I am sure that whoever is reading this knows that the past few months have been completely life-changing in so many ways for every business, brand, agency…the list goes on and on.
I’m also 100% certain that the main thought in everyone's heads now is ‘What will happen to my brand after this is over?’ ‘How is COVID-19 going to affect the future of my agency?’
‘Will my business be able to ever fully recover?’
Luckily for you, I have all the answers.
But first, let’s look at some of the positives that have come out of this global pandemic, which will be beneficial to the future of your business:
Internet usage has increased by 50% in Europe as more people work from home
Using social media platforms such as Instagram have increased massively. Obvious.ly noted a 76% increase in accumulated action on their campaign #ad posts.
That’s crazy!
Despite everything that is going on, the internet and social media is truly thriving. This is where having a purpose-driven strategy through responsive and proactive behavior is key for your business to thrive post-COVID-19.
What is a purpose-driven strategy?
Think: Your Businesses Corporate Social Responsibility + Action-Led Leadership
In other words, your company may have a CSR policy, but is there anything physical to show for this? Now, more than ever, there is the need to have a responsibility towards society, and to communicate this proactively to your audience.
For example, actively supporting a project to clean the ocean, funding a tree-planting scheme in the Amazon or financing research for a corona vaccination.
Socially responsible behavior from a brand, business or agency will rub off on your consumers, and without a doubt, affect their purchasing decisions.
But how can I be sure of this?
From the conscious consumer spending index. As you can see on the graph below, since the start of Covid-19, the CCSIndex has risen to 46. That’s the highest score since 2017 and a 15% increase since November 2019.
What does this mean?
Purchasing decisions are being affected by the social responsibility a brand has during this crisis. This will without a doubt continue after the pandemic.
Therefore, businesses have a greater expectation to stand firm and not just speak meaningless words, but to take action.
But what is the most effective purpose-driven strategy that media agencies can easily adopt, for during and after COVID-19?
That’s easy!😄
By creating a purpose-led digital marketing campaign.
This type of campaign is pretty much identical to a regular marketing campaign.
However, to make it purpose-led, some money will be sent to support a CSR initiative once the campaign ends!
Simple, right?
To make this campaign successful, it must be interactive, such as through the use of QR codes, watching videos or asking your audience to ‘swipe up’ on social media platforms, and be available through a range of advertising platforms.
Here are some of people who will benefit from these purpose-led campaigns:
Your audience: who will be aware of your CSR initiative through your purpose-driven marketing
Your brand: where you can present your companies core values through your responsive action-led behavior
Your business: where you will be promoting yourself at the same time!
The people/ecosystems that you will be helping through your campaign.
But will this type of marketing help your business to recover from Covid-19?
The answer is most definitely 100% yes.
A socially responsible brand which has a purpose-driven strategy and communicates this to their audience will be more successful and gain loyal customers.
Covid-19 has already inspired many brands to introduce a greater CSR initiative.
For example, Pret a Manger kept several branches open around hospitals so they could give hospital staff 50% off food.
This is not only an amazing thing for them to have done during this crisis, but it also makes them authentic as a brand.
Now you may not be able to open up a bunch of sandwich shops near hospitals like Pret did, and that is completely understandable (and completely obvious if your business has nothing to do with food!).
However, it shouldn’t stop you from wanting to support other projects that are taking place at your doorstep, or somewhere across the globe.
If your business develops a successful purpose-driven strategy and can translate this into a successful interactive digital campaign, you will on average gain 10x more audience on your marketing campaign.
That’s a huge increase in your audience! This will humanise your brand during this pandemic and will keep them coming back for more after COVID-19 eventually passes.
This may seem simple in writing, but to create a digital campaign I’m sure you know costs time, money and resources. Surely there’s a simpler way to work on your strategy without so much fuss?
There certainly is!
Boon.Today is the first start-up company to have realised the need for digital purpose-led campaigns and is there to advise you on your businesses CSR responsibility and to help you generate meaningful purpose-led campaigns.
We have created, practiced and perfected our cutting-edge technology to work with your advertising campaigns to make them purposeful.
Our technology works on any type of advertising platform, and the most important bit is we do all the hard work for you!
So if you are thinking about having a purpose-driven strategy to create greater brand loyalty, and to contribute to a CSR project at the same time, contact us on how we can help you.
Our team is available at your service to guide you through the process! 🌟