If you’re from the do-more-with-less school of marketing, what a time to be alive for you. But for brands who need to stay engaged with their audiences despite social distancing and restrictions on the size of gatherings, the last few weeks have been a time to get creative.
Absent the ability to pull together photo or video shoots, many marketers have been forced to rely on existing assets or (horrors!) stock images and video. But some organizations have turned to their people and members of their own audiences for new content that’s both fresh and relevant. And when the content and execution matches brand identity, the shared experiences can be not just impressive, but inspiring.
An example of that is the Parks @ Home campaign from our friends (and clients) at Great Parks of Hamilton County. The parks remain open, but with picnic areas, playground equipment and especially restrooms off-limits, it can be challenging for families with young children to enjoy a visit, even on a beautiful spring day. With the help of the Great Parks pros, they’ve created online experiences, educational content, learning activities and enriching games to engage kids and their parents.
Most notably, it presents an opportunity for members of their audience to connect with each other through the program, with shared activities and exercises that foster conversation and build lasting engagement.
Great Parks has some distinct advantages and they’ve created a way to leverage those assets to keep their audiences engaged during social distancing. Brands who do likewise will see it pay off once we get back to something closer to normal.
What’s your brand’s advantage?