Keeping Brands Part of the Conversation
Finding the appropriate tone for your brand to promote during this time can be a minefield. At Hunter we’re focussed on assisting brands in getting their message right and out to as many people as possible. As people are at home and spending more time on their phones and laptops, more eyes than ever are watching and it’s important to hit the right note with the tone and messaging of your brand.
While the current pandemic is rightfully top of everyone’s mind at the moment, brands have had to take a step back and evaluate their messaging. It’s vitally important not to appear insensitive or be ignoring the situation, but neither is it business as usual. So how do brands navigate the current climate?
Messaging during the crisis needs to be sensitive, it’s important not to be seen to take advantage of the situation. But those that step up and help create new ways of communicating to its audience are likely to make a lasting impression on consumers, extending trust and driving loyalty.
These short term changes will have long-term impacts. Consumers are savvy, purpose-washing leaves a sour taste but this is a chance for brands to act authentically with results-driven solutions and services that will help during the crisis and beyond.
Some brands, wary of pushing the wrong message have gone radio silent, but this isn’t the best option. Loyal consumers may feel abandoned during this trying time, but neither do consumers look to lifestyle brands for hard-hitting advice or news updates. There is space for brands to craft thoughtful, meaningful content that resonates with their community.
Influencers and content creators seem to have grasped this message early on, creating a vast array of content that is both useful to the watcher, while generating good feeling towards the creator, building on their brand trust and loyalty for the future. Increasingly, influencers are looked upon as a trustworthy source of news. One example of this is Joe Wicks, aka The Body Coach. His morning PE sessions are regularly watched by upwards of 800k people. This content is beneficial to the children taking part and their parents tasked with occupying them all day. Closer to home RTÉ’s #createdontcontaminate campaign cleverly rallies Irish influencers to create content using the hashtag, then nominating their friends to keep the movement going.
Our sister agency The Collaborations Agency who represent Ireland’s top influencers are running their own Collaborate To Create campaign, where their talent create exclusive content for The Collaborations Agency Instagram page, offering interesting and informative content that can’t be found anywhere else. This has proven hugely successful, while putting the user experience at the heart of the campaign.
If you’re struggling to craft your brands message get in touch with us here at Hunter. We can guide you through this period and beyond with expert advice and strategy which will ensure your brand stays relevant.