Distance Learnings
With life changing overnight, our clients and
partners have turned to us to help them adapt. As
new trends and behaviors quickly emerge, we’d like
to share our insights and guidance to provide
inspiration while you adjust your messaging,
products, and content production strategy to meet
your consumer’s new needs.
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Brands adapting smartly
The initial rush of
brands proved that if you want to join the
conversation, you can’t make it about
yourself. But, it also showed that the
global sense of unity in fighting the virus
extends to brands—as long as they’re willing
to take action. Here are some insights,
along with examples we’ve spotted, that
demonstrate brands stepping up to help.
Put
healthcare
workers,
small
businesses,
and
employees
first
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Celebrate
employees
over
celebrity
endorsements
In
a
rare
broadcast
spot,
Sam’s
Club
highlighted
real
workers
and
delivered
a
brand-agnostic
thank-you
to,
“All
the
retail
heroes
across
America.”
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Provide
your
services
to
front
line
workers
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Pivot
production
or
contribute
skills
LVMH
switched
production
from
cosmetics
to
hand
sanitizer
within
72
hours,
while
tech
and
media
companies
in
the
US
donated
media
to
the
Ad
Council
as
creative
agencies
quickly
made
PSAs.
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Step
up
your
philanthropy
Bumble
stepped
up
their
on-brand
philanthropy
with
grants
to
help
small
businesses,
giving
priority
to
women
&
non-binary
founders.
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Give
free
access
to
now-essential
apps
Nike
gave
everyone
free
access
to
its
fitness
app
with
a
campaign
that
acknowledged
the
situation
without
mentioning
it
by
name,
and
Adobe
gave
students
free
access
to
creative
cloud,
so
they
can
keep
using
the
programs
they
learn
on
while
attending
class
at
home.
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Adapt
outdoor
experiences
Pokemon
Go,
initially
designed
for
outdoor
exploration,
made
a
quick
move
to
adapt
its
game
for
indoor
play
and
saw
a
67%
increase
of
in-game
spending.
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Switch
IRL
experiences
to
online
Museums
and
art
institutions
have
pivoted
quick
and
efficiently
to
online
experiences
with
walk-throughs,
curated
tours,
podcasts,
live
Q&As
and
artist
takeovers,
and
new,
interpretive
formats.
Two
of
our
favorites
are
The
Biennale
Sydney
and
The
Broad
Museum.
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Repurpose
existing
content
Astronaut
Anne
McClain
shared
her
NASA
training
in
a
mini-masterclass
on
how
to
live
in
confined
spaces
for
long
periods
of
time.
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Production from home
While traditional
production methods are shut down, brands
have an opportunity to adapt their work in
ways that speak to the moment. With creating
new content still possible, here are some
considerations, insights, and examples.
Embrace
the
great
indoors
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AR/VR
still
lets you
go
anywhere
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Make
world-class
illustrated
and
animated
work
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Animated
and
illustrated
productions
can
be
extremely
impactful.
Nike
delivered
a
powerful
tribute
to
Kobe
Bryant
using
only
repurposed
audio
with
text,
and
Tokyo
2020
shows
how
simple
animations
can
be
lively
and
engaging.
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With
sound
stages
and
sets
closed
for
production,
use
your
archives
as
a
resource
to
create
incredible
work
like
Google’s
campaign
celebrating
the
cultural
impact
of
Black
Americans.
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Platform updates and trends
Social platforms are
quickly pushing updates to make content more
collaborative and communal. And, with every
influencer and creator stuck at home, look
out for inventive ways users are hacking
features to fit their needs.
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Instagram
With
serialized
streaming
finding
its
audience,
Instagram
Live
has
emerged
as
an
opportunity
for
customer
acquisition.
With
a
526%
increase
in
mentions
of
Live
on
Instagram
and
Twitter
in
March,
companies
are
now
producing
weekly
schedules
of
streams
from
influencers
and
content
creators.
Other
updates
include
co-watching,
which
presents
an
opportunity
to
create
content
tailored
for
friends
watching
together.
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Pinterest
With
record
traffic,
your
content
can
expect
more
eyes
on
Pinterest.
Their
new
“Today”
tab
features
editorialized
inspiration
and
trends,
a
good
way
to
keep
tabs
on
what
content
the
audience
is
demanding.
Searches
are
booming
for
topics
like
homeschool
schedules,
indoor
activities,
freezer
meals,
kids’
science
experiments,
and
self-care
checklists.
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Twitch
With
micro-transactions,
subscription,
donation
tiers,
and
affiliate
opportunities,
Twitch
is
arguably
the
most
revenue-friendly
streaming
platform.
Started
by
gamers,
it
has
seen
expanded
interest
from
artists
and
bands
streaming
concerts
and
exploring
new
formats
like
radio
shows
and
board
game
nights.
With
the
community
already
used
to
serialized
content,
and
publications
like
R29
taking
notice,
a
broader
audience
may
soon
be
on
the
horizon.
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Zoom
Zoom
is
now
the
default
way
to
connect
with
friends
and
work
from
home.
While
brands
quickly
capitalized
on
with
virtual
backgrounds,
new
opportunities
are
arising.
Fitness
instructors
are
using
it
to
facilitate
classes,
schools
are
using
it
as
classrooms,
and
parties
are
being
thrown
with
open-room
invites.
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Let’s navigate this together.
Already inspired? Let’s talk about adapting current
products, adjusting messaging, and creating fresh
content. We’ll help you plan for day one, with new
ready-to-launch products and ready-to-shoot
campaigns to get you back outdoors.
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