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“#StayAtHome”, “We are all in this together”, “#IamStayingHome”, “#StayHome”… these are not (just) government campaigns, but messages deployed by brands.

In this historic episode where the entire world faces the Coronavirus, brands are not abandoning their community; on the contrary, they are stepping up to serve consumers.

The COVID-19 crisis means lockdown and social distancing. Paradoxically, we are more isolated than ever (physically), but at the same time, we are closer than we have ever been (virtually, and also humanly).

And what if this was the opportunity for brands to unite their community with dedication? Brands are realizing their societal role and continuously surprising us (for the better). Because yes, brands play a major role in society. Their actions in response to the “coronacrisis” are not solely aimed at polishing their brand image… but rather to contribute to a collective societal responsibility.

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In Exceptional Situations, Exceptional Measures

In these serious times, appropriate communication is essential: it’s impossible for companies and their brands to act as if nothing is happening with their fans.

Because the context is complex: many employees must rapidly adopt remote work and its methods, while many companies must simply shut their doors.

It’s not easy for anyone, especially not small businesses… which is why Vistaprint responded intelligently by offering templates to change the date of an event, as well as a hashtag (#vistaprintideashare) to encourage small businesses to communicate how they are managing the crisis.

Besides, campaigns and challenges are often set up through hashtags, on Twitter and even more so on Instagram. Here, as on any social network, consumers are often first and foremost fans.

Adapting, becoming flexible, agile, and innovative is no longer a competitive advantage but an obligation

Adaptation is no longer a strength; it is a necessity. And thanks to technology, the field of possibilities is vast!

Sports brands like Nike, Oakley, and Decathlon have notably implemented entire programs to encourage indoor sports practice, providing high-quality content to their communities. And their efforts have not been in vain, as the thousands of positive reactions on social networks testify.

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The brands have a wide open path to innovate in ways that brighten their community's lives, not by trying to sell, but by stimulating, encouraging, and comforting.

The famous macaron brand Ladurée thus launched #LadureeAtHome, a hashtag where delightful recipe sharing takes place—recipes to make at home, for a bit of joy while staying confined.

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Beyond supporting their community, brands are placing themselves in the service of the greater good.

This approach, of course, is done at their own expense. But it’s not just about money: such a global situation cannot be reduced to a massive donation campaign!

New needs and behaviors that brands are trying to address

In just a few weeks, consumer habits have radically changed, according to a Kantar study: internet usage increased by 70% (!), television by 63%, and social media by 61% (both Facebook and Instagram, though the trend is less strong on LinkedIn).

This means brands now receive massive attention on these channels.

For these same brands, it’s all or nothing: either they engage their fans, or they disappoint them.

So what exactly are consumers expecting from their favorite brands?

• 77% want them to be useful in their confined lives
• 75% want them to communicate their support actions (toward caregivers, the sick, and employees)
• 70% expect a reassuring tone

Mobilizing, uniting, and engaging: a major stress test for brands

Beyond donations, producing essential supplies, messages of support, and even humorous touches like the “social distancing” of letters in their logos (such as Coca-Cola’s bold move on its legendary Times Square billboard), big brands are going above and beyond for their fans.

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Now is when the concept of engagement with one’s community truly takes on its full meaning.

From free premium content (e.g. fitness classes or training sessions) to hashtags (#NetflixConseilleMoi, #FlattenTheCurve…), as well as creative or business challenges and mobilization campaigns encouraging people to stay home, brands are showing great creativity to go beyond simple corporate crisis communication.

Still in the realm of hashtags and challenges, Nyx is rallying its community with #Libresdecréercheznous and #Libresdepartagercheznous: the community can easily express themselves on whatever they want—and no longer has time to be bored thanks to some epic challenges.

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This fan engagement within each brand’s community also largely happens through user-generated content, the holy grail for any brand: when it’s the user promoting the product, showing their engagement, or participating in a challenge.

In the shared brand experience (according to the Digital Index from the agency Emakina), visual content created by users plays a key role in the overall experience.

Finally, while mobilizing, uniting, and engaging consumers is essential, doing the same with employees is also a top priority during the storm. After all, employees are among the brand’s first ambassadors.

More than ever, consumers are looking for entertainment

Entertaining has never been more crucial. Not only does it help brands combat their followers’ boredom, but it also strengthens the bond with them.

Planet Sushi is betting on humor with its hashtag #detendstoiavecplanetsushi.

Today, it’s not only possible—but vital—to consider the activity of one’s community on social media and the web in general. This engagement has taken many creative forms!

On Facebook, Instagram, TikTok, or Snapchat, fans are looking more than ever for joy, comfort, and excitement.

It’s the moment for brands to go all-in on social media, since creating in-person experiences isn’t currently an option.

Each brand is therefore trying to rally its community in line with its brand DNA.

It’s an opportunity for each to stand out, deliver strong added value, and bring people together while waiting for the storm to pass.

After all, it remains essential for brands to prepare for what comes next. Because the good news after every crisis is that—just like after the rain—the sun always comes back.

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