There is no denying that the impact of COVID-19 has been devastating on companies and livelihoods. Many brands worldwide have struggled to adapt and react in time to the constantly-evolving pandemic, but it has also presented new opportunities to build up your brand’s digital capabilities. How did you fare throughout the past 3 months?
Below we explore how companies have managed to not only keep afloat but use the challenges brought about by the coronavirus to explore a deeper connection with their customers.
Coco & Eve launched relevant influencer marketing campaigns and continued advertising throughout the lockdown period. By focusing on their online business, they saw a 300% uptick in sales from their new Glow Figure Body product range.
They tailored their marketing message and took advantage of the fact that more consumers were turning to at-home beauty treatments. In turn, their ‘self-care’ line experienced unprecedented sales success.
Companies such as Circles.Life and Under Armour have also found success through marketing approaches that focused on meaningful causes. For example, Circles.Life tailored their approach accordingly and launched a #helloneighbour campaign, recognising that the positive energy of staying connected and united is what people needed during the pandemic.
Meanwhile, Under Armour teamed up with health and wellness influencers and created a donation challenge to drive their “Healthy at Home” campaign. They took note of the spike in popularity for home workouts and leveraged on that accordingly.
Remaining digitally-savvy seems to be the key for brands to weather through the current crisis. Those that tapped into relevant technologies and equipped themselves with online capabilities and strategies to reach their customers through digital platforms were best positioned to cope with the outbreak. Furthermore, brands that left a lasting impression on consumers were those that tapped into ‘marketing for a good cause’ initiatives.