Presenters gave their take on the subject 'connections', to an audience busy making connections of their own
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Said Austyn Allison, editor of Campaign ME, about The Crunch. The inaugural event of the social and networking brunch - The Crunch, was more about facilitating connection, less about the topic of connection itself. Similarly, brands today are changing the type or nature of connections they make with their audiences. In this edition, we present some of these unique brand connections.

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Lush going out of stock on social

WHAT

The cosmetics company has announced that it is 'switching up social' by stepping away from it. Soon, it won’t have a presence on Instagram, starting with the UK market. It aims for social to be less about itself, more the people that use it, and has asked people to follow the #LushCommunity to stay connected to any content related to the brand.

SO WHAT

With every brand aiming to 'create a community' since their debut on social media, Lush's move seems a bit bizarre. Or does it? From the 'community' angle, it sounds like Lush will lean much more heavily on influencer marketing. Not necessarily in the traditional sense of large-scale personalities with massive online audiences, but rather the grassroots style of influence that draws on Lush’s most ardent fans.

NOW WHAT

This creates an opportunity for customers to connect one on one with people within the Lush space. And this could result in Lush creating a meaningful community that’s truly 'social'. If that’s the case, it may start a new trend for what’s to come for brands.

Source: https://www.thenational.ae/lifestyle/lush-announces-it-is-ditching-its-social-media-channels-here-s-why-1.847584/

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MasterCard plays the experience card

WHAT

MasterCard announces the latest milestone in its brand transformation journey by introducing 'Fashion on a Plate'. Launched in partnership with Vogue Arabia, the initiative fuses high fashion, art and fine dining to offer a series of unforgettable, multi-sensory culinary experiences.

SO WHAT

To connect with audiences, companies are going beyond the products and services they offer by tapping into people’s evolving interests and passions. Like in MasterCard’s case, the focus is on giving the brand an aspirational value by associating itself with the lifestyle its customers have, of refined culinary and fashion experiences.

NOW WHAT

While brands have always been looking for new ways to connect with their audiences, not all of them have got it right. The winners are those who put the customer at the centre of everything. One way is to identify what makes their experiences exciting and create innovative experiences that adds value to their life.

Source: https://www.zawya.com/mena/en/companies/story/Mastercard_prepares_to_connect_UAE_consumers_to_culinary_experiences-ZAWYA20190411115807/

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Twitter jumps on the trend

WHAT

The social networking service recently launched #LeadersForGood in Dubai that brings prominent and influential leaders to connect and share best practices on how they are creating a positive impact on their communities.

SO WHAT

With corporate responsibility and cause-related marketing rising in popularity for companies and brands, Twitter is facilitating this in the most Twitter-way possible: by helping create conversation. By inviting influential leaders and offering them an easy way to make their stories told and shared, the micro-blogging platform has found a unique way of connecting its audiences to the things they care about.

NOW WHAT

Social media platforms have always positioned themselves as an entity that connects people, but today have gained a reputation as just another company making money off of ads. Given this scenario, it’s refreshing to see Twitter put what it stands for ahead of itself, by helping people engage in meaningful conversations that inspire them to do good.

Source: https://www.khaleejtimes.com/technology/twitter-launches-uae-platform-to-inspire-people-to-do-good

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The Crunch Newsletter is produced by hug digital. The views expressed within it are those of the team at hug digital and do not constitute the views of those companies, products or individuals featured within the articles.

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