Starbucks’ WeChat account features a cartoon barista instructing readers on how to brew the perfect cup of coffee — at home. Nike posted a series of videos on Douyin (China’s version of TikTok) with trainers doing at-home workouts. Beauty brand SkinCeuticals offers tips to protect skin from dry indoor air and long hours looking at a screen.
Welcome to brand engagement during the coronavirus pandemic. Marketers are rewriting the B2C marketing playbook to keep their brands strong through the crisis. During this period of high sensitivity and limited choice, effective marketers communicate with customers through new media and take actions that are authentic and sensitive.
Read More: Adjust Your Marketing Strategy for COVID-19