5 steps to creating successful brand experiences in COVID-19 era

When your world paused in March due to the coronavirus pandemic, did you really picture a “new normal” forthcoming? Three months later, life is indeed different, with joyous events such as concerts, festivals, and trips abroad postponed or cancelled and every endeavor looked at through a lens of safety protocols.

That said, we’ve adapted.

During quarantine, people have found creative ways to pass the time and connect with one another. From celebrating family birthdays on Zoom calls or tuning into their favorite artist’s Instagram live concert, engagement has not plateaued. However, for businesses and brands, pivoting to adapt is a daily challenge.

I attended several sessions in last month’s Social Media Week (#SMWOne), where digital marketers shared insights on how to connect with target audiences online through meaningful experiences. Speaker Eric Dahan, CEO of Open Influence, said: “Previously, virtual events were really a novelty and now, more than ever, they are becoming more of a necessity.”

Part of what makes conferences, festivals, Disney World and the like, fun, is the brand experience. Now, companies must be more innovative, particularly as experiential marketing shifts from traditional, physical brand activations to digital. All presenters predicted that even when we are able to attend in-person events, virtual is here to stay.

Below are 5 steps (with examples) to successfully bring brand experience to consumers in the comfort of their homes.

1. Think Beyond “Going Virtual” – For starters, providing a brand experience requires more than just “going virtual”. It’s not just about having a live series; it is still about immersing your target audience into your brand’s culture and offering value. It seems like every organization is hosting live online events and people are talking about “Zoom fatigue”. How can your business and its products be flexible and stand out? Create & Cultivate, an event series that pivoted to digital, is one organization doing it right. Aside from fireside chats about careers (normal content for this group), ”campers” can attend workshops on spring cleaning, food, entertaining and wellness. Since the stay-at-home order, many consumers have prioritized health and wellness and have taken the opportunity to improve their home spaces. Create & Cultivate will provide a supplies checklist for once the summit ends so attendees will have a toolkit to help manage their “new normal”.

2. Fit Into Your Audience’s Life – Throughout #SMWOne, digital marketers emphasized how important social listening is, especially as businesses begin to pivot. One pitfall companies face is turning from their authentic selves to “fit in” and make a profit, which can result in serious backlash. Although Netflix didn’t pivot per se, they responded to the stay-at-home orders by seizing an opportunity with the uptick in streaming online content due to social distancing. Netflix created a unique experience available to its watchers with “Netflix Party”, connecting family, friends and virtual buddies in a group chat while watching their favorite shows and films.

3. Be a Bright Spot in Their Day – Before COVID-19, experiences weren’t just about the scale or size. Production, quality, and emotional connection were just as valued. After determining how your business fits into your consumers’ lives, engage with them beyond short correspondence on social media. When offices, businesses, and establishments began to close, the National Cowboy & Western Heritage Museum was accessible behind closed doors. Tim, the head of security at the “Cowboy Museum”, began sharing posts on social media of the museum’s collection and offering words of encouragement to counteract anxieties stemming from the pandemic. Ultimately, he became part of an experience that virtual visitors looked forward to hearing from on a daily basis. As a result, the museum’s Facebook and Instagram following are approaching 100K each and their Twitter has increased from under 10K to almost 308K. One social media analyst says engagement on their posts has increased by 600%. Similarly, Liberty Science Center began offering “LSC In the House”, consisting of live virtual tours, animal exhibit updates, and science trivia for parents and kids. Consider a micro experience with interactive opportunities as a sure way for consumers to engage regularly and authentically.

4. Refresh Your View of KPIs– According to #SMWOne presenter Steven Cardwell, vice president of program marketing of HBO, fear of missing out (FOMO) isn’t decreasing. Traditional key performance indicators can be applied when shifting from physical brand activations to digital, such as impressions, engagement and attendance. However, it’s about having the right KPIs for a brand experience. For some events, the most important KPI for an experience can be one that is non-traditional, or a “creative KPI”. HBO’s “Bleed #ForTheThrone” campaign is one example where having a fresh perspective on KPIs led to greater success. For the Game of Thrones final season, HBO and the American Red Cross partnered to encourage blood donations from fans. At the SXSW activation, fans could donate blood then step into the recreated world of Westeros where they could relive their favorite characters’ sacrifices as part of the experience. To measure success, think about your KPIs differently. The immersive activation collected 350,000 pints of blood from devoted fans; for the American Red Cross that was a 12% increase, with many being first-time donors. For this campaign media impressions were not the measure of success, but creative KPIs were, the number of lives affected and potentially saved. Cardwell shared, “When we can subvert their [audience] expectations, provide them with some real value, but also make them feel something that they didn’t expect to feel, that’s successful.”

5. Keep It Simple – Do not fall for the “Teddy Riley Effect”. If you are unfamiliar, Teddy Riley is a songwriter who recently participated in an Instagram live, Verzuz TV, battle against his peer and renowned songwriter, Kenny “Babyface” Edmonds. Long story short, Teddy Riley did “too much” when he created his at-home concert stage. Listeners heard sound playback and echoes with each song, saw Riley and his team failing to social distance and overall, Riley began losing audience interest, compared to Babyface’s studio set-up with lesser sound quality issues. It’s about the connection. While it’s important to make your experiences special and relevant for your brand, don’t forget to practice the “KISS” principle: Keep it simple.

The coronavirus pandemic has certainly changed the landscape for future events. Which of your favorite brands have successfully pivoted and are delivering stellar brand experiences right to you?