We’re now several weeks in to living life as we’ve never known it before. Coronavirus has changed everyone’s plans, from that city break that never happened, to multimillion-pound ad campaigns. But in times of crisis there are opportunities for some brands, as consumers take comfort in certain products and look for leadership from companies they trust.
Let’s split this into three parts: who consumers want to be advertising, who is advertising and who is succeeding in advertising during these uncertain times. And when I say advertising, what I mean is communicating. If you’ve never read Jeremy Bullmore’s definition of “What Is Advertising” – perhaps now is a good time as it’s a great read – his 1976 definition basically stands true today:
‘Any paid-for communication intended to inform and/or influence one or more people.’
Who do the public want to hear from?
So, let’s start with who consumers want to be advertising. Rather than make the bold assumption that now is not the time to be communicating, selling, or even discussing coronavirus, Opinium asked the British public just that.
The first surprising finding was that majority or those surveyed wanted to hear the same amount or, in certain sectors, more from brands – it wasn’t deemed to be a time to go dark by most. Perhaps less surprising were the sectors people wanted to hear more from:
Healthcare and pharma – 33% wanted to hear more
Supermarkets – 33% wanted to hear more
Food and drink – 28% wanted to hear more
Retailers – 21% wanted to hear more
Household goods – 20% wanted to hear more
When looking at who should be fronting the messaging, the response, without question, was those in the front line, with influencers and celebrities coming bottom. Practical, authentic information is in demand during a time of crisis. A 12 market brand trust report from Edelman found that brands should sell solutions…
“84% percent of respondents said they want brand advertising to focus on how brands help people cope with pandemic-related life challenges.”
Who’s active right now
Aside from the Government, the most active sectors according to Winmo have been FMCG (comfort food in particular), home improvement (homes & garden) and entertainment (subscription streaming services, toys, computer games). There’s also been a big shift in channels with OOH and print budgets shifting online. From our own perspective, we’ve seen incredible engagement with home and garden content as people spend every day at home looking at all the jobs they’ve put off!
Brands seen to be adding value by directly helping with the crisis are generating plenty of brand love online – from Barbour manufacturing scrubs, to Tesco donating millions to food banks, but there’s also plenty of space for those brands helping the public maintain some sense of normativity – Nike, for example, has made it’s training club app free of charge.
We’re currently helping brands react to the new “new” by using long form content to communicate information. Our tips on how to communicate in a crisis are here, or feel free to get in touch to see how we can help you distribute brand content across premium publisher’s here.