Brands should create happy and inspirational ads to reach consumers during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2020, 3:58 PM UTC

49% of consumers expect brand adverts to make them feel happy or warm, according to Unruly’s “COVID-19 Consumer Survey”. 

This piece states that only 2% of consumers think brands should pause all advertising, while 21% of them want adverts to include information about COVID-19. Achieving the right balance between emotive and informative ads can help brands attract their target audience.

With 60% of respondents spending more time with digital media like TV and social media, businesses should use the opportunity to reach consumers on these mediums. They should, however, adapt to the current situation and provide a sense of continuity by creating messages that resonate with their audience.

Marketers should also continually review their creatives to match ever-changing consumer perceptions. They should also be careful about the message’s tone and its relevance to the brand and its intended audience.

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