The best marketing campaigns during lockdown
What consumers expect
According to Kantar's Covid 19 Barometer , consumers have very high bahrain whatsapp number data 5 million expectations of brands and want communications to be contextualized:
- 67% of French people (77% internationally) would like brands to communicate about their usefulness in the new daily life
- 62% of French people (75% internationally) expect brands to provide information on their efforts to deal with the situation
- 59% of French people (70% internationally) would like the tone adopted to be “reassuring”
- 46% of French people (61% internationally) expect communications on brand values.
These statistics are all indications and avenues to remember for marketers in order to guide their communications and select the right channels to convey the most relevant messages. In the era of "social distancing", it is up to marketers to maintain relationships... which will be an asset for transactional marketing in the longer term.
At Actito, we wanted to compile for you in a freely accessible document all the best practices and the best of marketing campaigns during confinement... We hope that this small contribution can help marketers to stock up on ideas in this complicated period.
What consumers expect
The "Mail-eur" of Marketing
The "Mail-eur" of Marketing
It is with Agathe, Customer Success Manager at Actito - and therefore at the heart of the reality on the ground - that we wanted to share with you the best of marketing campaigns.
Agathe had to help her clients adapt and meet new expectations: "We are redoubling our efforts to support our clients in this critical period that requires extraordinary responsiveness from marketers! Thanks to Actito's agility, we help them quickly modify their scenarios and adapt their content according to their brand's DNA."
In the document available for download, you will find varied and illustrated examples. We have selected different relevant communication axes and good practices:
Inform your customers
What are the new conditions for purchases, delivery, cancellation or returns? Have you implemented health security measures?
Don't hesitate to take Monoprix as an example , which informs its customers of its stores' opening hours while disseminating good habits to adopt (safe distance in queues, contactless bank card payment, shopping cart cleaning protocol, etc.).
Above all, communicate information that corresponds to questions that your audience is asking. Since email boxes tend to be very busy at the moment, focus on truly useful communications that are expected on this channel. Otherwise, you risk seeing your reputation and deliverability suffer.
For other, less urgent/essential communications, you can always use other, more suitable channels such as social networks.
Inform your customers
Use your brand DNA to communicate:
Like Ikea , which offers its readers not instructions for assembling a piece of furniture but real instructions for successfully completing your confinement ! The "Stay Höme" humorously encourages customers to stay at home by mentioning a key, a lock and 100 rolls of toilet paper as essential tools! Ikea has also revealed its famous meatball recipe in the form of instructions adapted to the ingredients available during confinement: "Ikea Meatball at höme". As we can see, the Swedish brand is using its DNA, which has made it successful, to convey a positive and relevant message.
Our client Bien ' Ici was also able to demonstrate great responsiveness. The content of the campaigns was adapted to answer questions concerning "the impacts of Covid-19 on real estate" or "the conditions for moving during confinement" but also to better experience these moments at home "how to set up a cocooning living room".
Use your brand DNA to communicate:
Adopt an empathetic and supportive tone:
Your readers need to be listened to and reassured. The tone you must adopt is therefore one of empathy so as not to convey anxiety-provoking messages. Nature & Découvertes proposes itself as a “zen ally during confinement”. The email campaigns and subject lines are positive: “We are thinking of you!”, “How are you?”, “Namaste!”. No mention of “virus”, “covid” or “isolation”.
Newsletters suggest readers discover new activities : free play for children, fine motor skills exercises, meditation or yoga for older children... Indeed, occupying free time is also a real subject... Especially when confinement means children at home! Some brands think of them (and parents!) by offering indoor activities: activity books (coloring, games to complete), easy crafts, sports courses, etc.
Others have also thought of our companions: our client CroquetteLand offers activities: hide and seek with my cat, train my puppy in confinement, DIY footprint of my dog… to entertain owners and animals… CroquetteLand has also communicated on its commitment to animals in shelters. Until the end of the confinement, the brand is donating €1 for each order to 50 French shelters. This beautiful gesture of solidarity resonates relevantly in view of the context. You can also communicate (with moderation) on your commitments. Like Picard and Claudie Pierlot , you can for example indicate how you support medical staff: initiatives, fundraising, solidarity actions, adapted production (masks, gels, anti-waste fight) …
