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Build a Brand Movement Round Up: Alzheimer’s Society, LoveCrafts & Method + Ecover

Build a Brand Movement Round Up: Alzheimer’s Society, LoveCrafts & Method + Ecover

The #mattrmovement came back with a bang this week and wow was it an amazing night!

We loved the energy and insights from our amazing speakers Sylvia, Nigel and Sara and loved the questions from the audience...thank you everyone once again!

Here are just a few golden nuggets we took away from our lovely speakers, and if you want to see the full talks, look out for the videos we’ll be posting soon...

Sylvia Lowe, Alzheimer’s Society: Look beyond your brand

“No business is an island, everyone needs to help one another” explained Sylvia

“No business is an island, everyone needs to help one another” explained Sylvia

With people developing dementia every three minutes, Alzheimer’s Society are constantly asking themselves... is the key to growing donations creating awareness about Dementia or creating awareness about their brand? The conclusion: if they can lead with the former, the latter will follow.

Sylvia showcased how effective this approach is using the grassroots #askusanything campaign which the charity launched during Dementia Action Week. The campaign focused on educating the masses about the condition and empowering those who suffered with Dementia to speak about what everyday life is like. This was capped off with a great film that totally humanised the issue without ‘sadvertising’.

The results? 28,000 more dementia friends (now totalling 2.8 million!) volunteering, added awareness through a series on Channel 4 ‘The Restaurant that Makes Mistakes’, and great media coverage to position the society as global pioneers. Not bad for a campaign that didn’t put the brand front and centre of its comms...

Takeaway: Turn your thought leadership into action leadership

Nigel Whiteoak, LoveCrafts: Data and creative are a match made in heaven

Nigel confessed “I’m a data geek”

Nigel confessed “I’m a data geek”

Nigel loves his data, and he isn’t afraid to show it. In fact, it was this data that led to the success of their biggest in-house brand label: Paintbox. Online conversations suggested there was an untapped market for a broad range of colourful and affordable yarn so they seized the opportunity.

Using feedback from staff, customers and influencers in the crafting community, they perfected their product and brand, transforming LoveCrafts from a platform to a popular brand in its own right.

Earlier this year, Paintbox Yarns launched in the US with an advertising campaign created off the back of their learnings and data. The result was a colourful and playful film which tapped into influencers and the wider knitting community. This achieved a brand lift across social 5x over the average (I wonder who was the clever agency behind that ;))!

Takeaway: Get your customers involved in the curation of your brand

Sara Mendez Bermudez, Ecover & Method Cleaning: Your brand is only as good as the people behind it

“Brands don’t die, it’s the passion of the marketers behind it”, joked Sara

“Brands don’t die, it’s the passion of the marketers behind it”, joked Sara

Launched in the 1970’s, Ecover was considered a seriously rebellious company in the cleaning sector. Fast forward 4 decades, the modern consumer is now looking for a shift in narrative - from one that looked within (Ecover is for the world of cleaning) to one that looked out (Ecover can help clean the world).

Their mission became clear: to lead a clean world revolution. This mission would guide them through everything, from who they work with, to how they present their products. Thanks to this communication strategy, the company saw not just a brand uplift but their sales and market share boomed too.

There were many things to take away from Sara’s talk, but her enthusiasm for embracing the ‘inner rebel’ in people and making them feel part of a movement rather than just selling a product was something we particularly loved.

Takeaway: Get comfortable being uncomfotable

To summarise… never settle

An extremely important pattern throughout all of our speakers’ talks was the importance of not fearing failure, and instead dedicating time to look at what can be improved.

Sara highlighted in her presentation that “progress and not perfection” is what to strive for when looking at how to build a true movement. At LoveCrafts, Nigel spoke about not fighting the feedback, instead, learn from it. And Sylvia explained how a brand has the power to disrupt the status quo of an entire sector, you don’t always have to settle.

It isn’t easy to build a movement. But if you put the audience first, think about your impact beyond your product and communicate yourself in a way that feels truly valuable, you’re on the right path.

Josh Fineman, Mattr Media Co-Founder rounding up the night

Josh Fineman, Mattr Media Co-Founder rounding up the night


And before we go...  

If you enjoyed coming to our event, or even reading our tips from the eve, you may wanna check out our next content workshop on July 10th. For more info or to book your seat book click HERE...but hurry seats are limited and already selling!