Continuing to market and advertise a brand, products or services during a global crisis can feel a little, well, icky. People around the world are sick and dying, businesses and economies are suffering, there’s so much uncertainty and misinformation. And we’re all over here trying to sell stuff.
The funny thing is, consumers don’t want brands to stop advertising. According to a Kantar survey of more than 35,000 consumers globally, just 8% of consumers feel that brands should stop. That means a whopping 92% think they should keep on trucking, and slinging their wares!
Now, of course, that doesn’t mean operate with blinders on, acting like nothing is happening and pushing the hard sell with no remorse. Instead, consumers want brands--NEED brands--to offer reassurance, create respite and provide relief.
There are a few brands out there that don’t get it, but there are surprisingly more that do. They’re walking the thin line between showing compassion during a stressful time, helping others and giving back, getting creative with their products and services, and promoting their business to stay afloat.
We wanted to highlight a few of these brands we’ve been impressed with and/or appreciated their approach.
Gyms & Fitness Centers
Equinox, Crunch and Orangetheory are offering free online workout classes, not just to their members, but to anyone. Using streaming services and social media, these fitness brands have been able to connect with members and reach new potential customers when things finally get back to normal.
Trek Light Gear
Fellow Colorado-based business Trek Light Gear is using a unique and generous payment approach for their blankets, hammocks and other lifestyle gear. They’ve enacted a “Pay What You Can” approach, allowing customers to choose their own discount adventure up to 20%.
Bon Appétit Test Kitchen
We’re long-time fans of the BA Test Kitchen over here at Interstellar. And even though they’re not cooking with fancy equipment and pulling ingredients from bottomless cabinets, they’re still keeping us all entertained and focused on healthy foods from their home kitchens (which I’ve personally been dying to see and compare to my own, and gotta say, mine stacks up!).
Kitsch
Hair accessory and wellness brand Kitsch is pumping out funny, and most importantly, relatable content on their Instagram page. Sure, scrunchies and hair extensions are non-essentials, but they’ve been able to remain relevant and engaged with their audience.
Steak-umm
Steak-umm is shockingly woke on Twitter. They’ve taken a strong stance on squashing misinformation, connecting a polarized community, and helping others. They donated $25K to FeedingAmerica, and helped raise another $10K from other businesses. I don’t know about you, but I haven’t thought about Steak-umm since I was little. Didn’t even realize they were still around. So, looks like their approach is working to raise awareness at least!
as a company, our end goal will always be selling product, but rather than promoting ads overtly crafted to sell during this crisis, we are committed to:
— Steak-umm (@steak_umm) April 14, 2020
1.) providing factual, helpful information
2.) bridging our cultural polarization
3.) helping people who are helping people
Igloo Coolers
Igloo has pledged to donate 100% of profits from their Playmate coolers to the CDC Foundation Coronavirus Response Fund. Not clever Instagram posts or tear-jerking commercials here. Just straight money, and that helps.
OnTheHouse
Our client OnTheHouse is an app providing one free thing every day, whether that’s a free ticket to a baseball game, free drink at a local restaurant, or free session at a fitness studio. Naturally, members have not been able to take advantage of these deals as most businesses are closed. So, OnTheHouse has pivoted to provide their members with discounts for ToGo orders, and they’re helping to feed nurses, healthcare pros and first responders with the monthly fees they get from members. OnTheHouse. So for the members that stick around during this time, they’re also helping to take care of local Denver healthcare workers.
Burger King
Per usual, Burger King had a clever and in-your-face way to address the global pandemic, and spread the word about what citizens should be doing. One location in Belgium crossed out the “of the Whopper” from the slogan on the building, and added “stay” on top of the word “home.” Stay Home, get it?!
