Over the last few weeks, we've seen a number of brands up their marketing game and delve into content creation. This week we look at companies venturing out of their comfort zones, including a new sustainable clothing line and a foray into publishing. There's also China's newest app craze and on the flipside, a brand moving out of the digital space and ditching social media altogether.
1. CONTENT CREATING A BUZZ
Bumble is the latest brand to explore content creation, launching its very own lifestyle magazine, Bumble Mag. The dating app's new venture will feature female-driven content on dating, careers and friendship. From matchmaker to part-time life coach, Bumble's move into the publishing world aims to strengthen their relationship with their 50 million users.
2. LITTLE RED APP
Nowadays, it appears everything is going digital, communism included. The Chinese government has released an app likened to Chairman Mao’s Little Red Book, ‘Study the Great Nation'. The most downloaded app for Chinese iPhone users, it encourages citizens to catch up on President Xi Jinping's policies, brush up on 'Xi Jinping Thought' or quiz themselves on government announcements.
3. A SOCIAL SPLIT
LUSH UK is taking a permanent digital detox, deactivating its popular social media channels. Citing social media clutter and changing algorithms, Lush will focus on personal interaction, opening conversations with loyal customers via its live-chat and email channels. We'll be interested to see if LUSH Australia follows suit.
4. WALL OF WASTE
Raising awareness of maritime pollution, Corona has blocked access to Brazil's famous Ipanema Beach with a wall of plastic. Stretching 15 meters, the wall was made from garbage left onshore and collected over a three-day period. Stopping people in their tracks, we think it’s a clever way to bring attention to the ecological threat of plastic.
5. URBAN EXPLORER
National Geographic will launch its first sustainable menswear collection. The Urban Explorer range will be made from sustainable cotton, recycled plastic bottles and recycled down feathers. Including jackets, shirts and knitwear, the modern designs will focus on National Geographic's ethos of environmental conservation.