| Corporate social responsibility |
Statement of charitable work, ethical or sustainable initiatives or standpoints undertaken by brand |
| Celebrities |
Individuals with high profile in entertainment or media, excluding athletes |
| Sportspeople |
Individuals who show athletic ability and/or sporting achievements, including extreme and motorsports |
| Children’s characters |
Notable third-party cartoons or characters from films, books, TV, and the Internet |
| Branded characters |
Characters developed by the brand themselves |
| Special price promotion |
Reduced price advertisements including discounts, two for one deals or limited time offers |
| Vouchers |
Offers only accessible to those who like the account, including print off and/or electronic codes |
| Competitions |
Contests that require participant entry and include minimum requirements such as liking a post |
| Engagement |
Posts that prompt conversation or interaction |
| Sponsorships/partnerships |
Events that the brand supports or brands/service partners – excluding charitable organisations |
| Videos/graphics interchange format (GIFs)/boomerangs |
Moving images |
| Links |
Links to additional content, external pages |
| Branding elements |
Distinct colours, logos, fonts, slogans or trademarks |
| Product imagery (unbranded) |
Pictures of the products sold or their ingredients, with no other branding elements or labels |
| Image with no clear marketing strategy |
Image not associated with any other marketing strategy |
