As Jacinda Ardern said recently, "There is an indescribable anxiety which comes with the daily grind of managing a pandemic and I think we all feel it. But you do learn things – you undoubtedly learn things."
In a nutshell
- We’ve all learned a lot over lockdown. Here we share five principles we'e learned about brand and comms during the pandemic.
- Ultimately, it's about brands behaving in the same way that we’d expect people to: respectfully, kindly and authentically.
- These principles hold true during a crisis, but are also useful guardrails for brands entering into conversation.
And while marketers aren’t dealing with the responsibilities of navigating a country’s Covid-19 response, we can all relate to the Prime Minister’s sentiment.
We have, undoubtedly, learnt things. During the first, second, and third lockdown in Auckland, I’ve kept a weather eye on Zavy’s Radar tool to get the pulse of the nation. How are people feeling? Which brands are they responding well to? What brand activity earns positive sentiment and high engagement? What does not?
From the answers to those questions, five essential learnings for brands emerged. And while they especially apply during times of crisis and change – the principles are evergreen. You'll also find some more detail in the infographic below.
1. First, put people first.
Self-centred messaging doesn't land well at the best of times, and right now you'll get no forgiveness for it. Show gratitude for customers and for staff and if people tell you their needs are not being met, respond quickly.
2. Don't be boastful or pushy.
Instead, help alleviate fear by clearly communicating how your organisation is participating in New Zealand's collective effort to overcome the crisis.