Fortunate One operations manager Anya Stoliar discusses how the brand adapted - and is continuing to adapt - its content during the pandemic.
When COVID-19 hit, we experienced a significant shift in customer behaviour.
Daily users online were exceeding all expectations but they weren’t necessarily shopping.
It was less about consumerism and more about seeking some sort of connection when the public was largely isolated during, what we all know to be, unprecedented times.
With engagement at an all-time high, we increased our content output and experimented with new ways to connect with our customers online.
We posted guides and tutorials for projects you can do at home that were in keeping with our brand identity, particularly around meditation and mindfulness.
More than ever before customers expect a truly holistic experience from the brands they shop at — they want a great product, but also social responsibility and transparency.
Ultimately, the pandemic was a great opportunity for us to experiment with different types of content and figure out what resonates most with our followers.
And, one thing that resonates well is TikTok content.
2021 has really been a pivotal point for TikTok.
A platform that was once deemed for dancing tweens has really come into light as a strong commercial platform perfect for showcasing new trends.
We took to doubling down on the content we produced for this platform, as well as testing a new types of ad creative.
With TikTok the type of content that performs best is less polished and curated compared to say Instagram which is very aspirational.
TikTok’s content is more raw, real and unfiltered so we worked with our staff in the HQ and our influencers to weave our product into popular songs and rising trends on the platform.
We also tested a variety of TikTok influencers in different demographics and found the top performing influencers brought in almost 4x the revenue of a similar influencer on Instagram.
But then, as the vaccine was introduced and restrictions eased, we saw the rising demand for the aspirational content and wanderlust inspired garments we are so well known for.
We worked with our creative connections throughout the globe to introduce what we call “remote control” shoots.
Our Sydney HQ team liaised closely with photographers and influencers in the likes of Milos, Santorini and Bali to execute micro shoots, with small, COVID-safe teams without the need to travel and without compromising on our unique branding.