Magnet #30

This week we’re talking about supporting local businesses, a new sweet Christmas campaign and another way shopping habits have changed.

Enjoy.

Campaigns:

Ebay is trying to raise awareness of the 300,000 small businesses on its platform with the rollout of a nationwide shoppable digital out-of-home campaign.

The ‘Small Business Shopfronts’ campaign, features five of Ebay UK’s Small Business Award winners, each given an interactive out-of-home storefront shoppable via a QR code on the display.

The five brands are Botanico, Brown & Ginger, Bosede Accessories, Go Thrift and St Rocco’s Hospice . They will see their creative exhibited on a range of large-scale digital sites in London, Birmingham and Manchester.

UK CMO Eve Williams says, “ that amid ongoing supply chain uncertainty, the Ebay platform offers shoppers the diversity of more than 300,000 agile UK small businesses.

“We know our customers want to do their bit to support small businesses and we’re proud to bring small business power to the forefront of consumer’s minds this year through the creation of these shoppable OOH windows.”

Christmas Campaigns:

 To reignite the nostalgia of the postcard and layer it with the modern media, Singapore Post has launched its latest initiative ‘SingPost #InstaPostcards’.

Robin Goh, SingPost’s group chief brand and communications officer, says: “SingPost is in the business of connecting people. Through the #InstaPostcards campaign this festive season, we hope to revive the deep connections brought about by the thoughtful creation of a personalized card to spread joy.”

To spread love and bonding this Christmas, SingPost has launched #InstaPostcards – to bring together the Instagram Story format with that of a traditional postcard for the users. To participate in the #InstaPostcards campaign, users can design an Instagram Story, save it, and send it as a direct message to SingPost via Instagram (@mysingpost).

As a complimentary service during the campaign period, SingPost will then translate these Instagram Stories into physical postcards and send them out.

Users can also view a gallery of #InstaPostcards submissions by searching for their Instagram handle on the website.

Data:

 New Data & Marketing Association (DMA) research has revealed the transformative impact of the pandemic on consumer shopping patterns, with over half continuing to buy locally even after the relaxation of lockdown restrictions.

The survey outlines how 58% of Britons are focused on supporting their local economy.

Citing the embrace of localism as an emerging trend, the DMA speculates that the more positive attributes of lockdown, including a better work-life balance and a stronger sense of community, may guide future purchases in years to come.

Tim Bond, director of insight at the DMA, said: “Over the past few years, sustainability and accountability have been growing concerns expressed about our industry. Values matter to consumers and our latest findings highlight the increasing significance of community spirit, inclusivity and environmental awareness as important values for brands to possess. The pandemic has renewed our focus on supporting the local economy and this is reflected by many consumers continuing to use local businesses.”