2020 was a turbulent year for so many businesses across the globe. Due to the Covid-19 pandemic, a large number of businesses were forced to solely rely on innovative and creative Digital Marketing strategies to reach their consumer base. As the general public were encouraged to stay home and stay safe, businesses were left with less opportunities to reach these consumers in real world settings, such as in-store or via more traditional marketing methods.
As a result, something that we noticed this year at VROOM Digital, was businesses seeking Digital Marketing strategy development, that may not have previously employed them ever before. 2020 forced so many to reconsider their traditional methods, and to take advantage of the digital side we have come so accustomed to using. From high end restaurants turning to online ordering systems, to museums creating virtual tours to connect with their customers, everyone seems to have adapted in some digital form or another.
Digital PR & Paid Social – Burger King, IKEA & Nike
1. Burger King Invites Customers to Order from McDonalds
In an unlikely turn of events, in November 2020 Burger King launched a campaign encouraging its customers to visit its arch rival, McDonalds. In order to help save the jobs of those working in the fast food chain industry, Burger King launched a controversial social media campaign, asking the general public to consider buying from a variety of UK fast food chains including KFC, Subway, Domino’s, Pizza Hut and even McDonalds. Due to the various lockdowns that took place throughout the year, fast food chains such as Burger King and McDonalds were forced to close their doors and turned to takeaway. As a result, many jobs were put at risk.
The atypical stunt got people talking across the globe on social media and Burger King received an influx of positive feedback as a result. The campaign proved to be hugely successful and was picked up and covered by a wide variety of media outlets in Ireland, the UK and the US, including The Independent, The Guardian, Her, Extra, Business Insider and Ladbible.
We know, we never thought we’d be saying this either. pic.twitter.com/cVRMSLSDq6
— Burger King (@BurgerKingUK) November 2, 2020
2. Burger King Launches Socially Distant Crowns as They Reopen
Wearing a golden Burger King crown as a child is a fond memory for many. So in 2020, when the fast food chain upgraded its classic crown and created the perfect Covid-19 headgear, ‘Social distance crowns’, demand skyrocketed. The social distance crowns are designed to keep a distance of 6 feet between customers, while also doubling as a playful and fun accessory.
Launching the campaign with images of the XL crowns was an instant hit with both the public and the media. Burger King secured coverage across the world in outlets such as Food & Wine, The Irish Sun, Metro, Fox News and Delish.
distancing, but make it fashion pic.twitter.com/lVn1No5Jwq
— Burger King (@BurgerKing) May 22, 2020
3. IKEA Creates Lockdown Pillow Fort Guide
Another company that showcases innovation and creativity across every campaign is IKEA. This year, the global home furnishing brand launched a fort making guide aimed at helping families pass the time while at home during strict Covid-19 lockdown. The guide was a huge hit among parents and kids alike, showcasing instructions on how to build an at-home cave, house, camping tent, wigwam and fortress.
The campaign was so simple and required nothing but design work. It received hugely positive feedback and featured across the US press in publications such as CNN, 7 News, The Evening Standard and Today. Sometimes a creative idea is all you need.
4. NIKE: “You Can’t Stop Us”
Is this the best Covid-19 era video ever? Probably. In July’20, while the whole world was under lockdown, Nike released a new brand video, ‘You Can’t Stop Us”. A powerful clip, celebrating the most iconic moments in the sport’s history, was stitched together from smartly adapted archive footage pieces and social media video posts. The message was clear and simple: no matter how bad things get, nothing can stop what we can do together.
Instagram Video: https://www.instagram.com/p/CDRPM5PJGY7/?hl=en
Pogledajte ovu objavu na Instagramu.
The video resonated well with millions of users struggling with social isolation, economic challenges and immense anxiety caused by the pandemic. While sports centres, football pitches and swimming pools remain closed, Nike appealed directly to their customer base, to #stayhome, adapt their fitness regime, and look out for each other.
To support their customers during the repeated lockdowns, Nike launched a yoga line, a maternity clothing line, and new digital tools, such as the Nike Training Club App. With many of their retail stores closed, the company successfully pivoted to digital-first, driving their e-commerce sales with highly personalised Facebook and Instagram Ads, customised towards specific sport disciplines, loyalty programmes and online offers.
And the results? Despite many stores being closed, Nike announced that their revenue in the first fiscal quarter, which ended August 31, was essentially flat year-on-year, coming in at $10.6 billion. That increase was fueled by an 83% jump in online sales.
John Donohoe, Nike CEO, said: “The accelerated consumer shift toward digital is here to stay”.
5. GREATS: Selling Shoes Through Selfies
How do you get your brand noticed during a global pandemic when thousands of businesses turn to online advertising to survive the recession and your ad risks to drown in an ocean of samesies? How do you make sure people remember you when you have less than one second to grab their attention? The answer can be summarized in three magic words: technology, creativity and engagement.
GREATS, a sneaker retailer based in Brooklyn, launched a video campaign on Facebook utilising the platform’s latest innovation: AR Filters. Augmented Reality ads consist of an interactive and fun experience that allow a brand to create an emotional and immersive connection with its audience. Augmented Reality effects let people interact with your product or brand, for example trying on a new lipstick or a new pair of glasses.
The innovative aspect of GREAT’S’ campaign was the self-referential nature of the ad, which tapped into the power of self-expression by telling users to take a selfie to be part of the ad itself. First, ad copy enticed users to interact with the ad: ““This is an AR ad. It was made to sell shoes. The shoes are called GREATS…”. When people clicked on “Tap to interact”, viewers could take a selfie while the ads showed a phone displaying their photo reading “This is you. You are an ad. Be one of the greats.” The engaging side of AR filters and the authentic, self-referential nature of selfies made the success of this campaign, which resulted in 3.4X higher brand lift.
Are you running a successful e-commerce business and would like to push it further in 2021? Talk to us about your Digital PR & Paid Social strategy, and request a FREE discovery call! Get in touch firstname.lastname@example.org or call +353 1 5311 777.