Although some companies have paused their advertising and their marketing strategy (and among them are giants, such as Coca-Cola), others have continued to bet on advertising and have continued to send messages to their potential consumers. Of course, those messages have had to adjust to the new context. Companies have had to readjust what they do, what they say and how they do it in order to connect with audiences.Advertising campaigns have changed. The pioneers set the tone with special announcements, in which emotions and a positive tone prevailed. Music has been a powerful ally to refine the messages and to underpin what they sought to convey. In general, the idea behind these campaigns is to reinforce the vision that the brand is ‘there’, to communicate a positive idea (that everything will end), to empathize with the public or to honor the workers essential. They are the kind of messages that consumers expect.In the list of campaigns that have been appearing these days there are already cases of viral ads, stories that have become examples of how to transmit and also, something to be expected, advertising campaigns that are going to draw on what the market is doing and what that others have already done. For every unique and groundbreaking exciting campaign, there are possibly three or four that don’t stand out because they are reproducing the same messages that other campaigns have used before (and even boredom).
Advertising in the era of the coronavirus already has its own list of cliches and platitudes.In the last few days, in fact, the compilation work that a marketer has done has gone viral. Taking the ads that are appearing in English from brands in various countries and various markets, he has made a final announcement that merges them and demonstrates that “all the covid-19 ads are exactly the same.” Home, family or all together are the keywords that are repeated, accompanied by an exciting piano music and that will make us cry (or try).”In a week, until nausea I heard the same things, the same piano music and I felt that they began to be derivative”, explains to The Wall Street Journal , Sean Haney, the marketer who has made the viral compilation.
As noted in the Journal , the elements that have already established themselves as clichés of coronavirus publicity are piano music, images of empty streets, voice-over narration that acknowledges that these are uncertain Samoa Email List times and the promises of brands, which must ensure that they are there for consumers.It’s what everyone does, and since all the ads are appearing at the same time and the same, they start to look too alike and too repetitive. The problem, as they point out in the analysis of the economic environment, is that since they have become too repetitive, they risk losing credibility.As exciting as it is, they are already so seen that they can cross the border and begin to seem insincere.
From the advertisers, they assure that they may seem very similar but that they are sincere messages.How to manage content during the pandemicAfter all, marketers and advertisers face a never-before-seen situation and a context in which it is very difficult to determine what to do and how. They have not had similar previous experiences, on a scale like the one that is being lived right now, and it is difficult to determine what to do and how. This ad format seems the most logical response, which also responds to what consumers expect (they want transparency and information about what is happening in companies during the pandemic).But, even if this is the starting point, brands must be careful not to get stuck in it and, above all, not to saturate consumers with the same thing.
It should not be forgotten that if everyone is saying the same thing and using the same terms they end up getting confused, as well as that the citizens themselves begin to show symptoms of fatigue in the face of the avalanche of information.In addition, and returning to what the industry points out to the Journal , it is not that marketing and advertising cannot be done being aware of the impact of the coronavirus but without falling into common places. One of the examples that the industry manea is that of Reebok, which ran a social media marketing campaign in which it gave sports recommendations to citizens who told them what exact material they already had at home.