Covid-19 has had a huge impact on the economy and the way we live our day-to-day lives, and as a result businesses across the globe have had to react quickly in order to stay visible, competitive and trusted in the ‘new normal’.
We’ve seen some of the biggest household names reinventing and adapting their marketing strategy and messaging in order to survive in these uncertain times and some have certainly done this better than others! No matter what industry they’re in, brands have had to change their marketing and communication strategies in order to keep up with ever-changing consumer trends. So, how have some of the top brands succeeded in staying relevant whilst continuing to be sensitive to the current climate and new consumer behaviours? It’s no surprise that the marketing landscape has drastically changed due to the impact of the pandemic, so we decided to take a look and give you an insight into how some of the most popular organisations have used innovation and adaptation to continue to thrive within their markets and engage with their customers.
Who are they? Founded in 2007, Brewdog is Scottish multinational brewery and pub chain who currently have 36 different beers available to 55 countries across the globe.
BrewDog adopted a hands on approach in response to Covid-19, and as a result the business operations were changed completely in order to suit the needs of its customers. The Morning Advertiser explained how the scottish brewer and bar operator lost 70% of its revenue overnight but despite this, they remained proactive and even switched to producing hand sanitiser to support the nation. This bold move proved to be successful as it resulted in the brand building a deeper connection with its audience whilst also generating a huge amount of PR coverage. BrewDog also donated to a number of healthcare charities and the NHS, sending yet more positive messaging to consumers. In a time of crisis and uncertainty, Brewdog approached the market with sensitivity and support which will have made a significantly positive impact on their reputation with current and prospective customers.
Who are they? Founded in 2006, Spotify is a music streaming and services provider with over 250 million users worldwide.
Music is the spice of life, right? Well, Spotify launched their ‘COVID-19 Music Relief’ campaign to, in their words, ‘support the global music community in an unprecedented crisis’. In an article published by The Drum earlier this year, Spotify gave insight into how the programme involved teaming up with MusiCares, PRS Foundation and Help Musicians with the goal of helping creators get financial relief. Spotify have utilised their platform and their reputation to respond to Covid-19 in a beneficial, uplifting and sensitive way. The result? Spotify was ranked #1 in MBLM’s Brand Intimacy Study (2020) which clearly demonstrates the level of intimacy and respect that it has with its audience, even throughout a global crisis. Spotify recognised the hardship that its audience faced, and in response it delivered empathetic marketing alongside viable solutions, such as launching a Covid-19 support hub for its listeners. This safe and trusted space allowed people to access the latest news regarding the pandemic, whilst still being a part of the Spotify community.
Who are they? Nike is an American, multinational corporation that is engaged in the design, development, manufacturing and sales of footwear, apparel, equipment and accessories.
The retail industry suffered a substantial amount of store closures due to Covid-19, and although Nike are notorious for their engaging and creative campaigns, this time they had to strike a balance with their strategy. Nike used emotive branding to stay connected with its consumers and to show the brand’s understanding of the current climate. By creating a powerful campaign, ‘Play For The World’ that allowed people to unite in this ‘new normal’, Nike’s new messaging resonated well with its audience whilst encouraging people to stay active safely. This authentic and purposeful campaign will have strengthened the bond and trust between Nike and its consumer market.
And finally, how have we adapted?
Aside from remaining ever positive and transparent with our customers, we decided to go all out during lockdown by totally rebranding! Although the rebrand was a reaction and adaptation to our growth, our purpose and our creativity, we also did a number of other things throughout lockdown that positively impacted our customers and the general public. We hosted fun online quizzes, we offered free marketing audits to those who had lost sight or grasp of their strategic direction, and we even launched a ‘win a free rebrand’ competition, all alongside servicing our current customers. CCM Group’s mission is to enable greatness, and we’ve utilised this mentality to support and assist those who need it during this strange and uncertain time. But it’s not all about fun and free stuff - we’ve also remained open and honest (as always!) and we’ve made sure to keep our customers up to date and in the CCM-loop.
CCM Group offers a wide range of marketing services; from social media management, analytics and content creation, to email marketing, website design, graphics and animations.
Better yet, we’re offering 20% off retainer marketing services until the end of December, and get on board with any of our social media packages, and you’ll bag 4 free social media graphics too!