How can brands use Discord?
Haeckels products, Haeckels
A subscription like no other, brought to life on Discord.
Last month, Axe & Kettle client Haeckels launched their very first subscription box which sold out in a matter of days. Priced at £28, the “Innovation Subscription” offers access to products that aren’t available to buy, as well as 15% discount across the site. For a long time, Haeckels skirted around the demand for a beauty box, eventually turning to Discord to find out what their audience really wanted from them.
Discord is a platform for hosting real-time text, video and voice chat. While other social platforms are oriented around one central community, Discord is divided into servers or many smaller communities. Different channels and rooms can be created, with each serving a specific purpose.
Discord UI
Why does Discord matter?
Discord allows for a two-way conversation between the brand and its community, making them feel like they are part of the brand, not just end consumers. Over the past decade, the gap between consumer and brand has narrowed; what started with an interest in what happens behind the scenes has evolved into contributing to the actual development of the product they will later consume.
Aside from Haeckels, many other brands have turned to Discord to push their business forward. Gucci successfully created its own server on Discord as part of its NFT strategy, and Kering quickly advertised a role dedicated to managing the channel. Stock X, Puma and Adidas also count Discord as a key community-building tool.
Discord should play a role in every content strategy, but to be successful, your brand needs to be prepared to listen, rather than talk.
Gucci Vault on Discord
How can brands start using Discord?
Build a community
Create your own Discord server and invite your audience to join. Use the space to connect, share content and start discussions, which will help with brand loyalty and community building. Be prepared to receive honest feedback and constructive criticism.
Customer support
Discord's informal and conversational nature makes it a great platform for providing customer support. Be transparent and authentic in your interactions and use the platform to build trust and rapport with your audience.
Host events
Use Discord to host events such as Q&A sessions, product launches, and giveaways. Offer exclusive content, previews and rewards to members who engage with your brand.
Special thanks to Business of Fashion for hosting How to Find and Measure Success on Discord with Deena Bahri, CMO of StockX and Adam Petrick, CBO of Puma, with Sheena Butler-Young, senior correspondent, Business of Fashion.
