Medium Rare COVID-19

Content Insights Report

Helping YOU in a time of Coronavirus

Our lives, work and businessesare being disrupted

Source: Medium Rare Consumer Sentiment Workshops, March 2020

We feel anxious and helpless, with a lack of certainty and control

The Bushfires

Our focus was on the needs of the planet and

our communities

“The bushfires brought out the best in people…”

Covid-19

The focus has turned to putting the needs of our

family and self first

“People are feeling fearful and, more than fearful,

they feel sadness”

Our lack of trust in news and information is driving more confusion and division

“I wish there were restrictions on the media to only present the facts and leave out the sensational

aspect of reporting”

“It’s a beat-up - the media are making it worse”

Source: *abc.net.au. *Edelmen Trust Barometer 2020. Medium Rare Consumer Sentiment Workshops, March 2020

76% of people worry

about “fake news” or information being used as

a weapon(+6 pts 2018 to

2020)*

People’s needs, interests and fears have shifted dramatically...

Since the beginning of March 2020, Australian searches for the following terms have surged:

● Coronavirus (vaccination, cure, transmission, safety)● Supporting local businesses plans, loans, how to● Virtual learning, reality, assistance, software● Remote working productivity, tools, tips, software● Staying connected Software, Telstra, NBN● Stay/at home exercise, work, beauty, recipes, face mask.

“Stay home” searches surged to an all-time high from March 22, 2020 to April 4, 2020 and now are in decline. “At home” searches also peaked March 22, 2020 but have not declined as quickly. This demonstrates that while Australians are still “at home” more than usual, they are no longer in the mindset of only “staying home”

● Deliveries Uber, Toilet paper, supermarkets (Coles, Woolworths), Restaurants (Hungry Jacks, Dominoes)

See APPENDIX for searches in detail

*Source: Google Trends May 7, 2020

What brands stand for, however, has not changed

The Spirit of Australia

Feeding Your Family

Australia’s DIY

Like No Other

Experience Better

Help when it matters

Making bigger things happen

Protect what matters most

Brands must now design from the heart and embrace speed over elegance to adapt communications quickly.

Brands can communicate with customers in ways that still reflect brand values while speaking to current changing needs in order to educate, empower and inspire.

Consumers and businesses are seeking compassion, support and reassurance.

Now, more than ever, they want to connect with what and who they love.

Source: Deloitte, The Heart of Resilient Leadership Responding to COVID-19, March 2020

How brands can thrive in a crisis:

Deloitte identifies key leadership qualities that distinguish between surviving and thriving in a crisis

Design from the heart:

Seek and reinforce solutions that align to your purpose, your societal obligations,

and serve the heart of the organisation.

Embrace the long view:

Stay focused on what’s on the horizon to instill

confidence and steadiness across your

ecosystem

Own your narrative:

Paint a picture of a compelling future and path forward that your

stakeholders can support and rally

around

Speed over elegance:

Decisive action – with courage – is often

more essential than getting it perfect.

Design from the heart

“This is an opportunity for brands with purpose to step up and show leadership. I believe this will lead to winning the hearts and minds of

customers over the long-term.”Kunal Gupta, CEO Polar, “Advertising in the age of Coronavirus”

“... cut costs mainly by improving operational efficiency rather than by slashing the number of employees… and… they develop new business opportunities by making significantly greater investments than their rivals do in research & development and marketing. Their post recession growth in sales and earnings is the best among the groups in our study.”

A post GFC Harvard Business Review meta analysis of 4,700 businesses over three global recessions found that the most successful companies post recession...

Source: Harvard Business Review, “Roaring out of a Recession”. March 2010

Embrace the long view

“Progressive companies (also) stay closely connected to

customer needs”

In the current climate, there is a need to pivot quickly to deliver the right messages

● Immediate customer concerns: The immediate focus for most businesses right now is staff health & safety and business continuity, while for consumers it is the health & wellbeing of themselves and their loved ones.

● Current content needs: Health & safety updates are readily available from the government; but how well-versed are SMEs, for example, with regards to the issues around its staff working remotely?

● A nimble response: Rare Creative is equipped with the tools and experts to be able create content for owned channels and clients that is timely. This ability - in conjunction with the agility of our digital and social content agency, Storyation - means we are set up to be nimble.

There is a way to help take care of your audience and brand narrative right now

Use content to own your narrative

BMW is an example of being too opportunistic

and getting the tone wrongThere is absolutely a role for brands to play in

communicating with customers. But this must be done taking into account what people need right

now: not what your brand needs.

This approach of tying product to the health climate was a disaster.

Now more than ever, communications must be on customers terms and sensitive to the current

climate

When content goes wrong

Nike is an example of

heart, speed and owning

the narrative. It has quickly pivoted from “Just Do it” to “Play inside,

play for the world”, with content that speaks to the current surge in interest for at-home workouts as well as the obvious public

health message.

When content is right

The right content in this time allows brands to own the narrative, show leadership and drive long-term

loyalty

“This is an opportunity for brands with purpose to step up and show leadership. I believe this will lead to winning the hearts and minds of customers over the

long-term.”Kunal Gupta, CEO Polar, “Advertising in the age of Coronavirus”

COVID 19 Content Inspiration

Inspiration across categories and countries

● Community Spirit● Insurance● Finance● Auto● Travel● Entertainment● Health & Wellbeing

Community Spirit Inspiration

NHS UK Appreciation

Campaign: Clap for our careers

WHAT: Millions of people across the UK stood at their front doors, balconies, and windows, and clapped for the NHS and those working on the frontline of the coronavirus pandemic

A series of videos posted to social media capture the event, and the hashtags #clapforourcarers and #thankyouNHS were trending for hours afterwards

Some cities also turned on blue lights as a further symbol

WHAT’S WORKING:This campaign was spontaneous, but quickly went viral, and was very emotional for both public and the NHS workers.

Kindness Pandemic

WHAT: There is a facebook group TheKindnessPandemic and Instagram hashtag #KindnessPandemic both sharing acts of Kindness

The Kindness Pandemic teamed up with Ooh Media 30 March and started showing stories on digital screens

WHAT’S WORKING: Daily inspiration to encourage acts of kindness.

Insurance Inspiration

AA Roadside Assistance - UK

As a brand, it puts service and innovation at the heart of roadside. The very best of AA is excellent service

The recent campaign backing NHS during COVID 19 is true to its brand essence of showing it cares and provides excellent service

WHAT’S WORKING:Made a statement, which aligns with the wider NHS appreciation campaign and #KeepingBritianMoving campaign. It has e a platform through this to continue to tell stories.

World Nomad - Travel Insurance

World Nomad has been sharing stories of travellers on a podcast format for the last two years

On 18 March, it switched episodes to share COVID 19 travel stories. Content is informative and engaging as you hear from people who are across the globe.

WHAT’S WORKING:Using existing format and travel nomads to bringing regular content and engage with its audiences

Finance Content Inspiration

Ally Bank (US): Life HappensWHAT Although it’s not specifically COVID-19 related, its financial life stages content is relevant and well done:

https://www.ally.com/education/financial-life/

WHAT’S WORKING Supportive tone, addresses transitions and hardships through informative content

Chase Bank (US)WHAT It has created a webinar on: Making Sure Your Business is Crisis Ready

It has also launched a podcast series, Women on the Move, which was obviously produced pre-COVID-19 but it is promoting it through content that speaks to mental health

WHAT’S WORKING Connecting consumers and business owners with useful, informative and inspirational content

ANZWHAT ANZ has adopted the messaging “getting on top of the small things” and “we’ve got your back” across content and comms

WHAT’S WORKING Good example of language that is direct yet comforting

WestpacWHAT Westpac has posted video content to YouTube around taking control of your money/financial future with instructional info in a webinar format:

● My Money Plan - Ruby Connections: 22 min webinar with slides https://www.youtube.com/watch?v=3JCIQc-afuU

● Planning for your financial future: Ruby Connections - 21 min webinar/slideshttps://www.youtube.com/watch?v=99iC9mN_S-0

WHAT’S WORKING Educational, empowering, direct, useful

Auto Inspiration

BMW: What not to doWHAT BMW tweeted a photo of a very curved road with a caption about how its cars can handle curves - though this new curve is like one we have never seen before.

This was an absolute disaster and BMS was PANNED.

Mercedes: Stands for safetyWHAT Mercedes recently released a short video on Instagram with a parked car: thanking everyone who is keeping going and also those who are not

WHAT’S WORKING - Ties in brand values in a sensitive and

relevant way- Supports the community- Spreads the health message

Watch: https://www.instagram.com/p/B-EyIWfjn73/

Ford: Backbone of BritainWHAT Ford currently has a homepage banner promoting its commercial vehicles and drivers as the “Backbone of Britain”.

WHAT’S WORKING - This is likely not COVID-19 related, but is a

good example of the right tone and how to acknowledge the people who are keeping us going

Volvo: For everyone’s safetyWHAT Volvo’s Instagram messaging over the past couple of days has shifted to incorporating the message about everyone’s safety

WHAT’S WORKING - Ties in brand values in a sensitive and

relevant way- Spreads the health message

Travel Inspiration

Visit BritainVisit Britain is posting ways to engage with British culture right now — from a quarantine couch.

Culture, Literature, film, music

It is including call to actions with each post, from crowdsourcing tracks for a Spotify playlist of iconic British music, or inviting followers to explore the filming locations featured in The Crown and Harry Potter.

WHAT’S WORKING Sharing inspiration contentLeveraging content that already existing with a fresh spinClear call to actions

QantasThere is a trend at the moment around virtual tours as entertainment for people in lock down. This has been seen across museums, parks, venues.

The Qantas Travel Insider team quickly curated the best Australian and international virtual experiences in one single hub

WHAT’S WORKING - Tapping into trend- Leveraging existing available content- Provide people with inspiration for the future

Refer Qantas Travel Insider virtual tours

Entertainment Inspiration

Apple Music WHAT Apple Music has made significant copy changes across playlists so that descriptions align with the current mood (e.g. the description for “Acoustic Chill” is “Unplug, unwind, and please - don’t forget to wash your hands.”

It is also featuring music that is uplifting, relaxing and positive such as: Happy Hits, Home Office DJ and Pure Chill

WHAT IS WORKING● Curating music to align with the current

mood● The fun, relaxed tone with very “now”

references sprinkled across multiple playlists will surprise people and make them smile

NetflixWHAT Netflix posted a single image on Instagram with a title “Feeling stuck?” and then a call to action to “Comment with your most recently used emoji and I’ll tell you what to watch”.

This received more than 132,000 comments in less than 24 hours.

WHAT IS WORKING● This is just a single execution, but a very good

example of how to do something simple to connect people

● Great tone for the brand: acknowledges the current situation with an appropriate level of humour

Health & Wellness Content Inspiration

Nike: Play Inside, play for the worldWHAT Nike has launched a new campaign “Play Inside, Play for the World” across OOH, its apps and a campaign landing page: https://www.nike.com/gb/play-inside

Content includes:● Weekly, themed exercise plans: topics include

workouts that defy restrictions, resilience and kindness

● Featured athletes and influencers who have made the shift to workout inside

WHAT’S WORKING● Uplifting● Create sense of community● Serves to educate on the importance of

staying home, strong tie-in with their existing values

● Useful content that responds to what people are searching for

● Good use of influencers

“This is only one man’s opinion with very little data to back it up, but I think [a media presence] can provide a sense of normalcy for people as their lives are

anything but normal in many parts of the world...

“And, so, for us, we think we have a responsibility to do that.”

- Jeff Harmening, chairman/chief executive officer of General Mills

To talk about how we can work together, please contact:

Native and branded content opportunities:

PAULETTE PARISIpaulette.parisi@mediumrarecontent.com

Advertising opportunities:

CHRIS JOYchris.joy@mediumrarecontent.com

APPENDIXCurrent search trends

Australian searches for “support local” over the past 12 months

Top terms:- Coronavirus- Mental health- Local food- Pub- How to- Support local business

Support local: First peak occurred March 15-21 2020, with a second wave of interest at the start of May 2020

*Source: Google Trends May 7, 2020

Australian searches for “virtual” over the past 12 months

Top terms:- Virtual meeting- Zoom- Virtual museum- Virtual Zoom background- Oculus- Pinball- Virtual drinks- Classroom- Virtual zoo- Virtual tour- Oracle- Citrix

*Source: Google Trends May 7, 2020

Virtual: First peak occurred March 29 2020. Interest has remained steady since.

Australian searches for “remote working” over the past 12 months

Top terms:- Productivity- Skype- Zoom- Remote working tools- Remote working tips- Trello- Wellbeing- Remote desktop software- Roku (streaming players)

*Source: Google Trends May 7, 2020

Remote working: First peak occurred March 22 2020. Google’s partial data shows that Interest has once again surged May 2020.

Australian searches for “staying connected” over the past 12 months

Top terms:

- Skype- Zoom- Telstra- NBN

*Source: Google Trends May 7, 2020

Staying connected: Interest surged April 19, 2020 with Google’s partial data showing a continual increase into May 2020.

Australian searches for “stay/at home” over the past 12 months

Top terms:- Make hand sanitizer- Strength training- Permanent hair removal- Recipes- Make soap- Make a face mask- Easy cocktails to make at home- How to grow ginger- How to remove SNS nails- How to make XX-

*Source: Google Trends May 7, 2020

Stay home: Searches surged to an all-time high from March 22, 2020 to April 4, 2020 and now are in decline.

At home: Searches also peaked March 22, 2020 but have not declined as quickly. This demonstrates that while Australians are still “at home” more

than usual, they are no longer in the mindset of only “staying home”

Australian searches for “delivery” and “takeaway” over the past 12 months

Top terms:- Delivery drone- Coles online- Hungry Jacks- Hello Fresh- Uber Eats- Woolworths- Toilet paper a- Doordash- Easi food delivery- Alcohol delivery near me- Bunnings delivery- Starbucks delivery- Woolies delivery- Costco delivery- Dominos delivery

*Source: Google Trends May 7, 2020

Delivery: Searches peaked March 22, 2020. After a dip in search interest in April, interest in May is once again on the rise

Takeaway: After a surge in interest on March 22, 2020, search interest for takeaway has remained steady