Saying what matters
By Denise Burrell-Stinson, Creative Director, WP BrandStudio
How marketers can respond responsibly during a global pandemic
The COVID-19 crisis has thrust America into a new reality that replaces morning gridlock and conversations over the cubicle divide with social distancing and weeks of working from home. Stock market gyrations accompany the surge in infections, and the job market implosion is heralded by the announcement that more than 22 million Americans signed up for unemployment benefits in recent months. People of all backgrounds are making sacrifices to keep our communities safe. It’s an unthinkable convergence we’re facing with grit and determination and still, we know, we are quite far from done.
As marketers, we are left pondering what our jobs should be as the world carries on through a pandemic. Pre-pandemic, when brands came to The Washington Post’s brand storytelling team—WP BrandStudio—we worked with them to co-create compelling messaging that positioned their thought leadership and promoted their products and services. Our approach combines audience insights, creative story formats and ad tech to deliver multimedia narratives that engage Post readers. That’s surely a fulfilling job, but what does it mean now?
Let’s start with what we know: people are hungry for information. According to a recent GWI Coronavirus Research report, 95% of consumers are spending more time on in-home media consumption and activities. Big sporting events that capture substantial attention, like the major league baseball season and March Madness, have been canceled. Social distancing and self-isolation give people more time to follow the spread of the disease and get updated on safety measures and support resources. People want content that helps, and they have time to look for it, but that doesn’t address how a purpose-driven marketer like WP BrandStudio navigates the fine line between meaningful brand messaging and tone-deaf opportunism.
Nuanced messaging is every marketer’s challenge, but as we talk this through internally at WP BrandStudio and with our external brand partners, these gut-checks dominate every conversation.
1.) We need to help people
As we endure the effects of the COVID-19 crisis, people are still open to advertising from big companies, but it has to be purpose-driven. A recent Kantar survey that polled more than 25,000 people worldwide showed only 8 percent think brands should stop advertising.
When the Washington Post polled readers in March, nearly three of five said they want to hear what companies are doing to make a positive difference for their employees, communities and society. That’s why helping, not selling, is what matters now. In a world filled with uncertainty, lack of trust and an avalanche of information, that’s a meaningful slice of people’s attention. But responsibility comes with it: 78% of respondents to an Edelman Trust Barometer report on COVID-19 expect businesses to help safeguard employees and the community; 79% think companies should adopt changes like remote working and business travel bans to help keep people safe. That accountability has changed the criteria for appropriate brand messaging. Are workers supported? Consumers empowered? Communities benefiting? The answers should be yes, yes and yes.
2.) Tone matters
Marketing creative can still resonate these days if it’s a source of truth that leaves people feeling better informed and supported. About 40% of Post readers say they want to see service messaging or lighter, humorous content. Again, that’s a valuable opportunity to engage people thoughtfully and with integrity, whether it’s a humorous listicle on strategies for working from home or an op-ed from a CEO. But the information should have utility, a comforting tone and contain verified facts. Gimmicks, false claims and fear-mongering aren’t the way to go. The truth is what people need.
3.) Be human, be real
For the moment, it’s alright for marketers to think of people beyond acquisition prospects and audience segments. Society is coping with mandates for isolation by finding workarounds for human connection. The popularity of Zoom fitness classes, virtual happy hours and long phone conversations speak to our need for contact with people, which has intensified in the current climate of fear. For those of us who say we work to align our job to our values, this is our time to step up. The path to making impact in the era of COVID-19 is paved with authenticity, not overly produced messaging. As a creative director in WP BrandStudio, I get to work with a lot of big, powerful brands that have the money and brain power to make a difference where others can’t. I’m pledging to remind them that the words and images we create now need to reassure people their challenges haven’t been forgotten. It’s on us to lead by creating dialogue that builds trust. People are trying to get through this crisis sane and strong, and they’ve spoken up to say they expect brands to help them do it. We’ve got our marching orders. Let’s get to work.
Sources: GWI Coronavirus Research, Kantar COVID-19 Barometer, The Washington Post’s Research & Audience Insights Team, Edelman Trust Barometer Special Report on COVID-19
