"When planning a campaign, we must be aware of consumer behaviour patterns. This has never been more true than it is currently, as consumer's patterns of behaviour have changed hugely as a result of Covid-19. Taking time to understand statistics around increased screen time or app popularity has allowed us and our clients to make informed decisions around how to pivot their campaigns, as opposed to cancelling or postponing them."
"By changing campaign objectives and messaging, we have been able to successfully run influencer marketing campaigns without being insensitive or naive to the situation. For example, changes might include fashion brands focusing on e-commerce sales as opposed to footfall. Others have even altered their products, for example, adapting dating apps so that they can incorporate virtual dating. The message to consumers is that they are able to still access and benefit from their products during this uncertain time."
Influencer aims to build meaningful relationships between brands and creators and continued delivering successful campaigns amid Covid-19. Consumer behaviour changed significantly during the pandemic, with increased screen time and shifts in app popularity prompting data-driven campaign pivots rather than cancellations. Brands adjusted objectives and messaging to stay sensitive and relevant, shifting focus from footfall to e-commerce and adapting products such as dating apps for virtual experiences. Superdry's #FitnessMyWay campaign pivoted from gym-shot static Instagram posts to Instagram Live streams, showcasing sportswear in action while providing interactive experiences and maintaining campaign effectiveness during lockdown.
Read at The Drum
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