As the coronavirus pandemic continues to unfold, you can hardly turn on the TV or open the newspaper without being confronted with a story that’s related to the outbreak in some way. These days, every new message is being framed against the pandemic backdrop. That’s why companies need to be extremely thoughtful and strategic in how they approach their communications during this time.
You don’t want to be a tone deaf Domino’s and promote your new menu with the phrase, “Catch some spring fever.” But more on that in next week’s Buchanan Buzz episode…
In last week’s blog post, I analyzed some of the negative brand messages that have coincided with the coronavirus. Today, I want to look on the bright side of brand communications and highlight four of the great initiatives companies are putting forth.
Guinness’ “We’ll March Again” Campaign
Ahead of St. Patrick’s Day, Guinness released an ad focused on unifying the human spirit. The ad said, “On St. Patrick’s Day we are all Irish, but let’s not forget that every day, we are all human. What matters is being with people you care about … When you raise a pint of Guinness, also remember to raise each other up.” Instead of pushing its product, the beer company used its ad to reassure consumers that we’ll get through this together, and “we’ll march again.”
Celebrities’ Virtual Concerts and Donations
Now that concerts have been cancelled for the foreseeable future, several artists have decided to put on solo performances anyway. John Legend, Shawn Mendes, Hozier and countless others have taken to social media – follow the #TogetherAtHome hashtag – to perform their sets via livestream. A group of Nashville musicians even put together a virtual festival. Not only are celebrities comforting us with their music at this time, but dozens of athletes and others are donating to struggling employees or food banks.
Starbucks’ Mental Health Benefits
In an unprecedented move, Starbucks announced it would offer all U.S.-based employees and their eligible family members access to 20 free therapy sessions per year, beginning April 6. While this announcement wasn’t necessarily a response to the coronavirus, it comes at a time when many U.S. employees are wary about the future of their jobs and benefits. The coffee conglomerate is directly responding to the outbreak in other ways, too. On Wednesday, it announced it would offer free coffee to any first-line responder through May 3.
Fitness Studios Offering Free Classes
The fitness industry is one acutely affected by this pandemic. Instead of continuing to charge people for memberships or online classes, though, so many companies like 305 Fitness and CorePower Yoga have come together to offer free classes via livestream. No matter the exercise type, there’s a company offering it for free. Like the musicians offering virtual concerts, these fitness organizations are communicating the importance of health and wellness before profit. But these companies, especially local studios, are hurting. If you can provide a donation, no matter the amount, try to do so.
This is a scary and confusing time for everyone. When organizations and celebrities show compassion, people remember, and it can have a long-lasting impact on brand reputation. Tune into Buchanan Buzz on Wednesday, April 1 at 3:30 pm ET for more feelgood – and some bad – coronavirus communications.
Which brands do you think have responded well to the coronavirus pandemic?