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

What’s the first thing brands should do once the coronavirus outbreak is over?
疫情一旦结束,品牌首先需要做什么?

Lucie Wong

Communication Strategist / We Are Social

这取决于行业,但是触动受众并且给予其一些有意义的提示肯定是品牌应该做的事情。无论产品或服务如何,我都相信品牌除了它的商业目标外,还应该影响意识形态。
在所有关于病毒的真假新闻、恐惧和谣言四处传播的情况下,品牌需要抓住这个机遇,发挥出比以往更好的积极影响。

It depends on the industry, but to educate its audience would definitely be something brands should do. Regardless of the product/service, I believe a brand should always be influencing ideologies in addition to its commercial objectives.

With all the real/fake news, fear and rumors fluttering around this virus, it's a better opportunity than ever for brands to exert a positive influence.

Michael Russam

Copywriter / We Are Social

一旦疫情结束,品牌所要做的第一件事就是以创新方式探讨每个品牌共同关注的话题。很少有哪个热门话题能像疫情那样让人有参与感,每个人都提供与疫情有关的内容,或者经过几周消费抑制和需求低迷后,为需要提振的产品和服务提供折扣。为了脱颖而出,各大品牌需要想出大胆吸睛的方式,探讨99.9%其它品牌所没有想到的微妙话题。

The first thing that brands should do once the epidemic ends is to think of a creative way to approach a topic that is certain to be every brand’s focus. It’s rare for any trending topic to be as all-consuming as this one, and everyone will be offering coronavirus-related content or discounts on products and services that need a boost after weeks of consumer stress and low demand. For any brand to stand out, they’ll need to think of an audacious and attention-grabbing way to address a delicate topic that wouldn’t occur to 99.9% of other brands out there.

Elena Tan

Copywriter / We Are Social

对于品牌来说,这是一个机会,可以通过创作出“爱人、亲人、友人在分离数周或数月后最终团聚”这种令人动容的内容来展现其品牌的温度。其次,品牌也可以引用那些夜以继日工作在防疫一线的医务工作者、那些为了防止疫情蔓延而牺牲自己最多的人、那些最终在这场战斗中逝去的人的故事。现在可能还不是进行任何硬性推广的最佳时机,但是在这之后,我们要保持一定敏感度,相互支持。

This is an opportunity for brands to show their warm-hearted persona by creating touching content of loved ones finally being reunited after weeks or months being separated. Brands can leverage on the wounds and scars of the frontline hospital workers who worked endlessly day and night. The ones who sacrificed themselves the most to prevent the spreading of this chaos and the ones who lost during this battle. This is probably not the greatest time to be doing any hard-selling, but the time to be sensitive and supportive of one another during this aftermath.

Tom Johnson

Copywriter / We Are Social

作为文案,应该是理智的,不要觉得有义务发表评论;在没有明显交集的情况下,不是每一个问题都需要加上热门话题或标签,任何的不真诚都会被认为是机会主义。企业社会责任的姿态应该以更有意义的、更实质性的方式来表达,文案内容应该专注于那些被隔离后渴望摆脱困境的人。
与以往一样,适当的背景定位是至关重要的。虽然目前在中国,人们的情绪可能是谨慎乐观的,情况也在好转,但是在世界的其它地方,病毒才刚刚开始出现,我们要表现出应有的同理心和参与度。

Copywriters should be sensible enough not to feel obligated to comment; not every issue needs a hot-take or shoehorned hashtag where there is no obvious crossover, and any insincerity will come across as opportunistic. CSR gestures should be done in more meaningful, material ways, and copy should be left to focus on engaging with people hungry to get out after a lockdown.

As always, appropriate contextual targeting is crucial; whilst the mood may be cautiously optimistic in China and it is tempting to celebrate and be upbeat, elsewhere in the world the virus is just coming to life. Empathy and engagement should be the name of the game.