7 Feel Good Digital Marketing Campaigns During COVID-19
There is no doubt that the last few months have been the most challenging this generation has seen. COVID-19 has swept across the world leaving chaos, uncertainty and a recession in its wake. Though there are sure to be economic struggles for many businesses in the near future, it has not been all doom and gloom, the global pandemic has inspired resilience and has truly brought out the best in people.
Everyone pulled together to do their part. From clapping for the NHS and adhering to social distancing guidelines in local communities, right up to big and small companies utilising their resources to make life saving ventilators, PPE and hand sanitisers. During this difficult time, it was hard to stay positive. Thankfully marketing campaigns had also changed to focus on the good and remind us we are all in this together.
Here are the feel good digital marketing campaigns that we loved during lockdown – we won’t lie, we may have gotten a little teary eyed with some of these!
1. Ford – Built to Lend a Hand
Having been founded 117 years ago, it is safe to say that Ford has seen its way through many a crisis in the past. In fact, they built military equipment during World War II. Now, they have committed to building medical equipment required for fighting COVID-19. Their ‘Built to Lend a Hand’ campaign is a series of short videos that really drives home a century dedication to their customers.
2. IKEA (Spain) – I’m Staying Home
IKEA has always been a front runner when it comes to creative and clever marketing campaigns and this one is no different. The ‘I’m Staying Home’ campaign launched by the Spanish region of the brand looked to transform how customers viewed lockdown, an attempt to change their perspective and help them to feel less ‘isolated’ during quarantine.
3. Guinness - St Patrick’s day campaign
Back in March during the early stages of the Coronavirus outbreak, the decision to cancel the St Patrick’s Day Parade in Ireland was made. Being a long-standing tradition, the first parade held in 1903, it was a rather unusual day for Irish natives. However, Guinness once again hit the marketing nail on the head with their ‘St Patrick’s day’ campaign reminding us to raise up each other as you would a pint, this holiday.
4. Heineken – Back to the Bars
Speaking of clever marketing from beer brands, Heineken took the light-hearted approach to ensuring we all maintained the social distancing guidelines as lockdown measures were lifted and we began to re-integrate with society. Their utterly relatable ‘Back to the Bars’ video shows all the awkward first meets and overly-cautious (rightly so) practises we’ve adopted to ensure the safety of ourselves and others.
5. Apple – Creativity Goes on
A fitting campaign from the creative powerhouse Apple – ‘Creativity Goes On’. This campaign aims to inspire its customers to make use of their free time through creativity in a very heart-warming way. Featuring cameos from big names like Oprah, John Krasinski and Lily James.
6. Dove - Courage Is Beautiful
Dove has created a stunning campaign that truly brings home the reality of the hard work our front-line health care workers are doing throughout this pandemic. Though this campaign is slightly more hard-hitting and raw, it instils an immediate sense of gratitude from those of us who aren’t on the front-line and immense respect for those who are.
7. Lego – Hands, Elbows, Face, Space and Home
Last but not least, this family friendly and very fun digital campaign from Lego is a clever way to get your kids on board with social distancing and hygiene guidelines. Using the main characters from the popular Lego movie, the brand created a short video with a catchy song that will encourage and remind children to keep to the guidelines.