Integrity Over Inaction: Why Brands Need to Act in the Face of Fear
We are living in a time of collective trauma when people need comfort, guidance and support more than ever. This is especially evident online, and poses a paradoxical challenge for brands. They can either minimize communications, knowing that revenue and sales barely exist and wait until things settle down or lean-in for a truly connective moment. Consumers care how brands behave through the crisis and will reward those that prioritize empathy over ego and people over profit. Forward thinking brands will take this time to show how they are helping, find ways to make their customers lives easier, boost their mood and amplify what they love.
Show How You're Helping
With 84% of consumers feeling that brands have a responsibility to help, nimble leaders are stepping up. Salesforce, for example opened their "B-Well" mental wellness program (initially created solely for employees and their families) to the general public. Shot from their own homes, and shared across Salesforce channels, wellness experts from Arianna Huffington to Krista Tippett post live sessions on meditation, dealing with anxiety, sleep tips and social isolation.
Brands like Salesforce that are showing their human side are on the right track. According to the Edelman Trust Barometer Special Report on COVID, 90% of respondents want "companies and brands to do everything they can to protect the well-being and financial security of their employees and suppliers, even if it means suffering big financial losses during the pandemic. The penalty for companies that put profit ahead of people is severe, with 71% saying that this will “erode their trust in a business forever."
Make Their Life Easier
With COVID-19 preventing Chinese consumers from their regular sporting activities, Nike quickly pivoted to connecting with them digitally. The goal wasn't to sell product but deliver on the brand's purpose, "to unite the world through sport." As a first move, Nike dropped all premium fees for its Nike Training Club app which offers extensive at home workouts. Digital engagement grew and translated into sales through its commerce apps, leading to a 30% lift in its regional digital business.
As weekly active users soared 80% across the company’s activity apps compared to the start of the quarter, Nike knew they had the beginnings of a new global playbook. Seeing similar success in Japan and Korea, Nike decided to extend the offer to the US where millions of consumers were going into lockdown. Through digital Nike realized it could inspire customers virtually despite the pandemic, and give them easy access to challenging workouts from home bringing life to the brands new "Play inside, play for the world" campaign to life. According to Nike's Chief Financial Officer Andy Campion, "Digital is where the water is flowing"
Boost Their Mood
John Krasinski's new feel-good YouTube series “Some Good News" launched on March 21 and quickly grew to 2M subscribers in less than a month. Episodes feature Krasinski and celebrities giving back in unique ways. From gifting healthcare workers in Boston with a trip to Fenway Park (including time on the field and season tickets for life) to surprising a Hamilton fan with a Zoom performance from the original Broadway cast, Krasinski's show hits at the core of what consumers want these days – to feel good.
This desire for optimism is especially strong in younger audiences, as 46% of Millennials and Gen Z consumers in quarantine want to see reminders of positive things – up from 34% pre-COVID according to YPulse. Youtube has become a consistent source of positive content as a recent survey by Channel Factory found that 80% of respondents seek out videos on the platform to improve their mood, while 69% say they do this on YouTube more than any other social platform.
Amplify What They Love
From banana bread to sourdough, baking has seen a significant rise in consumer interest as millions now have plenty of free time to do what they love. DoubleTree noted the change in consumer behavior and took the opportunity to release their famously secret chocolate chip cookie recipe to a wave of earned media and digital engagement from fans posting their recipe results across social media. The success of the approach will likely last long beyond the pandemic as 65% of consumers say how a brand responds to the crisis will have an impact on their likelihood to purchase in the future.
More free time also signals new opportunities for longer form content. Brands can now go deep on topics their customers love and strengthen relationships in the process. Levis for example, brought on Snoop Dogg and country music star Brett Young for its newly launched "5:01 Live shows." According to Business of Fashion, "In exchange for the performances, the brand will donate $10,000 to the artist's choice of charity." Posts about the live streams on Levis' channels are making an impact generating twice the average engagement.
Key Takeaways
Showing consumers how your brand is helping during the pandemic is critical to building empathy and relatability
Brands have a clear opportunity to make their customer's lives better in some way – from free or discounted products to compelling value added services – efforts made now will be remembered
Consumers are desperate for good news amid the pandemic, brands that lift their spirits through digital channels can spark smiles at scale and build bonding moments that won't soon be forgotten
Explore ways to deliver the content and experiences customers crave. From long form videos that go deep on their passion points to live streams that entertain in new ways, brands have a rare opportunity to connect on a deeper level and strengthen relationships in the process
This article originally appeared in the April 21, 2020 issue of Moving Image & Content’s agency newsletter. Register here to subscribe.