We as marketers operate within a society fueled by connection; abiding by an industry ethos that cautions if we can’t find a way to come together, then ultimately, we’ll have no choice but to fall apart. However, little did we know that within just a few short weeks, the industry would soon be challenged by a fierce dichotomy leaving not even a single brand unaffected.
So, in an effort to navigate this new landscape, many brands are separating themselves from the rest as they reveal campaigns encouraging consumers to keep separate from each other.
Prior to Covid19’s disruption, the world of eCommerce was displaying enormous progress due in part to ongoing digital transformation. From email marketing technology to social networking tools, our Evestar clients in particular have welcomed overwhelming growth as our team combines innovative strategies with inherent intuition.
However, when the industry is confronted with something as unexpected as the current global outbreak, the brains behind the brands have no choice but to adjust to a new norm, accepting that we must come to terms with something that is on anything but our own terms.
Nevertheless, in good old marketing fashion, it wouldn’t be long before brands would begin breaking out viral messaging to respond to the viral outbreak.
Well documented for their profound response to tragedies (and with haste, may we add), the marketing minds behind NIKE didn’t hesitate to articulate their sentiments: View this post on Instagram
“If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.”
The response, which followed their announcement pledging a 15-million-dollar donation to Coronavirus relief efforts, was shared by some of the world’s most famous athletes. The roster consisting of powerhouses like Cristiano Ronaldo and Michael Jordan, was also accompanied by Lebron James whose post amassed over 1M likes within just the first few hours of posting.
Effortlessly combining star power with brand power, Nike yet again knocked it out of the park to drive a global message that would prove to be at the top of any playbook.