In the midst of all the pandemonium of COVID-19, we have seen an outstanding amount of community from a multitude of brands. Instead of trying to focus on how to sell during this time, these brands are focusing on the community’s needs and how to be a part of the solution during these frightening and uncertain times.
When you have the whole world going through a crisis, people from all corners of the world are panicking. How can your business and brand step up and stand out?
Here are some examples of brand campaigns that are thriving during this time of COVID-19.
As a fitness apparel brand, Under Armour has taken notice of the opportunity to help individuals and families at home stay healthy and physically active. Their Healthy at Home Challenge not only has incentivized people to interact with one another while staying active but also helps a good cause. Every user that joins the challenge, Under Armour will donate up to $1 million in with a combination of a monetary donation and product to support Good Sports’ efforts to ensure youth sports leagues have the necessary equipment, footwear, and apparel.
Now that all large events like concerts and music festivals have been postponed or canceled during this time, most live entertainment companies have been put at a standstill. Live Nation is the exception. They have incorporated a Virtual Hub featuring artist’s live streams, exclusive content, new music and more. Keeping fans connected to their favorite artists and other music lovers.
WHO and Video Game Industry
The World Health Organization (WHO) and the video game industry have announced #PlayApartTogether, an initiative to inform and encourage their vast network of users to follow the WHO’s important health guidelines – including physical distancing, hand hygiene and other powerful preventive actions to slow the spread of COVID-19. #PlayApartTogether encourages healthy physical distancing by bringing special events, exclusives, activities, rewards and inspiration to some of the most popular games in the world. Over 40 companies in the video game industry including Activision Blizzard, Riot Games, and streaming platform Twitch, have come together for this campaign.
Those are just some of the businesses and brands. They are building and strengthening communities during this time of social distancing. Here are some key principles to help guide your marketing and brand position during this crisis.
- Don’t Capitalize on the Crisis
- Focus on how to help the community
- Be personable
- Communicate your benefits
- Create helpful content.
All in all, this is a chance to make an everlasting impression on your audience. As long as you focus on the heart of your brand and on your customers, you should be able to create captivating campaigns to bring your customers together through these difficult times.