Experiential is the gift that keeps on giving, connecting audiences to brands and creating reams of social output, says Bonnie O’Hara of Amplify for The Drum’s fashion and beauty focus . Actors played Italian grandmas offering beauty tips at a Brooklyn pop-up for Elf / SHADOW When it comes to beauty, more of us than ever are being influenced by social media. Today, we can try products virtually before buying online.
It can be easy to quickly become overwhelmed with the sheer amount of products available at our fingertips. And, while bricks-and-mortar beauty still has a place in the hearts of many, last year, last year e-commerce accounted for the largest chunk of all sales channels . Among all that hubbub, brands can create appealing spaces where it’s possible to try products hands-on, maybe even employing a try-before-you-buy approach to allow brands to connect with consumers.
Especially when it comes to younger demographics, focusing on experiences can allow brands to capture audience share and drive purchase intent. Unlike traditional advertising, pop-ups allow the opportunity to forge emotional connections driven by the alignment of values and culture. All in a perfectly shareable package.
Pop-up paradise Pop-up experiences can be a highly effective and cost-efficient strategy for brands, integrating experiential marketing with influencer programs. Activations can be used as content creation hubs, increasing shareability and opportunities for online brand visibility.