Bag and accessories brand Frietag, known for its recycled truck tarp creations, has taken its DIY bag-making workshops online for customers to enjoy from home. Originally a unique feature of its downtown Zurich store, the virtual version of Frietag’s Sweat-yourself Shop allows budding bag designers to customise their own product online by video calling the in-house team and selecting size, shape and colour combinations before the bag is delivered to their doorstep.
If recycled tarp bags aren’t your thing, Earl of East has moved their IRL candle-making workshops into homes via a handy kit. Customers are able to choose their favourite scent and even name their candle online before joining a Zoom call with an expert candle-maker to be guided through the process.
These virtual workshops are such a great way for brands to continue to share their unique offer and stay connected with customers digitally, even if they can’t physically.
Everyone’s favourite Swedish furniture brand, IKEA, have released their coveted meatball recipe on Twitter for hungry fans to replicate in their own kitchens. Complete with fool-proof instructions, reminiscent of those accompanying their flat-packed products, IKEA’s simple approach allows their personality to shine through and ensures they can still put themselves inside customers’ homes.
Any grilled meat fans out there will be pleased to know that Patty & Bun have released DIY kits for customers suffering from burger withdrawals during lockdown. Delivered to your door, the kits feature all the ingredients needed to make favourites from the P&B menu, allowing the tasty brand experience to continue despite government shutdowns.
Cashmere brand Begg & Co have launched a dedicated online space on their website to help soothe worried customers, and we love the name they’ve chosen - ‘Our Comfort Blanket’. The platform offers visitors the virtual version of a big, warm hug, with positivity-boosting tips and advice to help ease the burden of the lockdown. The community-building initiative not only allows Begg & Co’s customers to feel connected with the brand and each other, it also shows an empathetic and human side to a brand which their audience is bound to remember once all this is over.
Our client, John Lewis & Partners, have taken their in-store services online with a whole range of virtual one-on-one consultations ranging from nursery advice through to personal styling and home design. Customers receive the same level of service they are used to in-store by discussing with John Lewis’ team of experts from the safety of their own homes - a great pivot for any brand wanting to continue delivering a personalised experience.
These are unprecedented times for everyone, but it’s been great to see so many brands adapting to the situation and proving that brand experiences can still engage, inspire, delight and excite even in the most challenging of circumstances.
By facing up to some hard industry truths and focussing on uncovering and communicating authentic USPs to audiences, we believe beauty brands will be able to connect in deeper, more meaningful ways.
Inspired by our #CreativityWins campaign, this month's roundup of experiences we love includes masked bar staff at Mr Fogg's, 30-second soap from Lush, a creative queuing initiative from Asda and a new format store from Sézan...