
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SOCIAL REACH
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#HAPPYSOUNDSLIKE CAMPAIGN KPI
Secretary General 250K 88K
Cody Simpson 7M 7M
Rob Da Bank 77K 16K
Angelique Kidjo 20K 282K
Britney Spears 41M 39M
David Fonseca 139K 33K
Charlize Theron 302K 7K
Damian Lazerus 50K 112K
Ed Sheehan 13M 11M
Groove Armada 56K 288K
Horse Meat Disco 17K 32K
James Blunt 1.6M 6.7M
Michael Douglas 3K 1.3M
Nicole Scherzinger 5M 8M
AR Rahman 7M 20M
Midori 12K 7K
Fatboy Slim 127K 1M
Andra Day 862K 14K
John Legend 7K 7.3M
Lang Lang 241K 268K
Tine Tempah 1.5M 3.8M
Yo Yo Ma 4.5K 459K
Mr Vegas 110K 672K
Tiesto 110K 672K
Yulia Savicheva 135K 113K
David Carreria 92K 626K
Carl Barat 51K 49K
Melendi 1.48M 1.7M
MEDIA COVERAGE
GLOBAL MEDIA COVERAGE
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US 6,651,563,821
UK 936,561,966
EUROPE 67,127,451
UAE 4,729,590
INDIA 539,069,345
SOUTH AFRICA 16,625,430
AUSTRALIA 585,325,390
CHINA 1,933,830
JAPAN 130,586,070
KEY MEDIA COVERAGE: UK
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NEWS VOICES LEISURE TV BUSINESS SPORT2-33 14-18 34-51 38-41 52-56 61-71 23i SATURDAY
21 MARCH 2015
FOOD
Bootleggers are producing fake oil products after a disastrous crop in Italy’s pre-eminent olive-growing regions of Puglia and Tuscany (above)
Beware of fake oil sales after olive crop disaster
By Adam Sherwin MEDIA CORRESPONDENT
It might not bring peace to Syria or end global poverty, but the United Nations yesterday did its bit to increase international har-mony by unveiling the “world’s happiest playlist”. Ed Sheeran, James Blunt, David Guetta and John Legend were among the mu-sicians and actors who suggested
a song for the UN’s feel-good mix, designed to spread cheer among listeners and raise awareness of International Day of Happiness, now in its third year.
Ban Ki-moon, the UN Secretary-General, led the way with his nom-ination for “Signed, Sealed, Delivered, I’m Yours” by Stevie
Wonder, who is a UN “messen-ger of peace” and advocates
on behalf of people with disabilities. Sheeran (left) chose the female liberation anthem “In-dependent Women” by Destiny’s Child, and
James Blunt, whose music brings both happi-
ness and misery to many, of-fered “We Are Young” by Fun.
Playlist to make world a happier place UN
Olive oil Its origins
Olive trees and oil production can be traced back to the ancient Syrian city-state of Ebla around 2400 BC. Seventy per cent of the global supply is grown in Spain and Italy, with Greece, Portugal, Morocco and Tunisia producing the rest.
The oil is extracted by pressing whole olives and is used in cooking, cosmetics, pharmaceuticals and soaps. It is rich in vitamins and energy and regarded as the healthiest of the edible oils. Extra virgin olive oil is the purest form, made without any chemicals or industrial refining.
Olive oil started appearing in British kitchens in the 1970s as part of a broader adoption of a Mediter-ranean diet.
By Tom Bawden ENVIRONMENT EDITOR
British shoppers have been urged to beware of counterfeit olive oil – as criminal gangs exploit a disastrous Italian crop by selling potentially dangerous bootleg bottles.
A senior Italian food fraud inves-tigator told i that he has already seen evidence that criminals are moving into olive oil production and distribution.
Consumers should be particularly wary of olive oil that appears “too cheap to be true”, experts said. Fake oil produced in unhygienic conditions could put Britons at increased risk of E-coli and salmonella.
The incentive for fraud has in-creased because the woeful olive harvest has left a shortage of the fruit required to make genuine oil – while the resulting rising price has in-creased the profits that can be made from selling fake bottles.
“Organised criminals are going into it rapidly. We estimate that there will be an increase in criminal inter-est in this field,” the Italian investiga-tor said.
He said it was likely that some of the counterfeit product could end up in the UK, which is a big consumer of Italian olive oil. The Italian and British authorities are in discussions about how best to tackle the threat, he added.
“In general, the criminals have in-ternational links and are able to shift this product overseas where other criminals will supply it. There are some networks that are able to sup-ply Italian restaurants overseas, so there is a threat from that,” he said.
Olive oil prices have doubled in recent weeks as output tumbled by
nearly a third to its lowest level in 15 years. Italy’s pre-eminent growing region, Puglia, was hit particularly hard after millions of olive trees were infected with a deadly microbe.
In one type of the fraud, the coun-terfeit olive oil is relatively harmless, although it is illegal and dupes the consumer out of their cash. In these cases, “Italian extra virgin olive oil” is produced using older, inferior oils from other countries and passed off as a fresh, top-of-the-range product from Italy.
But another version poses a far greater risk. In this case, vegetable oil is presented as olive oil by blending it with chlorophyll – for colour – and beta carotene, for flavour.
This poses a danger for people with allergies to chlorophyll. There is also a risk from the poor hygiene stand-ards employed by the bootleggers.
12 SATURDAY 21 MARCH 2015 THE INDEPENDENT
UN’s ‘happy’ playlist aims to promote harmony through song
ADAM SHERWINMEDIA CORRESPONDENT
Conchita Wurst and Michael Douglas among eclectic mix of celebrity curators
It might not bring peace to Syria and end global poverty. But the United Nations yes-terday did its bit to increase international harmony, unveil-ing the “world’s happiest playl-ist”. Ed Sheeran, James Blunt, David Guetta and John Legend were among the musicians and actors who contributed selec-tions to the UN’s feel-good mix, designed to spread cheer among listeners and raise awareness of International Day of Happiness, now in its third year.
Ban Ki-moon, the UN Secretary-General, led the way with his nomination for “Signed Sealed Delivered” by Stevie Wonder, himself a UN messenger of peace, who advo-cates on behalf of people with disabilities.
News
Mr Ban said: “On this day we are using the universal language of music to show solidarity with the millions of people around the world suffering from pov-erty, human rights abuses, humanitarian crises and the effects of environmental degra-dation and climate change. The pursuit of happiness lies at the core of human endeavours.” He added that he is never happier than when he listens to Stevie Wonder.
Sheeran chose the female lib-eration anthem “Independent Woman” by Destiny’s Child, whilst James Blunt, whose music brings both happiness and misery to many, offered “We are Young” by Fun.
“Zip-a-Dee-Doo-Dah” by James Baskett was included at the request of actor Michael Douglas, who said it “always makes me smile, especially during the muddy season.”
Fatboy Slim opted for “Har-vest for the World” by The Isley Brothers because “we can solve most injustices if we unite behind a backbeat”.
John Legend’s happy song is “Got to Give it up” by Marvin Gaye, “because the beat is so infectious and fun”.
T h e c e l e b r i t y p l ay l -ist, created by MixRadio, and available for free on at happysoundslike.com, failed to include the most obvious recent example of an upbeat anthem, the international hit “Happy” by Pharrell Williams. Sheeran warned in a video message for the UN: “Even though it’s a happy song, a dark meaning lies behind it.”
Pharrell himself modestly chose “This Must be the Place”, a 1983 track by Talking Heads. The singer took part in a Hap-piness Day ceremony, lighting the Empire State Building yel-
low. He said: “In a year where there is so much turmoil in the world, from social conflict to climate change, we need moments to stop and celebrate happiness.”
The UN urged supporters to join the “Global Happy Party” by uploading pho-tos and tweets under hash-tags #HappySoundsLike, #happyday and #happyplanet. However some cynics used to the hashtags to suggest that a sunny playlist alone was insuf-ficient to effect meaningful global change.
Since 2012, when the UN General Assembly declared the first International Day of Happiness – which recognised happiness as a basic human right, the number of people killed in terrorist attacks and the world’s 20 bloodiest wars is estimated have increased by at least a third. Kylie Minogue and the Isley Brothers (right) both made the final cut
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KEY MEDIA COVERAGE: UK
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KEY MEDIA COVERAGE: USA
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KEY MEDIA COVERAGE: USA
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KEY MEDIA COVERAGE: USA
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KEY MEDIA COVERAGE: CHINA
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KEY MEDIA COVERAGE: CHINA
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KEY MEDIA COVERAGE: INDIA
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KEY MEDIA COVERAGE: INDIA
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KEY MEDIA COVERAGE: JAPAN
KEY MEDIA COVERAGE: SHOWBIZ
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SOCIAL COVERAGE
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THE REACH @MIXRADIO GAINED IN 4 DAYS, IS USUALLY WHAT @MIXRADIO GAINS IN 2 YEARS
@MIXRADIO HAD A TOTAL OF 18.6K MENTIONS DURING THE CAMPAIGN, COMPARED TO THEIR AVERAGE WEEKLY ENGAGEMENT OF 3.2K
MIXRADIO OWNED 35% OF THE SXSW ONLINE CONVERSATION
CODY SIMPSON WAS THE SECOND MOST TALKED ABOUT ARTIST AT SXSW
#HAPPYSOUNDSLIKE
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KEY RESULTS: TWITTER
#HAPPYSOUNDSLIKE REACHED AN ESTIMATED 866 MILLION USERS WITH OVER 42,000 MENTIONS DURING THE 5-DAY CAMPAIGN
KEY RESULTS
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FACEBOOK: +3.6K NEW FANS
TWITTER: +831 NEW FOLLOWERS
YOUTUBE: +159 NEW SUBSCRIBERS
INSTAGRAM: +35 NEW FOLLOWERS
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KEY ENGAGEMENTS
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1.3K FAVOURITES
632K VIDEO VIEWS
14.7K LIKES
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TWITTER: TOP INFLUENCERS
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TWITTER: TOP INFLUENCERS
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TWITTER: TOP INFLUENCERS
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TWITTER: WIDER INFLUENCERS
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TWITTER: TOP MEDIA OUTLETS
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TWITTER: MIXRADIO GLOBAL
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TWITTER: USER SENTIMENT
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FACEBOOK: TOP INFLUENCER POSTS
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42,603 TOTAL LIKES
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FACEBOOK: TOP MEDIA POSTS
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7,921 TOTAL LIKES
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VIDEO CONTENT GENERATION #HAPPYSOUNDSLIKE
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MIXRADIO YOUTUBE VIDEO DEMOGRAPHICS
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DEMOGRAPHICS
TOP GEOGRAPHIES
UNITED STATESUNITED KINGDOMMEXICOFRANCECANADA
DISCOVERY
TOP PLAYBACK LOCATIONS
YOUTUBE OTHER 70%YOUTUBE WATCH PAGE 26%EMBEDDED PLAYER ON OTHER WEBSITES 3.0%OTHER 0.8%
TOP TRAFFIC SOURCES
YOUTUBE ADVERTISING 89%UNKNOWN - EMBEDDED PLAYER 3.0%UNKONWN - DIRECT 1.9%OTHER 5.8%
GENDER
MALE 68%
FEMALE 32%
MIXRADIO VIDEO VIEWS
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1.4 MILLION VIDEO VIEWS
HAPPYSOUNDSLIKE.COM ANALYTICS
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FACEBOOK WAS THE NUMBER ONE DRIVER TO THE WEBSITE
SOCIAL REFERRALS RESULTED IN 54% OF OVERALL TRAFFIC DURING THE CAMPAIGN
BRAZIL, CANADA AND FRANCE FEATURE AS THE TOP COUNTRIES WHO VISITED THE SITE
#HAPPYSOUNDSLIKE SENTIMENT
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#HAPPYSOUNDSLIKE SENTIMENT
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99% FAVORABLE
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HIGHLIGHTING OUR CAUSES
CAUSE HASHTAGS ACCOUNT FOR 19 OF
THE TOP 30 HASHTAGS
WITH OVER 14,300 MENTIONS IN TOTAL
AND A REACH OF 216 MILLION
OVER 36% OF TWEETS AROUND
THE CAMPAIGN HAVE BEEN
DIRECTLY RELATED TO CAUSES
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TOP VISUALS
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TOP TWEETS
UN SOCIAL SUPPORT
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MIXRADIO SUPPORT
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22.3 MILLION REACHED FROM 930 TWEETS
9 INFLUENCERS ENGAGED, 5TH MOST ENGAGED MARKET
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Over 90
engagements
Over 30
engagements
Over 60
engagements
MIXRADIO: INDIA
Over 300
engagements
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MIXRADIO SPAIN19.9 MILLION REACHED FROM 280 TWEETS
7 INFLUENCERS ENGAGED, 6TH MOST ENGAGED MARKET
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Over 230
engagements
Over 210
engagements
Over 840
engagements
Over 470
engagements
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MIXRADIO FRANCE
13.4 MILLION REACHED FROM 930 TWEETS
6 INFLUENCERS ENGAGED, 7TH MOST ENGAGED MARKET
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Over 780
engagements
Over 360
engagements
Over 410
engagements
SXSW
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SXSW: INTERNATIONAL DAY OF HAPPINESS MEDIA ATTENDEES INCLUDING
BILLBOARD, MTV, FORBES, PASTE AND MUSIC CONNECTION
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SXSW: INTERNATIONAL DAY OF HAPPINESS
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CARLOS ISLAM,CREATIVE COMMUNITY OUTREACH INITIATIVE, UNITED NATIONS
CASSIE FLYNN, CLIMATE CHANGE ADVISOR, UNITED NATIONS DEVELOPMENT
PROGRAMME
MARK WHEATLEY, HEAD OF MUSIC EXPERIENCE, MIXRADIO
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SXSW: INTERNATIONAL DAY OF HAPPINESS
GUESTS ATTENDED THE EVENT TO CELEBRATE
INTERNATIONAL DAY OF HAPPINESS 140 150
THANK YOU Beckie Stanion, Campaign Director
Zoe Mitchell, Account Manager