How has the corona crisis impacted brand activation?

Many brand marketers have asked how the Corona crisis has impacted the activity in brand activation campaigns. Our analytics team had a look at the data and found some interesting takeaways.

We summarized data from 40 campaigns that have started before and during the epidemic breakout in the Nordics. We looked at three numbers: The number of visits to campaign sites, completed participations and conversion rates.

On all three topics we can see an increase during the crisis, with a lot more traffic and participations.

Our key takeaways from this data:

1) Consumers are interested to engage with brands (even more?) during this crisis

2) Most FMCG brands are continuing to invest in shopper activations and adapt their message to the situation successfully

3) Brands focus more on using digital media to drive traffic and engagement and it has a positive impact on the numbers

When planning your campaigns for the second half of the year (and early 2021), you can be sure that despite the situation (second wave or not), consumers will be expecting campaigns and responding to them. Just make sure you plan your message well so that it works in uncertain times.