mycleveragency client Laura Ashley have recently released an app that allows users to tell the story behind their most loved Laura Ashley products. ‘Laura Ashley Memories’ allows fans to upload text and photos to a timeline that can be filtered by the last 60 years.
The stories come together to create a collage of memories surrounding past and present Laura Ashley items that can be browsed through. Fans can also ‘love’ their favourites and the user with the most ‘loves’ will win a £1,000 gift voucher and a tour round the Laura Ashley archive. Users who ‘love’ entries are also entered into a draw to win a £200 gift card.
The app is very soft and smooth in both colour and design, with muted images that all translate well to the quintessentially English brand image. Laura Ashley Memories is simple to use – it is self explanatory when uploading stories and deciding which decade each memory belongs in.
The Laura Ashley app aims not to sell, but to create a platform fans can use to engage with each other. It also serves to reignite their love of the brand with long-term fans as they reminisce memories evoked by the products. This simultaneously inspires new fans to create their own Laura Ashley memories after witnessing the connection others already have established with the brand – especially with products such as wedding dresses. The memories app also gives the brand an insight into what fans connect with for future campaigns and products.