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Research Outline
Prepared for Renato G. | Delivered April 5, 2020
Small Business Response to COVID-19
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Goals
To identify 20 to 30 examples of interesting and effective communication by small and medium-sized brands in response to the COVID-19 pandemic, including
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Early Findings
C
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In response to the COVID-19 pandemic,
C
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T
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y
introduced
a new service called
C
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T
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y
Protects.
The initiative aims to promote better hygiene by
including hand
s
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t
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z
e
r
s
with every new purchase in order to keep their products and its users safe.
The initiative garnered over
12,000 likes
on Instagram and over
1,600 views
on Twitter.
No Name Brands
L
o
b
l
a
w
s
' No Name brands recently posted a video on their Twitter page showcasing a
20-second timer
dubbed the "
h
a
n
d
w
a
s
h
i
n
g
timer."
The aim was to provide
positive, helpful information
that relates to the customers' situation amid the outbreak.
The video has almost
41,000 views
and 3,000 likes on Twitter, with over 900 people talking about it, which shows that the message was well-received and liked by the store's audience.
G
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e
s
s
The Irish brewery
G
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s
has been very active with their messages related to
COVID-19.
Some of their most popular posts include their St. Patrick message and their
No Toast campaign.
Their St. Patrick message was very well-received, as it provided reassurance and a
p
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s
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t
i
v
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t
y
in hard times, receiving over
41,000 views
and 1,000 likes on Twitter.
Their No Toast campaign has become even more popular as it gathered over
500,000 views
and 2,000 likes on Twitter.
While e-mail campaigns are harder to track and judge in terms of response and popularity with the audience, we included a few interesting ideas by smaller brands.
D
a
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Dover's Inspirational Messaging
Dagne Dover, an apparel brand, has recently sent a
specialized email
to its customers showcasing their support to them during the recent hard times created by the COVID-19 outbreak.
The brand effectively communicates its gratitude to its customers and provides support through
positive and uplifting words.
They have also promised to donate 10% to charity and provide a 10% discount by using the code "
TOGETHER"
.
Host's Baby Yoda Cocktail
Host Events, a company that provides bartenders for hire, has sent an uplifting email with the recipe to their signature cocktail, the
Baby Yoda Margarita
, reminding people that even during dire times they can still relax and have a good time.
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