The power of people-centred creativity

Juan Fran Vaquero

4 August 2020

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We are going through a global pandemic. We spent two months locked up at home and another two months living with restrictions. We did not stop baking bread, exercising and going out on our balconies.

At Good Rebels, we have not stopped creating either. With more eyes than ever on social media, what brands did and said became of the utmost importance. To face this challenge, we have given priority to creativity, always based on a solid strategy that addresses the objectives of the brands we collaborate with.

We strive for people-centred creativity, and we apply this maxim to all the work we develop for our clients, especially in the social field. Nothing defines consumers better than the way they interact with each other. That’s why during lockdown we applied these values and focused on trying to be useful, and entertaining people when they needed it most.

During this time we have created content for many clients, and all our teams have been working hard. However, there are two campaigns we are particularly proud of, as through them we have fulfilled our vision of “people-centred creativity”.

IKEA “Quarantine Tales”

After years of making sure we all feel that there is no place like home, IKEA was determined to stand up to COVID-19 as soon as lockdown began. Overnight, home was the only choice for work, fun, study and sport, and the only way to reconnect with our homes was to find a new way to experience them.

At Good Rebels, we knew that lockdown would lead to an increase in social media consumption and that people would want to be entertained so we developed a pandemic content strategy in record time, aimed at helping, entertaining and positively influencing IKEA’s fans. 

IKEA’s purpose has always been to make home a better place. That’s why, at a time when our world had changed completely, we decided to stay true to our principles. The best way to remain close to our community was to care about their well-being and provide them with content that was truly useful. This is how “Quarantine Tales” came about. In only seven weeks we created a digital and social experience that reached the homes of millions of people. We connected with kids across Spain enabling them to live the stories of the Moose King or Orangutana without moving from the sofa.

We didn’t stop there, we came up with all kinds of plans to take advantage of every corner of the home. IKEA’s best ambassadors, its co-workers, let us sneak into their homes to get the best lockdown decorating tips. People dusted off the creativity they thought they had lost and designed everything from puppets to sensory tables. Creating to break the seemingly endless pandemic monotony.

In seven weeks we published 377 posts that had 30 million hits across Instagram, Instagram Stories, Facebook and Twitter and received more than 400,000 positive engagements.

Domino’s Pizza: More than Neighbours

As a fast food and delivery chain, Domino’s was deeply effected by the arrival of COVID-19. However, when de-escalation started and we returned to “abnormality”, Domino’s decided to honour the citizens and neighbours who had been their quarantine partners. Overnight balconies became the only corner of the house where people could socialize, have fun and hangout with their neighbours. We became closer to them and discovered things we would never have imagined. 

We decided that all the cool people at the window each day deserved a Domino’s. That’s how “More than Neighbours” was born: a “good vibes” delivery aimed at bringing together everyone we’d seen from our balconies or across the street.

For four days Domino’s invited users to send a thank you message to their neighbours using the open question sticker in Instagram Stories. After receiving over 400 messages, the best 50 were selected and we thanked them by sending a pizza with the message printed on a personalised Domino’s box.

In those four days, we received over 8,000 messages via Instagram Stories, reached over 1.4 million hits and increased positive brand sentiment by 40%. 

During the lockdown, social media became one of the main communication channels between brands and their customers, and messages were scrutinised carefully. It was essential not to lose sight of the brands’ philosophy and to transfer it to the social sphere.

If IKEA’s purpose is to make home better, then we used digital and social to entertain them in difficult times. In the case of Domino’s, we thanked society for the good vibes we experienced during the quarantine, while entertaining and offering our product at a time when it was appreciated more than ever, without neglecting the brand’s provocative and irreverent character.

We faced the pandemic with creativity, responding to clients’ objectives and always being honest and faithful to the philosophy of the brands. Most importantly, we generated value for society by putting people’s needs at the centre of our work.