Top 5 Best Marketing Initiatives in Response to COVID-19

The global pandemic has impacted firms across the world in diverse ways. Many companies have taken initiative to respond positively to these unprecedented circumstances. Here are some of the QMA’s favourite company responses to the COVID-19 pandemic:

 1.    PepsiCo’s New D2C Websites

PepsiCo has taken this opportunity to invest in e-commerce and enter the world of direct-to-consumer action. The multinational food and beverage giant bought two website domains (snacks.com and pantryshop.com) to sell their products to consumers faster. Many individuals are doing their shopping online due to the pandemic, and PepsiCo realized they will encounter fewer market disruptions on their own websites. Snacks.com will offer over 100 Frito-Lay products such as Cheetos or Ruffles, while PantryShop.com will feature specialized bundles with categories such as “Rise & Shine,” and “Workout & Recovery.” To top it all off, the items purchased on these websites are expected to arrive within two business days! This idea was developed from concept to execution in less than 30 days to quickly meet consumers’ evolving needs during these unparalleled times.

2.    Telus’ Support for Small Business Owners

Telus has committed up to $500,000 to support Canadian small business owners. The company asked Canadians to create an Instagram post with the hashtag #StandWithOwners and tag their favourite independent small business. In return, Telus purchased a $25 digital gift card from that small business, which was given to the individual that posted the photo to spend. After only 4 days, 20,000 individuals from coast-to-coast posted a photo and supported this cause, which allowed Telus to reach their donation goal of $500,000. Telus is continuing to support local businesses by showcasing the stories of the owners who adapted their company to deal with the challenges of COVID-19. Telus’ commitment to their local community is inspiring and will likely resonate well with Canadian consumers.

3.    Procter & Gamble’s Tik Tok Distance Dance

P&G has taken advantage of the emerging social media platform ‘Tik Tok’ to create a dance challenge that will generate donations to Feeding America and Matthew 25: Ministries. Both of these organizations are currently working to aid at-risk populations that have been severely impacted by the COVID-19 pandemic. Tik Tok has stayed on the top of the “most downloaded iOS app” chart for five consecutive quarters with over 1 billion downloads globally. The app’s sustained popularity has proposed an opportunity for marketers around the world to capitalize on this platform. P&G teamed up with Tik Tok’s most-followed creator, Charli D’Amelio, to promote the #DistanceDance challenge. D’Amelio encouraged her followers to tag her and the #DistanceDance hashtag in their videos of themselves doing the challenge, and P&G committed to donating for the first three million recreation videos. One week after launching, the #DistanceDance trend achieved over eight billion views and 1.7 million imitation dances from celebrities, college mascots, major sports leagues, influencers, and more. 

4.    Mercedes-Benz Hosts a “Concours de Zoom” Exhibition

Mercedes-Benz hosted an online car exhibition due to the cancellation of the summer’s most prominent car show, Pebble Beach Concours d’Elegance. The company invited some of their most famous owners, such as Jay Leno, Martha Stewart, and Ludacris, to display their luxurious vehicles. Each celebrity gave viewers an in-depth view of their Mercedes-Benz and explained what they love about the brand and their cars. The event also featured appearances by some of the most noteworthy vehicles from the brand’s history, as well as their more recent modern offerings. This event was open to everyone, with a zoom link being shared on all of the company’s social media platforms. This gave many individuals the opportunity to experience this exclusive car show which is normally priced at a minimum of $400 for a general admission ticket. Through this initiative, Mercedes-Benz maintained its brand and reached a wider audience.

5.    Molson Coors Offers a Venting Hotline for Moms Along With the Release of Their New Wine Spritzer

Molson Coors released a new low-calorie wine spritzer under their brand ‘MOVO’ as a Mother’s Day gift to all moms. Along with this product launch, Molson Coors created a “Scream for Wine” zero-judgment hotline to allow the brand to connect with its core demographic and let moms “quaranscream.” This could be about complicated equations in their kids’ math lessons, embarrassing meeting interruptions, needy spouses, and any other issues that they have experienced during quarantine. To top it all off, moms will have the chance to win MOVO wine spritzers at the end of the call. Molson Coors recognized that moms deserve a break during these stressful times, especially on Mother’s Day which likely looked different than usual this year. This initiative conveys the brand’s lighthearted and fun approach to wine through a relatable campaign.