‘When we look at behaviour in the social and digital space, people are talking about their feelings,’ says Coca-Cola group director of digital platforms Kim Gnatt.
Discussing the digital activations for the brand’s global ‘Taste the Feeling’ campaign, she says the most widely posted images and videos were all about emotions and capturing moments, which the brand stands for – ‘making special moments in our consumers’ daily lives more special’. Which brings us right back to the start of the article on Google’s Micro-Moments, and being there ‘in the moment’ with your shopper.
Last issue we discussed the shift toward ‘mindfulness’, where shoppers seek aspirational wellbeing benefits from their chosen brands, over and above product and service. Shoppers seek inspiration and sanctuary from digital ubiquity and relentless ‘pace’.
Taking this concept to another level was a campaign for Swedish activewear brand Peak Performance, ‘Catch Magic Hour’. The brand opened pop-up digital shops in beautiful and remote locations all over the world, from mountain tops to rivers and rugged coastlines. In these virtual shops, everything was free. The catch? Shoppers had to be there, in the moment, at ‘Magic Hour’, which happens twice a day, at sunrise and sunset. They had to run, hike, climb, paddle – live and breathe everything the brand stands for – and in so doing, inspire themselves and others.
Participants shared their most beautiful and scenic ‘Magic Hour’ moments on Instagram, tagging their shot #CatchMagicHour. The pop-up stores ‘sold out’ in all 14 locations. Shoppers who weren’t quite up to traversing the Alps watched the campaign online, and were redirected to the brand’s eCommerce site.
In Australia, activewear brand Lorna Jane has opened a series of ‘Active Rooms’ and ‘Active Lounges’, including a global-first lounge at Sydney’s domestic airport. Shoppers can participate in yoga and Pilates classes before flights, replenish themselves with wellness foods at the ‘Nourish Bar’ and stock up on Lorna Jane activewear pieces.
FMCG brands like Blackmores, which offer shoppers a ‘wellbeing journey’ or other meaningful ways to improve their lives, are winning hearts, minds and wallets.
Ultimately, shoppers are expecting more from brands than ever before while allowing them to know, and invest in, their personal lives, preferences and feelings. Technological advances make that possible.
If Coca-Cola can do it with soft drink and Nestle with chocolate, both sold in mainstream grocery channels, it lays down the gauntlet for other brands to challenge traditional FMCG marketing and embrace a brave, new, post-Orwellian world.
Lee McClymont is Board director for POPAI Australia and New Zealand.