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How to win your customers’ hearts and minds – part 2

Building a billion-dollar brand? Start with a smart social strategy, advises Lucy Douglas, who explains how companies can increase awareness and connect with customers through blogs, social media and other digital platforms. But have a disaster strategy too, she advises

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On 4 March 2021, the Instagram account for beauty brand Glossier published a new post: images of a pastel-pink washbag, displayed first in the perfectly manicured hands of a faceless model and then on a bathroom shelf next to some of its contents. The carefully filtered series of images was a product launch for the bag. Within minutes, comments flooded beneath the post. “Another thing for the collection,” said one fan; “I see the money flying out of my wallet already,” said another.