13 Brand Approaches To The Coronavirus Pandemic

How are brands and media communicating about the Coronavirus pandemic? Today, we share a couple of examples of brands doing a great job in creating content for the current context.

The Coronavirus pandemic has put most industries under pressure. While some businesses are experiencing increasing growth due to a series of imposed behaviours to the population — such as working remotely and not leaving home for anything else than the strictly necessary — many others are struggling to keep alive for the exact same reasons.

But no matter on which side, no brand should go silent right now. During this period of uncertainty and worry, brands should now more than ever, communicate effectively with their clients and customers and strive to achieve meaningful engagement.

Hygiene has become a primer topic, so spreading relevant information and communicating the measures they are taking is important. But also with the new realities of social distancing and quarantine, people are forced to redefine routines and leisure activities, so being there to offer solutions, to challenge, to educate, and to make company is crucial.

Is there a right or wrong?

It’s important to understand this shouldn’t be a marketing opportunity that brands should capitalise on. There’s a risk of seeming insensitive when trying to keep sales going, so the approach here needs extra attention.

The best way to proceed marketing wise is by keeping the brand’s original tone, identity, and natural way of interacting with the audience. And simply combining that with honest value and information.

A bit of humour is, of course, also allowed as long as it makes sense and it’s not too provoking. ?

Below, we’ve compiled a series of great communication and content examples. Some of the most known brands highlight how creativity can be used to inform, educate, and entertain the public in such a complex panorama.

Nike

Netflix

Adidas

Unsplash

Coca-Cola

Levi’s

IKEA

i-D Magazine

Burger King

Spotify

At Cherrydeck we’ve been working on content that aims to help out the creative community during the Coronavirus pandemic. At a time where most projects were cancelled or postponed, we’ve compiled a series of tips on how to get alternative income sources or work publicity as a creator. If you have more suggestions, feel free to drop them in the comments.

If you are a brand and have a project or campaign in mind, reach out and support us supporting the creative industry. There’s tons of creativity out there, waiting to be unleashed. ?

---