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Fight, escape or paralyze – in distress you can’t choose how you react, or can you? This is how cool brands utilize creative brand content to tackle the negative impact of the pandemic.

What a spring! The coronavirus has made its impact on everything. We have been casted to a very extraordinary situation which threatens our sense of control. We are all developing new operating models in this truly exceptional situation. However I’ve been positively surprised by the renaissance of some creative brand content during the pandemic. Live art classes, wild flower arranging, DJ gigs, curated movie tips… Seems like oh so many brands have decided to enhance their true brand dna and tackle this inconvenient challenge by simply being creative. 

Bottega Veneta

Bottega Veneta has launched a #BottegaRecidency concept introducing cultural content curated by interesting people around the world. In this example stylist Max Pearmain spreads the love about his favourite artist Caravaggio.

With the ongoing slowdown, people are adapting to a new, altered sense of time and replanning the future. With word of mouth through social media driving purchasing decisions, there is a huge scope for social content at the moment. Digital content and social media is a part of every modern brands’ strategy, but suddenly it might be literally the whole strategy, and for some being innovative also means some catching up in digitalisation. Luckily all this can be seen as a possibility to build new ways to communicate, constract connections between the brand and its consumers and add true value to their lives.  More than ever, great content evokes a feeling of something inexplicable you want to be part of, something that holds you up – and maybe even inflames the long lost aquarelle painter in you!

Mango’s super engaging omnichannel content concept: Your weekly (lockdown) agenda.

Meditating with Nanushka.

The covid content done right – 4 discoveries

Let me tell you a secret: the brighter aura, that seems to surround the most wanted brands, is actually created through insightful content and careful brand management. This makes brands meaningful and meaningful brands are the ones that matter. I found out four findings that the most interesting brands, producing brilliant covid content, seem to have in common.

1. Genuine inspiration

Pretty much all brands want to consider themselves inspiring, but unfortunately this is not always the truth. I believe good content is something that evokes an unconscious, almost a primitive reaction. The client should not feel she or he is being the target of the marketer. Quite often great content is something surprising, that doesn't even need to have anything to do with the actual product – but all the more so with the brand's dna or soul itself. Cultivated content truly adds value and challenges intellectually (which will also have an affect on the purchasing behaviour).

2. True care 

The most interesting brands simply care (read: have real values). In a crisis consumers expect more softer values and transparency. The solid set of values also makes the brand management more clear in the future. 

3. Building and sharing a community 

The most interesting brands are like a secret (social media) club or tribe that you just want to be part of. This is done through curated visual appearance and the right tone of voice, bringing the right people in and by being active and consistent. 

4. Keeping connected with the newest social media features 

The most interesting brands keep up and interact with their clients regularly online by for example bringing the events, live broadcast or polls online with TikTok or Instagram Live. 

Is your brand doing all this? Maybe give us a call?

Natural dyeing of undies at home with &Other Stories.

Emma is the co-founder of Studio Bonny, a digital nomad who loves the smell of fresh ink on paper.

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