BRAND STRATEGY & COMMUNICATIONS IN A COVID WORLD - BEHAVIOR CHANGE: Ipsos
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BEHAVIOR CHANGE: BRAND STRATEGY & COMMUNICATIONS IN A COVID WORLD 1 ‒ © Ipsos
TODAY’S HOST & SPEAKERS
Lauren Demar Chris Murphy Lindsay Franke
Global Chief Global President, US Head of Creative
Market & Brand Strategy Excellence & Advertising
Client Officer Lead Practice
2 ‒ © Ipsos | 2020
BEHAVIOR CHANGE: BRAND STRATEGY & RITUALS IN A FLUID, LOW TOUCH WORLD
CORONAVIRUS MEANS FLUID TIMES
Consumer decision-making and brand selection adapts based on individual and contextual characteristics.
In a fluid, ‘low touch’ time, it is hard to depend on automatic behaviors that reflect mastery of a past that no longer exists.
Physical Context Social Context Processing Motivation Ability
Channels/movement Norms and Framing & integrating Emotion and Skills
restrictions cultural influence new information identity and routines
Adaptive Decision Making
BRAND CHOICE
© Ipsos | 2020 Source: Ipsos Global Science Organization
4‒
HOW “Brands are nervous about appearing to profit
from this crisis. The conversation is being had in
SHOULD
many client and agency organizations, but they
have to be absolutely sure they are helping
BRANDS
people not just making money from it, or being
seen to make money from it.”
RESPOND?
Owen Lee, Chief Creative Officer
FCB Inferno (The Drum)
© Ipsos | 2020
THE ‘LAST NEW NORMAL’ TEACHES US BRANDS NEED TO BE
PRESENT & INVEST IN RELATIONSHIPS IN TIMES OF CRISIS
It can be tempting But we have a unique
for brands to go window where brands
into cost can earn trust by
containment mode maintaining presence
in times of distress, and delivering relevant
quietly weathering value in a fluid period
the storm. of heightened anxiety.
© Ipsos | 2020
6‒
CONSUMERS EXPECT BRANDS TO PLAY A ROLE
DURING THE CRISIS
…AND GOING DARK IS A POOR STRATEGIC CHOICE
72% 71% 70%
COMPANIES HAVE A
SOCIAL RESPONSIBILITY
I AM INTERESTED IN
HEARING FROM BRANDS
I WANT TO CONTINUE TO
HEAR FROM BRANDS AND
TO OFFER AID DURING THAT CAN HELP ME COMPANIES ON WHAT
CORONAVIRUS
© Ipsos | 2020 NAVIGATE THE CRISIS THEY HAVE TO OFFER
HOW BRANDS RISE TO THE OCCASION
SHOW EMPATHY AND RECOGNIZE AND HELP PEOPLE BUILD
GIVE COMFORT AFFIRM NEW SOCIAL NORMS NEW RITUALS AT HOME
MARCH APRIL NOW
© Ipsos | 2020
TAKING A STEP BACK
WHERE DO WE STAND AND HOW DO WE FEEL?
13% 12% 30% 27% 3% 15%
© Ipsos | 2020
BUT NEW ROUTINES DO NOT EQUATE TO ‘COMFORTABLE’ 50% Concerned for those who are vulnerable or weak 42% Impatient to get back to normal life 35% Worried about my job or financial security 29% Anxious about my health 21% Bored 13% Lonely © Ipsos | 2020
A WORD ON ROUTINE & RITUAL Rituals.. • Emerge when ordinary gestures are transformed into symbolic expressions and undertaken consistently • Reflect a core set of shared beliefs • Fulfill a need while being easy to perform/replicate • Are reinforced with each repeat performance Terror Management Theory: A heightened sense of mortality strengthens the desire to reinforce cultural membership and bolster self- esteem. We can deduce a greater need for rituals due to COVID-19. © Ipsos | 2020
IN THIS NEW LOW TOUCH CONTEXT, THERE IS AN OPPORTUNITY TO
CONNECT BRAND-ASSOCIATED MEANING WITH NEW BEHAVIORS
HOW CAN BRANDS BECOME PART OF A RITUAL EXPERIENCE?
SEEK UNTAPPED HELP INTERNALIZE CULTIVATE A SENSE OF DELIVER AN ALIGNED
RITUALS NEW HABITS SHARED EXPERIENCE BRAND EXPERIENCE
Identify new, potentially durable Build benefit associations and When trying new behaviors, Develop positioning and
routines that are affirm the behavior, building people often feel self- delivery that provide mutual
not yet ritualized. confidence in its mastery. consciously alone. Show them reinforcement – laying the
others are doing it too, so they groundwork for repetition.
will be more likely to repeat it.
© Ipsos | 2020BREWDOG: ON THE PATH TO DRIVING RITUAL BEHAVIOR “Brands that have people’s backs with companionship and solidarity during crisis get standing ovations.” © Ipsos | 2020
KEY TAKEAWAYS
Brands play an important role in the economy – and the public are eager
1 for its recovery.
Brands have a unique opportunity to deeply connect in today’s
2 disrupted, fluid and low touch context.
An understanding of rituals provides insight into how routines can be
3 developed to be durable, repeatable and associated with brand meaning
As automatic brand selection and behaviours are disrupted, now is the
4 time for brands to become central figures in consumers’ new rituals.
© Ipsos | 2020
14 ‒COMMUNICATING
& CREATIVITY
IN A COVID
WORLD
15 ‒ © Ipsos | 2020CREATIVITY STILL MATTERS CREATIVITY drives business growth x11 Market Shares Gains* x3,5 More Stock Market Performance** 16 © Ipsos | 2020
CONSUMERS WANT TO FEEL
OPTIMISTIC AND SECURITY
FROM ADVERTISING
Security - 37%
People want to feel safe and secure again.
They want to be reassured that things will
return to normal. There is no need to be afraid
or to panic.
Positivity - 30%
They want to feel good again and improve their
well-being. They want to feel calm, comforted,
relaxed, hopeful, positive and optimistic.
© Ipsos | 2020ITS IMPORTANT TO NOT GET CAUGHT IN
THE SEA OF SAMENESS
Sea of Sameness Brand Attention
“I feel like every advertisement is shoving
the same message at its audience. I’d
like to see ads proceed as normal, and
maybe a small highlight of Covid
acknowledgement, not the main focus.”
65%
“I want to hear we are still open for
business and we are taking every Average
precaution necessary to protect you from
the virus.”
have seen “I have seen multiple ads that
Coronavirus acknowledge the epidemic and
speaking directly about what they are
related doing to protect their employees and
customers as well as what services they
advertising are continuing to offer.”
18 ‒ © Ipsos | 2020WE ARE SEEING EXTREMELY MIXED RESULTS Is this that surprising? Extraordinary efforts are resulting in ads being developed in days, using existing footage, minimal time for review, breaking all conventions, scrambling to air as soon as possible. Times have changed for all of us, but CREATIVE QUALITY STILL MATTERS 19 ‒ © Ipsos | 2020
CONSUMERS EXPECTATIONS ALIGN WITH CORE
PRINCIPLES FOR COMMUNICATION IN A CRISIS
ENVIRONMENT:
Credibility Authenticity Relevancy Empathy Contribution
“Don't patronize us or “I think that brands “Brands can respond in “I want to hear them “Any ‘help’ [offered]
get us to part with our should continue to use ways that are most acting with empathy and should be to their
money at this volatile their 'regular' voice and relevant to their being supportive during employees to ensure
time. Just let us know not put on the "thoughts product/services. this crazy time.” they have an income
you're not going and prayers" voice/tone. Everyone doesn't have until the hysteria blows
anywhere and taking This will feel more to be the same, over. I do not think a
care of your employees. authentic and less because every brand should feel guilty if
That will build a long carbon copy.” product/service isn't they have to layoff
term relationship.” the same.” employees, but if a brand
“Don't cut and paste from is intent on ‘helping’ it
other companies on your should be their
communications and use employees who receive
your own thoughts.” the assistance.”
20 ‒ © Ipsos | 2020HOW DO WE
BRING IT TO
LIFE?
21 ‒ © Ipsos | 2020CONSUMERS WANT BRANDS TO TAKE ACTION
73% 64% 60% 59%
Donate Support efforts Invest in Showcase
products and to manage the services like what they
services to crisis with curbside are doing to
those in need products & pick-up and support their
donations delivery employees
22 ‒ © Ipsos | 2020WHAT DO CONSUMERS CONSIDER HELPFUL AND
SUPPORTIVE FROM ADVERTISERS?
ACTION-ORIENTED, BEING PART OF THE SPEAKING TO
INFORMATIVE HELP SOLUTION SOCIAL SUPPORT
“Too many emails to show “Be honest and real and just do what “I want to hear about brands’
‘concern’ but nothing useful. Some you can. We are all in this philanthropic effort, especially large
emails explain how the companies together. I know businesses are brands. Give back. This is when
are going to continue working or not, freaking out but they need to trust your loyal customers need you
that's helpful.” that customers will return.” the most.”
“Be HONEST about what you are
“Want to know they are adapting to
doing to keep things going for your
the changes and keeping in mind
products and most important
both customers’ and employees’
PROTECT your employees”
safety first.”
23 ‒ © Ipsos | 2020 Base: 297 adults 18-65 I Q: Are there brands that stand out to you as being helpful during these times? What is it that makes these brands feel helpful?BRANDS ARE LEVERAGING THEIR STRENGTH & ACTIONS
Ford: Ford reinforced their Patagonia: Covid-19 in US Hotels.com: Developed an
brand equity and connected with Closes stores and ad centered around their
consumers highlighting the operations to protect staff historic humorous tone and
Domino’s: Launches two ads
journey that have taken and how and customers. “All distinctive campaign assets
supporting consumer need
they are supporting now, also Patagonia employees will with captain obvious,
states of contactless delivery
benefited from being first to receive their regular pay bringing light hearted, well
and “we’re hiring” franchise
market during the closure.” received humor to the
spot to prove to consumers
current situation
that they are hiring in uncertain
times and hitting on
consumers current needs
© Ipsos | 2020What about
non-covid
advertising?
25 ‒ © Ipsos | 2020
5x Brands that adapt positioning
during crisis have seen up to
five times stronger Equity
than those who have not
evolved or made a change
I need some aspects of my life to be
COVID-free, it's all we hear 24/7THERE ARE SEVERAL WAYS TO MEET THE NEEDS OF
CONSUMERS WITH YOUR ADVERTISING
Infuse Fight boredom Ideas and Reassure Reinforce
positivity and with fun and support for and calm sense
optimism laughter coping of community
“I would enjoy hearing “A laugh or two “Fun stuff to do while “Ads should have a “Encourage
things that are optimistic certainly wouldn’t we're stuck indoors.” reassuring and calming community,
or show a brighter future hurt.” agenda rather than of compassion and
for our community” opportunistic sales.” coming together.”
“I still want to laugh “Help me figure out
“Advertising should make where to go from here “Keep a positive
and have fun, and do
me feel hopeful, put my with everything I now message to help keep “I want to feel like I'm part
some of my normal
fears at ease and focus have to juggle – we people from panicking.” of the process, part of the
activities, I don’t need
on a sense of have no support solution.”
doom and gloom
community.” system anymore”
every moment”
26 ‒ © Ipsos | 2020KEY TAKE AWAYS Be active, consumers Don’t get caught in the sea Be prepared for fluidity as Opportunity for want to hear from of sameness or rush to the situation evolves and innovation as you can brands still. Remember produce creative that is not changes will be key, ability tap into consumers to remain true to brand connected to or impactful for for quick response as evolving lifestyles, new tenants, allow this your brand and if creating necessary priorities, and changing opportunity to fuel COVID communication values including things innovation and creativity, ensure your messaging is like employee Creative is King and aligned with principles for protection and support Context is Queen, don’t effective crisis creative during difficult sacrifice creative and economic times understand current contextual nuances 27 © Ipsos | 2020
THANK YOU! QUESTIONS? 28 ‒ © Ipsos
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