CPG: Digital Marketing, Promotions, and Advertising Campaigns
Diageo and Reebok are 2 high-end CPG companies identified by research that are using celebrated and creative digital promotions to drive e-commerce engagement and revenue. The findings included in this brief are from April 2020 to date and are solely focused on the US market. The campaigns' success metrics were measured through social and digital media data parameters that include reach, engagement, impressions, and sentiment. This data was garnered from Keyhole, a social media data tracking company. Ad Age was instrumental to this brief, as it keeps an inventory of ads and marketers' response to the Coronavirus pandemic. It is updated daily and a link to the list can be found here.
- From April 10, 2020, Diageo began a social media campaign focused on championing support for bartenders and restaurant workers affected by the pandemic. Bartenders suggest cocktail recipes that include Diageo's premium Bulleit's Bourbon and Tanqueray Gin, and people create cocktails based off the bartenders' recommendations.
- Diageo has set out to donate $1 (with a maximum limit of $1 million) for every shared photo of cocktails by people on their social media pages through the #TipsfromHome and #DiageoDonation hashtags. This campaign is noted to have started with a segment on Jimmy Kimmel Live called Cocktails De La Casa.
- According to data analytics tracker Keyhole, the #TipsfromHome garnered a reach of approximately 45,000, 47,394 impressions, and an engagement rate of 4,052. It received 80% in positive sentiments.
- To "celebrate & reward" essential workers during the COVID-19 pandemic, Reebok began a campaign on May 1, 2020, where it has given people a chance to thank essential services providers in their communities and reward them with a free pair of sneakers.
- The campaign, denoted by the hashtag #ReebokLove, was launched on the social media pages and is targeted at healthcare workers, police officers, local grocery store clerks, delivery people, and postal workers.
- In addition to this campaign, Reebok is donating $10,000 to The Movemeant Foundation to support fitness trainers out of work due to the pandemic. In March, Reebok shared personalized work-out routines with its Twitter followers, giving them an opportunity to ask questions and advice. Cyberclick asserts that this is a great way for brands to stay actively in tune with their audiences.
- In the five days since its launch, Keyhole reports that the campaign has received 76 posts, over 3,100 engagements, over 3.4 million impressions, and an additional 3.4 million in reach.
Ways through which brand messaging is changing to increase e-commerce sales, revenues and engagement include focus on product and offering changes, empathetic messaging, and avoiding messaging that is not representative of the current pandemic situation.
Product & Offering Changes
- From March 29, 2020, Bain & Company reports that 52% of campaigns and 62% of TV ad airings have addressed changes in products and offerings. A majority of these ads were run by restaurants, showing the measures they have taken to serve their consumers better in light of the pandemic.
- An example of brands that have employed this tactic in their messaging include Chili's and Denny's who have advertised the waiving of their delivery fees.
- Bain additionally notes that consumer surveys have found that consumers positively receive brand messaging acknowledging COVID-19 and the resulting changes from the pandemic. The American Association of Advertising Agencies claim that 40% of consumers want to know how companies are responding to the pandemic.
Focus on Empathy
- Mediapost reports that 92% of the members of the Association of National Advertisers (ANA) have changed their creative messaging since mid March due to the pandemic. Brands surveyed are noted to have refocused their brand messaging to more empathetic tones that assure their consumers that they are available to help.
- ANA's report continues to note that brands have ditched hard sale messaging in favor of emotional messaging around the precautions against Coronavirus such as social distancing and hand-washing.
Messaging Acknowledging the Crisis
- Brands are also noted to avoid messaging that is not representative of the current pandemic situation. WARC reports that brands are increasingly including messaging that acknowledges the crisis, while shunning away from "certain lifestyle imagery", like those depicting travel and social gatherings.
- WARC also quotes ANA's report, noting that 46% of the ANA member brands that have significantly changed their brand messaging are providing essential information, while excluding "creative executions" that do not reflect the current situation. This, Mondaq asserts, will keep consumers coming back for more.
- Coors Light and KFC are examples of brands cited by this Fast Company article that pulled advertising that was not in line with the current pandemic situation.