What the brand says and does should be consistent across all channels – and ladder up to the overall mission and vision.
The opportunity is to bring consumers a “silver lining” to the gaps physical distancing has created – to innovate, inspire, motivate and engage. The responsibility is to use digital to connect consumers looking to make a difference with brands and individuals on the front lines of this pandemic.
Brands of opportunity are serving up relevant, useful content to meet the uptick in search trends. With views of meditation videos increasing 57% on YouTube year over year, Goodful by Buzzfeed ranks first. Searches on the term “telecommuting” have reached an all-time high on Google and YouTube. Indeed.com ranks high in this category. Arryved allows you to purchase beer from afar, eliminating the barrier between the craft beer lover and their next keg. And Corepower Yoga is offering free classes to non-members.
Brands of responsibility include this company which uses an online screening tool to assess the health of the visitor and issue digital doctors notes, to encourage stay at home practices. Early on in this outbreak, ZOOM offered free access to all K-12 educators across the country. GoFundMe’s “Frontline Responders Fund” is helping connect concerned citizens with crowdfunded PPEs and other life-saving equipment (currently at $4.8M raised).
It’s important to remember that digital tactics and strategies should be part of a bigger marketing strategy where all channels are considered and firing. These channels span paid, owned and earned environments and should include media relations tactics, influencer marketing, branding, email marketing and web. In a recent study by Comscore, an integrated campaign generates 36% more impact than if each channel ran solo or distinctly from the others. While this should not be surprising, it is incredible how many brands miss the mark on true integration of both media and message.
To learn more about how Moore can help your company approach marketing during or after a crisis, please email D’ArcyT@themooreagency.com.