People aren’t just buying products. They’re purchasing experiences and lifestyles too.
Out of all our 2021 marketing predictions, this one is the most abstract. At first glance, “Immersion” can feel like a foreign concept, but think about Disney. It’s become less of a brand and more of a lifestyle– movies, theme parks, hotels, cruises, clothes, storefronts, and even a fresh produce line at grocery stores.
The company has successfully immersed its consumers in all things Disney. They’ve mastered the full brand experience. And we think smaller companies are going to make their mark on immersive branding in 2021. Of course, on a smaller scale.
Lights Lacquer, an independently owned nail polish brand, has found an immersive tactic hidden in plain sight. The company uses its social media to host digital movie nights, or “Lacquer Ladies Nights.” Customers get to watch women-led movies with the brand’s owner, social media influencer Kathleen Fuentes.
The company’s first product launch focused on Girl Power, and they’ve made the theme a cornerstone of the brand. Lacquer Ladies Night is the immersive touchpoint used to deepen the brand’s connection with customers and drive that theme home. Instead of just a nail polish line, Lights Lacquer has positioned itself as a relatable lifestyle brand for women, by women.