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.
Getting backlinks which are also known as external links, to your webpage from other sites is one of the most efficient ways to increase search engine rankings. Do you wonder Make A High-Quality Backlink ?
But each backlink is valued differently.
High-quality backlinks made by us will significantly improve your SEO position. And low-quality links can make no difference, or even result in a negative effect if they’re regarded
You might be tempted to take the help of a black hat SEO agency to build backlinks for your website.
But there’s a reason people call it “black hat.”
It’s the bad side of SEO.
Black hat SEO strategies are unethical, risky, and won’t always help your rankings.
They link your website to other websites that have low-quality domain authority, spam, or are inactive, and linking to too many of these websites can cause damage to your website’s rankings.
THERE ARE THREE LEVELS OF BACKLINKS
According to Google, there are three different levels of backlinks: low-quality, medium-quality, and high-quality.
As per Google low-quality, backlinks are classified as webspam. These are backlinks that have been made in a fake way to game the system i.e. by black hat SEO agencies and are against Google’s guidelines.
Medium-quality links are easier to have than high-quality links. High-quality links give you the most value but are more difficult to achieve because the standards are higher.
MAIN ELEMENTS IN A HIGH-QUALITY BACKLINK
Backlinks must be natural and the website owner should choose to link to your site as it provides value to their visitors and not because you have paid them to.
This is an example of ‘earning’ a backlink.
This is very different from other backlinks where the intention is to fool search engines to believe that a website has a better reputation and in reality, it does not.
If Google believes a backlink is not original or if it is spammy, it will first ignore it, and for repeat offenses, it will demote them in its search engine results.
Nowadays, search engines look at the social proof of how reliable webpages are. Google has a PageRank algorithm that calculates the reputation of webpages.:
It works by counting the number and quality of links to a page to understand and estimate how important the website is. More important the website more is it likely to receive links from other websites.
The more the number and, the higher the quality of backlinks a webpage gets, the greater is it’s chance of a good ranking for competitive keywords.
Google provided a metric for PageRank, and this is calculated by estimating the reputation of a webpage. This was stopped by google because spammers were using it to buy backlinks which is against the guidelines.
c) Rel link attribute
The ‘rel attribute’, can be added to an HTML link.
Regular HTML links don’t possess the rel attribute, which means that search engines like Google can allow PageRank, from one page to another.
However, HTML links that have values in the rel attribute often don’t pass through the search engine’s reputation.
These include the user-generated content rel attribute and the ‘no follow’ rel attribute.
Once updated Google added ‘sponsored’ and ‘user-generated content’ rel attributes to the existing ‘no follow’ attribute. And Google said that they may be used as a hint for indexing, crawling, and ranking.
How do you find out whether if a link has a rel attribute?
In Google Chrome, by right-clicking on a link and then clicking on inspecting will reveal the HTML and if there is a rel attribute or not.
A search engine gives importance to the reputation of a domain and the page of a backlink, and they have a similar process for relevancy. Search engines check the relevancy of the
page and domain of a backlink.
If you run a fitness membership website named Peak Fitness and if your main course is called ‘Marathon in Six Months with 5k’ and your website was mentioned as a blog post on a news website and which was about marathon training, then the page’s relevancy of the backlink would help improve to get traffic to your page.
As the website is known for business news, it would not have domain relevancy. If your marathon course was featured on a health-related website, it would get a higher score on page and domain relevance.
e) Building relations
It is one of the easiest ways to build backlinks.
It is relationships are responsible for generating high-quality backlinks to your website.
Public relations do not immediately increase rankings but it will set you up for success in the future.
Public relations is perhaps the most important step in your backlinking journey.
f) Writing competitive content
We use images or examples from pieces of content that are engaging and interesting.
For your backlinking strategy, we create great and unique content.
g) Balance between relevancy and reputation
It is important to maintain a balance between relevancy and reputation to achieve a better quality of backlinks.
A high-quality backlink is natural, reputable, and relevant. We can help you get good rankings through medium-quality links, and we do not use low-quality/spammy links at any cost.
Want to know the one thing that every successful digital marketer does first to ensure they get the biggest return on their marketing budget? It’s simple: goal-setting. This is an absolutely essential practice for any digital marketer who knows how to execute their campaigns in a productive, cost-effective way. With a few. With a few simple tips, you can be doing the same in no time! In this blog, we’ll walk you through the first steps every savvy digital marketer takes to ensure that they’re on target to hit all their marketing objectives. Get ready for revenue!
Remember: even if the channel you’re considering is all the rage right now, it might not fit your brand. Always make informed decisions that directly relate to your company. Otherwise, your message won’t be delivered to its intended audience and you’ll have wasted time, effort and money.
Know Your Digital Goals
The first step is clearly identifying which goals you want to achieve. Get specific. Do you want to increase brand awareness? Are you all about locking in leads? Do you want to establish a strong network of influencers that can help you be discovered? How about pushing engagement on social media?
A useful tool for narrowing down your goals to ensure they’re viable is the SMART mnemonic. It’s important to get specific to understand exactly what you’re working towards, and help you break down the process of hitting your targets. This is exactly what this mnemonic helps you to achieve.
- Does the channel reach my intended audience?
- Is the channel sustainable and affordable within my company’s marketing budget?
- Will I be able to measure the success of the channel?
- Does the channel allow me to express my brand’s intended message?
- Do the channels I’m considering work together to convey my message?
Always Remember Your Goals!
Establishing a solid vision for your business is the first step to planning your digital marketing budget. Always keep your final goals in sight when organising anything for your company. When deciding which steps to take next in your business, ask yourself how they will help you achieve the goals you outlined in Step #1. This will ensure that you stay on track and prevent you from spending your budget on anything that won’t help you achieve.
Cum et essent similique. Inani propriae menandri sed in. Pericula expetendis has no,
quo populo forensibus contentiones et, nibh error in per.
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!