In August 2020, Sainsbury’s Home and Argos Home successfully launched the first fully virtual press event to the Home / Lifestyle industry. During these challenging times, our objective was to create a virtual event that supplied the content required for press, normally delivered at a huge physical event. We wanted to ensure there was still a ‘moment’ to attend, with elements of interaction and personality to showcase the new AW20 home collections, hosted on a unique website.
Providing necessary assets to press in a creative way was key. To personalise the experience, the team filmed an introduction with Rona Olds, Head of Product – Home & Furniture, and Andrew Tanner, Design Manager, which allowed press to connect with the internal Sainsbury’s and Argos Home team. The ‘The Future of Home’ webinar moderated by Martin Raymond from The Future Laboratory, created an interactive moment for press to attend as they would an ‘event’, and exceptionally designed infographics on ‘Homes of Today’ were available for download. To personalise the experience even further, the website included a ‘Meet the Team’ section and top tier press were given the opportunity to have an exclusive interview with Andrew Tanner, resulting in five engaging and topical interviews.
Working with the Camron digital team ensured that all assets were multi-purpose and integrated. Collaborations with influencers created an additional point of difference, and offered press easy to use styling tips for personal use and work.
The virtual event resulted in excellent AW20 collection coverage, standout press feedback, website analytics and data capture that exceeded expectations and a pathway for future digital events. The digital aspect allowed more press to attend, so attendance was higher than physical events.