To say the least, COVID-19 has created chaos amongst many organizations across the globe. While many small businesses have become a victim of this worldwide pandemic, other businesses have managed to thrive. For companies like Amazon, Instacart, Peleton, Zoom, and many others, business has been going strong. But, some restaurants, bars, and travel companies have been hit hard. Making the adjustment during a global pandemic isn’t easy, yet, over time many organizations have learned how to adapt.
It’s obvious why companies like Peleton and Zoom are doing well. With everyone working from home and finding ways to be active inside, it was inevitable that companies like this would be in such high demand. But what about the companies that weren’t benefiting from the pandemic? What did they do to stand out? By now, most organizations have adjusted, but some companies adapted their marketing and frankly just got it right. Here are three companies who nailed it:
1. Apple: Creativity goes on
We all know how innovative Apple’s marketing is, but connecting and inspiring consumers during trying times is difficult to do. Yet, Apple managed to execute this campaign perfectly. Their motivating campaign showcased what creatives were doing across the globe to stay connected and keep their creative juices flowing. They also created the #TheAtHomeSeries for users to post their best at home photos to keep users involved in the Apple community.
2. Nike: Play for the world campaign
Millions of athletes across the globe were affected by COVID when they no longer could do the sport they loved in a regular setting. Nike took a stance on the importance of social distancing and inspired athletes to stay home and practice their sport from home. It showed all of the aspiring athletes that now was their chance to “play for the world.” The ad featured professional athletes such as Lebron James, along with many others. It even featured average people who showcased their creativity with at home workouts. This created a sense of comfort and relatability during trying times.
3. Heineken: #BacktotheBars
Heinekens #BacktotheBars campaign was a more recent ad that came out to stress the importance of being responsible as bars and restaurants begin to open. It shows the awkward reality of running into people and not knowing how to greet them, the limited seating in order to social distance, and the stress of washing your hands multiple times in a public setting. The ad does an excellent job at pinpointing what everyone in the world is currently dealing with and emphasizes the importance of being socially responsible in order to keep bars and restaurants open.
Dealing with COVID is new to everyone around the globe. But it doesn’t mean that we no longer can be creative with our marketing strategies. How would you adjust if you were in charge of a marketing campaign during a pandemic?
References:
Shaw, K. (10 April, 2020). Best ad of the day: Nike ‘play for the world’ via Wieden + Kennedy Portland. Campaign Brief. Retrieved from https://campaignbrief.com/best-ad-of-the-day-2/
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