What did he do brand say during the Pandemic?
No, it’s not a joke. In fact, what separates an attention grabbing brand from a shrugging brand is knowing what to say, when and how to say it. Especially in the post-Covid age.
WHY CREATE VIRTUAL CONTENT?
Content is the main ingredient to touch consumers’ hearts and create unforgettable memories, but in our new one socially distant world, virtual content is the only game in town.
According to Tushar Gidwani of e-commerce giant Zilingo, “The linchpin in the way the world is currently consuming content is pretty amazing. Content streaming applications have been updated by almost 20% globally and Instagram usage has increased from an average of 53 minutes to 120 minutes. As consumers spend more time on their screens, branded content becomes more creative and competitive.
WHAT DO YOUR AUDIENCE WANT TO HEAR?
Messaging, of course, depends on the size, scope, and service of a brand, but in times of uncertainty, it pays to be friendly, helpful, and empathetic. According to PwC, “Brands with the best price, the coolest product or the most memorable marketing campaign may not have an advantage over those that show emotional intelligence and communicate with care, honesty and empathy, thereby building trust. People want to be seen and understood in times of crisis and are extremely sensitive to tone and motive. ”
Evelina Lye, Head of Regional Marketing Media Partnerships at Facebook APAC, agrees, saying, “Brands that actually do something to help everyday people or daily business are the brands that are winning.”
Think of newspapers that give away free access to paid content. Diageo pledges £ 1 million to support the wages of out-of-work bartenders. Coca-Cola is socially distancing itself from its famous letters over Times Square. On a smaller scale, hairdressers offer online tutorials and yoga teachers offer free online courses. Brands that connect now on a human level will be remembered later.
HOW TO ENGAGE CONTENT
Sean Hall, CEO and founder of energy intelligence company Energx, told Rebel & Soul’s 5 & 5 series, “The last thing anyone needs right now is another boring webinar”. We’re with Sean. Brands should create virtual content that will make people stay home. Here are a few tips on how:
- Always think about what you can do for consumers, not what they can do for you. Do you entertain consumers like Watch Victoria’s Penguin Parade Video, or do you force your product to linger like a foul smell in their online ad space? Hard sales often lead customers to run to the mountains, while great content draws the consumer to you.
- Ask the question: How is my brand being received on screen? Are you blah or brilliant Given the incredible virtual tech possibilities, don’t settle for anything less than brilliant.
- Make content relevant and timely. With a combination of bored consumers and endless online marketing messages, brands are struggling with expressive content that hits the zeitgeist, like Thai Air offering airline miles to stay at home during the lockdown.
- Remember, it only takes one click. When it comes to digital, virality is the be-all and end-all. Brand content – be it funny, warm, interactive or serious – must deserve the click of this prestigious “share” button.
- Don’t forget the senses. Content that awakens the senses, seduces the mind. Brands should create emotional connections that consumers ‘subconscious craves, like Carlsberg’s keg campaign that wets consumers’ lips.
- Gamify experiences. Games trigger the natural competitiveness of humans and shared virtual games are a one-way street into the memory city. Donut Papi, for example, launched a mobile game to win boxes of donuts and increased its internal database by 581%.