If not now, then when…the rise of altruistic marketing: 10 of the best corona-comforters.
Reading time: 5 minutes
There’s a big divide developing: companies that do and companies that don’t. Keep marketing, that is.
We’ve all read the articles propounding the benefits of maintaining marketing spend during times of crisis and recession; but irrespective of what these say there will always be believers and non-believers.
Our interest, however, is not in converting the atheists, but in the emerging trend amongst the evangelists – that of Corona-comfort. Looking beyond pure sales and adding value to the customer relationship. Here’s a list of some of our favourites:
1. Costa Coffee
The well-known coffee chain has launched ‘we’re with you all the way’ weekly catch ups. They are designed to be a little something to brighten up its customers’ week and keep everyone together at a time when we can't all be together. From feel good fixes, like how to master great homemade coffee, to tips on how to make the perfect iced cold lattes at home. The coffee lover has plenty to keep them occupied! And it helps keep Costa front and centre of their customer’s positive lockdown experiences.
2. Gail's
London based GAIL’s bakery chain has published the top secret recipe for its cinnamon buns. Knowing that its customers can’t get out they have provided step by step instructions on how to make the delicious treats - perfect for the budding home baker stuck in lockdown. Pictures of the resultant cakes are also being posted across the social channels which not only broadens the reach of the brand to people that might not be aware of the chain and adds to the good will felt by its customers.
Image credit: @deliciousmag
3. Burger King
Burger King in France is helping people get over their lockdown Whopper cravings by teaching customers how to make a Whopper at home with easy-to-understand pictorial directions outlining what shoppers need to buy in the supermarket. This starts with a bun, then red onion, pickles, ketchup, ground beef, mayonnaise, lettuce and tomato. Yummy! Whilst recreating the flame grilled taste might be problematic (and potentially result in a fire risk) Burger King has successfully brought its brand into its customer home and reinforced its unique taste for when its restaurants can reopen.
Image credit: @BurgerKingFR
4. Airbnb
Airbnb is focusing on digital experiences. Its “let’s try something new together” concept is inspired by the creativity of its community. People can join tango classes, tarot card readings, farm visits, learn magic tricks and languages all from the comfort of their home. Airbnb has always been a community so it’s no surprise that community remains at the core of its digital offering.
5. Allbeauty
One of our favourite beauty retailers has added value to its email subscribers by providing the recipe for the perfect facial. It includes step by step instructions along with multiple product recommendations that can of course be shopped there and then, at greatly reduced prices.
Image credit: Allbeauty
6. Audi Australia
In Australia, Audi launched a meditative ‘slow TV’ four hour film. During this difficult time for Australians, Audi wanted to create an innovative way of bringing the iconic Australian road trip into people’s homes. It did this by taking viewers on a drive in an Audi A6 Sedan to the New South Wales Central tablelands. To add to the effect the film was created with multiple camera angles to mimic the feeling of driving. A relaxing musical score has also been specially composed by John Hassell in self-isolation in France.
7. Secret Cinema
The eponymous experience brand is bringing congregational storytelling into the digital world. It has already hosted Zoom parties attracting over a 1,000 tickets guests, with ticket sales being donated to The Trussell Trust. It has also launched Secret Sofa in association with Haagen Dazs. Every Friday night at 7.30pm bespoke content, character narratives and interactive elements will be screened inspired by that week’s film. Subscribers are issued with email instructions on what kind of costume to wear, the sing-a-long and music playlists to rehearse, dance routines and prop making advice.
Image credit: Secret Cinema
8. Nike
Nike is inspiring responsible lockdown fitness. Its latest campaign ‘Play Inside’ pays tribute to the athletes across the globe who are currently maintaining their fitness with indoor routines including LeBron James and Sarah Hughes. As well as the general public. Within this its Living Room Cup offers a variety of workout challenges, measured against the personal bests of athletes such as Cristiano Ronaldo.
9. Carters
US baby food company Carters urges consumers to stay at home with its creative new ad campaign which was made entirely ‘in-house’ – literally. It brings together Carter employees and their children who change the lyrics of the kid’s classic song “The more we get together” to “we’re all in this together”. It provides inspiration for days at home with its social channels providing recipes, games, art projects, worksheets and reading etc. for parents and kids to do together.
10. Finland
The country Finland has named influencers as key workers. This move not only safeguards the careers of some of its most creative citizens but it inspires literally millions of hours of content to keep its population amused during lockdown. Not only that, but the country is also experiencing significant lockdown success due to the authority exerted by influencers in their #stayathomesavelives messaging.
The commonality underlying these examples is that they have all recognised context. They have responded to the current situation and are offering their customers an avenue to engage with their brand in a new way. This reinforces brand truths and gives organisations the freedom to test new waters and be unconfined by the usual effectiveness measures of marketing; impact on sales. However, it will be interesting to see after lockdown how corona-comforters fare in comparison to their atheist competitors. Time will tell.
We want to work with brands that are looking to engage with their customers in new, innovative and exciting ways. We’ve worked remotely for years so we’re a dab hand at the new normal, please get in touch if you are looking to reinvigorate your marketing!
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