Journal of the “new normal” IV: These are the strategies with which brands navigate in the days of COVID-19

We review by sector the movements that companies across the globe have made to deal with the coronavirus pandemic and its consequences.

new normal

The weekly compilation of actions and initiatives of the brands that we collect from the hand of the report Interbrand, made from daily articles that are published in, the content platform on branding promoted by the consultant.

Next, we review by sector the Leadership stories from leading companies and inspiring strategies that they are undertaking to meet the challenges posed by the crisis caused by the coronavirus pandemic.

coronavirus pandemic

Tencent Trovo Live, its live streaming service similar to Twitch in the United States, has been testing since March. It has Tencent’s portfolio of games (Fortnite, PUBG Mobile) and titles like Grand Theft Auto and Destiny 2. The company announced on its website its plans to attract and reward creators with a $ 30 million partnership program to from July.

The Chinese giant may be one of the few companies to go so far as to challenge Twitch. However, its results after its efforts to build an online user community outside its home market are mixed. His most successful streams only have a few dozen viewers at a time, although his Discord chat channel has more than 5,000 users and has managed to attract some seasoned creators of Twitch, YouTube and Microsoft’s Mixer platform, which will soon stop exist.

For his part, Google Launched Keen, a new social network that defines it as a “home for people’s long-term hobbies”. This social network helps users to select and expand their hobbies, allowing to save and add links, text, images and web searches. What’s more, everything you add allows you to explore even more, as it takes advantage of the Google search index combined with user comments, in order to provide personalized recommendations.

“Keen is not intended to be a place to spend endless hours sailing, but rather a space to cultivate hobbies and share them with loved ones,” says co-founder CJ Adams.

Fandango, a NBCUniversal ticketing and video-on-demand company, has launched a reopening program on its website and app that includes valuable information on movie theaters in the United States that have already reopened, as well as health measures and security that they have put in place. In total, it provides information on more than 100 chains and has an advanced search filter to find rooms by location. It also includes capacity limits, seat maps according to the established social distance, the policies of masks and personal protective equipment, increased cleaning measures and special concession services.

The popularity of the music platform Bandcamp It has exploded during these weeks thanks to the support of the creators who have used it to sell music and merchandising. When the coronavirus outbreak began, it financially supported artists affected by the cancellation of live music events by waiving their 15% share for one day. On March 20 they managed to sell 800,000 records, bringing in a total of $ 4.3 million (15 times more than a normal Friday). The platform repeated this action on May 1 and June 5.

The videos of YouTube Themed pastries and dough making for breads have increased their daily visits more than 400% between March 15 and the end of May compared to the previous two months. Views of “home entertainment” videos increased 200% after March 15.

A month after Fortnite The Tenet trailer, Christopher Nolan’s next film, will premiere, the director returns to the game with a feature film. Depending on the region they are in, players will be able to enjoy one of these movies: Batman Begins, Inception and The Prestige. The event will be called Movie Nite and will take place on Fortnite’s new Party Royale Island. Fortnite goes from showcasing previews to full movies.

coronavirus pandemic

Google It continues on its way to greater cooperation between traditional media and technology platforms. The company is working on a new licensing program to support the industry to help publishers monetize content, said Vice President Brad Bender. It will launch first in Australia, Brazil and Germany and then in the rest of the globe. In this way, Google will pay so that readers using Google News or Google Discover can access paid articles for free, which will help the media to expand their audience and at the same time continue to charge for content.

According to data from Getty Images Comparing the searches of April 2020 with those of April 2019, consumers are looking for images related to their current situation. Words and expressions such as “social distancing” reached 72,000 searches, “virtual event” 12,000 and “work from home” or “exercise at home” 3,000.

Tripadvisor It has added filters so that travelers can search for destinations based on safety and health. Available in Europe, this feature allows advertisers to add their own security measures and protocols, their mask policies, and ask travelers to validate their experience. “If we want people to travel again, the safety needs of consumers must be recognized in order to regain confidence,” said Lindsay Nelson, experience director and brand for Tripadvisor. The new tools are called Travel Safe and they come after a study in which 92% said that cleaning will continue to be crucial when selecting accommodations.

Less than a year after announcing the sale of its food delivery service Caviar, the payment company Square has announced a new option for restaurants and stores that use its payment hardware to bring their products to customers’ homes. According to the company, in this challenging new business environment, “it is more important than ever that marketers have access to the tools they need to sell online quickly, efficiently and affordably.”

For his part, Instacart He assured that demand in March broke historical records and that the volume of customer orders shot up more than 500% compared to last year.

Subway It has re-launched its $ 5 Footlong promotion, which was born in the United States in 2008 when the financial crisis began and whose success generated billions in sales. In 2005, the $ 5 Footlong was a $ 4 billion mark with spokesmen such as Michael Phelps.

coronavirus pandemic

The coronavirus pandemic has fueled e-commerce in the second-hand clothing industry, and this is demonstrated by a report published by ThredUp. Online reselling is expected to grow 23% this year and the category will exceed the traditional donation segment by 2024. ThredUp was already experiencing significant growth before the coronavirus pandemic broke out, especially among millennial and centennial consumers. Consumers remain as concerned about the weather as they were before the pandemic, according to an April survey. Additionally, the report found that brands with a strong commitment to sustainability grow at a faster rate, demonstrating consumer loyalty even when they buy second-hand brands like Patagonia, The North Face, Everlane, and Reformation. Some firms like Banana Republic, Athleta, Walmart and Macy’s have partnered with ThredUp to promote second-hand sales.

Marelli has launched in Japan “NEKO no TE” (No Touch), a product designed to act as a “remote hand” that can be used, for example, on elevator buttons, door knobs and touch screens in ATMs. “We have developed the product to respond to that feeling of ‘I want to keep my hands off when I go out,’ with the goal of supporting a new lifestyle to prevent infection,” they said.

The pandemic will drive demand for greener and better health vehicles. “The design of the cars is going to focus, above all, on the interior space, making sure that it has the correct materials, there are no contaminants or that they do not use animals or animal waste. Our number one objective will be to maximize interior space and minimize outer space, “says a spokesman for Jaguar Land Rover.