As the pandemic still continues, the only option left is to adapt & adopt. The ongoing COVID-19 outbreak left many brands unsure of their next move. All major sporting and entertainment events were cancelled. Restaurants, spas, and others closed their doors, and travelling was like a Goa plan.
The continued spread of the coronavirus has impacted all industries, and many advertising strategies that were drawn up months ago got wasted.
Social distancing has kept many people at home; with major shifts in behavioral trends. Consumers returned to broadcast, cable television and other premium media sources for credible information. They are also seeking more in the way of escapism and entertainment — with gaming apps, spending even more time on social media, streaming more movies, scripted programming, remote working arrangements, live-streamed workout classes, college lectures, and whatnot. This is where brands adapted and grasped your attention.
Online marketing has taken over the marketing space, and influencer marketing is the new face for the brands.
The few examples of brands and how their branding techniques have changed over time:
- Coca Cola – Mercado McCann worked with Coca-Cola to place a billboard in Times Square telling people to stay apart.
“Staying apart is the best way to stay united,” said the billboard.
- Nike in March 2020 had released a campaign to stress the need for social distancing during the coronavirus.
The ad stated: “If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.”
Within an hour of its release, a batch of Nike athletes had posted the ad on their social media channels, including Cristiano Ronaldo, Tiger Woods and Michael Jordan.
- OnePlus – filters are the new unboxing
In April 2020, OnePlus launched a new Instagram filter that basically allowed users to unbox the new OnePlus 8 and OnePlus 8 Pro smartphones and even experience them. It brought a closer virtual look at the devices. The potential buyer could look and decide, cause the pandemic physical analysation is difficult.
- McDonald’s Brazil supported the idea of social distancing by separating its Golden Arches into two separate arches.
The chain also promoted drive-in and delivery services, along with good hygiene.
- Even the popular logo of Audi was socially distancing
- In an effort to encourage people to stay safe in unprecedented times, Wunderman Thompson South Asia worked with its clients to conceptualize campaigns to raise awareness about social distancing and express solidarity with consumers during this global crisis.
- Brands took Twitter to communicate with consumers.
Influencer marketing on the other hand is playing a vital role in brands marketing. Brands have started to endorse their product more and more to the influencers & celebrities because Social Media is the new normal. Influencers are proven to be incredibly persuasive and trustworthy, especially among younger audiences / millennials per se.
Influencers have become a source of entertainment and such powerful voices that consumers can’t resist but to follow them on different social media platforms.
SOURCE – Later.com
Initially, there was COVID-19 drawback on this marketing but of course, changes have been adapted and things are reaching the pace. To say normalcy has returned is not a façade anymore.