This document provides advice for global brands on adapting their content strategy during the coronavirus crisis. It recommends closely monitoring local markets, reviewing global communications to ensure sensitivity, and focusing content on being appropriate, useful and staying true to the brand. Key tips include repurposing existing content, collaborating across regions, and leveraging user generated content where possible.

1. Content
Solutions
for Global
Brands in
Times of
Crisis

2. We’re entering a
complex new world.
Global brands need
solutions, fast.
Here’s our advice
to help brands adapt
their strategy and
content during the
coronavirus crisis.

3. MonitorMonitor
your marketsyour markets
closely, and
regularly.

4. 89% of people in China want to keep
hearing from brands during the coronavirus
crisis, compared to only 45% in Germany.
Source: Edelman
– Examine the in-market situation on a
weekly basis.
– Reach out to local experts.
– Use social listening tools.

5. Review
your globalglobal
communications.communications.

6. Globally, 57% of people said brands should
pause any advertising or marketing that’s too
humorous or lighthearted during the pandemic.
Source: Edelman
– Creative needs to be sensitive to the
current situation.
– Imagery of people gathering in crowds, or
hand holding/shaking isn’t appropriate at
the moment.
– Ensure that your messaging is fitting -
for example, KFC had to pull their ‘Finger
Lickin’ Good’ ads for the time being.

7. Review your
media strategy.

8. On average, TikTok saw a 27% jump in
engagement from February to March.
Source: Obviously
– Invest in social, radio and TV, and
consider testing new formats.
– People’s media behaviour is changing
with the lockdown, so make sure your
strategy is adapted.
– Houseparty is experiencing a sudden
boom and more and more older
audiences are tuning into TikTok.

9. Create new,
appropriateappropriate
content.content.

10. Take inspiration from the recent
‘With Love, Jack’ ad from Jack Daniel’s,
made entirely from UGC.
– Produce more design-led creative,
focusing on text or abstract visuals.
– Make the most of user-generated
content. Use Stackla, who help with
finding influencers and rights and
asset management.
– Select stock imagery or footage
that fits with your brand and
incorporate it into your content.

11. Repurpose
existing content.

12. In general, 80% of content created for
marketing remains unused.
Source: Small Business Trends
– To reimagine your existing content,
update the messaging or retouch
using Photoshop or CGI.
– Look through your archive content and
see if any unused assets are suitable.

13. Re-evaluate
your content
calendar for
the coming year.

14. Roughly 26% of marketing budget is wasted
due to ineffective strategies or channels.
Source: Rakuten Marketing
– Consider more efficient ways to produce
your content calendar.
– On a global level, make sure
you’re not wasting money with
duplications.
– Map out what each region should be
producing, and encourage content
collaboration between global and
local teams.

15. Stay true
to your brand.

16. 60% of people worldwide are turning more
and more to the brands they trust during the
coronavirus crisis.
Source: Edelman
– The world has changed dramatically
but brands should stick to their values.
– On a global level, maintaining a strong
brand requires consistent messaging,
and a strong visual identity.

17. If you want any
support with your
global content,
we’re here to help.
Please feel free to get in touch.