Blog : Scottish Government

Influencer culture in Lockdown: where do we go from here?

Influencer culture in Lockdown: where do we go from here?

A lot has been said about COVID-19 marking the end of influencer culture as we know it. Consumers are tired of seeing social stars brag about their lavish lifestyles or preaching from their #gifted million pound home, promoting products that we ALL know they don’t and would never use – Khloe Kardashian and Febreeze, what?!

I get it and we have felt the same. Particularly as we navigate what is going to be an incredibly difficult few months for everyone.

However, for all the covidiot influencers who have got it seriously wrong, a lot have also risen to the occasion, helping to spread important messages to otherwise hard to reach, younger audiences.

As these uncertain times continue (sorry!) and conflicting messages and cluttered news just gets worse, audiences are desperately looking for people who they can connect with, trust and rely on – the micro influencer. Those who are genuinely experiencing the same things their audience are and who can share real content their followers can relate to.

In Finland, social influencers have actually been defined as ‘critical operators’ throughout the pandemic. They have used their platform to communicate Government guidelines and speak to a traditionally hard to reach audience. And what better way to reach your audience than working with the people you are trying to reach?

Influencers are always a key part of our campaigns and although the big names out there will always be big, it’s the micro influencers who are coming out on top for our clients at the moment.

Throughout lockdown, we’ve run influencer campaigns for the Scottish Government, Young Scot and Baxters to name a few – all of which have been used to spread a message quickly and efficiently, something a traditional media campaign just couldn’t do.

But why micro influencers?  They are the most flexible and can create content quickly that is authentic and believable. They are close to their audience and know what they respond well to. With fewer followers, they are much more likely to engage and respond to comments – they genuinely care and want to help their followers, which reflects well on the brands we work with. Finally, they are real. Without management teams, ulterior motives or big production budgets, their content is incredibly personal and personable and resonates with their audience better.

Post-pandemic, I think we can expect to see all influencers take a step back and take stock of the content they’re sharing. The high profile, aspirational type content still has its place but moving forward, honesty and authenticity is going to be key.

Serving up Happier Mealtimes

Serving up Happier Mealtimes

Healthy, tasty food is something of a passion for us here at Stripe so we’re very proud to have helped launch the Scottish Government’s ‘Happier Mealtimes’ campaign.

It’s all about championing the sourcing and eating of fresh, in-season food which is nutritious, tastes delicious and also has environmental benefits.

We kicked it off with a taste test of delicious samples at a pop-up food kitchen in Edinburgh’s Festival Square.

The four-week campaign offers advice on how to find and use fresh, in-season foods as well as easy to make, tasty recipes from some of Scotland’s leading chefs and food organisations.

The pop-up food kitchen is also on the road to spread the ‘Happier Mealtimes’ message across the country so keep your eyes peeled!

Find out more at Greener Scotland.

New Road Safety app for kids is out of this world

New Road Safety app for kids is out of this world

Stripe showed its gaming prowess this month as we helped to launch a brand new kids’ app called KLANG: The Road Home. Developed by Road Safety Scotland and the Scottish Government, the app’s aim is to get kids aged 8-11 to think about road safety.

Following the story of a stranded and homesick alien robot called Klang, intrepid explorers are challenged to help Klang navigate our busy roads to collect the missing parts of his spaceship.

Stripe launched the app at the National Museum of Scotland with the help of Minister for Transport and Islands Derek MacKay, along with Klang and 30 of Scotland’s finest Junior Road Safety Officers.

Although none of the Stripes have managed to get past the first level, the app got off to a flying start with over 9,000 downloads in the first 48 hours!

Getting Ready for Winter (with Terriers!)

Getting Ready for Winter (with Terriers!)

Stripe had the pleasure of looking after (and dressing!) some adorable West Highland White Terriers last week, as they assisted Minister for Transport, Keith Brown in the launch of the Scottish Government’s Ready For Winter? campaign.

The Scottish Government’s ‘Ready for Winter?’ campaign, in partnership with the British Red Cross, provides information and advice on how to prepare and cope with severe weather including snow, ice, flooding and high winds.

The campaign includes a range of online resources and will feature integrated marketing activity across TV, local press, radio (local and community), news websites and social media. This is the fourth year the campaign has run and it will run from 21 October to 30 November.

For more information visit

Road Safety campaign drives away with top award

Road Safety campaign drives away with top award

A campaign that Stripe worked on with The Scottish Government and Road Safety Scotland (part of Transport Scotland) has received a prestigious Prince Michael International Road Safety Award.

This award recognises a ground-breaking campaign aimed at reducing the number of fatalities on Scotland’s country roads.

The innovative Country Roads campaign, fronted by former Formula 1 racing driver David Coulthard, sought to get across the message that ‘even the best drivers in the world adjust their speed on country roads’. It was selected as a winner from 70 campaigns and initiatives throughout the world.