New ideas for social media marketing during the outbreak: Nike, Frye, Barilla, three international cases

Affected by the global epidemic, enterprises at home and abroad have gone through a very difficult period.

In such a sensitive period of time, it is more important to keep an eye on market changes, so that "very period of very marketing",Avoiding over-marketing is offensive.

How do I market social media during an outbreak? What are the marketing god operations of overseas brands? Can these marketing methods fly for you to open up new ideas of social media marketing?

At this point, social media marketing priorities have changed. What businesses need most today through social media marketing is:Brand philosophy, core values, and brand attitudes in the outbreak.

The biggest advantage of social media marketing is that it creates real and meaningful interactions with users, and social media marketing is a great vertical if companies want to connect with their audiences and express sympathy and support through marketing.

Here are three starts from sports and leisure, food and clothing.List.Nike, Frye, Barilla three brand casesWith.Lululemon和Dyson hairsocial media reward activities.

They each combine brand value with audience sensitivity through social media marketing campaigns to provide you with new ideas for shaping brand values in the event of an outbreak.

Sports and leisure industry: Nike

#playinside 与 #playfortheworld

In an outbreak environment, keeping a social distance and staying at home is a mainstream social initiative.For fitnessFor the crowd, exercising at home is their second choice.

Nike was the first brand on social media to encourage people to exercise even when they stay at home.

The brand philosophy That Nike expects to convey:

Strength, sports spirit, ability, never stop

Nike's latest brand slogan is as powerful as its famous slogan, "Just Do it," in keeping with its consistently independent and invincible style.

The post, with the hashtags "playinside" and #playfortheworld, echoes play inside, play for the world in the image, calling on users to upload photos of themselves exercising at home and bring hashtags to work out for global health.

#playinside labels used properly?

Ogilvy has a sensitivity guideline for checking the appropriateness of the campaign, and we can check Nike's social media marketing together.

Among them, 👍 that the content is appropriate and in line with 👎, the content indicates that it is inappropriate and needs to be optimized.

👍 marketing content bring positive or negative effects to the brand?

👍 marketing content cause panic?

👍 marketing content encourage or promote dangerous social behaviors, such as social gatherings?

👍 marketing content be real and viable for your audience?

👍 marketing content affect the brand's current partnership?

👍 the semantics of marketing content be positive?

👍 marketing content provide value to consumers?

👍 marketing content reflect the brand's sense of social responsibility?

👍 marketing content embody brand philosophy and core values?

#playinside the value passed:

Sports spirit, strength, victory

Why is Nike's marketing effective?

Nike leverages core brand values and connects them to the current environment, encouraging audiences to engage and make a positive impact.

Food industry: Barilla

#athomewithbarilla sponsor cooking classes

Batilla is an Italian pizza company. Against the backdrop of a global outbreak, batilla's biggest hit has apparently come from Italy itself.

But Batilla's social media marketing strategy needs to target not only Italy itself, but also overseas customers.

Batilla's brand philosophy:

Family, family, food, passion

Staying at home means cooking and enjoying food at home. So Batilla invites those who stay at home to participate in her online cooking classes.

The marketing campaign perfectly solved the problem of cooking at home, not only how to cook, batilla also offers new recipes to help people around the world learn Italian food.

#stayinsidewithbarilla the label used properly?

The same is measured using Ogilvy's sensitivity criteria.

👍 marketing content bring positive or negative effects to the brand?

👍 marketing content cause panic?

👍 marketing content encourage or promote dangerous social behaviors, such as social gatherings?

👍 marketing content be real and viable for your audience?

👍 marketing content affect the brand's current partnership?

👍 the semantics of marketing content be positive?

👍 marketing content provide value to consumers?

👍 marketing content reflect the brand's sense of social responsibility?

👍 marketing content embody brand philosophy and core values?

#stayinsidewithbarilla the value passed:

Cooperation, family relationships, food

Why is Barilla's marketing effective?

As an Italian food company, Barilla carefully considers the current situation of its users and offers food training courses to help them share food in a way that resonates easily and increases their enthusiasm.

Clothing: Frye

#AtHomeWithFRYE and social responsibility

Frye is a leading footwear brand in the United States.

Like other clothing retailers, Frye announced on March 16th that it would temporarily close all brick-and-mortar stores until March 29th for online sales only.

At the same time, the company launched the Covid-19 Response Fund, which provides users with a 20% discount code for all orders.

Frye will automatically donate $10 to the non-profit organization Feeding America as long as the discount code is used when the user places the order.

It's worth noting that Frye has been donating to Feeding America since 2017.

The brand philosophy that Frye expects to convey:

National, artistic, long-term social responsibility

To promote this pro bono marketing campaign, Frye has launched a social media campaign to encourage users to upload a photo of them wearing Fryes at home, with the hashtag "AtHomeWithFRYE."

In return, Frye will add $1 to each post. And they'll pick a winner each week and give Frye a pair of shoes for free.

The event instantly ignited social media, with many fashion bloggers joining in, showing pictures of themself wearing Frye shoes at home.

Most importantly, this is not only a pure marketing campaign, but also a public good. Every active user understands that they also play the role of a donor.

#AtHomeWithFRYE the label used properly?

The same is measured using Ogilvy's sensitivity criteria.

👍 marketing content bring positive or negative effects to the brand?

👍 marketing content cause panic?

👍 marketing content encourage or promote dangerous social behaviors, such as social gatherings?

👎 marketing content realistic for your audience?

👍 marketing content affect the brand's current partnership?

👍 the semantics of marketing content be positive?

👍 marketing content provide value to consumers?

👍 marketing content reflect the brand's sense of social responsibility?

👍 marketing content embody brand philosophy and core values?

#AtHomeWithFRYE the value passed:

Social responsibility, charitable activities

Why is Frye's marketing effective?

Frye's campaign is very real and covers both non-profit organizations, bringing the campaign to the fore. It also increases the exposure of your own brand and raises people's awareness of social responsibility to a new level.

Similar social media incentives

Lululemon & Dyson Hair

Sports and leisure brand Lululemon and hairdryer brand Dyson Hair have held similar social media-side awards.

Lululemon offers free online workouts and meditation classes for boring users at home.

Lululemon activity tag

#the weatlife

Dyson Hair invites users to share their home fashion tips. For many people, home isolation means no makeup and no shampoo, but Dyson encourages people to stay active even when they stay at home.

Dyson hair activity label

#dysonhairathome

This article was originally published by Meltwater partner Klear, originally linked to:https://klear.com/blog/nike-frye-and-barilla-addressing-coronavirus-through-influencers

Did the above case inspire social media marketing during your outbreak?

If you have any questions, please contact Meltwater's overseas marketing team to advise you on developing a complete strategy for overseas transmission during the outbreak!

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New ideas for social media marketing during the outbreak: Nike, Frye, Barilla, three international cases

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