Content in the Time of Corona
Surely someone got there first with that title? Or am I a genius? Anyone…?
Ahem. Anyway. I digress.
It seems that everyone out there in the world of online written content or digital marketing has A View on the kind of messages brands are putting out there in the Age of Corona. My junk folder is currently a shrine to COVID-19 messaging: the good, the bad and the downright vulgar with a side portion of insensitivity. I bet yours is, too.
But amongst all of the bland, iceberg-esque ‘In these unprecedented times’ and manipulative ‘There’s never been a more important time to invest in <<insert expensive, unnecessary item here>>’, there have been a few shining examples of people hitting Baby Bear Porridge territory - just right.
So roll up, roll up for three examples of brands getting their coronavirus content bang on...
1) Boden sounding like an actual human
Purveyor of every middle-class mum’s favourite Breton tops, Boden has a reputation for uplifting, quirky copy - think happy talk about “spotty parcels of joy” and cheeky asides in parentheses (“couldn’t resist!”). Check out their Instagram - a must-follow for any self-respecting content writer with a weakness for candy-coloured suede flats.
But their coronavirus campaign moves their messaging into a new stratosphere. Exhibit A: the pop-up on their website with an impressively self-aware message from founder Johnnie Boden. It focuses entirely on the company’s work to help frontline NHS staff and patients and the plight of small businesses. He also simply acknowledges the...weirdness of this perpetual Boxing Day scenario we find ourselves in - all Zoom chats, domesticity and claustrophobia.
Then there’s Exhibit B: the catalogue message. There’s real humility in “But we’ve already made the clothes.” And you just can’t beat the frankness of “We hope you don’t find it horribly insensitive.”
Also, Boden gets extra marks for their attention to microcopy - their coronavirus FAQ section is clear, comprehensive and reassuring. Self-isolating? “Just send it back when you can.”
People buy people and, after this, I buy Boden. Now to save up for some candy-coloured suede flats.
2) Arla: the milk of human kindness
Where so many big brands have revealed themselves as tone deaf, dairy cooperative Arla’s messaging hits the perfect Venn diagram intersection between conscious, caring and resilient.
You’ve got to love the everyday appeal of "making sure toast is buttered and cereal bowls are filled".
And "Real heroes wear scrubs, not capes" is the ideal opening statement from Managing Director Ash Amirahmadi.
"But there are some pretty amazing people in overalls and PPE too" turns a secondary spotlight onto those working in the food supply chain. Their content is that rare beast - it pulls off giving credit to their own industry and staff without detracting from those workers on the very real front line of this crisis, i.e. those in healthcare.
Word to the wise - if you’re tempted to put yourself or your organisation at the front of the queue for COVID-19-related praise, ask yourself this question: “Am I a doctor/nurse/hospital cleaner/porter/other essential worker in a healthcare setting?”
If the answer is ‘no’, please, just...don’t.
3) Altogether Now
They say a picture paints a thousand words...well, obviously I’d disagree vehemently with that, but kudos to the team at Altogether - a brand and design agency in Newcastle-upon-Tyne - for coming up with such a simple and striking homepage message that’s true to their creative roots.
Sometimes less really is more.
Anyway, I’m going to leave you with a doozy flagged by @nickparker on Twitter just for the LOLs.
Havaianas. ‘From the brand position and content’. Heavens to Murgatroyd.
Spotted any coronavirus stunners/shockers? I’d love to hear about them. Do drop me a line over on Twitter.