How to produce commercial videos for brands considering the current pandemic?by Pushpa Srivastava Executive
The world is now going through a widespread pandemic and many countries are in lock-downs or self-imposed isolation. There is a severe effect on many businesses but while crisis management is not new for commercials producing companies, this crisis is different. Even the agile advertisers who are able to devise strategies for changing situations are asking questions like what to do in this period of uncertainty.
There could be no direct and specific answer for this as many brands would be affected differently. But, by pondering a little and seeing from examples, let us try to understand some of the general things that companies can do considering this current pandemic.
Address the concerns & Give people assurance you are going to handle this situation:
It is natural for the customers to have many concerns: relating to the business and also their own. You can start to make commercials addressing these and also spread awareness about the COVID 19 along with that of your business in the social media content production. Also, if you could show what you are doing to manage this crisis for your business, it would help to build trust for you among the customers. It is in this crisis that reaching your audience in a timely and relevant manner becomes important.
Consider McDonalds for example. For addressing consumers' concerns around protecting their health, they outlined new precautions they are taking which include the requirement of temperature checks for employees before and after their shifts of working. In the video, the president and CEO Kenneth Yang assured the customers that they will not hesitate to cancel any customer activity or shut down any of our restaurants if they require to do so.
Show how you are helping the world & Help in keeping spirits up:
If you are able to do it, it would be great to do something for the world that will help it navigate this crisis. By also showing how you are helping in the social media video content, you could inspire others to help which would also increase your reputation among the people.
For this, you can consider Cottonelle as an example. They had announced that a partnership with charity organization United Way, they had launched a campaign called #ShareASquare. In addition to pledging $1 million money and one million rolls of toilet paper to United Way Worldwide’ COVID - 19 community response and recovery fund, they will donate additional $1 to $100K for every usage of the hashtag share square.
Guinness also shared a message of resilience and assurance. With St.Patrick's day certainly being different this year, they encouraged the people to celebrate the holiday spirit by lifting one another just as they would lift a glass. Guinness also committed $1 million to Guinness gives back.
Another great example you can consider here is that of Ford. Ford had been running over a century and certainly had gone through many tough times.
They showed their commitment towards fighting COVID 19 by manufacturing medical equipment which is in short supply. They are also supporting consumers who have financial problems through the Ford credit payment relief program.
In effect, it is best for commercials producing companies to do all they could for helping the world in this crisis and generate a good response video spreading awareness and assuring consumers.
Created on Jun 22nd 2020 02:48. Viewed 68 times.
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