marketing

Examples of brands’ response to COVID-19

How do your brand react to COVID-19? In this article, think™ makes an example list of digital communication, visual design, virtual experience and friendly reminders which have received positive feedbacks and interaction during the last months. Time may be difficult but let’s stay creative and keep your business going.

Case Study 01

Digital communication of humanity

Due to social distancing, brands are missing the offline touchpoints. However, the following brands showcased the possibility to create safe and real-time digital communication like a face-to-face one.

※ Fashion

While most fashion brands were worrying about show sessions, Giorgio Armani held its Women’s F/W fashion shows where there were no guests, just models in the wears, and broadcasted the whole show online. People applauded for the brand’s awareness and reaction to the virus while still having a blast.

Giorgio Armani 2020A/W：https://is.gd/EcwXQY

※ Funeral Service

As it was approaching Tomb Sweeping Day, people were worried about clustering. So Taipei Mortuary Services Office worked with business to have online worshipping, where people could arrange funerals while the mourners could stay at home and attend on the internet. Ritual ceremonies were streaming on Facebook, too.

Taipei Funeral Service Platform：https://is.gd/sh6R8v

※ Aviation Industry

Starlux, which was launched last couple months, did not step back during COVID-19. On the contrary, it enhanced engagement by selling exclusive brand products on its online shop. Meanwhile, Starlux also raised an hashtag challenge called “#WeWillBeFine” to encourage workers in the its industry. These activities brought the brand a positive image.

#WeWillBeFine challenge：https://is.gd/4Dx5cv

Examples of brands’ response to COVID-19 - Image 2

Case Study 02

Visual design in everyday life

Correct and clear information was much needed in the time of uncertainty. Some designers contrucuted their expertise to create informative visual pleasure for the public.

※ Pattern

When facial masks became daily essentials, the patterns on the masks drew people’s attention more than ever. Brands which offered different patterns that matched consumers’ fashion tastes were on top of the trends.

Rebranded csd：https://is.gd/KYbLob

※ Graphic

Designers had provided free templates of medical supplies stock and announcement for shops and drug stores. So that the staff could save time, and the customers could get to know what they want easily.

Stock announce template by TING-AN HO：https://is.gd/xmpls1

※ Illustration

To ease the nerves of the society, illustrators published some heart-warming drawings, and even characterized some governmental leaders. The works lessened the cold image of authorities, and thus united the heart of the people and the government.

Illustration and DIY by Tonn Hsu：https://is.gd/76zUXi

Case Study 03

Virtual experience to expand business

Places that heavily relied on real experience like museums, opera houses, music halls and libraries, were facing huge difficulties. However, some of them took the chance to go virtual to expand their business.

※ Books and exhibitions

Museums and libraries shared their resources to the citizens with virtual tours, AR, VR and digital books. As a result, poeple could access the public service more conviniently.

Google Arts & Culture to explore 1200 museums：https://artsandculture.google.com/

※ Opera and music

Performances were taking place in your living room! By live streaming and subscription, institutions tried to keep the audience entertained even the venues were closed.

The Met Opera live streams：https://is.gd/xVJkf6

※ Nature in virtual

By using optimized digital technology, natural organizations brought the calming and soothing power of the nature. Such as jungle sounds and universe pictures.

Vancuvor Aquarium Live Cams：https://is.gd/L7CwgH

※ Independent films

independent film publishers ran online film festivals. Some of the films were ever free. By taking this opportunity, they might be able to grow their audience base since people needed many more at-home amusement now.

A free film a week by Gary Hustwit：https://is.gd/Jr19y9

Case Study 04

Friendly reminders from brand characters

A successful character design can personalize a brand and make friendly communication between the brand and its TA.

Medical service used lot of characters to tell people how to stay safe and healthy. These characters could be seen in videos, stickers and all kinds of promotion. It was like a friend who truly care about you but not a business. Consequently, people could digest the information easily and follow the regulations.

HK MRT ：https://is.gd/0ab1br

Icons with distinctive images and personalities could be recognized by the public. It especially worked for NPOs to approach the people, raise awareness and funds.

Awawa of Shinjuku Food Hygiene association：https://is.gd/LaaQdX

Brands also made character merchandise and goods for customers to use in daily life, creating a branded environment even if people did not come to shop.

HK Watsons #GetActive merch：https://is.gd/JY0cIT

Conclusion

When people were concerned about health issue everyday, brand owners should adjust their communication strategy, too. We hope that you are inspired by this article and ready to create some buzz!

Image sources：WWD, Taipei Mortuary Services Office, Starlux, csd, TINGANHO, Tonn Hsu, Gary Hustwit, Google Culture & Art, Metropolitan Opera, Shinjuku Awawa, WhatSticker, HK LINE today

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