We live in a world inundated with hashtags and viral moments, proving the axiom that “content is king.” It may be cliché, but it’s not 𝘶𝘯𝘵𝘳𝘶𝘦.
How can we harness social media’s power rather than being drowned out by static noise? By producing and designing influencer trips and brand experiences with an inherent appeal for content.
Because influencers are the new media, you must treat them like your first consumer. Curate brand encounters, content playgrounds, and pop-ups that bring to life the heart of your story with them at the center. This is how you leverage experience as the foundation for compelling social currency in the content economy. Read more at Fast Company.
When GRADIENT crafted a recent influencer trip for a L'Oréal cosmetics launch, the goal was to immerse them in an authentic experience that captured the brand’s Parisian heritage in the heart of New Orleans. As a future-forward experiential agency, we were able to manage everything from flights to internal sales content, giving them the adventure of a lifetime.
The trip consisted of three masterpiece experiences inspired by a specific L’Oréal product:
𝐓𝐡𝐞 𝐀𝐫𝐭 𝐨𝐟 𝐑𝐨𝐦𝐚𝐧𝐭𝐢𝐜𝐢𝐬𝐦: Guests were invited to a romantic venue for an experience that fixated on the lips in a sultry, color-saturated environment showcasing the brand’s Colour Riche IVM lipstick.
𝐓𝐡𝐞 𝐀𝐫𝐭 𝐨𝐟 𝐂𝐨𝐥𝐨𝐫 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧: Pigmentation and color creation set the tone of this venue and activity. Guests could paint their self-portraits and create their own shades, making True Match the foundation of the experience.
𝐓𝐡𝐞 𝐀𝐫𝐭 𝐨𝐟 𝐏𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞: Perspective was the focal point of the final masterpiece element. All eyes were on the amazing Telescopic mascara.
Every element of this major product launch was designed to entertain and educate influencers in a memorable, shareable way. Accomplishing this required us to focus on providing an immersive bonding experience to optimize social capital.
Content may be king, but experiential is the kingdom. Crown your brand by connecting, captivating, and inspiring with experience as the cornerstone of your content.