How Going Dark Affected Your Brand

COVID-19 has affected every industry, though not equally. Transportation and hospitality organizations are scrambling to navigate what comes next. Some CPG manufacturers are experiencing record demand, while others are facing a lack of orders.  

When the pandemic first hit, brands scrambled to figure out how their industry would be affected, with many staying silent in the process. This could be a safe strategy, but was it the right one at the time? Consider the following: 

Understand the Climate and Customer Challenges 

As a direct result of the pandemic, consumer expectations for brands changed overnight. When faced with sweeping change, it’s best to adjust the marketing communication strategy, then communicate the change immediately. Going dark, even for a short time, indicates a product/market disconnect and sends an unsteady signal to customers. Without acknowledging this shift, many brands suffered from deliverability issues; a decrease in active, loyal consumers; and a decline in market share. 

Positioning Matters 

Brands that chose to continue marketing during the beginning of the pandemic had a rare opportunity. When the competition went dark, they removed themselves from the conversation. Consumers went on without the presence of those brands in their minds, for better or worse. Those that continued to market actively, on the other hand, controlled their own story. Brands can help their consumers through uncertain times, position themselves as beacons of positivity or information, and even continue the dialogue they began before the crisis started. 

Adjustment Needed 

Some brands went dark in fear of appearing tone-deaf. Consumers didn’t want to hear self-serving advertising or the same canned message. Many brands, like the three below, set aside traditional advertising and launched successful efforts to support research and individuals impacted by the current health crisis.  

• Netflix created a $100 million relief fund to help members of the creative community who have been left unemployed. 
• Walmart pivoted their campaigns to produce and air new advertising creative. The Retail Heroes campaign featured their CEO thanking Walmart front line employees for their dedication to their work. 
• Nike changed its messaging from consumer athletic aspirations to a life-saving call-to-action to reinforce the need for people to stay home.  

Losing out on Relationships

Whether consumers realize it or not, they frequently look to their favorite brands to help ease social anxiety. Consumers wanted and still want to hear from brands in a crisis, but in a comforting and reassuring manner. They want to know what the brand is doing in response to the pandemic without causing anxiety and concern. 

Marketers continue to face this uncharted territory head-on to drive future success for their brands. If brands must go dark on their more massive multi-channel campaigns, it is critical to maintain the relationships built over time across standard consumer experience platforms, such as email and social media. 

The current global COVID-19 crisis has dramatically changed the way people are relating to each other. It has pulled everyone out of their social comfort zones and will continue to change how we think, behave, and consume in the short– and long-term. Brands must not go dark; respond with compassion, authenticity, and empathy.