This is how flower walls started a marketing shift….
By Charlotte Minett, Creative Campaign Manager, 72Point
This is how flower walls started a marketing shift….
How many pictures do you have on your camera roll? More than 10,000? I thought so.
We take pictures of everything and anything we like, from special moments with friends and family to a particularly beautiful sunset, a stunning new set of nails – or... just our lunch.
But why wouldn’t we do this? Pictures are the best way to preserve memories, and we have a camera at our disposal every minute of every day.
Social media has allowed us to turn these moments into our personality or, in other words, ‘our aesthetic’. Does your most recent picture or video on your grid perfectly compliment the last? No? Don’t post it then.
This is where brands can really come into their own – especially those targeting a younger audience. It’s simple really. Make sure your products or services are extremely ‘aesthetic’.
… and it all started with the not so humble flower walls (thanks to EL&N and Peggy Porrchen), swinging seats and angel wings painted on walls.
They are all tactics to reel people in, enticing customers with a fantastic opportunity for a new Instagram grid pic. We are all guilty.
Now all the brands are doing it, bigger and better every time – so take it to the next level or you’ll be on the backfoot no matter the size of your business.
Take the restaurants Ave Mario and Sketch in central London, for example. They have even made the loos a social media staple. You simply can’t leave without taking a selfie in them. It’s the new normal.
I’m not talking providing customers with perfectly polished content to add to their own feeds. Brands must stay authentic to themselves as this is what consumers are looking for. Give people the tools to be creative in their own way that matches their own feeds.
Glossier’s press mailers are a prime example. Their send outs are unmatched – quite literally. For the launch of a lip balm the mailer consisted of a miniature Glossier branded laptop, a lip balm presented in a pink branded tie and a teacup and saucer. This resulted in masses of ‘unboxing’ videos and ‘helloooo Instagram’ product flat lays.
It’s going to be interesting to see what will be next to replace the flower wall. Could it be your brand or client?
PR Tip – if you need ‘aesthetic’ inspiration for your brand or client immediately book a flight to Copenhagen and you will be inundated.
