27 May How brands have repurposed
Should companies be advertising at this time? If you can, yes, but the message could change. It needs to be authentic and have a strong connection with where people’s heads are. And it must still be on-brand.
Brands such as Volvo and Distell have responded by shifting product ads towards areas such as safety and bottling sanitisers. Ford reminded people that they had survived similar times. These ads have not been used to self-congratulate as that would be wrong but rather, indicating how they’re contributing at this time. Try to stay in people’s conversations. The reason why they do business with you is because you have meaning to them so seeing you out there creates familiarity and intimacy in a time of isolation and uncertainty.
Some clients are in the fortunate position of having products just right for the times so their marketing has continued unaffected. For example, an income fund with higher yields and tax efficiencies is a pretty good offer right now. Another client has strengthened their brand position of having a different level of insight by associating closely with leaders having to make tough decisions in times of drastic change.
People are spending so much time on social media these days so targeted and well-thought through Facebook and LinkedIn brand campaigns remain great value.