Covid – 19 pandemic! the name itself brings fear to the minds of people. 2021 is about to end and some of us are still stuck in 2019, thanks to the pandemic. But with each passing day, people are adapting to the new normal being created by the rules of covid-19 pandemic. Every business had to adapt and overcome the new challenges to keep on running it with the same pace. Right from meeting the insane demand spikes to keeping the employees safe and business afloat.
Marketing teams had an year of challenging tasks to come across the many different challenges all at once. Being sensitive to the realities of pandemic, they did not have an option to push their product too much or sound condescending and gain the attention of customers at the same time. They were expected to deliver a tactful message despite all the restrictions.
Here, this article will bring 3 top examples of multinational brands who brought in extraordinary strategies and kept their customers engaged along with the strategies used by them.
Nike
During pandemic, it was necessary for a brand to come up with the campaign that connects your mission as a company to a message that the world requires. While covid-19 changed the lives of people, brands were required to show awareness of how it affected customer’s lives and how the product could help improvising it. Nike hit both the messages well.
With brands like Nike, they are already synonymous with shoes that they no more require to reference their name anymore. In this case, it was their “digital ecosystem” with tons of home workout videos, live streams, and even kid-friendly content. The products that are perfect fit for a restless, suddenly gym-less customer. So Nike neatly and simply summed up the solution: stay safe, stay home, and you’ll be playing your part in the worldwide game of minimizing the impact of this virus.
Warby Parker
In today’s world, there is no denying in the power of organic content. The team at Warby wasn’t at all prepared for creating content around how masks affected people wearing glasses in 2019. But in 2020, when mask-wearing became a compulsion, people with glasses found it difficult to avoid but notice that masks can lead towards creating fog in their lenses by trapping breath on the inside, making it difficult to see. During the pandemic, this D2C eyewear company initially released videos explaining how to prevent glasses from fogging up while wearing a mask. Warby Parker had just 7k subscribers but this video brought up to 77k views. Though this video wasn’t something the company normally created, helping people with something that audience wanted to see, helped them ace their marketing campaign.
Fiverr
This brand was luckier to help customers uniquely with their services during the pandemic. The marketing team at Fiverr made the most out of it by carefully creating the marketing campaign which didn’t come off as a tacky cash grab. Fiverr is an online remote work platform, which was a buzz during the pandemic time.
The best way to do it as Fiverr did, is to show a common problem that your audience faces and show how your brand can resolve the same. In the ad, Fiverr shows a company with a canceled project that they really needed to be done. They turned to Fiverr, found people ready and willing to do the work, and ended up with a final result that they loved.
To wrap this up, we would suggest marketing teams to understand the needs of the audience and show how can you resolve it. As the pandemic continues, the change in lifestyle of people adapting to it, continues. So, the online marketing strategies demand for an adoption towards the new living style of people.
