House & Home (128)
Like this lick of paint
Paint company Cin developed a Facebook app named Colour Maker and invited fans to collaborate and create a selection of new colours for the brand. The brand then launched a catalogue of the top 25 colours with information about their creator and where the new colours could be purchased.
Why it matters
The marketing of paint brands can be rather straightforward. However, this app makes the most of people who use paints beside big companies: artists or DIY lovers who like to personalise their homes and spaces. By letting the customers define the trends and crowdsourcing consumer likes, the brand managed to get insightful market research. Which other brands could open up their organisations and R&D to produce more collaborative commerce?
Ikea has released a music video (a cover of a Jona Lewie song) showing several different kitchens in houses. All the kitchens are made out of Ikea products, but at no point does the viewer see any logos or branding. If the consumer is interested in the products, they can click on the furniture in the video and be directed to that exact product page on Ikea’s website.
Agent Provocateur sales have continued to grow despite the recession by 8% year on year. And Ann Summers sales around Valentine's Day broke all records for the company, soaring by 14%. This is attributed to the increase in couples spending more time at home as a result of the recession.