Aesthetics-based urban marketing increases organic consumer engagement
Implications - With no unique wall left un-selfied, brands are shifting their focus to a share-worthy marketing approaches, leveraging the modern consumer’s drive for self-documentation. While the urban environment has long been a great space to engage consumers organically throughout their daily commute, a more immersive element is being incorporated through playful visuals and aesthetic backdrops that entice passersby to interact and share. This approach is a low-cost technique that works particularly well for smaller brands that rely more heavily on word of mouth marketing.
Workshop Question - How can you engage consumers more organically in their natural environment?
Trend Themes
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Share-worthy Installations — Creating immersive installations and playful visuals that entice passersby to interact and share are replacing traditional marketing for smaller brands.
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Marketing Stunts — Providing visitors a free and visually stimulating experience has become a new way for brands to engage both highbrow and lowbrow art lovers.
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Instagrammable Exhibitions — Exhibitions, pop-ups, and installations have become a new channel for consumers to engage with their favorite brands and products, especially if it is centered on their favorite topics such as food and travel.
Industry Implications
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Art Installation Industry — Create visually-arresting installations that can highlight socio-political issues such as climate change and sustainable living.
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Marketing Industry — Provide unconventional experiences and free events to potential customers to create buzz and brand loyalty.
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Travel and Food Industry — Collaborating with Instagrammable exhibitions and co-branded installations can help businesses to promote their travel and food products to younger generations.
7 Featured, 63 Examples:
197,621 Total Clicks
Date Range:
May 17 — Jul 18
Trending:
Warm
Consumer Insight Topics:
