The outbreak has quickly brought changes in consumer behaviour and a huge amount of people have turned to Facebook to stay informed.

All industries have been impacted by COVID-19. As consumers’ awareness for their own safety has heightened, they expect the same with brands on the products and services they offer.

The way brands deal with the crisis now may influence consumers in the future. Brands have got to:

Speed Matters
  • Focus on business continuity in the short-term

    People are looking to trusted brands to provide them with safety and security in testing times. They want to be assured that the brands they choose are in control of their supply chains, transparent and trustworthy. Therefore people expect brands to:

    • Deliver real value
    • Act responsibly
    • Do right by the community, including their employees. 

    Research from Asia has found that brands that were able to deliver purpose in an ethical way saw their value grow twice as much as average brands.

    Consumers are seeking proactive communication from brands:

    • Be authentic
    • Maintain proactive and frequency contact with your customers
    • Set realistic expectations for your customers
    • Frequently train your customer service teams
    • Constantly monitor and act upon customers feedback

    Make sure you are doing the following:

    • Make sure if you are having a problem with delivery times, put a notice on the website about shipping information
    • Email customers who have orders pending 
    • Anticipate what people want to talk about
    • Bring experiences to them on the platform
  • Capture bounce back in the near-term

    Brands should be flexible and fast moving: 

    • Avoid removing all ads, re-prioritise marketing channels during the outbreak
    • Evaluate each campaign in context, showing empathy
  • Drive structural enhancement in the long-term

    Start to build your brand ready for the bounce back. Build remarketing lists and email lists, this is the time to focus on your brand awareness. Plan ‘bounce-back consumer consumption’ campaigns in advance, ready to quickly pick up ad spending post outbreak