Brands can smartly invest in events that attract new fans and potentially long-term loyalty, because people “often end up posting pretty frequently on an organic basis,” says Alexandrides. She adds that it’s best to keep events “personal and focused.” The brand is moving away from “very expensive” sponsorships of large annual events such as the British Fashion Awards or the Amfar gala and prefers to organize 10 to 20 smaller and more personalized events “for the same price”.
Fashion Monitor’s Taylor agrees that events are getting more and more intimate. A personal approach, such as a one-on-one with a founder, can be more engaging for publishers and result in a better return on investment compared to a party where the crowd is oversaturated, she says. They’re also a comfortable alternative for publishers who may not like large post-Covid crowds.
This move towards smaller, more personalized activations is also driven by the need to create more personalized content than ever before. In addition to hosting a celebratory dinner for its new Soothing Cream and Lightweight Cream in April, science-based skincare brand Augustinus Bader invited the press for a personal one-on-one chat during the day with CEO Charles Rosier at 180 Health Club in London. . “We wonder if there is a time when publishers can have a one-on-one with the brand. Everyone is so specific about the type of content they want to write or produce; group sessions aren’t even an option anymore,” says Seen’s Walsh.
This preference for one-to-ones is emerging in the UK and US, but brands need to keep their audience in mind, she adds. “The in-depth, one-to-one experience leads to a higher quality output, as journalists and editors are able to secure unique content, quotes or information. On the other hand, moments of group content creation are still very successful for influencers, as long as the experience is well curated and designed with content in mind.
However, an event rich in experiences may not be suitable for all brands. For this approach to succeed, it takes a budget, access to founders or key stakeholders, and something unique to say, Walsh argues. ” We support [skincare brand] Byoma is hosting an event, for example, because it’s leading the conversation on supersaturated skin barriers; the founders are available and have tons of insight; and the mark is disruptive in its look and feel. It all comes together,” she explains. “If brands don’t have that, a personal note with the product and a well-crafted strategic pitch might be more effective.”
A minor rephrasing or hue extension is no longer enough reason for an event, and just being Instagrammable is no longer enough, says Karla Otto’s Boyd. “A new market entry, the unveiling of an exciting collaboration or the strategic targeting of a new community” are among the strong reasons for a brand to organize an event, she believes. “The best beauty activations are those that have a purpose and convey a distinct brand message.”
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