Starting point of the project
- Lay Koon Ng
- Jun 30, 2020
- 2 min read
Course: ID Context 1
Week: 1-3
Title: Research of Digital & Virtual connections have quicky become a brand's livelihood
Remark: Group work with Grace Siew
1. Building brand loyalty with virtual and personal connections.
Instructors of Barry's Bootcamp launch “Barry’s-At-Home” on Instagram Live, broadcasting classes live from their homes and following it up with instructors sharing what they’re fixing up for Sunday brunch to have a connection with their loyal gym-goers.
The digital platforms used to be sharing photos for now it can be a personal stage. A singer (@JohnBurnsLive) sit down at the kitchen table and post a tribute to the late Kenny Rogers.
2. Leaning into original content programming.
Boardway World bring physical stage into virtual life
Introduce stream critically acclaimed shows to their subscriber
Hosting a show about the host appears in its living room and sharing the moment of quarantine
3. Doing well by doing good and stepping up philanthropy.
How brands are rising to the occasion of meeting the various needs sparked by the COVID-19 health crisis:
Christian Dior, Guerlain, and Givenchy facilities the production of hand sanitizer that will be made available for free to French health authorities.
a plus-size fashion retailer (PARI PASSU) posted on Instagram- offer to convert their NYC garment factory into production for PPE gowns/scrubs.
a coalition of American apparel brands and textile companies-manufacturing of medical face masks to help hospitals.
Medical Memory offering its apps for free to help doctors and nurses- connect with their families.
4. Showing you care by taking care of those who support you.
Support employees, partners… to have an enduring impact of the brand to the discerning customer
Starbucks provide mental health therapist to all in-store staff & their family
Starbucks give a free tall brewed coffee to front line responders as thanks for their service
Miler Lite launched a “#VirtualTipJar” campaign to raise money to support out-of-work bartenders
Jameson Irish Whiskey pledged to give a 1:1 dollar match for every donation made to the United States Bartenders’ Guild Foundation's COVID-19 relief campaign.
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