Post on 03-Jul-2020
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Appendix Image Library – Examples of @govype posts
IMAGE 1 Date of appearance March 7, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Use of common Instagram hashtags: #ThrowbackThursday Branding e-cigarette content with #LFW (London Fashion Week) and @houseofholland
Significant imagery not related to the product
Co-branding with House of Holland wrist band
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IMAGE 2 Date of appearance February 16, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Use of common Instagram hashtags: #style Branding e-cigarette content with #LFW (London Fashion Week) and #Londonfashionweek
Significant imagery not related to the product
Co-branding with House of Holland document
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IMAGE 3 Date of appearance February 21, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Use of common Instagram hashtags: #style Branding e-cigarette content with #LFW (London Fashion Week); #LondonFashionWeek; #fashionweek; #houseofholland; #henryholland
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IMAGE 4 Date of appearance February 3, 2019 Screen capture March 12, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #SnowMaggeden; #snowUK “The weather is getting as cold as our crisp e-liquid”
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IMAGE 5 Date of appearance February 22, 2019 Screen capture March 12, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
#FridayFlavour Stylized purple color animation
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IMAGE 6 Date of appearance February 15, 2019 Screen capture March 12, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #FridayFeeling
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IMAGE 7 – screen capture of video clip Date of appearance February 24, 2019 Screen capture March 11, 2019
Promotional element Descriptive language that goes beyond objective, factual claims
#ValentinesDay
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IMAGE 8 Date of appearance February 10, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #bohemianrhapsody; #baftas; #bestactor; #baftas2019; #ramimalek “From one winner to another” “Well done” “Rami Malek, Bohemian Rhapsody, leading actor”
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IMAGE 9 Date of appearance February 10, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #baftas; #bestfilm; #baftas2019; #roma “From one winner to another” “Well done” “Roma, Best Film”
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IMAGE 10 Date of appearance February 10, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #baftas; #bestdirector; #baftas2019; #roma; #alfonsocuaron “From one winner to another” “Well done” “Alfonso Cuaron Roma Director”
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IMAGE 11 Date of appearance February 10, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #baftas; #bestactress; #baftas2019; #olivacoleman “From one winner to another” “Well done” “Oliva Colman The Favorite Leading Actress”
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IMAGE 12 Date of appearance January 22, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #oscars2019; #oscarnoms “And the nominee is..” with imagery of sparkling stars
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IMAGE 13 Date of appearance February 20, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #BritAwards; #britawards2019
Significant imagery that is not related to the product
Image of a celebrity Lily Allen Tagging @lilyallen
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IMAGE 14 Date of appearance February 21, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #Manchester Branding e-cigarette content with #LFW (London Fashion Week); Tagged Lily Allen’s Instagram handle @lilyallen. Location Tag of Menagarie Restaurant & Bar
Significant imagery that is not related to the product
Image of a celebrity Lily Allen DJ equipment
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IMAGE 15 Date of appearance December 5, 2019 Screen capture March 12, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
“handy” and “useful” do not seem like objective factual claims. They are attributed to the opinion of Henry Holland mentioned in the post
Testimonials with promotional claims House of Holland designer states that the product is “stylish, handy & useful”
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IMAGE 16 –Images from instastory videos Date of appearance February 2019 Screen capture March 12, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims Significant imagery that is not related to the product
Background music, imagery of models, cosmetics and clothing. Highly stylized video of Vype use by young person.
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IMAGE 17 Date of appearance March 7, 2019 Screen capture March 12, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtag: #Throwbackthursday; #behindthescenes; #LFW Tagged @houseofholland
Significant imagery that is not related to the product
Cosmetic brushes mixed in with a Vype product
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IMAGE 18 Date of appearance February 21, 2019 Screen capture March 13, 2019
Promotional elements @govype tagged influencer @oliviajade_attwood, who has 1.6 million followers
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IMAGE 19 Date of appearance February 21, 2019 Screen capture March 13, 2019
Promotional elements Because @govype tagged influencer @oliviajade_attwood, the Vype promotional content is now viewable by any of the 1.6 million followers of this influencer
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IMAGE 20 Date of appearance February 21, 2019 Screen capture March 13, 2019
Promotional elements @govype tagged influencer @scottyspecial, who has 875K followers
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IMAGE 21 Date of appearance February 21, 2019 Screen capture March 13, 2019
Promotional elements Because @govype tagged influencer @scottyspecial, the Vype promotional content is now viewable by any of the 875K followers of this influencer
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IMAGE 22 Date of appearance February 22, 2019 Screen capture March 13, 2019
Promotional elements @scottyspecial posted the Vype promotional event, tagged three other influencers in the post (@bradhoward3, @kendallraeknight, @brown.elle), which is now viewable by any of millions of followers of these influencers and was liked over 20,000 times – all of which can happen without having to seek Vype out specifically.
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IMAGE 23 – Screen capture of House of Holland Blog featuring 2018 teenage fashion shoots
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IMAGE 24 Date of appearance March 5, 2019 Screen capture March 15, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Stylized animation of fruit
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IMAGE 25 Date of appearance February 14, 2019 Screen capture March 11, 2019
Promotional elements Descriptive language that goes beyond objective, factual claims
Commonly used hashtags: #LFW, #Lilly Allen, #londonfashionweek, #houseofholland
Significant imagery that is not related to the product
Image of a celebrity Lily Allen