Six Brands Spreading Positivity

Abi
Abi Speakman Marketing Manager | Strategy

I really wanted to start this blog on a positive. My plan was to cover some good things that have happened this year that flew under the radar, then nicely segue that into a positive that’s come off the back of Covid-19. The first article I opened had this as one of their top 5 positive things to happen this year…

 

Australia is no longer on fire.

When we have to resort to celebrating the end of the horrific news as good news, you know the year’s an absolute shocker. So, Australia was on fire, we all thought WW3 was about to start after the middle east missile mess, we’re in the midst of a global pandemic and one of the most powerful leaders in the world is suggesting we inject disinfectant to cure it. Madness.

But enough about the Truman Show reality that’s currently masquerading as our lives, I wanted to talk about a ray of light sparked by the crisis. Brands giving back.

Big and small, with or without budget, brands are flocking to do their bit to help out during the crisis. Here are some of my personal favourites.

  1. L’oreal

    The L’oreal group is donating over half a million hygiene products and hand sanitisers to frontline healthcare workers, 300,000 hand sanitisers to frontline retail staff and 10,000 examination gloves to the London Ambulance Service completely free of charge.
     
  2. Brewdog

    Brewdog was one of the first distilleries to offer hand sanitiser. Their aim is to make 100,000 bottles to donate to frontline workers.
     
  3. Joe Wicks

    Joe Wicks is somewhat of a national hero at the moment. He’s running the kids’ PE lessons, PE with Joe, free of charge, giving parents a little bit of respite and has donated all his additional ad revenue to the NHS. 
     
  4. Admiral

    Admiral has seen a reduction in claims due to fewer cars being on the road. Instead of pocketing the extra cash, they passed the £110million they would have spent on claims onto their customers, giving them £25 each.
     
  5. Beauhurst

    Beauhurst isn’t as big a name as some on my list, but they definitely deserve a mention. Their platform provides intelligence on high growth UK companies and industries and is an invaluable source of information for many companies. They recently released an update to include a plethora of information around the impact of Covid-19 on each individual company they’re tracking. 
     

  6. IKEA

    A lot of brands are doing this but I enjoyed IKEA’s take. Brands with big followings on social should be using their platform to help get across key messages.

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Brands giving back can only be positive, but there is a fine line to tread when stepping into the realm of altruism.  If people have a whiff of suspicion that your intentions are not purely selfless, the impact on your brand will be more negative than if you’d done nothing at all. 

Make sure:

  1. Your brand is actually being helpful. 

  2. You don’t use it as a sales opportunity

  3. It’s not a branding stunt (looking at you McDonalds and your now separated ‘M’)

Brands might seemingly get nothing in return but in doing their part to help in the crisis, they become a brand that people form an emotional connection with, admire more and want to but more from. While what they’re doing doesn’t make them any money, the brand equity they’re building will pay dividends in the longer term when this is all over.

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