As we enter into the new normal and the spread of COVID-19 is still on the loose we see an immense change in the way we live. We all are convinced that things will not quite be the same anymore. But here we have 5 Inspiring covid-19 marketing campaigns.
Living in the state of complete isolation and fear of a slight cold, cough or fever has made us quite paranoid, and with this in mind we see an immense surge and rise in the online and digital world where “no contact delivery” brings joy and sparkle in ones eyes. But the million dollar question remains, how are companies being affected by this mass change in the buying habits of costumers. Many experts advice this as a time for companies to reassess their brand strategy.
In these unpredictable times companies concentrate on “playing it safe” and hope for the very best but now is sit the time to sit back and opt to remain conservative but to take this time to pivot, to reinvent, to inspire, and to offer a viable solution to a very pressing problem.
Right now, brands and marketers need to focus on offering short-term communication and innovation to secure long-term success in this unpredictable period. And, some are doing an amazing job.
To inspire you all with some amazing noteworthy ideas here we are with 5 inspiring COVID-19 marketing campaigns.
1. Guinness: building a sense of community
Right now, building a sense of community and togetherness is essential. Focusing on the idea of togetherness amongst people, offer clear value, let your consumers know that you’re there for them.
Here’s an example on how Guinness turned that frown upside down with their marketing campaign.
As the pandemic started taking hold in Europe and North America in early March and the lockdown loomed, Guinness stepped up to the mark with its ‘Saint Patrick’s Day Message’ campaign.
The uplifting, inspirational tone of this video, coupled with its theme of communal care and unity strikes an emotional chord while demonstrating value and humanizing the brand in uncertain times.
Original, relevant, and on-brand, Guinness yielded excellent results from this Covid-19 marketing campaign, with high favorability scores in the US (just outside the top 10% of most-revered campaigns).
Moreover, 21% of the people that shared the video on social media did so because it defined the spirit and the mood of the times.
And towards the end of March, this Guinness-themed ad posted, started circulating around social media:
created by a freelancer who entered a One-Minute Briefs initiative in the UK, it actually touches on all the longstanding Guinness tropes of creativity and core-brand focus.
2. BrewDog: offering practical solutions to genuine problems
By offering practical solutions to genuine problems and using your social media presence to spread awareness you will be building trust, authority, and loyalty the these times of uncertainty.
In today’s world, people expect brands to take action and be the change in the world and if they can change they should.
One such example is the BrewDog who took a proactive stance to the pandemic by using it’s resource to make it’s very own punk sanitizer.
Realising that hand sanitizer was becoming in short supply, the team at BrewDog set about making large batches and sending them to frontline services in the UK for free.
Speaking on its charitable initiative, BrewDog’s founder James Wyatt, said:
“We are determined to do everything we can to try and help as many people as possible to stay safe.”
To supplement the initiative, BrewDog offers regular updates through its blog while remaining active on Twitter and Instagram—activities that have kept the brand connected to its audience while creating a real brand buzz throughout the pandemic.
This brilliant initiative has also been adopted by other breweries and distilleries around the world, many of which have been committed to serving their local communities.
3. Fairmont Banff Spring Hotel: Making their presence felt
Your social media presence is essential and one such medium is video content is a powerful marketing medium, and while keeping your content simple while sticking to your brand values.
you can maintain a positive and uplifting presence while promoting a healthy level of social engagements during the pandemic.
One such brand who made their social media and video content appealing and fun loving were Fairmont Banff Springs Hotel.
To pass the time in a productive, proactive way, the staff at Canada’s Banff Springs Hotel recently launched a campaign called ‘The Art of Waiting’.
From dancing bellhops to singing chefs, this series of mini videos is simple yet entertaining and showcases the brand’s fun-loving side while creating a sense of nostalgia that is likely to encourage droves of guest bookings once the doors reopen.
This shows that a positive presence and a great visual content always receive great appreciation.
4. Lego: Create deep and meaningful connections
By considering the value of the products and services you offer consumers in this brave new world and creating content to help people connect with your brand in a deeper and more meaningful level,
you will be able to make and stand with the commitment you’ve made to your costumers in both the long and short term. Apart from which you’ll have a much stronger thrive and come up unaffected by this crises in the long-term.
For instance Lego targeted their marketing campaign towards children.
To encourage families to stay at home and help to flatten the curve during the peak of the Covid-19 crisis, Lego created an animated video urging kids to be superheroes while offering suggestions on what to do to stay safe.
By speaking directly to children and empowering them with a positive role in the crisis, Lego forged a real connection with its target demographic while offering genuine value with educational tips and resources on playing well at home.
These STEM and STEAM-based initiatives are geared towards inspiring families across the globe to get creative during the pandemic.
The campaign’s inclusive messaging and content-driven direction offered audiences the perfect storm of engagement and educational value, which has so far resulted in record sales during the pandemic.
5. Nike: Introducing friendly incentives
The time to create incentives to direct and meaningful across a cohesive mix of channels, you will boost your brand authority both now and as the pandemic starts to wane and societies adapts.
For instance Nike introduced incentives that made brand loyalty felt.
To help its consumers maintain their fitness and personal morale during the crisis, sporting colossus Nike made its club training subscription free for a limited period of time—offering fans of the brand exclusive access to training, health, and fitness content.
In addition to its value-driven offering, in-app content, and inspirational brand messaging, Nike also extended its message of staying healthy during the virus to its podcast.
As the pandemic endures, Nike continues to maintain a strong sense of brand loyalty and its collective efforts have also helped mitigate its dwindling sales in China.