Keeping in touch with customers at the time of Coronavirus? You can with a web community. There is no other way at the moment. Brands, from the largest to those less popular, have implemented “high creative content” digital ad strategies: those who focus on culture, those who have transformed followers in aspiring designers, those who offer workshops.
Leather protagonist for Loewe
Loewe launched the En Casa project on Instagram. It is a series of live events and seminars, including weekly appointments in which are told stories of craftsmen with whom the brand collaborated. The protagonists will be the finalists of the Loewe Craft Prize. Among the various courses, lessons on how to braid leather are scheduled too.
Lagerfeld and McQueen
Karl Lagerfeld launched #StayhomewithKarl. Each week, on its Instagram profile, the brand will insert content, activities or lessons that followers can enjoy. Alexander McQueen offers its followers a series of online tutorials, and invites fans to transform one of the brand iconic clothing and share the creation once it’s done.
Balmain
Balmain launched #BalmainEnsemble, an initiative divided into various sections. The Archive provides contents to tell about particular moments of the brand’s history. With The Style Files, Olivier Rousteing and his staff will propose weekly creative challenges to their followers. Finally, with The Global Atelier, Balmain reveals step by step the development of a collection’s creative project.
Vuitton and Prada
Fondation Louis Vuitton and Fondazione Prada focused on culture. The first will offer online exhibitions, concerts, and events organised from 2014 to today. The second, in collaboration with mubi.com, set up Perfect Failures, a review of films misunderstood at the time of their release.
Casadei and more
Even smaller brands are active. Joseph Cheaney & Sons showed on Instagram live how to perfectly maintain a pair of shoes. By Far created a colouring album: followers were able to download a model of shoes with their Diana heels and colour it as they want. The best works are republished. Casadei presents a series of comics designed by fashion illustrator Elena Ciuprina.
Andrea Wazen and the others
Andrea Wazen is challenging its followers: in the last challenge they were asked to draw a shoe using only emoticons and a pencil. The next challenge is In Her Shoes for which they are asked to upload and tag a photo of a woman with a pair of desirable shoes. Nour Hammour Paris, a leather clothing brand, asked fans to post the image in which they wears the leather biker jacket of their dreams. The brand promised that the best images will be used by its internal illustrator and sent back to the followers.
