There is no dispute around the importance of professional and well-crafted creative in marketing, but lockdown has forced companies to think on their feet and create from the comfort of their own homes. Some have risen to this challenge, remaining agile and publishing content to provide entertainment to consumers in a time when they have needed it most.
Although home content has been born out of necessity for many, it actually tackles some of the fundamentals that consumers seek in a brand before making a purchase: transparency, relatability and social awareness. Read on to see the home-made content that we’ve loved during lockdown.
Joe Wicks’ Home Workouts
It’s easy to see the relatability of Joe Wicks’ home workouts, posted from his living room with his toddler running between his legs. Lifestyle influencer Em Sheldon reiterates why this content works so well: “People want to see home content right now as it’s relatable and we are all in the same boat. With more eyes now online, people are scrolling more than ever, so actually, as long as it’s fitting, authentic and tasteful, now is a great time to work with influencers.”
And that is exactly what Joe conveys in his workout videos – as he joins the millions of parents across the globe seeking ways to entertain their children. With kids missing school, Joe has capitalised by providing virtual PE lessons, gaining an eye-watering 2 million followers in a matter of weeks.
A perfect time to build momentum, before the imminent release of his latest book.
Greggs It Yourself
You could hear the nation’s hearts break when Greggs announced it would be temporarily closing its doors due to Covid-19. The thought of no sausage rolls and other baked goods was a lot for many to take, but Greggs threw its loyal customers a bone with its ‘Greggs It Yourself’ campaign.
A tutorial from a homely kitchen revealed the secrets behind the world-renowned pasties in an authentic and transparent campaign which created tonnes of interaction with followers.
Entrepreneur and privacy advocate Michael Fertik, who is known for pioneering the industry of online reputation management, describes authentic as being accountable and upholding your brand promise. Greggs’ campaign is a clear example of this, as they strive to continue the love affair between customers and their pastries even when they aren’t operational.
Lucy & Yak
Ethical clothing brand Lucy & Yak have built a strong digital presence with hundreds of thousands of fans in just a few years. After accepting that the pandemic was going to shut the brand down for a little while, the brand pivoted its communications from selling products to becoming a hub of self-care and wellness.
Live yoga sessions from the living room, healthy cooking and art competitions have been just a few of Lucy & Yak’s recent campaigns, providing a perfect example of strong content cementing long-term support from customers.
Understanding that people are stuck at home, fitness and media brand Peloton extended its free trial period to 90 days to help people stay in shape during lockdown. The app doesn’t require people to own a Peloton-branded treadmill or bike to participate, and offers yoga, HIIT, stretching, strength training, among other live classes.
Designed not only to support wellness but to also create social interactions from the safety of self-isolation, the brand has also offered one-on-one consultations. A great example of a company being socially aware and helping people achieve their goals in testing times.
It’s easy to feel the social and economic burden the lockdown has placed upon us, but these examples of home-based content show that lockdown has presented an opportunity to build relationships with customers to build equity and instil long-term consumer loyalty.