The Do’s and Don’ts of an Advertising Campaign During COVID-19
How to Tread the fine line of empathy and authenticity.
One week into the Covid-19 crisis, I was watching TV and thinking, I am surprised that companies have not changed their advertising to reflect this pandemic.
At first, I wondered if perhaps the corporate world had decided not to capitalize on one of the largest public health crises in history, out of respect maybe. Despite the lack of advertising, that didn’t seem likely. More likely, everyone working from home was simply slowing down ad production. This theory seemed to prove true, as it now seems impossible to escape ads that are addressing the virus in some way.
Everyone has received countless emails from brands or companies they gave an email address to long ago, explaining how they are handling the crisis. It feels strange to watch an ad on TV where people are gathering together, sharing a meal or celebrating a life event. Corporations are undoubtedly struggling as the economy has ground to a halt, so continuing to advertise, offering promotions, and generally attempting to drum up business is inevitable.
Each brand has taken a slightly different approach to its strategy and messaging, and while some of it is resonating with consumers, some of it is undoubtedly falling flat. Companies are presented with an unprecedented task: figuring out what kind of message resonates during a global pandemic.
How can corporations continue on with business (though not as usual) without seeming callous or insensitive, or alternatively falsely altruistic? It’s undoubtedly a fine balancing act, but after several weeks and countless ads viewed, some general rules have emerged in the world of corporate advertising during Covid-19.
Practice What You Preach
Not working: With virus-related advertising so prevalent, it is clear that companies have created new content whilst stay-at-home orders have been in place. However, while some brands are using stock footage that can easily be repurposed using a voiceover, others have created new ads that feature professionally filmed footage clearly captured during the outbreak. It seems counterintuitive to promote corporate respect for social distancing requirements, while still working with an on-site production team. Even if the content was filmed safely, it could raise questions for consumers.
Working: A number of brands have put out ads that were clearly shot on a smartphone. While certainly not as visually appealing, this seems more palatable as consumers see a company that practices what it preaches. A&W has done this really well, using iPhone selfie footage and FaceTime conversations for its TV spots. Aritzia also launched its spring apparel collection, and the models are all wearing the clothes in their own houses and apartments, taking mirror selfies. If anything, this underproduced content feels more raw and real, and I wouldn’t be surprised if this strategy stuck around after the quarantine has ended.
Avoid Catchphrases
Not working: We are clearly living in unprecedented, difficult times. As human beings, we are highly aware of this fact, as our daily lives look nothing like they did two months ago. We are able to see the challenges and unusualness of our reality right in front of us — we don’t need to be reminded of it at every turn. Messaging with catchphrases like, “Now More Than Ever” or “In These Challenging Times” can not only feel overused but also unnecessarily obvious.
Working: Providing a disclaimer and then proceeding with an unchanged message can fall flat. Instead, talk about what your company is doing differently, rather than simply adding a catchphrase to existing content. Authenticity is always a good policy, but in a world where people are feeling disillusioned more than usual, it can really hit home (now more than ever!). This is also a great time to get creative with your consumer touchpoints, as some typical marketing channels have been flipped on their heads. Crosswalk previously published an article on the lost art of the newsletter, which is a great way to communicate with customers in a more intimate, tailored way.
Build Brand Awareness and Reputation
Not working: From the ads on TV, it seems pretty clear that right now is a really great time to buy a car, financially — if you still have a job and have been relatively unscathed by the economic impact of the virus. However, it seems counterintuitive to encourage consumers to buy cars when we literally can’t go anywhere. Corporations in any industry should take notes from the auto industry’s missteps, and be cautious about the kinds of promotions they are offering. Maybe this is more a question of corporate strategy, rather than messaging, but companies should still be sensitive to the implications of offering discounts (especially for big ticket or more luxury items) when so many people are recently unemployed.
Working: This is a great opportunity to remind consumers about the meaning behind a corporate brand, and what a company stands for. For example, using paid advertising as an opportunity to thank employees and healthcare workers, while asking for nothing in return. This can appear more genuine than offering discounts or promoting services, although there may be no pay off for the short term. In the long term, it can build brand loyalty and positive brand equity.
Use Humour (With Caution!)
Not working: There haven’t been any clear examples of ads that stick out as obviously missing the mark, humour-wise. However, there has been a lot of monotony. It is likely easier to stick to a tried and true script, rather than to deviate using humour and risk being deemed insensitive. While simply towing the line may be safer, it also means that good, memorable advertising is harder to come by.
Working: It’s still important to stand out. Consumers will remember an ad with a meaningful message, but they will also remember a funny ad (bonus points if it is especially relevant right now). With so much bad news, consumers are welcoming some levity in their lives. Use caution, though, as making light of our current reality could come across as flippant. Servicenow is a great example of a company that has used humour really well. They ran a pre-quarantine ad that took place in an office, and are now running a post-quarantine ad that shows how that previous situation from the office has evolved while employees work from home. The company also launched a behind-the-scenes video of how the quarantine commercial was shot safely, which serves as its own kind of advertisement.
The key to successful advertising always lies in understanding your customer and creating content that resonates with them. A global pandemic presents distinct challenges for corporations, but it also offers an opportunity for differentiation and brand building using unique messaging that can pay dividends in the long term, when it’s done well.
