Brands are flexing their creative muscles during lockdowns across the world. Over the past few weeks, many labels have been inspired to keep customers stimulated and engaged on Instagram as they navigate dramatic life changes amid the coronavirus outbreak.
Rather than pushing products, these serve to build and maintain more meaningful relationships between brand and consumer.
Salvatore Ferragamo has launched #FerragamoTrivia, a digital project aimed at sharing the message to never give up. Featuring anecdotes and quizzes on Instagram scheduled on Wednesday and Saturday until April 4, the initiative allows fans to rediscover the brand with a message of hope. Play with friends over the Houseparty app.
As for Alexandre Birman, he’s hosting daily Instagram Live meditation sessions and tutorials with hairstylists, nutritionists, fitness coaches and psychologists to address self-isolation dilemmas. Last weekend saw live meditation and a closet organization session because there’s never been a better time for a clear out.
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In the hopes everyone is feeling safe and #StayingHome join us today and this weekend at our series of LIVES. – Our first live will start now at 7:30PM (BRT) for a HIIT class with coach @sophianichole . – Tomorrow the 27th at 11AM(BRT) join us and @mariananahas_ who is a life coach and will talk about how to expand consciousness to ease stress. – Saturday the 28th at 11AM(BRT) join us for a LIVE meditation session with @poppyjamie founder of @happynotperfect – And Sunday the 29th at 11AM (BRT) join us for a live on a closet organization session with @ashleylafond founder of @ofspaceandmind We hope you stay safe and well, Alexandre Birman Team
Smaller independent labels too are getting in on the fun. By Far has created an adult coloring book, whereby consumers can download a blank template of their popular Diana heels and let their creativity run wild. The brand is reposting the best on its Instagram Stories.
Les Petits Joueurs even had its digital team make proprietary LPJ gifs that followers can add to their favorite photographs — the best project wins a prize.
The object of the exercise is to lift us out of the now and make us dream. Fellow leather industry expert Nour Hammour Paris enjoined its followers to upload a photograph annotated with their dream scenario and dream biker jacket. The brand had its in-house illustrator immortalize the best and promises to mail out the originals when the crisis is over.
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LET’S PLAY Rules of the Game: #1 Choose one NH piece from our website #2 Send us a selfie on stories and let us know where you would love to be wearing that piece #3 Tag us and #dreamjacket [If your account is private please DM the story to us] #4 One illustration per client, please #5 First come, first served #6 Let’s start DREAMING Illustrations by our very own @justinelrll
Made in France sneaker brand Le Coq Sportif is running Instagram Live fitness classes with Happy Fit coach Lisa Nasri, plus takeovers and challenges from a
host of its sports ambassadors. These include both able-bodied and athletes with disabilities such as inspiring paratriathlon champion Alexis Hanquinquant.
Unsurprisingly, the designers themselves are also thinking outside the box to boost their own morale, too. Arianna Casadei, for instance, harnessed lockdown staple app, HouseParty, to host a makeup lesson for herself and her friends with celebrity makeup artist Angelo Pintor. She dubbed it a ‘glaminar.’ Mariasole Cecchi of LPG is using her quarantine to learn a new skill. Taking daily lessons via the TMillyTV app, she plans to be a hip-hop dance pro by the time lockdown is over.