Some brands may have to rethink entire campaigns to avoid seeming insensitive or out of touch with the current reality. “We had to point out to a brand recently that the campaign they had in market just didn't play well right now," said Shawn Lowe, vice president of growth and partnerships at Halifax-based Time + Space Media. “It could have offended some Canadians. We made recommendations to reevaluate their creative.”
One large toy manufacturer scrapped its existing spring campaign on TV and digital video that was specific to toys for March break and outdoor activities. “With COVID-19, they canceled the planned campaign and pivoted to support retailers,” said Fil Lourenco, vice president of digital at Havas Media Canada. “As a manufacturer, they don’t have an ecommerce presence, so we adjusted strategy to drive directly to retailers. We also adjusted the product mix to be more reflective of what parents are looking for now—family games, puzzles and educational.”
Other key findings from the Edelman trust study included:
- 93% of respondents in Canada expected brands to partner with government and relief agencies to address the crisis.
- 89% wanted to hear how brands support and protect their employees and customers.
- 91% believed that brands should shift to producing products that help meet current challenges.
Where feasible, brands are retooling to make goods that are in high demand during the pandemic. This includes distilleries across the country that are making hand sanitizers and textile manufacturers that are producing personal protective equipment (PPE) for healthcare workers.
“A help message is not wrong, but it’s better backed up with evidence of the assistance you are providing,” Rideout said. “Is what you're doing essential? Essential over assistance, at least right now in this phase that we're in, will pay dividends later on.”