The Power of People-Centred Creativity

People-centred creativity

We have been through a global pandemic (in fact, we are still going through it). We spent two months completely locked up at home and another two months still living with restrictions, in which 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.

At Good Rebels, we strive for people-centred creativity, and we apply that maxim in 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 is why during lockdown we applied these values and focused on trying to be useful, entertaining society when it was most needed.

In these months we have created content for many clients, and all our teams have been working hard. However, there are two campaigns that we are particularly proud of, as through them we have really 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, entertainment, 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 were aware consumers were demanding a greater volume of entertainment content, and that lockdown would lead to an increase in social media consumption. We developed a content strategy in record time, aimed at helping, entertaining and positively influencing our fans. 

IKEA’s purpose has always been to make homes 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. During seven weeks, we created experiences that, starting from the digital world, reached the homes of thousands of people. Connecting with the needs of the little ones in the house, we designed digital tales that made them live the stories of the Moose King or Orangutana without moving from the sofa.

But this wasn’t it, we also came up with all kinds of plans to take advantage of every corner of our homes. IKEA’s best ambassadors, its co-workers, let us sneak into their homes to get the best lockdown decorating tips. We dusted off the creativity we thought we had lost and designed everything from puppets to sensory tables, overcoming the routine and the endless days.

In just seven weeks, we published 377 posts that reached 30 million hits on Instagram, Instagram Stories, Facebook and Twitter and were supported by more than 400,000 positive interactions.

Domino’s Pizza: More than Neighbours

As a fast food and delivery chain, Domino’s Pizza was deeply impacted 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 our quarantine partners. Overnight, balconies became the only corner of the house where we could socialize, the source of the best signs of affection between neighbours. We became much closer to them and discovered things we would have never imagined. 

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

During four days, Domino’s invited users to send a thank you message to their neighbours through 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 the Domino’s box.

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

During the lockdown, social media became the only communication channel between brands and their customers, which led to social media communications being highly scrutinised. Therefore, it was essential not to lose sight of the brands’ own philosophy and to transfer it to the social sphere.

If IKEA’s purpose is making homes better, then we enter their homes through their smartphones to entertain them in difficult times. In the case of Domino’s, we thanked society for all 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 provocative point that characterises the brand.

With these actions we faced the pandemic with creativity, responding to the objectives of our clients and always being honest and faithful to the philosophy of the brands. And what is most important, we generated value for society by putting people’s needs in the centre.