5 Effective Brand Campaigns During Uncertain Times

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As part of our commitment to putting the voice of your customers right at your fingertips, Suzy will provide continual updates on consumer sentiment and behavior during the ongoing Coronavirus crisis. Check out our COVID-19 Consumer Insights hub for more stats, webinars, and more.

May 29, 2020 — After over ten weeks into a nationwide quarantine, many people across the country are beginning to experience quarantine fatigue — but not just towards social distancing guidelines. They’re also getting tired of the way that some advertisers have begun to approach COVID-related messaging. 

You’ve probably noticed some of the clichés yourself while watching TV or streaming video: there’s usually somber music, stock footage of empty streets, and a gentle voiceover remarking on “these unprecedented times.” It’s become so pervasive that in a little over a month, this clever supercut of ads has already reached 1.4 million views on Youtube.

However, this doesn’t mean brands need to give up on any kind of marketing strategy during this crisis. In fact, the insights we’ve pulled from our real-time market research platform, suggest that consumers are hungry for more content, even from brands: 

• 60% of U.S. consumers say they’re consuming more content under lockdown. 

• 75% believe that brands should be advertising the same amount, if not more, during the COVID-19 crisis.

However, the dangers of failure are also steeper than ever. 71% of consumers said that if they perceive a brand is putting their profit over people right now, they’ll lose trust in that brand — possibly “forever.” 

So how should brands and advertisers best thread this needle in their own advertising strategy? That was the focus of our recent webinar, “Advertising During Uncertain Times.” During this presentation, we explored the results of an exclusive research study we conducted with input from the American Association of Advertising Agencies (4A’s). Their experts recommend that your focus should be on content that resonates with consumers, even if it doesn’t seem to directly market a particular product or service. 

Of course, the best way to figure out how best to serve your consumers is to connect with them directly, which Suzy can easily help you with. But in case you need some creative inspiration, here are some brands that have found ways to communicate their value to consumers beyond simply calling attention to the “uncertain times” we live in: 

The Zappos “Anything” Hotline

Insights from “Coronavirus and the State of the U.S. Consumer, Part 4”

Shoes might not be optional in most public places, but with so many people working and learning from home, they’re certainly not as essential to everyday life as they used to be a few months ago. 

Enter Zappos, the online shoe retailer that’s known primarily for its exceptional customer service. Last month, the brand began encouraging consumers to call into their 24/7 hotline with questions about “anything” — from binge-watch recommendations to new bread recipes, or even just to chat. One doctor from Mount Sinai Hospital in New York even used the hotline to source necessary medical equipment to help coronavirus patients. This inspiring story helps to further demonstrate Zappos’ value beyond just being a place to shop for footwear — it also positions the brand as a caring, authentic voice for its consumers.

Oscar Mayer Front Yard Cookout 

Starting in April, Oscar Mayer found an ingenious way to bring people together around its product while still maintaining responsible social distancing guidelines. Starting on May 2, the brand invited all its fans to move their grills to their front driveways for communal outdoor dinners, and promised to donate meals to Feeding America for every tweet using their hashtag until the end of the month. Since then, Oscar Mayer’s accounts have continued to rally behind #FrontYardCookout, even working it into their ongoing NASCAR campaign with racecar driver Ryan J. Newman. 

Given that 81% of consumers have started cooking more meals at home since the beginning of the pandemic, this isn’t just a clever way to tap into feelings of community and support — it also provides a great incentive for buying Oscar Mayer products, helping the brand to maintain its importance in a less-than-ideal summer barbecue season.

Eva Longoria’s L’Oreal Paris Commercial

Beauty companies use all kinds of filming techniques in their advertisements to enhance the look of their models’ hairstyles, from careful styling to even greenscreen effects. But in their latest TV spot, L’Oreal went for a more DIY-friendly approach: They gave spokeswoman and actress Eva Longoria the opportunity to shoot a commercial at home, using L’Oréal Paris Excellence Crème Permanent Triple Protection Hair Color on her own gray roots.

Currently, 54% of consumers are doing their own self-care routines at home in place of salons or spas — and 39% are considering a permanent switch to DIY beauty products to save on costs. By showcasing the ease and effectiveness of their product in a down-to-Earth, authentic way, L’Oreal has set themselves up to perfectly appeal to this growing base of consumers even after professional hair care is available again. 

The McDonald’s Burger Puzzle

Compared to some smaller restaurants, McDonald’s is one of the few brands that seems capable of withstanding the current economic crisis; even at the start of quarantine when food stockpiling first hit its peak, consumers still frequented their local fast-food restaurants for the occasional quick bite (in fact, 38% of consumers were actually eating from QSRs more). 

That’s why it’s especially impressive that McDonald’s Belgium found such a compelling way to engage with consumers: A limited-edition burger puzzle on their company Instagram, in response to the boom in jigsaw puzzle sales during the quarantine. 

Hotels.com’s Social Distancing Mascot

Traveling outside the home has recently become the last thing on anyone’s mind at the moment, and that doesn’t seem likely to change anytime soon. In a recent study, Suzy found that 29% of consumers will only feel confident enough to travel again when there are no new COVID-19 cases.

So obviously, trying to convince consumers to get back to vacation wouldn’t be the best direction for a travel-booking company like Hotels.com. Instead, they created a short 15-second ad that depicts their mascot, Captain Obvious, eating popcorn alone.  “He is going to be social distancing for a while, and you should, too,” the copy reads. It’s a neat and responsible way to address actual consumer anxieties, and with a fun, positive tone that mirrors the company’s typical ads. 

Get Real-Time Insights With Suzy

Above all, consumers say that they want content they engage with to be informative (52%), honest (44%), and clear (33%). And even when the worst is over, they’ll want more of these types of campaigns in the future — 76% of people believe brands should continue to provide more digital social experiences even after the crisis has officially passed.

Doing the right kind of market research to connect with your consumers might feel like an impossible task right now, but you aren’t alone. With access to Suzy’s always-on network of screened, verified consumers, you always have the voice of your target market right at your fingertips, even while under quarantine. Get in touch with us to learn how Suzy can work for your business, launch your first question to consumers, and more.

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