12 examples of brand marketing campaigns adapted to the Coronavirus
It’s not just everyday life Covid-19 has turned upside down. The pandemic presents concerning implications for businesses and their marketing budgets. In the UK, the latter is declining at the fastest rate since the 2008/9 financial crisis.
Major brands have scrapped entire campaigns overnight after suddenly finding them irrelevant or insensitive. Cadbury’s Easter advert, for example, turned from a wholesome story about a grandfather setting up an Easter egg hunt for his grandchildren, to a tone-deaf depiction of breaking government regulations and putting lives at risk. (It was subsequently axed.)
The situation has forced almost every brand to reconsider its marketing strategy, both in terms of budget and approach. Some have moved quickly, delivering new campaigns at impressive speed. Not all have got it right, as shown by the backlash against Boohoo’s fashion face masks, bearing slogans like eat, sleep, isolate, repeat.
Adapting your marketing strategy to the pandemic doesn’t have to mean investing budget you no longer have. It can be as simple as tweaking messaging, updating imagery or doing your bit for the wider community.
Here are 12 examples of marketing campaigns in the Coronavirus era.
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