Packaging is not just a straight approach, but rather omnichannel. A lot of marketers have heard of this, but this is something that has certain advantages and communication which brands can offer.
The main premise behind an omnichannel campaign is to offer a common sort of graphic that communicates, and provides a more recognizable, creative means that’s simultaneous, along with consistent across all of the contact points that are with the customer. Whether it’s a store, or a site, or even just a commercial or some billboards, this is one way to do it. and of course, you’ve also got the packaging.
Given our current timing, let’s look at valentines day. Gu had a valentine's day campaign, as they’re a company that produces a single portion of cheesecakes in a variety of flavors. These are great, and they’ve managed to launch new campaigns and promises that engage even the hardest of hearts, and those taste buds that are refined. They started by using different iconic love songs, including those from today, and also from the 60s and the like, and they made sure to have the brand there, along with a fun, unique limited type of packaging.
The packages were also paired with different themed billboards that were all around London, and they also worked with a digital activation type of campaign that was popular at Waterloo station. They also had promotional incentives in stores, and also through social media, they had influencers too. The results of this ended up being quite stellar too!
There was another successful means with their packaging, and they used a cardboard cutout that attracted the eyes of the customers directly to the campaign that was there. They used a magenta callout as well to get people’s attention for the prizes, and it offered them a chance to really stand out on the boxes that were there.
Then there was the cardboard sleeve that’s there, offering a captivating, simple design of various portions of cheesecake, and this is something that’s transparent to offer some salivation, and a desire from the different buyers that came through here.
There was also the social activation part of this, which came from their campaign entitled “say it with a box” where the packaging is a major part due to the photos that were impactful, shared by both the brand and also some influencers directly on Instagram. The latter of this was selected, and later involved with the product positioning, and the audience they were going for.
The value added of social media is that the testimonials of customers were published at the start, without any costs, or a need for direct solicitation especially from the brand. This is a form of user-generated content that’s worth mentioning.
There are also new contributions as well, and they’ve even planned a TikTok and a YouTube campaign where ad hoc influencers can sing, or even just lip sync, and they are able to create an effect, and also go viral.
In conclusion, the omnichannel focus is something that’s reproduced on smaller scales with a limited expenditure that’s there. you should follow this, but also focus on the type of packaging that you’re putting out before starting this venture. The best way is to create a different prototype that fits with the seasonal or other limited edition ideas that you have. From there, you can then get some boxes that are produced on a larger scale, and then, once they’re shipped, you can bring these to new customers, and get them interested in your packaging.
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