During these unprecedented times we may be in isolation, but acts of solidarity and cultural expression across the globe show us we’re far from alone. With Italians hosting spectacular one-man symphonies on their balconies to Londoners launching work out classes on their steps in the hopes of fostering community spirit in their neighbourhoods, these unfolding scenes show us that in times of crisis, people strive to help each other persevere.
However, when it comes to content marketing strategies and brands' actions during the coronavirus pandemic, it’s a far cry from ‘business as usual’. Many businesses and services may find that they need to completely reposition themselves and their offerings to avoid pushing products that no longer fit consumers’ needs, and should take some time to reflect, rethink and repurpose their marketing efforts to be a positive instigator for social good in this global “hour of need”.
In times of crisis, it’s essential that you navigate your marketing content and PR messaging with the upmost sensitivity, transparency, empathy and consistency. Many brands are using this time to foster brand trust and recognition by demonstrating what they are doing to help.
According to a special consumer study from the Edelman Trust Barometer, how brands choose to act during this time will have profound impacts consumers’ future purchasing behaviour. Consumers are demanding that brands act and communicate differently during the Covid-19 crisis, with nearly two-thirds (65%) saying how brands respond to the pandemic will have a "huge impact" on their likelihood of buying their products.
On a global scale, 62% of consumers said they did not think their country would make it through the crisis without brands playing a "critical role" in the fight against the coronavirus, with 90% of people wanting brands to partner with government and relief agencies to address the outbreak.
In light of this timely market research, how can businesses continue to build customer relationships? Let’s take a look at a few businesses that are stepping up in the face of adversity.
Pret A Manager – bringing humanity to commerce
Over the past few weeks, we’ve seen brands and businesses step up in a variety of ways. The most successful messaging comes from brands whose efforts align with their core values – this in turn creates a ripple effect of guidance for how businesses and brands should operate worldwide.
Truly empathetic-driven brand messages focus on addressing the urgent needs of their consumers, so they can relate with the brand on a humanistic level. From marketing messages and philanthropic actions to product innovation and adapting their business operations, coffee and sandwich chain Pret A Manager has successfully redistributed resources and bolstered communities through their messaging to instil a sense of unity when we need it the most.
Paul Jankowski, CEO of New Heartland Group and contributor to Forbes, poignantly touched on the brands that he felt were bringing humanity into conducting commerce, “I’ve been impressed with how brands have leaned into faith, community and family as this crisis has unfolded…It’s in times like these that a brand’s true self is exposed. A brand’s core values come to light instantly; as a reflex.” And Pret a Manger is among one of those brands that have taken decisive action during this time. This worldwide food chain was one of the first businesses to close its seating areas to operate on a takeaway-only basis in an aim to reduce social contact and prevent virus transmission.
In terms of communications, the Edelman Trust Barometer consumer study claims that 90% of customers expect brands to keep the public fully informed of changes to how they are now behaving and operating. Now more than ever before, transparency is key, and Pret understands this whole-heartedly. When it comes to communicating, Pret have been commended for extending their support to hard-pressed Healthcare workers on the front lines, offering free hot drinks and 50% discounts on all other products. Pret A Manger CEO Pano Christou announced this move in his blog, where he thanked London’s NHS workers for all their dedication and hard work. Unsurprisingly, his message rapidly gained public support.
“The Pret family and the whole world are in uncharted territory, and it is important that we show solidarity and stand by each other in this difficult time,” he wrote.
“I had my eldest son, who has asthma, in tears earlier this week and we’re all seeing the impact on our friends and families. The teams on the frontline of the NHS are doing an extraordinary job and deserve all our support through this crisis. Hopefully this small step helps brighten their day.”
Alongside helping healthcare workers, the business donated 477,000 Pret items to 138 charity partners and 40 hospitals across the country, and they didn’t stop there. To help during these trying times, Pret reopened 10 shops close to a number of London hospitals to provide frontline healthcare workers with better access to freshly prepared food. The company also pledged to make 7,000 extra meals a week to donate to its homeless charity partners, supporting the most vulnerable people in society.
The consistency in keeping their lines of communication across different social channels open has impacted the company’s overall brand reputation during these unprecedented times. Pret’s daily Buzz scores (a net measure of whether consumers have heard anything positive or negative about the brand in the last fortnight) increased by 6.5 points and Word of Mouth Exposure scores (whether someone has talked about the brand with friends and family in the last two weeks) increased by 2.6 points, implying that the public avidly supported Pret’s business decisions and how it’s handling operations during the pandemic.
Prabal Gurung – inspire hope and unity through your messaging
Nepalese-American designer Prabal Gurung initially launched his debut collection back in 2009 and has since gone on to dress the likes of former U.S. First Lady Michelle Obama, Catherine, Duchess of Cambridge and Sarah Jessica Parker, to name but a few. However, during this pandemic, Prabal has urgently called on fashion industry leaders to tackle key issues in light of the coronavirus crisis.
Across the globe, designers have repurposed their sewing machines to address a pressing international problem: the critical shortage of Personal Protective Equipment (PPE). Hundreds of top designers from the Costume Designers Guild and costume makers from IATSE (International Alliance of Theatrical Stage Employees) Local 705 have joined together in a wave of private sector efforts to help with the insufficient amount of protective face gear, and Prabal’s effective communication to his employees and consumers during this time of strife has helped to inspired many other businesses in the industry to take to their sewing machines for the cause.
Prabal was quick to comment, “What needs to happen right now is the retailers, the designers, the vendors—everyone needs to work together in finding pragmatic solutions. How do we come together? This situation will not be fixed by a sale.”
For the last couple of weeks, Prabal Gurung’s team has been working closely with Governor Cuomo’s office in New York and local hospitals to finalize an action plan to manufacture PPE for medical workers and first responders, including masks, gloves and hospital gowns.
“The fashion industry is a community that possesses an immense amount of heart and innovation, and fashion designers are the soul of this industry,” Gurung comments. “Designers, publishers, retailers, manufacturers—all of us—are unified in our intent and great desire to help by providing a robust and effective response to the coronavirus crisis. We are all evolving to meet the standards prescribed by the government to produce safe and necessary personal protection to ensure the safety of medical workers, patients and the community. In this moment of information overload, confirmed and factual information is what will be crucial to my team, and the fashion industry’s COVID-19 relief efforts.”
Recent research collected from Campaign Live suggests, 84% of consumers now expect businesses to focus advertising on how products and services can help people cope with pandemic-related life challenges and this comes from shining a spotlight on a company’s brand purpose. Weaving this messaging effortlessly throughout your company’s communication efforts not only helps to gain consumer trust in times of crisis, but also helps to propel your brand as a thought leader in your field and an instigator for social good.
Co-founder and managing director of branding agency Verity London, Debra Sobel, explains that brands need to dig deep during this global crisis, “There are winners and losers, and the intelligent brands, the competitive brands, are the ones that realise they need to activate their purpose now.”
“Tackling an issue of this magnitude requires unity”, Prabal continues. “We are in a unique position to change the tides. In so many ways, coronavirus was the final straw that finally made me sit back and really think about our current definition of success, and what we were willing to sacrifice to get there.”
Leaving us with this profound message, the New York designer concludes, "So what will we do to make an impact in this life, and what will we leave behind? This is a pivotal moment for introspection. I urge the industry, and everyone, to think about what they want their legacy to be, and how can we help each other get there."
Uber – adapt and empathise by “Helping Move what matters”
Ride-hailing giant Uber is having to strategically adapt to a world where people are social distancing, self-isolating and most importantly, have no need for transportation. However, instead of closing up shop, Uber are thinking of new innovative ways that their business can be a force for good during the COVID-19 crisis, stress-testing its business models across the world and implementing policies to help wider communities while adhering to government advice and the World Health Organisation (WHO).
Across their website and social media platforms, Uber’s content marketers have created a truly inspiring marketing campaign, called, “Helping move what matters”. Urging the public to stay indoors during the crisis, this campaign also aims to create transparent content around what they are doing as a business to help people who are most in need.
Well versed when it comes to delivery, Uber is giving away free trips and meals to NHS staff fighting on the frontline of the coronavirus battle in the UK. NHS workers in London can also use Uber’s Jump bikes free of charge to get to and from work.
Globally, the company have pledged to offer 10 million rides to first responders, healthcare workers and seniors, where they cover the costs of these free rides, while also giving meals, gas and payments to drivers. The company said that covering meals and journeys could help to reduce pressure on the heroes helping affected patients. Uber are also working internationally with a number of local food banks to deliver healthcare heroes and vulnerable people free food.
Adding another level of humanity to their “Helping move what matters” campaign, Uber said it was rolling out several new “customer-centric” product features, sending packages, medical supplies and pet food in different countries across the world. In conjunction with the Western Cape Department of Health and The Bill and Melinda Gates Foundation, Uber have successfully been delivering medicine to South Africans vulnerable to the coronavirus. While their Uber Connect functionality, lets people post supplies and care packages to relatives and friends. Available in 25 cities including ones in the US, Mexico, and Australia, this delivery service is completely "contactless" to ensure safety at all times.
It is important that we as content marketers advocate on behalf of consumers, to breed empathy that will positively influence communities and reach beyond the traditional role of marketing. Uber CEO, Dara Khosrowshahi, said the business is looking at it’s models through the lens of what’s currently happening in Hong Kong, where demands for rides are starting to improve and recover, “When the demand is there, the supply is going to be there instantly, because our driving partners need to work”. He explains, “When work turns on, Uber turns on.” And what the “Helping move what matters” content reinforces is the message that Uber as a community, will be there for you too during the interim, helping you in any way it can, which speaks volumes.
We as content marketers are presented with a unique opportunity during the COVID-19 crisis to be the voice and positive instigator for change in our industry, local communities and in the wider social online sphere.
Never underestimate the power of words, they can help bolster, encourage and even inspire us to overcome one of the most trying times in our history. Successful brands are those that are rising to the occasion, highlighting their sense of purpose and showing how their business is a force for good with its consumers and employees. It’s more important now than ever before businesses join the conversation and strive to be part of the solution.