When the pandemic first hit us in 2019, we were clueless, and confused and life was complicated. Lockdown hit us hard.
Global businesses folded up, and many struggled to survive but there were a few who tided over with smart tactics and creative content marketing and thinking.
Online content and digital channels were the way forward for them. These forward-thinking organizations banked on creative content marketing to stay relevant and remain evergreen in the customer mind.
What did they do different? What was their creative content marketing approach?
Here are two global brands: Walmart (Arkansas, USA) and IKEA (Headquartered in Delft, Netherlands and founded in Sweden) that outshined several others with their simple, back to roots, timely creative content that did wonders for them.
Walmart: Save Money | Live Better
Everybody’s heard of this American multinational retail corporation.
Ideal for budget buys Walmart is the go-to destination for the rural, suburban middle- and lower-income groups.
Their strategy to beat the Covid blues was to: invite communities to live freely, yet Covid friendly and participate in events that were par excellence and downright innovative.
Virtual Summer Camp
With the above credo as their central content marketing game plan, they set out to transform their mobile app into a virtual summer camp bringing parents and children together.
Camp By Walmart as it was called partnered with celebrities (Hollywood and Sports) such as Drew Barrymore, Neil Patrick Harris, LeBron James, Idina Menzel and Todd Oldham. These celebrities hosted video sessions on mental and physical health, makeup tutorials, arts and crafts and singing classes.
This came at a time when children were locked indoors during summer and parents working from home. And with death, destruction, and dislocation everywhere.
This came like breath of fresh air, keeping minds engaged constructively and promoting family bonding and quality time. The timing couldn’t have been more perfect.
Since all this was routed via their mobile app – it increased downloads and naturally more sales as well. As in store buying was grounded: the e-commerce spurred prompted by the virtual summer camp marketing.
Know how Walmart organized this event. Click here
Highlights:
- It was free
- 100 interactive episodes
- 200 camp activities were available
- Celebrities anchoring sessions
Drive in Movie Nights
The entertainment starved people stuck indoors were treated to Drive In Movie Nights by converting 160 of Walmarts’ parking lots.
People could watch movies from the comfort of their cars without having to be cooped up in theatres and fearing the spread of the corona virus.
And the fact that the Drive-In experience gives a retro feel and helps people to connect back with roots took the Drive In Movie Nights a huge hit. There was nostalgia when amidst corona infused doom and gloom.
What’s more these movie nights were free for customers (tickets to be requested in advance), and they could order snacks via the website and collect with curb side pickup.
We recognize the challenges our customers and their families have faced over the last few months, and we wanted to create an experience where they could come together safely to create new memories. The Walmart Drive-in is one small way we’re supporting the communities we serve.
Janey Whiteside, Walmart’s chief customer officer
Know how Walmart organized this event. Click here. https://walmartdrive-in.com/
Highlights:
- It was free
- 160 Parking Lots converted
- 320+ movies screened
Celebrity participation
IKEA: To create a better everyday life for the many people
Everybody loves IKEA’s modernist and ready to assemble furniture.
This Swedish multinational home furnishing conglomerate has been the world’s largest furniture retailer since 2008.
Celebrating Home Video
Their strategy to counter the Covid situation was to promote the Stay At Home concept through emotions.
Extending the theme of home is where the heart is they built a simple but poignant video that encourages people to stay home in a subtle but sophisticated way.
And no matter what happens the home belongs to us is the theme of the video. It was a perfect tribute to the trying times and how we all take refuge in our homes.
Also, it gently drives the concept of their line of business which is – home furnishings. A powerful yet very indirect way of selling and increasing brand value.
https://www.youtube.com/watch?v=elOAZ4d3bhA&t=2s
Going by the universality of the messages it was customized for other countries. For India – it was a television commercial as Home Is Full of Possibilities.
With people stuck at home, during this time, we want to help them see that their home is full of possibilities. We want to show that home can be a place to be un-stuck and upbeat, not locked down.”
Amitabh Pande, marketing head, IKEA India
https://www.youtube.com/watch?v=QtjuBYxrozI
User Generated Posts:
Staying close to the theme of staying indoors, it has encouraged users to share how their time is spent at home. And the best such content was featured in IKEA’s Instagram pages, with the hashtag #IKEALifeathome.
Life At Home Insights
Continuing the theme of home IKEA interviewed about 20 households across five countries.
They unearthed the stresses, concerns, fears and anxieties of people who were emerging from the worst phase of the pandemic and entering the new normal.
It gave them reminders and hacks to enjoy life and the celebrate the blessings in the aftermath of the world-shattering pandemic.
And reiterates the fact that home is the fountainhead of joy and energy.
It shared insights on Future Home, Spaces, Relationships, Rituals and Community and how globally each country was viewing their homes and their relationship with it.
Thoroughly a well-researched report that was in tune with the times, an original piece with fresh perspectives from people world over – yet sticking to IKEA’s core business of home.
IKEA smartly made the stay safe stay home concept well to their advantage without blatant publicity. Smart, subtle and sophisticated creative content marketing at display.
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