This article first appeared in Campaign written by, Ally Azizi, Junior Strategist from our London studio.
It’s said that there isn’t an exact science to going viral on social media and that it all depends on luck. However, as a daytime strategist and night-time TikTok scroller, I’ve noticed certain elements that algorithms pick up on and push forward onto our feeds, especially when it comes to pop-ups.
Pop-ups are a great way for brands to get out there in the real world, creating authentic owned content but crucially, setting the stage for fans to create their own content. I’ve come up with a recipe that brands could use for their pop-ups which increases the likelihood of shareability and algorithm-pleasing, across both user-generated content and even owned channels, regardless of your follower count:
- A visually interesting, themed physical pop-up
- Novel, low-effort activities that surprise and delight
- Limited-edition/personalised products
- Free/low-priced branded souvenirs
- An accessible, high-footfall location (bonus points if it’s where your target audience is)
It sounds demanding but this recipe doesn’t have to be followed religiously and certain elements can be dialled up or down. The following examples show how brands have used the different combinations successfully.
What is it?
Ikea’s “Hus of Frakta” immersive pop-up at Oxford Street, London was selling personalised Frakta bags at £3, which came with a certificate of authenticity and a free candyfloss. You could also buy other limited-edition homeware and clothing.
What was its recipe?
Iconic-blue, immersive environment, a limited-edition hero product and located on Oxford Street, which attracts 500,000 visitors daily.
What can brands learn from this?
Drive exclusivity and excitement by offering limited edition, customisable products, converting everyday goods into collectables.
What is it?
Sol de Janeiro, in partnership with Selfridges, had a pop-up at Trafford Centre Manchester. When a customer bought any two products, they were handed a key to a locker where they could win free prizes.
What was its recipe?
A yellow, sunny-themed space with an Instagrammable backdrop, a low effort activity, and a strategic location in the Trafford Centre, which welcomes 30 million visitors annually.
What can brands learn from this?
Create anticipation with low-effort, gamified experiences that offer high rewards, encouraging more active engagement and purchases.
What is it?
Blank Street Coffee jumped on the padel fever and opened their own padel court at Battersea Power Station, London, for the whole of summer 2024. Customers could book a slot for £50, which included a 30-minute private coaching session, customised padel merchandise and for the first two weeks of operation, complimentary matches.
What was its recipe?
A unique social activity, limited-edition padel merchandise and, temporarily, some free matcha.
What can brands learn from this?
Tap into trending activities that blend lifestyle into the brand, expanding the meaning of the brand and reflecting the aspirations of your audience.
What is it?
To commemorate its launch in Space NK, Glossier held an ice-cream pop-up outside its store at St David’s Centre, Cardiff, and gave away limited-edition ice cream Glossier fans.
What was its recipe?
A small but aesthetically-pleasing ice cream stand, and a hot summer’s day.
What can brands learn from this?
Leveraging seasonality and aesthetics with thematic treats that align with your brand’s identity will drive hype and foot traffic.
What is it?
“Lancôme Idôle House” was a two-day pop-up experience in Covent Garden, London, that offered personalised make-up stations, a behind-the-scenes experience (Lancôme Lab), and a make-up masterclass with Lancôme Pro Artists. Visitors were offered baguette, pink butter and Grind coffee, as well as a goodie bag and a photobooth experience – all of which were free, of course.
What was its recipe?
An all-pink interior, free limited-edition products and souvenirs, unique and flexible workshops, all located in Covent Garden (with an average weekly footfall of 805,500).
What can brands learn from this?
Delivering an interactive, multi-sensory experience with limited-edition freebies that enable direct dialogue between the brand and audience, increasing brand affinity and desirability.
These pop-ups have blended visually pleasing designs, engaging activities, exclusivity, memorabilia and strategic locations that spark social media buzz. They don’t always include all of the ingredients, so not to overcomplicate the dish, but use the ones that best fit their identity.
It demonstrates that a well-balanced approach can capture attention, drive engagement and turn first-time visitors into brand advocates.
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