So, we are nearly a year into As ever.
For celeb brand to work, you need to have a high level of engagement- which Meg was always half hearted at....but it’s fell off a cliff since the summer.
She’s never allowed comments etc, but she was putting out social media style videos to try and get some interest.
Just think of how she launched it (when the papers ran she was launching a new brand called As ever) - she talked directly to the camera to tell us all about it.
The last social media style video for As ever, was her 4th July post where she's was making yet another board with jams, breads and fruits.
All other videos now are over produced traditional adverts for As ever (though still amateurish) I don’t get it? She’s a direct to costumer, digital first brand…you have to keep the superfans engaged and appeal to new customers. But she edging back from the little she put out.
Now everything that’s put out feels it was recorded/made months ago. She’s not linking to anything cultural and of the moment, she’s not really on social media. The few snippets of ‘real’ Meg…are on her own insta page. As ever gets nothing. She’s checked out.
Direct to consumer brands are over anyway, the only way to survive now, is to get your products in stores and to put the product on other platforms. She’s had two pop up shops….that’s it. She hasn’t got a deal to put them in any stores in the US or an online retailer.
Unless she starts properly engaging with the business and getting products into stores….I'm not sure how long As ever will last.