By: Nancylyn Hogarty, Strategist
Homebound consumers with plenty of time on their hands are turning to DIY projects for entertainment, to solve supply shortage problems, and just to make something good out of a rough situation.
Since the beginning of March, DIY mentions have increased steadily – and many of these DIY conversations are happening within Coronavirus related mentions (Synthesio, April 2020).
Many examples of DIY projects involve upcycling or repurposing household items into products that are in short supply. Content featuring creative development of masks, homemade hand sanitizer, and hands-free products for use around the house or in businesses is plentiful.
Brands & DIY
Engaging consumers in new ways, especially to meet a pressing need, isn’t just a good idea during quarantine – it’s good for a brand’s long-term health. Brands that act with empathy and purpose today are cementing relationships that will endure post-COVID-19.
Much of the DIY conversation and activity is in expected categories – kids, crafts, cooking, and home décor/improvement. Helping consumers master something they already enjoy is how brands in those categories build loyalty. For them, this kind of DIY content has always been a natural fit. But we’re now seeing them step out in new and surprising ways.
Ragu recently shared a post on Instagram with easy instructions to create a DIY herb planter using empty pasta sauce jars. The post cleverly encouraged three things: consumption of Ragu’s core product, reuse of its packaging, and cultivating herbs that enhance Ragu on the plate.
Bombay Saphire partnered with Skillshare to offer three months of free classes via their new learning platform Create From Home where they share not only cocktail recipes, but high-end DIY projects as well.
Some brands have moved to support front-line health workers and are asking consumers to do the same through DIY activities. For example, Lowes is now encouraging quarantined DIYers to #BuildThanks for first responders and essential workers with yard signs.
The current climate has created a need and appetite for a much wider array of brands, and those beyond the traditional DIY sphere, to lend their voices and expertise with DIY content.
Burger King gave fans a peek inside the bun when it shared the ingredients needed for a Quarantine Whopper to maintain brand connection without the visit. And, Circle K leveraged its role as a snack destination to help make movie night in more fun with a tutorial for creating an at-home projector from a box.
With this DIY trend in mind, here are some questions consumer brands and marketers should be asking:
How can brands help consumers create the experiences consumers are craving right now?
How can brands encourage consumers to engage with their products in new and unique ways?
How can brands support consumers who want to improve their skill or mastery in some area?
How can brands take authenticity to another level, sharing what’s deeply true, even proprietary about the brand?
How might brands engage their consumers to solve real problems for individuals, families and communities?
