Brand building is a demanding process — but it’s changing quickly in 2020. A process previously managed entirely by the advertising team, 2020 has demanded that manufacturers become more community-focused, even in new communications. Nonetheless, it is not something that can be efficiently done immediately with brazen handling, it requires constant nurturing and nurturing, congruence of effort, and brainstormed ideas. The important takeaway for manufacturers: that this process is iterative, and it is happening faster than ever before this year.

Brand success appears really different in 2020 than it did previously. While heart metrics and KPI’s haven’t changed radically, new targets like inclusion & diversity, coupled with varying amounts of retail lockdown have changed brand zeitgeist. Some brands are success with this balance at this time. As it happens, they could teach us a lot about flexibility, community, and producing a new in uncertain times.


Michaels is a good example of a brand that successfully pivoted their advertising strategy during the doubt across the pandemic.More Here https://www.pixlee.com/blog/four-unique-brands-to-learn-from-in-2020/ At our site The #DifferenceMakers campaign asks that the Michaels’ community how they are using their imagination for great in this time, and gives participants an opportunity to win a gift card for filing their own stories. Michaels showcases these inspiring customers that are taking some time from the daily life to make masks, donate money, and spread joy to healthcare professionals and individuals in need.

Michaels has produced a brand new use case for UGC and is utilizing these”Difference Makers” to inspire even more clients to get involved and support their regional communities. Since the launch of the effort, Michaels has given $1 million worth of fabric– enough to make nearly 750,000 masks –to over 70 organizations.

2. Radio Flyer

Radio Flyer made a #PlayingAtHome campaign for parents to showcase how they are taking this time during Covid-19 to be secure and have fun in your home. For this effort, Radio Flyer adds fresh content for their site every week to give parents fresh ideas and fun activities to enjoy with their family — all these include tips, DIY crafts, free printables, games, scavenger hunts, and much more. Parents are encouraged to post photographs of the activities they’ve participated in, with all the hashtag #PlayingAtHome to be featured on their site.

Staying at home with your kids daily can be challenging to balance particularly with a complete time job, but using these interesting resources Radio Flyer has established, parents don’t need to feel worried and can concentrate on spending time with their kids creating memories that will last a lifetime.

3. Revel Nail

Becoming community-driven in 2020 has been a huge win for brands. This”dip” nail line that’s excellent at leveraging their highly participated Facebook and Instagram communities to locate and work with micro-influencers to accumulate carefully curated content. Revel Nail then uses that articles on their homepage within an inspiration gallery, and on their product pages to allow clients to find out what each nail color really looks like instead of just seeing a swatch.

By doing so, Revel Nail is in a position to force a best-in-class net experience to their passionate community of nail dip fans. This strategy makes each customer feel like an influencer by re-posting their innovative nail material and having it featured in advertising initiatives while increasing online participation even more.

4. GAP

Staying applicable with influencers and icons has yet to venture out of fashion, but in 2020, manufacturers are perfecting their collabs. The Gap recently announced their 10-year partnership with Kanye West. The line is going to be called”Yeezy Gap” and will consist of elevated basics incorporating the Yeezy design aesthetic but in a lower, more accessible price .

At the point, Gap is hoping that Yeezy Gap will be producing $1 billion in annual earnings.

The Gap requires the younger client who cares about streetwear and who enjoys fashion. This will create a huge influx of UGC once found in 2021 — faithful Yeezy enthusiasts will be chomping at the bit to be able to buy and create content for Yeezy Gap.

Community Content as a Direct Link Between Business and Client

Community is the center of succeeding at 2020, ironically, and in annually hallmarked by interpersonal distancing. Customers crave the connection of the peers and tales of likeminded individuals. Brands looking to remain relevant should adopt power and that that community at scale.