As your credit union works to navigate the fallout of COVID-19, it’s important to remember the value that your marketing and advertising team can add to your efforts. Through a well-timed, socially responsible advertising campaign, your credit union can help support and comfort your members during this time of uncertainty, while also positively positioning your brand in the communities you serve.
Over the last few weeks, we have seen many brands step up and take action against the spread of coronavirus with the launch of COVID-19 related ad campaigns. Overall, the carefully planned response by these brands has been well received by consumers, who have helped many of the ad campaigns go viral.
In one of the most popular social media campaigns, Nike was able to harness its brand power to release a public service announcement alongside many of the worlds’ most famous athletes. The ‘Play Inside, Play for the World’ ad campaign is a great lesson in crisis marketing and messaging that credit unions can learn from and apply to their current and future advertising efforts. Through their creative efforts and thoughtful ad placement, Nike was able to balance COVID-19 awareness efforts with their brand messaging, all while avoiding coming off as insensitive or opportunistic.
Another instance of a well-planned and timely ad strategy is Guinness’ ‘St. Patrick’s Day Message’. The video reinforces Guinness’ legacy and commitment to its consumers, while also addressing the safety concerns surrounding one of the company’s most profitable and brand-associated holidays. It’s an inspiring and responsible commercial that aligns perfectly with Guinness’ mission/tagline – ‘beer made of more”. Guinness really hit the mark here by staying true to their brand identity and values.
Other great examples of brands stepping up to use their advertising and influence to encourage people include:
- Ford’s ‘Built to Lend a Hand’ television commercial
- The ‘Chipotle Together’ campaign featuring celebrity hangouts on Zoom
- Coca-Cola’s Time Square billboard advertisement
- The ‘Snack Sized Adventures’ campaign from Nature’s Bakery
- Bud Light’s Dive Bar Tour: Home Edition
- A primetime television commercial from Sam’s Club
- IKEA Israel’s coronavirus instructions map PSA
- The World Health Organization’s partnership with ‘dude with a sign’
- Aviation Gin’s ‘#TipYourBartender’ donation campaign
- Snapchat and the Ad Council’s ‘Here For You’ mental health feature
As you contemplate your credit union’s marketing strategy going forward, it’s important to remember that while the vast majority of consumers don’t think brands need to stop advertising as a result of COVID-19, according to a new global study by Ace Metrix, they do expect those same brands to be considerate of their overall tone and messaging.
That being said, what inspiration and lessons might your credit union take away from the above brands during this time of fear and isolation? How might your credit union repurpose its messaging in a way that is both respectful and helpful, while also communicating your values?
Just remember to be empathetic and useful in your marketing and advertising, while also being prepared to switch up your strategy as trends change, consumer sentiment shifts, and/or new details emerge surrounding COVID-19.