- ELEVATE CONNECT
- 15, OCTOBER 2019
Authenticity is #1 in Social Media and Experiential (Elevate Connect)
Key Takeaways:
- The flawless influencer is no longer quite so influential. Social media users want to keep it “real,” which also translates to the way consumers interact with brands during activations with a social element.
- Technology is a must-have for brand marketing and activations, regardless of the product or service. But while many may think immediately of virtual reality, it turns out that 3D technology has a strong place in the future of consumer engagement.
- In the modern world, we no longer see a life of leisure as a good thing. In a time when your worth is tied to how busy you are, is there ever an opportunity to actually relax?
Experiential Marketing and Social Media Trends: The Authentic Aesthetic
The pendulum has officially swung; it is no longer cool to be perfect. The word on the street in the Insta-verse is that being overly-curated is more off-putting than endearing, which is changing the way brands approach their social media presence. In a world where authenticity is currency, companies are smart to keep their social-media centric activations as “real” as possible.
As Opus Agency explains, “Manufactured experiences and overly staged photos are no longer trendy; authentic expressions are the newly popular social aesthetic.” Although events always aim to be social media friendly, the ways in which brands encourage users to share may evolve. Read more to learn the difference between a “manufactured expression” and the “authentic expression” that your followers will embrace.
Sprite Urges Chinese Youths to Mix it Up with Their Creativity
Mixing sprite with other beverages is popular around the world. This is especially true in China, where it’s considered a long-standing tradition. Even former premier Li Peng used to enjoy mixing Sprite with black vinegar or red wine. Now Sprite is collaborating with Jiang Xiao Bai for a campaign titled ‘Mixing Up Like This,’ which empowers Chinese youth to celebrate their individuality through creating their own carbonated combinations.
This focus on celebrating uniqueness can be attributed to a rise in individualism (the so called “Me Culture”) among Chinese millennials. And, as usual, brands are taking note. Young Chinese consumers are breaking away from cookie cutter choices and want flavors that not only match their personal taste but double as something they can share on social media. Click here to read about the elements of the campaign that encourage alternative thinking.
The Era of 3D Brand Content is Now
Although 3D technology has been around for quite some time, we’ve come a long way from the days of red- and blue-lensed paper glasses. Recently 3D digital experiences have seen a boost, exciting those that see the potential for 3D to add a new dimension to brand campaigns.
When consumers experience digital products in a multi-dimensional way, the path to purchase can be cut in half. As a Campaign article states, “the era of 3D brand content is now,” and brands should start thinking about how they can incorporate an effective 3D strategy. Read more to learn how brands like New Balance, Samsung and Volvo are using 3D to help customers better understand their products.
Use This Simple Psychological Trick if Productivity Culture Has Made It Impossible for You to Relax
In a nation obsessed with productivity, even vacations aren’t safe from accomplishment pressure. Many people structure their R&R time to check off bucket list adventures so they can feel full of energy and inspired…to do more work. Free time is no longer about kicking your feet up and watching the grass grow. Instead we feel pressure to spend precious time off on self-improvement, like running a marathon or volunteering in a developing country.
It used to be that extended vacations and ample leisure time were a status symbol. Now this perception of social capital has shifted, where we have replaced leisure with “busy.” Some people even see time off of work as an opportunity to build up their “experiential CV”. In this Fast Company article, the author offers a way we can actually escape our busyness fixation and relax.
‘It Lost Its Consumer’: 4 Takeaways from Forever 21’s Bankruptcy Filing
Another one bites the dust. Retail giant Forever 21 has filed for bankruptcy and will be closing up to 350 of their stores in the U.S. As Glossy puts it, “Forever 21’s bankruptcy filing has prompted discussion about whether fast-fashion is dying or just evolving.”
For other retailers teetering on the brink of extinction, its crucial to pay attention and approach these headlines as a learning opportunity. For example, one thing critics claim led to the demise of Forever 21 is their refusal to downsize. Their massive flagship stores were consistently jam-packed with merchandise, which many shoppers see as a cluttered turn off. Read more for other important key takeaways.
Fujifilm Unveils Photography Concept Store
Social media is a huge part of the world we live in and, as a result, more people are taking up photography as a hobby. In fact, one of the things millennials have successfully resuscitated are dark rooms.
With the influx of people eager to snap the perfect image, Fujifilm is encouraging those curious to dive headfirst into the world of photography. The iconic Japanese photo and imaging company has opened a three-floor concept store in London to showcase their photography and imaging brands. Their goal? To inspire visitors to discover their photographic potential.
Schick Targets Bald Guys, Invites Them into an Exclusive “BIP” Community
Bald is beautiful – and also a brilliant brand stance for Schick’s Xtreme razor. The company learned that two-thirds of American men will experience hair loss by the time they’re 35. Yet, “personal care brands continue to push products to ‘save’ hair, thereby, ‘selling guys on a stigma.’” Schick decided that enough is enough, and decided to encourage men to embrace who they are and shave it all off.
Their Bald Important People campaign (aka BIP) invited men to an exclusive event during New York Fashion week to fight against “selling guys a stigma”. Click here to check out the hair-raising antics at the “Baldest Party Ever.”
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