Creative Marketing Tips for Handmade Sellers: Joining the Cultural Conversation

Learn how to tap into trending moments like Away’s lookalike campaign.

Marketing budgets don’t have to be sky-high to make an impact. Sometimes, joining the right cultural conversation at the right moment is all you need to spark engagement and connect with your audience.

Take Away, for example. The luggage brand recently jumped on the viral trend of lookalike contests, gifting their winners stylish luggage with the clever caption: “Even lookalikes travel with the real thing.”

This playful move shows how brands—big or small—can leverage trending moments to build buzz, even on limited budgets. Handmade sellers can learn from this approach to create engaging campaigns that resonate with their audience and drive sales.

What Are Lookalike Contests?

Lookalike contests, where fans compete to find their doppelgangers of celebrities like Jeremy Allen White, Jungkook, or Dev Patel, are trending on social media. Searches for these contests recently hit an all-time high, sparking viral content as participants share their journeys online.

These events bring together two powerful marketing tools:

• Relatable Content: The feel-good nature of these contests makes them shareable and engaging.

• Social Media Buzz: Participants document the process, amplifying brand visibility without extra effort from the brand.

What Handmade Sellers Can Learn from Away’s Campaign

1. Leverage Trending Topics

Away’s success came from tapping into a cultural trend. Handmade sellers can do the same by identifying conversations that align with their brand values or products.

Actionable Tips:

• Stay updated on trends by following platforms like Google Trends or trending hashtags on Instagram and TikTok.

• Brainstorm creative ways to tie your products into these conversations. For example:

  • A handmade jewelry brand could create content inspired by celebrity lookalikes wearing similar styles.

  • A soap or candle maker could highlight “celebrity scents” with playful nods to doppelgangers.

2. Create Feel-Good Campaigns

Lookalike contests work because they’re fun, inclusive, and feel good to participate in. Handmade sellers can replicate this energy by designing campaigns that bring joy to their customers.

Idea: Host your own lookalike contest!

• Ask customers to submit photos of themselves with your handmade products, styled in ways that resemble famous looks.

• Offer a handmade prize for the best submission and feature the winner on your social media.

3. Add a Cheeky Spin

Away’s clever caption, “Even lookalikes travel with the real thing,” tied their campaign back to their product in a way that felt natural and witty.

Actionable Tip:Think of ways to connect trending moments back to your handmade products. Examples:

• “Even celebrity lookalikes love unique, handmade gifts.”

• “You don’t need to be a celebrity to look great—just wear our handmade accessories.”

How to Join the Cultural Conversation on a Budget

1. Engage on Social Media

Social platforms are perfect for joining trending conversations without spending big.

Actionable Tips:

• Create a Reel or TikTok inspired by the trend. Use humor, creativity, or behind-the-scenes content to grab attention.

• Use trending hashtags like #LookalikeChallenge or #DoppelgangerContest to increase visibility.

2. Collaborate with Influencers

Find micro-influencers who resonate with your brand and audience to amplify your campaign.

Why This Works:

• Micro-influencers often charge less than big names, making them budget-friendly.

• Their audiences tend to be highly engaged and trust their recommendations.

3. Offer Exclusive Rewards

Just like Away gifted luggage to contest winners, handmade sellers can offer prizes or discounts to participants.

Ideas for Handmade Sellers:

• Gift cards to your shop.

• Limited-edition handmade items tied to the campaign.

• A “VIP bundle” featuring bestsellers.

Takeaways for Handmade Sellers

Away’s lookalike campaign demonstrates that even with limited budgets, brands can create viral, culturally relevant marketing moments. Here’s how handmade sellers can replicate this success:

1. Stay on Trend: Use tools like Google Trends or TikTok to identify timely topics.

2. Be Relatable: Create campaigns that feel inclusive, fun, and easy for your audience to join.

3. Tie it Back to Your Brand: Use clever copy to connect the trend to your handmade products.

4. Engage Creatively: Leverage social media and influencers to amplify your campaign on a budget.

By joining the conversation and adding your unique spin, you can engage your audience, build brand visibility, and boost sales—without breaking the bank.

For more tips on leveraging social media trends, visit Instagram’s business page.