Digital experiences are a critical engagement tool during the coronavirus pandemic, and business-to-business marketers especially should be embracing tools such as Zoom, LinkedIn Live and Google Hangouts to livestream events or conduct webinars, writes Airship's Mike Herrick. Experiment with data-driven digital customer experiences, create human connections by being personal and "above all focus on being helpful and handy," he writes.
Havas Chicago created a social distancing public service announcement campaign that stars Chicago Mayor Lori Lightfoot taking on personas, such as "The Analyst," "The Baker," and "The Astrologer," to explain why adhering to the stay-at-home order is so important. The campaign was shot in Lightfoot's home and Havas Chicago's Marianna Ruiz says, "This type of campaign is the reason I'm in this industry: bringing a compelling message to life in a fun, engaging way that will (hopefully!) resonate with people to make a real difference."
Lowe's is encouraging people to #BuildThanks by creating DIY signs expressing appreciation for first responders during the pandemic and displaying them in their yards, and sharing images on social media. The push directs consumers to a dedicated site where they can find guidance and inspiration to help them build signs from things they might already have at home and the brand is investing $100 million to support employees, communities and customers.
Snapchat is reporting a 36% increase in installs for app ads and a 19% increase in swipe-ups during the past month, along with a 50% increase in video calls, a 25% boost in time spent using Lenses, and more messages, group chats and Discover content engagement. The platform is also reporting heightened interest in online shopping for athleisure, pet products and home goods, food delivery, fitness and wellness, mobile gaming and hobbies.
EMarketer has revised its 2019 mobile ad spending statistics in the wake of China's slowing economy. The research firm is now reporting US mobile ad spending increased 23% to reach a total of $87.30 billion, rather than $99.21 billion previously predicted, and accounted for nearly two-thirds of all US digital advertising expenditures.
Doner's 30-second TV and digital spot, "Better Days," for Fiat Chrysler replaces the automaker's ads for its brands and promotes its 84-month zero-percent interest loans for new purchases that can be made entirely online. The spot is set to OneRepublic's "Better Days" track, which was written and recorded while the band was in quarantine following exposure to the coronavirus.
Jason Kilar, who was previously Hulu's chief executive officer, will soon be filling John Stankey's former role as leader of WarnerMedia. HBO and the upcoming HBO Max streaming service will be under Kilar's control, as will Warner Bros. and CNN.
Johannes Leonardo's "Lighthouse" spot for MassMutual uses the oldest lighthouse in the US, Boston Light, to symbolize resilience and endurance during the coronavirus pandemic. "MassMutual was built to weather this storm -- we will continue to stand by our customers and policyowners to help them secure their future and protect the ones they love," says MassMutual's Jennifer Halloran.
Matt VanDyke, Ford Motor's US director of marketing, and his team have employed agile practices in the wake of the coronavirus pandemic by quickly changing ads to focus on consumer-friendly financing and calling on consumers to support charitable partners. "Right now we're still in that initial crisis phase where we want to make sure we're helping anywhere we can, we're being reassuring, we're empathetic, and we're telling the story of what the company is doing," VanDyke said.
Multicultural marketing agency IW Group tapped into Asian American influencers who have experienced harassment and hate incidents during the coronavirus crisis to create a campaign called "#WashTheHate." No brands are tied to the social campaign that includes actors Celia Au and Tzi Ma, and IW Group's Telly Wong decided to skip sponsorship to speed the process, saying: "This is such a politically charged topic. That's one of the reasons we decided, 'Hey, let's just go out and do something.'"
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