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COVID Responses: Which brands got it right?
July 21, 2020
As lockdown eases, we’re well placed to learn from the best of brands' communications surrounding the global pandemic.
This crisis has not only shaken up the relationship between brand and consumer but has also majorly affected the way companies communicate with their people, both current and future. How brands position themselves with customers and employees during this state of uncertainty will remain in the minds of people for years to come.
Wiser’s Research and Insights team has chosen to showcase authentic brand strategies that prove a brand’s willingness to put their people first and act in solidarity with those helping to fight the pandemic. Here are five examples of how companies have implemented initiatives to cope with the unprecedented situation of today.
Twitter has set a precedent in what the future of work will look like post-lockdown. In response to the success of their remote working practices, all employees have been told by CEO Jack Dorsey that if their role doesn’t require a physical office presence, they can choose to work from home indefinitely.
The innocent's humour remains intact as they embrace the quirks of working from home while paying tribute to their people’s personal efforts. Their redefined mission blends hefty donations with small acts of kindness in an on-brand approach to thanking the NHS and keeping local communities busy.
The campaign demonstrates that it is possible to stay true to your brand's purpose and tone while being creative, even in the hardest of times. The brand had the finesse and wisdom to realize that at that moment the conversation about beauty is currently irrelevant and feels superficial, even if it had made sense a few months ago.
For many students and graduates, COVID-19 is posing a very real threat to job security and offers that might have been on the table. Amazon is proving that you can support early talent with an entirely virtual internship programme that adds maximum value to both the participant and the business.
In times of uncertainty, employee experience is crucial to a company’s success. The Perkbox reward and recognition platform ensures people’s efforts don't get forgotten whilst working from home. The online platform allows managers and colleagues to praise one another, incentivising great work and guarantees rewards that employees actually want, from some of the UK’s biggest brands.