Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How should brands communicate with their audience during the coronavirus outbreak?
疫情期间,品牌应该如何与受众沟通?

Chris Gu

Senior Creative Director / We Are Social

1. 从宏观维度,品牌应该展现人性化,社会责任感的一面。无论是自己捐助物资,还是和消费者互动来捐助,都可以让品牌更有温度地贴近受众。
2. 从消费者洞察来看,这段期间大家都被迫宅在家中,把各自品牌的DNA和宅文化结合巧妙会催生有趣的idea,比如云聚会,云拜年,云办公等。
3. 很多因为疫情而焕发新意的词非常有记忆点。

1. From a macro perspective, brands should take the opportunity and show its humanity and sense of social responsibility. Build a closer connection with the audience by either donating materials or engage with consumers to donate together.

2. From the consumers’ perspective, almost all people are forced to stay at home under the current circumstance. Utilizing the brand persona might open up new interesting ideas for online activities, such as cloud gatherings, cloud greetings, and cloud office.

3. Brands can also connect with their audience by being aware and engage with the expressions and meaningful idioms related to the virus that are shared among people.

Heero Zhu

Creative Director / We Are Social

用平常心来看待这次疫情,把它看成一份Brief,解读它。
1、了解在疫情期间,消费者的生活模式。寻找在生活场景中,品牌可以建立与之沟通的话题;
受空间限制的条件下,如何通过消费者自身提取品牌可运用的素材;
长期处在局限的场所下,消费者的心理状况分析,也可以成为一部分品牌可以留用的沟通方式;
2、因为“疫情”是病毒,所以我们也不要轻易地触及它。
有别与其它热点事件,由于本次事件的特殊性,“过度的流量传播”与“直接的触碰信息”对于许多商业品牌,容易造成资源的无效消耗,和刻意炒作的不良印象,保持一定频率和程度的沟通,更容易让消费者接受,建立对品牌的长期好感。

Brands need to handle the epidemic positively and responsibly.

1. Take the opportunity to understand consumers' lifestyles during the epidemic. Find topics about people's lives that strengthen the brand-consumer communication; extract material and stories from consumers; understand and discuss the consequences of consumers' confined living situation.

2. It's important to touch this topic calmly, but with consideration. Unlike other hot events, this event is unique. Sales marketing attempts will easily consume many commercial brands' resources in vain and may even affect the brand image. Therefore, a limited degree of communication at a particular pace with consumers would be more suitable and would be conducive to establishing long-term brand preference among them.

Nate Lei

Creative Director / We Are Social

品牌应遵循的三个主要策略:

1. 不要将销售营销与当前的疫情状况情况相混淆,重点在于对在家隔离的人提供情感支持。
2. 谨慎对待品牌可能会分享的疫情信​​息和新闻来源,并确保从可靠的媒体机构获得准确的信息。
3. 品牌在公益活动中必须展示其真诚的态度。如果某个品牌正在考虑捐款或提供其它支持,请全力以赴而不只是通过宣传造势。

Three major strategies brands should follow:

1. Don't mix sales marketing with the current epidemic situation. It's better to emphasize the emotional support for people who are quarantined at home.

2. Be cautious about the information and news sources the brand potentially would share regarding the epidemic, and ensure it is accurate from a credible media authority.

3. Brands need to be sincere in their public welfare initiatives. If a brand is considering donating money or other support, do it wholeheartedly, and not as a publicity stunt.

Herbert Guo

Associate Creative Director / We Are Social

这个话题,我们可以举例说明。
客户——拉瓦萨咖啡:
消费者现状:疫情期间消费者足不出户,休息时间闲的发慌;
消费者洞察:大家都会在家做一杯咖啡,但自己做的咖啡甚至没有便利店的咖啡好喝,明明我们用了很好的材料很好的机器。

解决方案:  怡情咖啡馆(疫情=怡情)
疫情期间,利用在家的大把时光,来钻研如何做一杯完美的“拿铁咖啡”,拉瓦萨可以在线做一条15秒的小视频,咖啡大师快速调制教学视频,设置多种搭配选择,让你每天都可以去尝试做美味咖啡,最终找到那个属于自己的完美口味咖啡。
无论是疫情期间还是正常的生活期间,紧抓消费者现状和生活中的洞察都是解决问题的原点,不同的是消费者生活的周边,原来是很大范围的生活,在疫情期间就是缩小到家庭为单位的房子里面的活动或者小区里面的活动。可以利用家庭因素和小区生活身边的媒介比如电梯小区广告牌等媒介来展示广告,来达到高曝光量。

Let's illustrate a potential brand approach with an example.

Brand - LAVAZZA Coffee:
Consumer Status: During the epidemic, consumers stay at home all day and have nothing to do.
Consumer Insights: People would make a cup of coffee at home. However, despite high-quality coffee beans and a good coffee machine, it may not even be as tasty as the coffee in the coffee shops.

Solution: Pleasant Coffee Shop (Note: 'Epidemic' is a similar homonym of 'pleasant' in Chinese)

Idea: During the epidemic, consumers have the chance to experiment to create the perfect Café Latté. LAVAZZA, in this case, can provide daily 15-second instruction videos on how to perfect your coffee making.

No matter during an epidemic or normal life, the solution to a problem is to focus on the current situation of consumers and the insights of their daily lives. Instead of having access to a wide range of activities, consumers are limited to their homes and family. Furthermore, it is even possible to use media platforms near consumers' homes, such as billboards and elevators, to display ads, thus achieving high brand exposure.

Jason Tsang

Senior Art Director / We Are Social

当前,随着疫情爆发,所有消费者都心怀惶恐但又被带入疫情的每一个进展当中。因此,品牌必须非常精致,并考虑受众的观点。此时采取典型的促销广告可能是错误的策略。因此,更合适的做法是向受众传递简单而真诚的信息。路易威登(Louis Vuitton)就是一个很好的例子,当它们在微信上与消费者互动时,消费者会收到“每段暂时停下来的旅程最终都将重新开始”这样的信息。它们利用当前疫情的机会来展示其企业社会责任,在它们的受众中树立“我们确实知道正在发生的事情,而且我们关心您”的意识,以此来建立和加强消费者的品牌忠诚度。

Consumers today are all worried and involved in every development of the outbreak. Therefore, brands need to be very delicate and consider the audiences' viewpoints. Typical promotion sale ads would probably be the wrong strategy, however, a simple and heartfelt message directed to the audience would be more suitable. Luis Vuitton is a good example of this when they reached out to their consumers on WeChat with the message “Every paused journey will eventually restart”. They leverage the situation into an opportunity of showcasing their CSR and establish the sense of “we do know what is happening, and we do care about you” with their audience to build and strengthen the brand loyalty.