‘Ordinarily-Priced Eggs’: A Campaign Analysis
In an unexpected move, minimalist skincare brand The Ordinary collaborated with art collective MSCHF to sell cartons of eggs for $3.37 at their New York City stores. This initiative, termed "ordinarily priced eggs," aimed to address the soaring egg prices and shortages affecting consumers. Promoted through Instagram, the campaign invited customers to purchase a dozen eggs at a price significantly lower than prevailing market rates. The limited-time offer quickly sold out, highlighting both the public's enthusiasm and the effectiveness of the campaign.
To offer some context, the US is currently facing soaring egg prices due to an avian influenza outbreak affecting hen populations which is causing egg shortages. Some grocery stores have been seen limiting the amount of eggs each customer can buy (if they can even afford them at all). According to the Associated Press, a carton of eggs can now cost $10 or more in some places.
Joe Raedle/Getty Images
This campaign comes at a crucial time where people are cutting back on their spending and need brands to become more accessible.
Short Term Impact of the Campaign
The campaign garnered widespread media coverage and consumer attention, reinforcing The Ordinary's brand identity as a company committed to affordability and transparency. By addressing a pressing consumer need outside their typical product line, The Ordinary demonstrated adaptability and social awareness. By using eggs and not skincare to promote their brand, the Ordinary’s social awareness really shines and helps retain consumers—even if they are not purchasing skincare currently. It embeds The Ordinary a an accessible skincare brand, rather than a luxury item that they will neve be able to buy. However, some consumers criticized the initiative, pointing out the brand's usual alignment with vegan and cruelty-free values, which seemed at odds with selling animal products.
Long-Term Impact
Long-term, this campaign could set a precedent for The Ordinary's marketing strategies, emphasizing unconventional and socially responsive initiatives. It may also influence other brands to explore cross-industry collaborations and address societal issues creatively. The Ordinary likely won’t see a significant increase in sales following this campaign but their brand image has certainly been positively imprinted on many.
Effectiveness and Alignment with Audience
The campaign effectively captured public interest by leveraging a current issue—egg shortages and high prices—and providing a tangible solution. This approach resonated with consumers facing these challenges, enhancing brand loyalty. However, the initiative also sparked debate among The Ordinary's customer base, particularly those who value the brand's commitment to vegan and cruelty-free products. This indicates a potential misalignment with a segment of their audience, suggesting that while the campaign was innovative, it may have benefited from a more nuanced consideration of the brand's core values and customer expectations.
Lessons Learned
Innovative Marketing: Addressing current events or societal issues through creative campaigns can significantly boost brand visibility and consumer engagement.
Cross-Industry Collaboration: Partnering with entities outside one's industry, as The Ordinary did with MSCHF, can lead to unique and attention-grabbing initiatives.
Consumer-Centric Approach: Providing real value to consumers, such as affordable essentials during a shortage, can enhance brand reputation and loyalty. Knowing when to use influencers and social media and when to conduct real world activations is key to building a loyal fanbase.
Value Consistency: It's crucial to ensure that marketing initiatives align with the brand's established values and the expectations of its core customer base to avoid potential backlash.
In conclusion, The Ordinary's "ordinarily priced eggs" campaign showcases the potential of innovative marketing strategies that respond to current events. While it achieved notable success in capturing attention and providing consumer value, the mixed reactions underscore the importance of aligning such initiatives with the brand's core values and audience expectations.
