In the past few years, we've seen more conversations on Instagram, YouTube and LinkedIn than we ever have before. But it's hard to get information from Stories that are posted on Facebook and Instagram, and it's very hard to listen on LinkedIn. So, there's a lot more listening to be done. The challenge is working with the limited number of tools that help you get to those conversations.
Social networks like Facebook and Instagram, as well as YouTube and [we might do] some TV advertising. On Facebook and Instagram, we’re inviting our consumers to engage with the ad itself. We’re asking them to tag the people they’re most excited to travel with next year, who they’re most excited to see or go on adventures with.
What I mean by that was YouTube basically went on hold, if you will, unless you were looking for a movie trailer. Beauty tutorials—especially even skin tutorials—were no longer relevant. People, who were now primarily on their smartphones or tablets, were really looking for bite-size, digestible content. And we adapted everything we did for mobile.
In response, it launched a series of “Ask a Pharmacist” videos on YouTube, in which pharmacists addressed the most common COVID-19 questions they received. The videos were then amplified on the company’s other social channels.