Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.

What’s the first thing brands should do once the coronavirus outbreak is over?

Lucie Wong

Communication Strategist / We Are Social


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


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


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


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.