Twenty years from now, when marketing professors show students how the industry reacted to the Great Covid Pandemic of 2020, the case studies of successful brands will highlight things like agility, listening to consumers, and community building.
And it’s very likely that those case studies will include some of the brands highlighted in the latest episode of Twitter Canada’s “h/t Twitter” consumer insights series.
When Covid-19 invaded North America back in March, many brands hit pause on their ad programs and media buys. For the first few weeks, Canadians’ emotions, habits, plans and, well… regular lives got thrown out the window. Marketers were unsure how to engage with people when they seemed so vulnerable.
Raise your hand if you have to rethink an entire marketing calendar this week that took months to create?
— Amanda Goetz (@AmandaMGoetz) March 24, 2020
But those that emerged from that initial freeze with messages of positivity and connection found a receptive …