Belgians are cultivating habits (cleaning, cooking, gardening & watching TV) and discovering some new way to shop (e-food retailer) and eat (organic) during the containment. Media are perceived as crucial in fulfilling the need for information, reassurance, social exchange and entertainment. (Source: Havas Village Brussels Study).

Havas Village Brussels conducted (through the Dynata panel) a survey about purchase behavior & buying attitudes of the Belgians during Covid-19 containent. (500 Belgians aged from 18-64 shared their sentiments in a CASI Interview conducted from April the 10th 2020 till April the 15th)

The  Havas Village Brussels Intelligence Team highlight 3 main conclusions:

  1. Belgians are creatures of habits: Spring cleaning, cooking, watching TV together with other household members, preparing the garden for a new season… There is something reassuring about cultivating habits. Especially when times are uncertain.
  2. Nevertheless, Belgians are also open for new adventures: Some favor physical shops, missing the human contact with local merchants (42%), other chose for online food retail services… The fact is: more Belgians than ever have find their way to e-food retailer. Other sectors, not as usual like gardening, also benefits from the confinement online.
  3. Media are Basic needs: Just like eating or sleeping, media are part of our daily routine and rituals. More: they are a basic necessity fulfilling the need for information, reassurance, social exchange and entertainment

More extensively, the main insights are the following:

  • What have been your main activities during the past few days? Basic needs during confinement: Media! (with full belly in a tidy house) Screenshot 2020-05-01 at 23.19.08.png
    • 67% surfing on the internet
    • 55% cleaning/tidying the house
    • 55% watching TV w/family
    • 44% watching vidéos and movies
  • Surfing is the n°1 activity across all generations
        • Digital activities dominate the media diet of gen z…
          • Audiovisual, meaning not only TV, and digital media dominate the TOP 5 (main) activities of young adults and Gen X’ers during the lockdown. Age groups with a higher density of kids between 6 and 15 y.o. tend to watch TV with family members more than younger age groups without or with younger kids
        • … and the internet the daily life of boomers
          • 50+ers have been taken care of their home: Spring cleaning, gardening, doing odd jobs have been part of their new everyday life. Only 21% of 50+ mentioned working as main activity (vs 33% of 50-64 y.o.). But don’t neglect the importance of internet: 7 out of 10 50+ers mentions surfing on the internet as main activity 
  • Tv, newsbrands and radio are the top 3 media of information …
    • But every audience has its own information diet. Homeworkers are more into magazines (5%), brands & retail sites (6%) and newsbrands (16%). Partially unemployed listen more to radio (16%) and watch more TV 22%).
  • Every generation has its preferred media
    • Young adults tend to use social networks, word-of-mouth and brand & retail websites more than other age groups. Gen Yers mention leaflet and OOH more often. More usual suspects such as TV and radio have more influence on Gen Xers and younger Baby boomers. The senior age group relies more often on magazines.
  • Gardening, (Organic Food, Gardening &DYI) e-Shopping … but, above all, Nothing beats a home-cooked meal (Q: What have been your main activities during the past few days ?)

    • 52% of Belgians mentioned cooking. More women than men (62% vs 41%).
    • 41% of respondents mentioned gardening as their main activity last week. (1 out of 2 within Baby boomers)
    • 19% of Belgians have visited NEW e-commerce food & retail sites. 10% visited the site of a physical retailer they used to visit before the pandemic.
    • 10% of respondents have visited NEW gardening & DIY e-commerce sites. Specialized stores must ensure their presence online.
    • 9% of Belgians have visited NEW online organic (food) sites. The interest for this type of suppliers is higher amongst 18-34 y.o. (19%).
  • Specific Media Content is expected
    • 21% expect content from media about gardening & home improvement, esp. Walloon people.
  • Confinement shapes new eating habits (Q : Do you feel like: you are eating more/less healthy or as usual? Does this condition of confinement creates favorable conditions to purchase something specific or behave differently? What are the purchases that you continue to make almost normally?)Screenshot 2020-05-01 at 23.19.29.png

     

    • 63 % of respondents have not changed their eating habits. 19% are eating less healthy foods than usual, 18% more healthy. Within the younger age group18-24 y.o., 40% claim to have switched to a more healthy diet.
    • 23% think the situation is perfect to learn cooking mono-product dishes (based on pasta, rice…). Belgians are more interested in food products & services on social media as before the lockdown.
    • 63% of respondents claim they continue to purchase food products that make them happy. In the same way as before the lockdown. Especially older people of 65+ (72%) refuse to be denied the right to purchase food for “pleasure”.
  • Lockdown shapes also new buying habits (Q: On a scale from 1 to 10, to which extend have you used the following services during confinement? (1: not used often/a lot -10: used often/lot; scores 7-10 grouped). 2. See 1 + How does this situation changed your buying behavior? You do/use more… (Yes)). 
    • 21% of respondents used online shopping & delivery services a lot during confinement. Younger ones are the most heavy users with 37% of 18-34 y.o. having used these services more often the past few weeks.
    • 12% of respondents used more drive service for grocery shopping, 21% within 18-34 y.o. Younger ones are the most heavy users with 14% of 18-34 y.o. having used these services often.
  • Belgians miss physical stores… but not their visitors (Q: Do you miss going to a store or department store? 2. Do you actually feel safe while grocery shopping (in shops)?)
    • 50% of respondents miss visiting retail stores. Women more often states they miss (window) shopping (58%).
    • 63% feel safe and in security while doing the grocery shopping. French-speaking people have more varied opinions: only 58% feel safe (vs 66% of Flemish-speaking people)
    • 78%: Contamination by other shoppers is the biggest fear while shopping. Women and 25-34 y.o. are the most worried (81%). Young adults (18-24 y.o.) the less (68%).

 

 

 

 

Le Covid-19 nous ramène vers les fondamentaux de la communication ! (Source: Havas Village Brussels Analysis – Confinement Week 3 – Living in The New Normal)

Si l’effet du confinement n’est, et ne sera sans doute pas, mesuré au travers des moyens classique de quantification, il est néanmoins aujourd’hui évident que le volume de consommation de contenu est en croissance.

Bien sûr, tous les canaux et tous les contenus ne sont pas égaux face à la crise. Logiquement, le out-of home, le cinéma et la presse papier sont pénalisés. Les média qui offrent une analyse profonde et critique sortent gagnant de cette épreuve. A ce titre, tous les média locaux progressent. Et les besoins de divertissements ne sont pas en reste.

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En parallèle, la pression publicitaire connait une décroissance. Beaucoup de marques ont décidés de se taire pour l’instant. En effet, communiquer demande une attention très particulière en termes de contenu(s) et de contexte.

Pénalisée par sa forme de distribution dans les points de ventes physiques, la presse (papier) souffre du confinement. Il est cependant important de se rappeler que le consommateur a besoin, pendant ces moments inhabituels où le doute peut se développer, de repères et de communication qui fait sens.

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L’étude Meaningful Brand de Havas le mentionne clairement: 51% des consommateurs belges pensent que les marques sont plus pertinentes que les gouvernements pour les mener vers un meilleur avenir. A ce titre, la presse quotidienne fut la première à accueillir de la communication pleine de bienveillance et d’encouragements de la part de marques fortes.

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Ainsi, LDV United signe  une copy long form pour Devos & Lemmens.  L’annonce parue  au format 1/1 dans les journaux s’adresse aux lecteurs sous le titre “Chers compatriotes belges” pour marquer la proximité de la marque, nous rappeler qu’elle est à notre table depuis 130 ans, nous dire que, pour une fois, elle laisse ses blagues habituelles de côté, et nous inciter à rester chez nous au chaud.

La publicité est un invité (payant) des média. Et dans ces temps très particuliers, l’équation simplifiée « IMPACT = FREQUENCE X PUISSANCE » est à sérieusement nuancer par des facteurs fondamentaux : la légitimité du canal choisi et le sens qu’il apporte à la communication publicitaire.

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La communication de Burger King (sur les réseaux sociaux) en est un exemple limpide: Vous ne pouvez pas y aller. Forcément. Alors Burger King vient à vous. Dans les allées de la grande distribution, devenues des lieux salvateurs (à tout point de vue). Buzzman signe une campagne tactique très subtile pour Burger King. Avec la complicité de Harry’s, Heinz, Charal, Herta, Bel, Lesieur, Findus… Ces marques n’étaient pas toutes au courant. Charal a remercié sur ses réseaux sociaux.

Pour conclure, en cette veille du Tour des Flandres (De Ronde) qui n’aura pas lieu, on peut aisément comparer la chance du cycliste de gagner une « Classique » en avril à celle d’une marque d’émerger pendant la crise. « Si tu veux gagner au printemps, travaille ton fond sans relâche en hiver ! » Ou appliqué aux marques : construits sur le long terme avec une consistance de tous les instants.

 

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Covid-19: To encourage all of us to stay at home, students from the Miami Ad School branch in Europe created a campaign where Netflix billboards show spoilers for the most popular shows (Interview: Bored Panda)

“Stay at home”—that’s the message that everyone, from our governments to our friends and families, has been pounding into our heads since the start of the coronavirus pandemic. It’s fine if you have to go shopping for groceries to last you an entire week, but some people don’t want to change their lives and they go outside for fun.

To encourage all of us to stay at home, students from the Miami Ad School branch in Europe created a campaign where Netflix billboards show spoilers for the most popular shows. Their main idea is to show that spoilers might prevent people from going out when they don’t need to, even if nothing else will.

Two students from the Miami Ad School Europe in Germany came up with the fake Netflix campaign: art director Seine Kongruangkit and copywriter Matithorn Prachuabmoh Chaimoungkalo (aka Brave).

Just a heads-up that the project is in no way affiliated with Netflix. Oh, and a small warning, dear Readers: this post contains spoilers for the most popular shows, so be careful if you haven’t seen them.

Two students, Seine Kongruangkit and Brave, came up with an innovative project to make sure that people stay at home

Image credits: mkobach

“The idea started with Brave wanted to do something for the Thai people to raise awareness about staying at home for them. Because we both have to fly back from Germany because of the virus situation,” Seine told Bored Panda.

“At first, he came up with the hashtag #homeไม่sick campaign and we also thought of other challenges for that. But then it did not really go viral as we were expected. Then, I tried to think of other alternatives and out of the blue, I thought of movie spoilers because that’s one thing millennials are trying to avoid the most. Then, I told Brave right away and he really liked the idea and believed in it, so he tried to sell it to Netflix Singapore, but then it got rejected because Netflix brand never wants to spoil shows.”

Seine said that after the idea got rejected by Netflix, she told Brave that they should publish it somewhere else before someone else came up with the same idea. “Brave then wrote me a copy for the case video and then I started to make the video, put it all in mock-ups and it was all done in 3 days, then I posted it to adsoftheworld.com.”

Be careful of these spoilers if you haven’t watched the shows yet!

Image credits: miamiadschool

Image credits: miamiadschool

Image credits: miamiadschool

Image credits: miamiadschool

Image credits: miamiadschool

According to Seine, most of the feedback they got was positive and some people even believed that it was done by Netflix for real.

“But I’m sure there is no perfect campaign. There are always things you can improve in a campaign. The Spoiler Billboard is a spec ad done by us under the guidance of Miami Ad School Europe. We had no intention of misguiding people. But also a bit sad that Netflix got all the credit when actually it’s our student project and credits are all of our assets for us to get real jobs,” she said.

Seine revealed to Bored Panda that she and Brave are now working on a project for a hospital in Thailand. “This one is a real thing and we want to help them as much as we can. The coronavirus situation in Bangkok is getting worse. I only hope that it will get better soon so that we all can go on with our lives.”

She also added that she hopes everyone will stay creative during the quarantine and that people will all “stay the ‘eff’ home.”

It’s obvious that Seine and Matithorn’s project gave Netflix a small boost, but it doesn’t appear that it needs it. Since the end of January, Netflix boasted a 25 percent increase in the number of unique streaming viewers.

“You can imagine, all viewing is up. It’s up on Netflix, on CNN, on television in general. The system has been very robust and can help out a lot of people,” Chief Content Officer Ted Sarandos told CNN, explaining how the service helps people feel less isolated.

Here’s what some people thought of the fake campaign

Image credits: lindsaymstein

Image credits: herrmanndigital

Image credits: patrickrooney

Image credits: kassieepstein

Image credits: VikkiRossWrites

Even Netflix responded when it saw the student project

Image credits: netflix

Bored Panda also spoke to Sabine Georg, Managing Director of the Miami Ad School Europe. “When the students ran the idea by me, I was pretty sure that they tick many boxes with it: extremely relevant, original idea, very clever and superbly executed, with the potential to go viral and tap into a corona-ridden world where #flattenthecurve and #socialdistancing are key,” Sabine told us.

“They first planned it as an award submission only, but I suggested that they publish it for a wider audience than just the awards jury. And when Brave and Seine launched it, with the disclaimer that it’s student work and not a real campaign, it went ‘through the roof’ immediately, making headlines very fast and gathering huge response on all social media channels!”

According to Sabine, the fact that lots of people believe it’s an official Netflix campaign shows that the project fits the brand well. “The truth is—hence the disclaimer—that this is (self-initiated) student work. But as far as I know, Netflix also likes the idea a lot.”

“We are one of the most awarded creative schools in the world and our students are known for having great ideas that win prizes and help them win prestigious jobs in top agencies. But, typically, their projects cause headlines within the ad industry—i.e. Under Armour’s Rule Yourself campaign with Michael Phelps has caused headlines for being such a well crafted wonderful campaign and has been created by former Miami Ad School students (Creative Directors: Alexander Nowak, Felix Richter / Droga5),” Sabine explained to Bored Panda.

“But the fact that a student’s project makes news on such a big, global scale has never happened before. Also because never before has such an immense event like the spread of the coronavirus been the reason for creating such a campaign!”

Sabine told us that the Miami Ad School is a place where people become who they’re meant to be. “Believe in yourself, be creative, and let the real world be your classroom. This is one of our core principles in teaching: we have teachers from Adland and from companies like Google and Facebook who share their expertise with students. Business professionals are mentoring junior creative talents from all over the world to bring out their best abilities in creation, focusing ideas, and as human beings because they learn in an intimate, collaborative environment with great diversity!”

She added that the Miami Ad School is looking forward to getting more creative talents like Seine and Brave. “Happy to get applications for our program here.

Kantar’s COVID-19 Barometer Examines Impact on Consumer Behavior: The role brands play during the pandemic

Kantar logo with a woman wearing a medical mask behind it

Kantar’s COVID-19 Barometer includes findings on consumer attitudes, media habits, impact on purchase behavior and what consumers expect from brands.
Kantar

Key insights:

Data, insights and consulting company Kantar introduced the first wave of its COVID-19 Barometer, which examines the impact of the pandemic on consumer behavior.

The study, released on Wednesday, surveyed more than 25,000 consumers across 30 markets between March 14 and March 23 and included findings on consumer attitudes, media habits, impact on purchase behavior and what consumers expect from brands.

source: https://www.adweek.com/brand-marketing/kantars-covid-19-barometer-examines-impact-on-consumer-behavior/

At the point of analysis, there were over 200,000 known cases of COVID-19, resulting in about 8,500 deaths.

Markets could be broken down into three categories based on how far along the outbreak of coronavirus was in the area. Given how quickly the coronavirus pandemic has spread in many markets, these categories may be more informative than the results for individual markets. Markets in the early-stage category had seen relatively few cases, a low number of deaths and few social distancing measures put in place. These markets included the U.S., U.K., Belgium, Germany, Netherlands and South Africa (although clearly some have now advanced beyond this stage). Mid-stage markets, which included Brazil, Canada, Czech Republic, France, Israel, Poland, Saudi Arabia, South Korea and Turkey, were markets in which community transmission was taking place, deaths were increasing and some social distancing measures were taking place. Late-stage markets, which at the time included China and Italy, had seen a significant number of cases and deaths, with full lockdown measures in place to stop the spread of the virus.

While consumers were largely concerned about the coronavirus pandemic, personal concern remained relatively low at the time of the study. Overall concern was highest in China, but the country actually scored the lowest for personal concern. In the U.S., both total concern and personal concern were low, with total concern at the lowest among all markets measured.

The coronavirus is causing consumers to make a number of lifestyle changes in response to the pandemic. Most obviously, respondents said that they are washing their hands more frequently or for a longer period of time. Among G7 countries, 77% of consumers reported such changes in behavior, with the largest uptick in Canada (88%) and Italy (87%) and the smallest in Japan (56%). In the U.S., 80% reported such an increase in hand-washing.

Many also reported avoiding nonessential social contact, with 68% total reporting such social distancing behaviors among G7 countries. Unsurprisingly, the number was highest for Italy (86%), where the pandemic was/is at a later stage of spreading. Canada followed at 82% and the lowest percentage reported was for Japan, at just 43%. In the U.S., 69% reported taking these social distancing measures.

Among G7 countries, just over half of consumers reported self-isolating at home in response to the coronavirus pandemic. France actually led G7 countries at 85%, followed by Italy (75%). In Japan only 21% reported such behavior, while in the U.S. 64% reported taking this step.

Less than a third (29%) of G7 respondents reported working from home or working from home more often in response to the pandemic. The total was highest in Italy, where 41% reported such remote work measures, whereas about a third of workers in Canada, France and the U.S. were taking this step and only 12% reported doing so in Japan.

Among G7 countries, seven in 10 say their household income has already been affected or will be affected by the impact of the coronavirus pandemic. Once again the total is highest in Italy, where more than eight in 10 (82%) have already seen or anticipate seeing such an impact. It is lowest in France and Japan, where around two-thirds (65%) responded similarly. In Canada and the U.S. around three-quarters responded that they have seen or expect to see an impact on their income.

With theaters shutting down as the virus progresses, cinemas have seen large losses as markets progress from early to late stages of its spread. TV, online platforms, social networks and messaging apps have all seen increases in consumer use as the coronavirus pandemic has progressed in different markets. Among the messaging services, WhatsApp saw the greatest gains, particularly in Italy and Spain, but usage increased across all platforms.

Kantar also examined the type of content people were sharing on social media, identifying six core themes. The most common of these was people using memes and selfies to communicate more serious messages than the typically lighthearted fare associated with them. The next most common theme identified was a longing for nature as people struggle with being mostly stuck inside for social distancing (and those in the northern hemisphere watch the emergence of spring from their windows). Two equally common themes appeared to be people sharing cozy content around getting nestled in with pets and loved ones and adapting both their social and work lives to a digital format. Other themes include creativity and crafts and “new essentials” for social isolation.

So what role can brands play in this?

According to Kantar, consumers want brands to be genuine and for companies to make staff welfare a top priority and favor flexible working. Many also wanted companies to make donations to support purchases of masks and sanitizer for hospitals and have plans in place to secure supplies of services or products to consumers. Around a third of consumers said companies should make donations to support scientific research and help consumers by offering coupons or discounts. Less than 10% of consumers surveyed said brands should stop advertising.

Unsurprisingly, the coronavirus pandemic has had a dramatic impact on purchase behaviors. Consumers are largely still relying on physical stores for food, beverage and pharmaceutical needs, although around one in 10 consumers reported online purchases in food and beverage, pharmaceutical, cosmetics and personal care, electronics and clothing over the course of the last month. One in five consumers reported shopping less in-store, with around one in 10 saying they had shopped more online and around one in three saying they expect to shop more online.

A survey of consumers in China found that some categories were hit harder than others by the coronavirus. Unsurprisingly, out-of-home entertainment, dining and travel were among the hardest hit, along with hairdressing and manicure services, fitness classes, luxury items, beauty products, appliances, home fitness equipment and alcohol. All of those categories saw decreased spending or cancellations.

Conversely, household cleaning products, pandemic preparedness products, online entertainment, food and beverage, medicine and nutritional and health products all saw a boost. Personal care products saw little impact.

Corona Virus Paradox ? Les Belges utilisent massivement (+20%) la TV et les canaux digitaux (news et “entertainment”) pendant que les annonceurs les désertent… Si il y a communication, la “meaningfulness” est indispensable (Source: Havas Media Belgium – vague 2)

Ci-dessus la  seconde vague de cette analyse faite par l’équipe d’Havas Media sur l’impact du Corona Virus (Covid-19) sur son métier en Belgique. Elle consiste en quatre parties :

Premièrement, il y a une mise-à-jour des audiences TV et internet. Les derniers chiffres confirment l’estimation que nous avions faite la semaine passée (que la consommation TV augmenterait de 20%) et montrent que la programmation de la catégorie entertainment en profite aussi. Il est plus important que jamais de choisir des émissions « meaningful ».

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Quant aux internautes, ils sont très intéressés par les sites news (hors contexte app), une tendance dont les newsbrands profitent plus que les broadcasters audiovisuels. Nous voyons que le device préféré pour visiter ces sites reste le mobile, même si les premiers chiffres semblent indiquer qu’en lockdown les gens utilisent plus qu’avant leur desktop. Sur les réseaux sociaux nous voyons que le coût par reach diminue, une tendance qui s’explique par l’offre et la demande : les Belges utilisent les réseaux sociaux plus activement et une partie des annonceurs ont annulé ou retiré leurs communications.

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Cette observation nous mène au deuxième point de l’analyse : il y a un véritable paradoxe entre ce que font les consommateurs avec les médias (en consommer plus) et ce que font les annonceurs (en avoir peur). Pourtant il est possible, voire important et recommandé, de continuer à communiquer en période de crise. Afin de le faire correctement, il est important de voir comment le consommateur se comporte – non pas uniquement d’un point de vue média. Ceci constitue la troisième partie de l’analyse.

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Dans la quatrième partie de l’analyse, nous démontrons ce fait à l’aide de campagnes touchantes qui ont été lancées – aussi bien en Belgique qu’ailleurs. La façon dont certains supermarchés ont communiqué ces dernières semaines mérite l’estime, mais il y a aussi des exemples des secteurs déclarés non-essentiels et dont les magasins ont donc dû fermer. L’analyse se termine par quelques slides sur la communication du secteur média même.

Media consumption in Belgium during Covid-19 confinment time: Tv & Digital Media reach are growing (+20%) while advertising spendings are decreasing (Source: Havas Media Belgium)

This is the second edition of the havas media analysis about impact of Covid-19 on media consumption and consumer behaviors in Belgium. Additionally, we provide you some reflections about and thoughts on opportunities and on a meaningful communications approach. A few local and international examples are also included.

In a nutshell

Evolution of  Televison Reach – Opportunities

  • Audiences are going to be up +20% for the foreseeable future (during lockdown). Last week data confirm this evolution.
  • news programs are not the only one with an uplift

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  • The Belgian market is still largely a spot-by-spot buying market, which means we are facing lots of reworking with the reprogramming on all channels. However, reprogramming and larger audiences will give extra possibilities to optimize.

 

Evolution of  Digital  – Opportunities

  • Traditional newsbrands are outperforming A|V broadcasters on the web, esp. hyperlocal brands are doing well (regional editions). Qualitative newsbrands (De Standaard, Le Soir) are also doing well
  • The two main TV broadcasters on the web are also doing great in the French-speaking part of Belgium. In stark contrast, the Flemish TV broadcasters do not perform well on the web
  • The sales houses adapt their commercial offers (360°) and provide flexibility through their different supports

    Screenshot 2020-03-26 10.10.29.png

  • Finally, Belgian spend more times on Social Media
  • Qua Search, Re-Inforcement of phase 2 is a wake-up Call for Belgians

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For brands seeking to bounce back from COVID-19: it’s all about speed (Source: WARC + Denis Potgraven)

 

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The key learning from China on COVID-19 for both medics and marketers is speed – speed in containing the virus and speed in recouping losses.

Thanks to the actions taken to limit the spread of the virus, new infections continue to drop and life seems to be returning to some semblance of normality – although there’s no sense of complacency – allowing marketing and media strategists to consider their next moves.

For Dennis Potgraven, Chief Strategy Officer for Greater China, Havas Group, “it is all about speed.” (For more details, including seven recommended strategies, read his exclusive WARC article in full: How to recoup lost COVID-19 business — it’s all about speed.)

 

He observes how, during the last few weeks of stabilisation, several categories, like personal care products, have recovered, helped by holiday campaigns such as Women’s Day when Tmall invested RMB100 million in vouchers.

“Livestreaming and short videos are contributing to the rebound as consumers are eager for light-hearted and entertaining content that creates fun digital moments during daily activities like shopping for groceries or food,” he adds.

This has implications for media strategy. TV ratings increased during January and February but online media usage in short videos, OTV, social networks, live-streaming e-commerce, and gaming saw even more significant growth rates.

During the stabilisation period, Potgraven notes that, whereas gaming has returned to normal, short video and OTV usage remain at high levels.

His advice to marketers is to “be fast in getting your roadmap together and approved, based on the impact on and prediction for your category.”

Health products, for example, will certainly see an increase in demand, and, more generally, the timing of the initial outbreak – just ahead of Chinese New Year – means that consumers have high spending power stored in savings.

About 77% of people surveyed by CEIC and MallToWin said that they saved money during this year’s CNY – and that, along with government policies to boost the domestic economy and consumption, is likely to result in a surge of pent-up demand. Marketers have to be ready.

Havas Media Behaviours Report finds that more than half (53%) of Brits are using BBC News more than before Covid-19 hit the UK

Havas: conducting survey on ongoing basis
Havas: conducting survey on ongoing basis

The BBC has become the most-trusted news brand on coronavirus, with 61% of respondents selecting it as a reliable source of information from a list of media brands. The public-service broadcaster beat Sky News, which was voted for by 29% of participants, followed by The Guardian (15%), according to research from Havas Media Group.

The Covid-19 Media Behaviours Report, which surveyed nearly 1,500 respondents, found that more than half (53%) of Brits are using BBC News more than before Covid-19 hit the UK – more than double the proportion of people for any other channel.

It is an encouraging trend for traditional media owners, whose perceived veracity has taken a hit due to the spread of fake news across social media.

The research found that cross-media consumption has increased as a result of the outbreak, with out-of-home and cinema being the exceptions. Nearly half (48%) of respondents said they were watching more live TV because of the virus, 40% said they were visiting social media sites more and 39% have increased their streaming consumption.

Younger people are become more engaged with media than before, according to the study. There has been a 60% increase in streaming among people aged 16 to 24 and a 49% increase in live TV viewing.

News brands are benefiting in particular, with 32% of all consumers saying they are reading online or offline newspaper content more often. Meanwhile, 29% of 18- to 24-year-olds and 31% of 25- to 34-year-olds say they are consuming more news brands.

Unsurprisingly, social media is also benefiting. Facebook and WhatsApp are gaining the most – 33% said they are using Facebook more than usual and 28% are spending more time on WhatsApp.

Havas Media will conduct the survey on an ongoing fortnightly basis to track consumer media behaviour during the crisis.

Eva Grimmett, Havas Media’s chief strategy officer, said: “This study really highlights the role that trusted, meaningful media play in times of crisis. While most channels have seen an increase in consumption in response to Covid-19, our research reveals a much greater reliance on live TV and a need for trusted news brands such as the BBC. We’re looking forward to seeing how this behaviour develops as the situation evolves in the coming weeks.”

Should we address the coronavirus in ads? Yes, but make sure it’s not empty rhetoric. (Source: Ace Metrix)

 

9:20 PM EDT

Guinness ‘knocked it out of the park’ with its St. Patrick’s Day ad: Ace Metrix

For marketers wondering if they should address the coronavirus in ads, Ace Metrix has the answer: Yes, but make sure it’s not empty rhetoric. The ad-tracking service—which scores ads using a panel of 500 viewers—in newly released findings reports that only 10 percent of its survey respondents say that it is not OK for brands to mention COVID-19, while 42 percent say “any mention is OK” and 44 percent say it “depends on the message and/or brand.” But Ace Metrix adds that it is “key for brands to show actual action, not just words” with 75 percent of its respondents saying brands have a responsibility to help out during the pandemic.

To date the number of brands addressing the coronavirus in ads remains relatively small. Among the first ones to get near the subject was Guinness, which last Friday released a spot from Philadelphia-based agency Quaker City Mercantile acknowledging that St. Patrick’s Day would not be the same this year with all the parade cancellations. The ad sought to unify people with the message that “we’ll march again.” The spot never specifically mentions  COVID-19, but the intentions are clear, and the ad ends with a pledge by the Diageo-owned brand to commit $500,000 to “help the communities where we live, work and celebrate.”

‘To say Guinness knocked it out of the park would be an understatement,” Ace Metrix reports, noting that the viewers ranked it as “the No. 1 beer ad of all time—that’s nearly 1,900 ads going back to 2009—and seven in ten reported increased purchase intent.”

Ford, the first brand to specifically mention COVID-19 in ads, also scored well. Its two spots from Wieden & Kennedy New York, plug a new program in which Ford Credit customers can defer payments. According to Ace Metrix, 58 percent of viewers reported a positive change in perception of Ford with only 4 percent reporting a negative chang

Three Elements of Value for Consumers Take Precedence During a Pandemic: Reduce Risk + Reduce Anxiety + Affiliation and Belonging (Source: Bain & Company) – Definitively Meaningful !

What do consumers value most in a given product or service? Companies can discern this by analyzing which of 30 Elements of Value consumers look for in the companies that serve them.

During the COVID-19 pandemic, consumers globally are valuing services, products, people, and institutions that reduce their anxiety, reduce their risks, or provide some sense of safety and belonging. Businesses and governments should consider whether their actions and communications deliver these three types of value. If not, don’t take that action or release a communication, as it will be ignored or, worse, make consumers even more anxious.

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source: https://www.bain.com/insights/three-elements-of-value-for-consumers-take-precedence-snap-chart/

A extensive approach: The 30 Things Customers Really Value

Breakthroughs may be worth pursuing, but most companies benefit more from incremental innovation efforts that add new forms of consumer value to their present products and services.

Executive teams often struggle to land innovations that will significantly grow the business. A chronic problem is their emphasis on searching for breakthrough innovation—the creation of a truly new, highly valued product or service that could redefine their industry and lead to unprecedented revenue growth. “Where’s our iPhone?” they wonder.

 

Almost by definition, breakthroughs are rare. When they do occur, they usually come from insurgent entrepreneurs who founded companies such as Nest or Netflix (today), or Eastman Kodak or Ford Motor (over a century ago). Rarer still are breakthrough innovations from established enterprises, Apple’s iPhone being an obvious exception. Breakthroughs may be worth pursuing, but most companies benefit more from incremental innovation efforts that add new forms of consumer value to their present products and services. The trick is to determine what elements to add in order to boost the perceived value of your offering. You don’t want to expend resources adding features that consumers don’t care about.

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Elements of Value® Insights

What do customers want? Bain’s Elements of Value® represent the deeper aspirations behind the purchasing decisions of B2B and B2C customers. Our insights explore the ways companies can go beyond price to offer more value.

While what constitutes “value” can be nuanced and vary from person to person, my colleagues and I have identified 30 universal building blocks of value that meet fundamental human needs. These are basic attributes of a product or service that address four kinds of needs: function, emotion, life changes, and social impact. Functional elements, for example, include saving time, reducing risk, and organizing. This latter element is central to brands like The Container Store and to Intuit’s TurboTax, because both help consumers deal with complexities in their world.

In our September 2016 HBR article, “The Elements of Value,” my colleagues and I discuss the power of the 30 elements in the marketplace and describe how companies can select and integrate innovations into their products to provide value that consumers actually want. Companies that deliver well on multiple elements of value tend to have stronger customer loyalty and higher revenue growth rates, as Bain & Company’s analysis shows. The research documents 50 companies that deliberately added elements over time to improve their propositions, either to turn around a flagging business or to accelerate growth.

In financial services, for example, Charles Schwab has outperformed many other investment companies by excelling on four elements of value: variety (a wide range of investment products), providing access (multiple contact and advice channels available around the clock), making money (generates income for customers), and quality (numerous Lipper Fund Awards for investment performance).

Since 2013 Schwab has added several new elements of value to its services. Schwab’s Accountability Guarantee reduces risk by refunding fees if clients are not fully satisfied with the product. Its Intelligent Portfolios tool informs customers about the status of their portfolios and provides investment advisory services with no advisory fees. StreetSmart Edge reduces effort with an online trading platform to simplify complex trading and provide an intuitive experience for active traders. And its low-fee college savings plans provide heirloom value to parents saving for their children’s college education.

Likewise, in the retail pharmacy industry, CVS Health has embarked on a health initiatives strategy by adding new elements of value for consumers, including providing access, saving time, wellness, and therapeutic value. For example, CVS Health bought Target’s pharmacies, adding over 1,600 locations in 47 states. Many consumers now have more convenient locations, which helps them save time. The company has expanded access to health care through its MinuteClinics, providing both basic medical services, such as general exams, summer camp physicals, vaccinations, and the like, as well as assorted wellness services, such as contraceptive care and smoking cessation.

Other companies have judiciously added elements of value to their core proposition. Throughout 2015 Uber added services to integrate multiple aspects of consumers’ lives, from delivering meals and groceries to providing flu shots. Discover added a feature that allows cardholders to instantly freeze and unfreeze their accounts without canceling their cards, reducing risk and reducing anxiety for cardholders. And Spotify added a feature for runners in 2015 that detects their pace and finds music to match it, hitting on elements of wellness and motivation.

The search for elusive breakthroughs can make the entire innovation process intimidating and discouraging. To help, think about which new elements of value will resonate with your customers and which can be delivered effectively by your company. Judiciously adding elements can bring new life and growth to existing products as well as build customer loyalty—with far less risk and lower costs than hunting for breakthroughs.

Eric Almquist is a partner with Bain & Company’s Customer Strategy & Marketing practice and the global head of consumer insights for Bain.