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A study of The Cocktail Analysis reveals consumer behavior before and after the pandemic.
Contrary to the campaign of the chair that Reqüiez activated, there are campaigns like the one of McCann for Ikea, where this agency added the brand to the contingency that was beginning.
The OfferUp 2021 Recommerce Report listed the main categories of furniture sales due to the health contingency.
The ad of one chair reveals what’s next for the consumer after health contingency, moment that raised new rules in the market. The diversity of Professions the campaign talks about is a key trend.
The advertising action of a chair and how an advertising campaign around this product tells us about the post-pandemic consumer, uses key elements and is the return to normality, in the midst of inflation, armed conflicts and new phenomena that have become a pain headlong into the market, like the spread of a new virus called monkeypox.
Faced with these challenges, it has been scaled comparatives like the one The Cocktail Analysis revealed, where he explained what was the behavior before and after COVID-19 in Mexico, where a growth of 68 to 74 percent of the total number of people who made an online purchase.
During the health contingency, the furniture market had interesting activations, such as the one that Ikea carried out, in a campaign where he called on consumers to remain confined at home.
This exercise became an interesting case of how creativity was serving brands in unique contexts, such as those related to innovation that had to be done traditionally, given the viral phenomenon that arose.
The campaign on that occasion was in charge of McCann Madrid and the narrative axis was carried out by a house, as the protagonist of the story, where he told the consumer that it is his home and he would be there for him, enduring everything that came.
The insight of the campaign was how difficult it meant for many people to confine themselves at home, as a preventive measure against the spread of COVID-19 and coming from a furniture brand, because the message is relevant, because precisely this category was crucial in contingency.
During a health contingency, we cannot forget that a major case in this period had to do with the way in which the brands ended up getting involved with the consumer and ´how, from this strange exercise, trends such as the home office.
If we see the figures that he OfferUp 2021 Recommerce Report published at the time, we realized that office furniture sales increased during the pandemic, due to the home office that was unleashed worldwide and companies with the possibility of employing their talent remotely, allowed them to work from home, even offering the purchase of furniture as a benefit to be able to adapt spaces in their homes, to work.
The figures of the report warn that the main category of sales was that of office chairs, with an increase of 74 percent; followed by desktops, with an increase of 62 percent and that of the books, are an increase of 38 percent.
The decoration category increased by 38 percent and that of organization in a 30 per cent.
Faced with trends, creativity
in full 2022 there is a massive return to offices, especially in “dinosaur companies”where changing traditional employability habits is a challenge due to the mind set with which many of these companies operate.
Faced with this return, we see campaigns like “A chair for everyone” in which he warns that today the talent that needs a seat to work in their office, enterprise or business, requires a design capable of adapting to these scenarios.
The piece assures that it seeks to recognize the diversity of professions and it is that without a doubt, very specialized professions or job vacancies were developed during the pandemic, such as listed by the specialist Julia Pollak, where it warns that the vacancies created due to this phenomenon were those of specialists in support of video calls or producers of face masks, in addition to the fact that vacancies arose for caregivers specialized in reducing the risk of contagion in a pandemic and contagion trackers.
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