Sometimes social media is at its most powerful when you say nothing, and simply let people talk about you.
Last week Zara put a digital art installation into the shop window of a New York Store that has caught attention on all social media sites. Yet check Zara’s social media pages and there’s no mention of it. Zara keeps its social media branded, fashion forward and editorially led. It has not disrupted its usual social media approach to draw attention to its shop window. Instead it has let passers by capture and share the window, making it a social moment, that now more people will want to see for themselves, capture and share.
The art installation itself captures attention on its own. As a design led brand it feels authentic for Zara to be using their spaces to showcase art or culture, crucially it provides a reason to visit a store that is experience rather than purchase driven.
When designing campaigns you want customers to share or talk about it must have a cool factor, or a FOMO factor. It has to be something customers will want occupying space on their own social feeds. There doesn’t seem to be a request or call to action for anyone to take a photo or share the window, it is shareable and interesting without further intervention from the brand.
How can you replicate this technique?
Whether it’s a big art installation, a photo opportunity in store or a simple social campaign to encourage customers to share a piece of your own content to their social feeds, you must ask yourself why would anyone share this? Would it encourage more people to want to get involved and do the talking for you?