What's Happening

At hfa, we're always making headlines (and not just the kind that go into ads). Here you can read more about our latest news, strategic insights we've published and awards we've won.

Lessons Learned from the COVID-19 Pandemic (So Far)

Things have not been easy lately. Isolation from our loved ones, restrictions on where we can go and what we can do, and for many brands, a major blow to their businesses. Needless to say, it’s been a challenge for marketers as well. Although the learning is an ongoing process, here are some key takeaways from the COVID-19 pandemic that we’ve either learned or that have come back into the spotlight during these difficult times.

Maintain authenticity

Even though it’s no longer “business as usual,” one thing that hasn’t changed is the importance of identifying a brand’s relevance within the context of the situation. A brand shouldn’t suddenly change its tone just to take advantage of what’s happening in the world. It’s most important to understand if there is a relevant connection and then figure out the appropriate ways in which to communicate that.

One of our clients, Shurtape Technologies, has exemplified this point with their FrogTape brand. They are sharing user-generated content to highlight people using their tape to take on painting projects while spending more time than ever at home, as well as showing people using it in more unconventional ways like creating sidewalk chalk art to filter their creativity and spread joy during this unusual time. Along with sharing this content to inspire others, the company is giving away rolls of FrogTape, no strings attached. As a result, the brand has seen an 85% increase in engagements* on Instagram alone.

Deliver your message in the right tone

Brands need to be careful about how and what they communicate during a crisis. Be mindful of the current situation, and make sure you use the appropriate tone. Acknowledge the circumstances, be empathetic, and find a way to be part of the right conversations for your audiences.

One important caveat is to avoid assumptions about the future. The world may never be the same again, so messaging about ‘when things get back to normal’ and ‘the huge party we will throw’ may age poorly. Stay focused in the present and don’t fall into the trap of telling people what they want to hear.

For instance: another client of ours, The Ohio Lottery Commission, had been promoting their KENO game via a campaign that was all about going out, being social, and playing KENO at local bars or restaurants. Obviously, with stay-at-home orders, this needed to change. We adjusted the strategy on the fly – changing the focus to supporting local businesses by purchasing KENO tickets to go. All references to social interaction were removed, and for the time being, the tone of all messaging became very straightforward, saving lighthearted or humorous executions for when the crisis has abated. Phased messaging has been planned to adapt the campaign as pandemic restrictions evolve, so that the campaign will remain relevant while staying sensitive to the state of the world.

It also makes sense for some companies to identify a cause that is focused on helping people through this situation while ensuring that it also directly relates to their brand or product offering. Remind people why they should believe in your brand. And again, relevance is crucial. Shoehorning your brand into every available virus-related conversation to “show that you care” may cause your brand to come off as inauthentic, or worse, trying to capitalize on a tragic situation. Benjamin Moore did a great job with its most recent TV spots, which discuss—in a very sincere and authentic way—how they are supporting the professional community.

The key is to remain authentic, empathetic and cognizant of the changing times. Show that you understand the emotional climate and your audience will appreciate it.

Adapt to changing media consumption

As in any situation, we need to make sure we understand how, when and where to connect with our audiences. It’s important to share relevant, up-to-date information as the situation unfolds, via your website, email, social media platforms, paid advertising efforts, etc.). But there are some connection points that may be more effective than others during such an unusual time.

According to a Global Web Index 2020 study, there has been a 58% increase in listening to music, 49% increase in watching movies/shows, and 40% increase in playing games on mobile devices. Consider how you can integrate your brand into these types of touch points, whether it’s a branded playlist, a mobile game or app, a short-form video, or other easily-accessible and shareable content.

And of course, people have turned to social media to fill the void of human interaction. We’re seeing increased activity on Facebook, Instagram and other social platforms, which can be great touch points for communicating directly with your audiences and showing how your brand can deliver on their needs during the pandemic. Pair these engagements with social listening to understand what people are and, more importantly, are NOT looking for from brands during crisis situations.

We’ve also seen a major increase in TV viewing and streaming video/over-the-top (OTT) video. And despite the convenience of larger screens at home, people are still turning to mobile devices. eMarketer reports that 70% of US consumers in areas under lockdown are spending more time on their phones.

Finally, don’t lose sight of the basics like segmenting and targeting your audience to align the appropriate and most relevant message with the right audience. Communicate appropriate updates to your loyalists and look for other relevant ways to engage a broader audience.

Lead the way for your clients – and your own team

From a business perspective, brands are being challenged to make sure every dollar spent is making an impact, so continue making sure you’re bringing proactive ideas to the table to achieve this goal. This requires both short-term and long-term vision, as these decisions can impact how quickly organizations can rebound, recover, and ultimately, grow. Short-term financial impact will garner the most attention and consideration, but keep the future in mind. Areas like cost savings, brand engagement, loyalty, and competitive advantage are still important even if they seem harder to focus on right now.

In addition to your clients, remember to consider the impact on your internal team and how to keep the work on track. With so much change happening so rapidly, you need to be two steps ahead. Try to anticipate roadblocks before they happen. You’ll also need to be diligent in facilitating internal meetings and working sessions for your teams, as these might not happen as organically as they did when people were regularly in the office.

The impact of COVID-19 on consumer behavior and marketing strategies has already been significant. Frankly, the world has changed. The best thing for your clients – and your own team – is to look ahead, leveraging every bit of your own expertise along with that of your trusted partners. Start thinking now about how you can be most relevant and you will continue to meet your customers’ expectations in a post-pandemic world.

Mike Pocci

Connections Planning Director

Share This Article