The pandemic has affected us all in some way or another. It’s changed the way we live, work and interact with the world – as well as with brands.
Six months in and a number of macro trends have emerged, writes Econsultancy. Shopper behaviour has transformed alongside the climate, brand purpose has never been so vital, and genuine communications are resonating most with consumers.
As we edge towards more economic uncertainty and an increase in unemployment, it’s key FMCG marketers take into account people’s changing habits. With this in mind, here are five tips to help you navigate the fast-paced, evolving landscape:
- Deliver value at both ends of the funnel
Quality online experiences are key to brand value, but it’s just as important to deliver value at the till. Providing creative initiatives that deliver value across formats – like HFSS guideline-compliant bundle deals and subscriptions – will help bigger brands retain customer loyalty and fight off the private label resurgence.
- Operate with sustainability in mind
Sustainability can no longer be an afterthought – especially when considering that 60% of under-30s’ purchase decisions are purpose-driven. The pandemic has only spurred the shift to more sustainable brand behaviour – big FMCG companies have the power and potential to implement positive change and lead the societal shifts required now and in the future.
- Creativity beats time and place
Simply putting ads out online isn’t enough to capture consumers’ attention. Utilising new platforms and formats can help brands provide an extra layer to the effectiveness of their creative, increasing ‘thumb-stopping moments’ by adding moments of unexpectedness.
Embracing creative effectiveness will likely increase sales. An example being Lush, which paired up with Deliveroo UAE to design a ‘self-timing’ soap that dissolves within 20-30 seconds of thorough use. It’s an ingenious solution that removes the guesswork out of hand hygiene and is extremely memorable.
- Think mobile-first
Online and social media have become even more vital and are proving a substitute for what used to be outdoor leisure activities. As the move online continues to adapt, implementing a mobile-first strategy will help you capture new audiences in virtual shopping moments.
If consumers choose mobile shopping as their leisure activity of choice, then FMCG brands will have to think of innovative ways to stay relevant and distinguishable from other brands.
- Do the right thing AND say the right thing
With the majority of people still at home, FMCG brands can play a part in helping consumers forget their woes while at the same time, lift their spirits. This enables them to enter their audience’s lives in a meaningful way, rather than being focussed solely on profits.
Take Maltesers, which produced a series of short ads called ‘Isolation Life’. It featured women on a video call in funny and relatable situations, providing some humour while also showing that the brand understood what people are going through.
With brands and consumers both feeling the effects of the pandemic, it’s only right that they support one another. As the article concludes, as brands continue to provide entertainment, helpfulness and sustenance to people, those people will in turn identify those brands as ones to purchase from in future.
If you’d like to find out how Delta Group can help you navigate the evolving landscape and create campaigns that meet your audience’s changing behaviours and habits, please email hello@thedeltagroup.com.
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