POP-UPS: WHY BRANDS SHOULD DO THEM
As an experiential designer, pop-ups and brand activations are a real treat. I love them. Most of the experiences I’ve attended, as a guest or as a designer, have succeeded in welcoming visitors and guests to an exclusive event just for them. Whether it is open to the public, or more selective, most of these events garner attention that increases the brands success and visibility to their audience.
I started off 2020 by attending a popup for Carols Daughter. If you’re unfamiliar with the brand, they have been pioneers in the hair business, catering largely to curly girls and women of color for over 25 years. The pop-up was on a cold, January evening, and was meant to celebrate a new shampoo, coined “Wash Day Delight.” Walking into the event, visitors were greeted with a balloon archway cascading to the high ceilings. Inside, instagrammable moments included a hanging tinsel walkthrough, a “bubble” bath, and several cute balloons, as well as a live plant and aloe wall. Speciality cocktails were on hand, as was food. A live demo was done for attendees to learn more about the product, while simultaneously watching models get their hair washed onstage and styled.
The theme of the event greeted guests once we stepped out of the elevator.
The event featured aloe plants and a “plant wall” shown above in the product colors and ingredients.
The event was great. Not only did I get to learn more about the product, I was able to meet and mingle with other young women of color, many of whom are also designers and creatives. I felt included, mostly because a friend had a +1, and I was lucky enough to get it. It was a private, invite-only event, made even more delicious by the goodies and swag we got to take home. All in all, a good night.
Why, you ask, do I write such a long post about an event that I was only privy to? Because it explains why events and activations like these are increasingly important. For today’s brand, I believe they are essential. Without this event, I most likely would not have heard about this new product, even though I use the brands hair products occasionally. Sure, online marketing and in-store signs would have alerted me to it, but would I necessarily have tried it? Not sure. I was exposed further to the brand, and was able to see firsthand who else uses their products, their target audience, and their branding, including typography, color and graphic choices. These elements were all cohesive during the event, and allowed for an appreciation of the work that put in to make the event come alive.
Moving forward, more brands certainly have, and should, have the power to reach out to their audiences in a tangible fashion. Invite them to events and pop-ups, which will only strengthen your client base. As a designer, the events don’t have to be crazy expensive either, as most can be done and installed day of, with primary props, set up and build taking place during that time. Marketing, food, finding a venue and stocking the products plus vision for the event might take longer, but is a worthy investment when looking at the success of many activations I have attended.
One thing to keep in mind, and one that I struggle with as a designer, is the appeal of social media. While the instagrammable moments I mentioned above were certainly entertaining, they often can be seen as lacking a deeper connection or meaning. However, they work. The audience is immediately drawn in, and the moments are often posted online, furthering the engagement for the brand. Because of this, I believe instagram and social media should be the first step for a brand. Draw your customers and audience in, but connect with them on a deeper meaning by offering an in-depth look at the brand, focusing on live demos, or information about what the company may be doing to help communities. Social media and instagram is the first step: dig a little deeper, and your audience will be hooked.