Can a brand survive without social media today?

What do you think? My first thought was that it would be quite hard. My second thought was that it might be quite genius. I mean, if when everyone else zigs you zag - that might just make you stand out more, right? But then, what would you do instead? Go back to mainstream media only? Print ads and flyers? Radio? Well, here's a brand that tried it...

In November of 2021 Lush Cosmetics decided to stop using several major social media platforms, including Facebook, Instagram, Snapchat, and TikTok. The reason was concerns over user safety, mental health, and the ethical implications of social media use. Lush wanted to challenge the norms of digital engagement and promote a healthier, more ethical approach to marketing and customer interaction.

When I heard this I was surprised at first, but then I thought it made sense in a way. Lush's brand has always had a very strong ethical base, and since they're all about taking responsibility when it comes to how their products are made - why should they not apply that same mindset to their marketing?

What did they do instead?

To counterbalance the absence of social media, Lush increased its public relations efforts and embraced guerrilla marketing strategies. They focused on things like:

• Collaborations and Partnerships - Lush collaborated with pop culture phenomenon like, Netflix’s "Stranger Things" and Nintendo’s "The Super Mario Bros. Movie," launching themed products that got a lot of attention.

• Events and Experiences - They organised events like "World Bath Bomb Day," where they gave away 100,000 bath bombs for free, and hosted interactive experiences at popular locations. These initiatives really helped maintain customer engagement and brand visibility.

• Digital Innovations - They also invested in digital tools like the "Lush Bathe" app and the "Sound Bath" podcast - enhancing customer experience and engagement through new, interactive digital content.

But, did they really quit social media then?

I mean, they themselves might not have used their accounts, but I'm sure that the people attending their events still would share them on social, right?

Lush did maintain some digital presence by continuing to use platforms like Pinterest, YouTube, and Twitter (primarily for customer service). They also focused on direct customer relationships via their website, email newsletters, and of course in-store experiences.

It's important to mention that they continued to work with influencer marketing even after quitting many social media platforms. So even though they have moved away from maintaining their own presence on the platforms, they still leverage influencers to reach their audience effectively.

What were the results?

Well, from what I can gather the results were a bit unclear, but overall they seem to have been successful. While it was challenging to quantify the full financial impact due to current global events like COVID-19, Lush reported its highest Christmas retail sales in two years following the shift.

“Lush reported its highest Christmas retail sales in two years following the shift.”

So, was it a publicity stunt or a genius, genuine branding strategy?

Maybe a bit of both? I think that the move really resonated with the values of their customers, and it did of course generate some press. So the big question remains: Should we all just get off social media right now?

I don't think so. In my view, what Lush did was just to choose which channels they wanted to use, and not go for all of them just because they could. They know their target group well, and knew where and how to reach them.

What I think more companies could take away from this is to be more specific and creative with their marketing and branding strategies. After all, it's wise to remember that all social media platforms are "rented" and whatever value and audience that you have built in one channel can be taken away from you if that channel were to ban you or close down. Therefore it makes sense to have a mix of channels and to focus on those that you own, like e-mail.

I also think that events and partnerships are extremely important. They are things that some companies shy away from because they think that they aren't as cost effective as social media. But they really can be if done in the right way.

“Events and partnerships are extremely important. They are things that some companies shy away from because they think that they aren’t as cost effective as social media. But they really can be if done in the right way.”

In the end you need to decide what the right mix is for you and your company, but remember this: it never hurts to think outside the box and challenge yourselves to try to think differently.

I might even suggest doing this the next time your team has a meeting about marketing activities - go around the table and answer the question "wouldn't it be great if..." and let everyones imaginations go wild.

Who knows where that will take you?

See you next week in Brandfixing 101!

/M