If I had written this article a month ago, it would have been so easy to find brands that were deaf to the sudden change in attitudes and behavior that the novel coronavirus pandemic triggered, like fish in one Shoot barrel.
But that was before orders remained at home, school closings and social distance became the “new normal”.
Corona Hard Seltzer
For example, Corona USA launched Corona Hard Seltzer on February 24, 2020.
The video ad you uploaded back then NEW Corona Hard Seltzer. Four delicious flavors. A lively entrance.is not listed now.
The description of the video ad is:
“Introducing Corona Hard Seltzer: 0 g carbohydrates | 99 calories 0 g sugar. Four delicious flavors are coming soon. “
Now raise your hand if you had a Corona Hard Seltzer at a beach party during spring break.
If so, get tested because you are probably one of the “spring breakers” who have become “super spreaders” of COVID-19.
Yes, I know it was practically impossible for Corona to change the name of his brand.
And it is extremely difficult to postpone the launch of a new product.
But even then, Corona Hard Seltzer’s marketers should have known better than sticking to the plan when hell was going on.
Some might argue that the World Health Organization (WHO) only declared COVID-19 a pandemic on March 11, 2020.
So we should loosen up the marketing team at Corona a little.
But on February 27, Megan Graham of CNBC wrote a story: Corona will continue the controversial advertisement for Hard Seltzer when the Corona virus breaks out.
And she said:
“YouGov, an international survey and market research firm, published a study on Wednesday about how Corona brand sentiment evolved during the Coronavirus outbreak, and said that Corona’s intention to buy was as low as it had been in two years, although it has a summer drink is closely related to beach holidays and shows considerable seasonal fluctuations. ‘”
So if you “pay no attention to the man behind the curtain” or in this case pay no attention to the CNBC journalist and YouGov’s market research, your brand pays a price.
Carnival cruise line
Another brand that looks horrible in retrospect is Carnival Cruise Line.
Clock Behind the fun: making carnival French Quarter with Emeril Laggase | Carnival cruise linewhich was uploaded on February 25, 2020.
The description is:
“Mardi Gras is approaching you with a BAM! If you’re wondering what to expect from Mardi Gras in the French Quarter zone, you should meet Emeril and our vice president for drinks, Eddie Allen. You go behind the fun with all the incredible food and drink you will find here! “
When I see this today, I remember the lines from Carl Sandburg’s book-long poem “The People, Yes”, published in 1936 during the Great Depression:
“Isn’t that an iceberg on the horizon, Captain?”
“What if we collide with it?”
“The iceberg, madam, will move forward as if nothing had happened.”
For this reason, the Carnival Cruise Line looks horrible in retrospect for people who have visited The Big Easy, which was hit by the outbreak of the corona virus.
A little less terrible is this video from Progressive Insurance that was uploaded on March 7th.
Titled From the Mara-ket | Progressive Insurance CommercialThe description of the video ad is:
“Mara is not interested … unless it is about bundling house, car or tenant.”
OK, raise your hand if you’ve spent a karaoke night on a grill and bar in the neighborhood in the past month.
What do you not understand about social distancing?
And to be honest, an uncomfortable laugh isn’t the most effective way to boost branding while your customers are in bunkers and squats.
But wait, there is more!
Since then, most of the other brands either seem to have “gone dark” for the duration of orders at home, or have learned an important lesson.
If market trends change dramatically, your video advertising and content marketing plans will need to change dramatically.
For this reason, it is now much more difficult to research and write this article in mid-April than would have been the case in mid-March.
According to two recent surveys Out of 1,500 adults in the United States, both operated by Shareablee, 60% of consumers believe brands and businesses are responding appropriately to the COVID 19 outbreak on social media.
One of the surveys asked: “What kind of content do you prefer from brands related to the COVID-19 pandemic?”
The multiple choice question provided some interesting insights:
- 64% of consumers indicated that they preferred content via news (e.g. current infection rates) and / or public announcements (e.g. hand wash).
- 56% said they had content about the “new normal” (e.g. working from home and / or teaching at home).
- 52% said they had content to support the community (e.g. donations and / or friendly actions).
- 46% said they were optimistic (e.g. better times and / or comfort stories).
For example, compare Heineken | Ode to close to the former deaf and dumb video ad by Corona Hard Seltzer.
The description of Heineken’s video states:
“We are further apart, but we are closer than ever.”
Even before the shareablee polls were released, it appears that a critical mass of marketers received the memo: “Acknowledge the new reality.”
And they had shared this strategic insight with an average of three colleagues. This is how ideas go viral.
But fewer marketers seem to have read and shared the corresponding article titled: So you stay up to date on market trends in a dynamic environment, written by Simon Rogers, data editor at Google News Lab, and published last month in Think with Google.
And when they started reading it, most of them seemed to stop reading when they reached the second paragraph that said:
“In this dynamic environment, people’s needs are constantly changing. Consider Google Trends, a free tool that allows you to access actual searches using Google Search, YouTube, Shopping, and Images.
Hey i understand
We already know Google Trends and most of us have used it occasionally to search for seasonal keywords.
But in the third paragraph, Rogers added:
“To keep you up to date, the Google News Lab curates global pandemic trends with the option to delve deeper into one of the 24 local markets. “
That was the “new news”.
In other words, Rogers buried his leadership.
As a result, many of us have not yet reviewed these curated local and global trends.
And it is worth visiting again Corona virus addiction trends every morning because they keep changing.
For example, the search for “hand disinfectants” rose by 4,950% worldwide in March.
At the same time, there was a 600% increase in the search for “Can you get coronavirus twice?”
And the search for “food delivery service near me” had increased by 200% worldwide.
In April, the search for “COVID-19 Auto Insurance Refunds” in the United States increased by 3,750%.
In the meantime, there has been a 4,950% increase in the search for “coronavirus small businesses”.
And the search for “O blood group and coronavirus” had increased by 1,400%.
Experienced SEOs, PPC experts, marketers of creative content and social media experts can be the first to find out about Google Trends every weekday morning.
In other words, practically everyone knows that the corona virus is “the elephant in the room”.
In this dynamic environment, however, digital marketers have to find that the world is looking for:
- “Vaccine” hit an all-time high on April 1.
- “Meditation” hit an all time high on April 3rd.
- “Instant noodles” hit an all-time high on April 7th.
- Cooking reached an all-time high on April 9th.
- Both “Antibody” and “Insomnia” hit an all-time high on April 10th.
- Both “normal” and “public health” reached an all-time high on April 15th.
- “Buzz Cut” hit him on April 16.
You don’t want to be the last in your market segment to create a new YouTube video or blog post on any of these microtrends.
When it comes to quickly responding to constant changes in people’s information needs, the news media received the memo a long time ago.
But more digital marketers need to change old habits from less turbulent times and move at the speed of news.
At a time when this is difficult 86% According to a new survey by the research company Advertiser Perceptions, advertisers and agencies in the US expect deep savings in their media spending for the rest of the year.
Meanwhile, the other 14% of brands are still preparing for their digital marketing teams to work from home.
This leads to a second wave of reasons why another group of brands looks terrible during the “Coronavirus Recession” triggered by the COVID-19 pandemic.
Ann Taylor, American Eagle & Anthropology
For example, Tasneem Nashrulla from BuzzFeed News recently wrote an article: Big brands were praised for paying business partners during the coronavirus pandemic. Employees say this is misleading.
And she didn’t bury the leadership. Nashrulla said:
“In response to the coronavirus pandemic, major clothing brands including Ann Taylor, American Eagle and Anthropologie have closed their stores around the world, but have been praised for announcing that they will pay their clerks during the closings.” But employees told BuzzFeed News that companies mislead them and the public. “
“In the end, business partners were paid very little or no money after the stores cut their scheduled shifts before announcing the closure. And employees said the companies couldn’t communicate with them during the pandemic. “
It is therefore not enough to “hold the conversation”.
Your brand also has to “walk the path”.
american red cross
The opposite is also true.
You may think that actions speak louder than words, but words are also important.
For example, with COVID-19 spreading insecurity, fear, and illness worldwide, it would be hoped that public service announcements (PSAs) from major government and health organizations would resonate with people.
However, a comparative media analysis by Realeyes on five recently released video ads of this type of organization in the United States showed that this is not the case.
In June 2018, I already explained in an article in the Search Engine Journal: What is artificial emotional intelligence and how does emotion AI work? She uses webcams, computer vision and machine learning to measure how people feel when they watch video content online.
Well, the average Realeyes score among all 26,000 videos measured so far is 50 out of a possible 100.
As you can see in the table below, the five COVID-19 PSAs were far below average in terms of emotional engagement and audience attention in the United States.
It’s not just tragic.
It is terrible.
The worst thing about this bad group of PSAs was that of the American Red Cross Healthy blood donors are needed during the coronavirus outbreak that achieved a Realeyes score of only 18 out of 100.
Maintaining an adequate blood supply is a good reason.
As the description of the video explains:
“The American Red Cross believes that the number of cases of blood poisoning will continue to increase as the number of cases of coronavirus disease 2019 (COVID-19) increases, making it difficult to maintain blood supply for needy patients.”
However, if few people see your company’s PSA and even less like, comment, or share it, your PSA will look horrible during the coronavirus crisis.
Because it was a missed opportunity.
What could they have done to create a better PPE?
On April 10, Max Kalehoff wrote a post on the Realeyes blog entitled COVID-19 Civil Service Announcements Fight for Engagement.
“While pressure sensitive adhesive manufacturers often have challenging topics and lower budgets, they could benefit by incorporating best practices from some of the more powerful corporate advertisers who score far higher.”
For example check out Flatten the curve created by the Ohio Department of Health.
The description of the video is simply:
“Social distance works.”
And Ann-Christine Diaz of Ad Age says in an article: This social distance advertising uses table tennis balls to scare you.
She adds that the video:
“[T]A page from the game book “This is your brain for drugs” contains an endless grid of balls that are arranged on tightly packed mouse traps. Then only one ball is required to make the rest fly. “
Competitors from Dove
And if you think you can avoid looking horrible because you are at a time when every state in the US is under a federal disaster declaration – for the first time in history – think again to.
You won’t keep your market share long when your brand goes dark, instead of finding a way to thank the doctors, nurses, and medical professionals who have put their own lives at risk in a time of unprecedented danger.
For example, imagine you are a member of the digital marketing team at one of Dove’s competitors in the beauty and personal care products categories.
Now look Pigeon | Courage is nice.
In the description of the video it says:
“All the heroes on the front line and those who support them – we thank you for your courage and care.”
Even if you try not to look horrible in the dark, you are not in a healthy or strong position to recover after a vaccine has spread and the economy is starting to recover.
Do you need a more optimistic example?
Imagine being a member of the Digital Marketing team at one of Oreo’s competitors in the United States cookie market, known as the “biscuit” market in the United Kingdom.
In the description of the video it says:
“We have to stay playful now more than ever.”
If Oreo communicates with your customers while it’s dark, how much shelf space do you think your biscuit or biscuit brand can maintain after local grocery stores on both sides of the pond no longer have to do social distancing?
Competitors from Realtor.com
Finally, I believe in the rule of three.
Let me give you a third example, which shows why 80% of brands that want to go dark look horrible after stimulus checks have been made and orders for the stay at home have been canceled.
Imagine being a member of the Digital Marketing team at one of Realtor.com’s competitors.
Now look #Stay at home.
Then read the description of the video that says:
“Home” has different meanings for each of us. Whatever it means to you, we hope you find #StayHome and some comfort as we weather this storm together. Realtor.com donates $ 100,000 to @Feeding America to help people who are most in need in the current crisis. “
You probably guessed what I’m going to say about this third example.
However, if you want to get a second opinion, check out Mark Ritson’s latest column in Marketing Week, a business magazine and website that focuses on the UK marketing industry.
It is justified The best marketers will increase their budgets, not cut them.
Now, it may seem paradoxical, but Ritson says recession periods actually provide a fruitful foundation for marketers to increase their brand’s market share if they’re willing to think long-term.
I can only add: brands should Think twice before going dark during the COVID-19 pandemic and coronavirus recession.
Brands die like democracy in the dark.
In post image: Realeyes
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