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This report illustrates the findings of PurpleBugu2019s very own social listening service, Online Reputation & Sentiments Management or ORSM, on COVID-19. It also offers a discussion on several key brands that have gone viral during the lockdown: What have they done in capturing the attention of quarantined Filipinos. Lastly, the report offers insights on the next steps in relation to the much anticipated u201cNew Normalu201d once the lockdown is relaxed.
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Digital Marketing & COVID-19 Consumers, Businesses, Insights, and the Next Steps
BACKGROUND OF THE STUDY BACKGROUND OF THE STUDY Purpose of the Study: To share our research findings on COVID-19 as well as our insights on the new strategies that can be created contingent on the current market situation. . Methodology: We utilized the ff. frameworks and tools: Kubler-Ross Grief Cycle • Nielsen’s Consumer Behavior Thresholds of COVID-19 Concern • COVID-19 is a disease caused by the most recently discovered coronavirus. It has been found to cause respiratory illnesses in humans. PurpleBug Social Listening • . In response to COVID-19 becoming a pandemic, governments around the world have adopted drastic steps to curb the spread of the virus such as school suspensions and city-wide lockdowns. Limitations: This is a general overview of the current market situation; if you wish to request for industry- specific insights, this can be coordinated with your PurpleBug Account Manager. Copyright 2020 – PurpleBug,Inc. All rights reserved.
FRAMEWORKS FRAMEWORKS This Nielsen study has identified six key Consumer Behavior Threshold Levels that tie directly to events concerning COVID-19. The model’s behavior shifts and event markers mirrored/ mirrors the COVID-19 chain of events in the Philippines, pre-lockdown up until today. Since its first publication in 1969, the Kubler-Ross Grief Cycle has been adapted into many different situations. The model can be used to rationalize how consumers will react/ are reacting to marketing messages as the lockdown progresses. Copyright 1969 – Elisabeth Kubler-Ross. All rights reserved. Copyright 2020 – The Nielsen Company US, LLC. All rights reserved.
CONSUMER IMPACT CONSUMER IMPACT There’s a surge in interest for online payment channels such as GCash and PayMaya. Consumers desire to be connected digitally through social media. Facebook Consumers have adapted after being quarantined, trying out alternatives to secure essentials. TikTok April 2020 Copyright 2020 – PurpleBug,Inc. All rights reserved.
BUSINESS IMPACT BUSINESS IMPACT Notable traffic growths and conversions have been noted for industries catering to necessities such as Finance, Food, Healthcare, and Pharma. People also consume more Media content in times of crisis. Copyright 2020 – Neil Patel. All rights reserved.
PURPLEBUG SOCIAL LISTENING FINDINGS ACTUAL CONSUMER SENTIMENTS Keywords related to COVID-19 were used to gather and analyze sentiments exclusively in the Philippine setting. Life in Quarantine Health & Welfare COVID-19 Updates Government Response Prayers & Musings Frontliners People online share updates on enhanced community quarantine (ECQ). Netizens express their appreciation to the frontliners. Filipino netizens keep themselves posted of news and updates related to COVID-19. Netizens are checking on other people’s health and welfare amidst the COVID-19 crisis. Netizens pray for the COVID-19 situation to get better, and for the safety of the frontliners. Netizens are looking for things to ease their boredom and increase their productivity while staying at home due to the ECQ. They hope that frontliners will receive a just compensation to their hard work. They are pleading to the government to study the effects of the ECQ. They also share reminders of protecting one’s self from the virus by staying home, observing social distancing, and practicing healthy habits (hand washing, vitamins intake). They encourage others to donate in support of the frontliners and hardest-hit communities. They are criticizing the competence of leaders on managing the COVID-19 situation. Copyright 2020 – PurpleBug,Inc. All rights reserved.
NEW MARKETING RENEWED MARKETING APPROACH Netizens admire brands with like-minded socio- political stands and those who position these stands as beneficial for the general public. Brands who promote Bayanihan Culture resonate among netizens regardless of where they are in the Kubler-Ross model. Netizens commend brands that remind and/or implement health and safety (but practical) measures that may prevent the virus from spreading. Acts such as helping affected communities and frontliners have had an influence in positive online conversations. Copyright 2020 – PurpleBug,Inc. All rights reserved.
LIGO SARDINES PHILIPPINES Why did it go viral? Nielsen (External Situation): Most regions in the Philippines are already under “Restricted Living” Kubler-Ross (Marketing Audience): Netizens are at the stages of Anger and Depression Posted almost a week after the lockdown declaration, netizens were treated to a strong statement post by Ligo. This post resonated with netizens because of its social relevance and “Bayanihan” message. Copyright 2020 – PurpleBug,Inc. All rights reserved.
LIGO SARDINES PHILIPPINES Why did it go viral? Nielsen: Most regions in the Philippines are already under “Restricted Living” Kubler-Ross: Some netizens are still at the Depression stage, while others have moved to Bargaining Posted almost a week after the “Bayanihan” statement, this resonated with netizens because of its relevant messaging: A friendly reminder from Ligo to observe self-quarantine measures (especially if one is not feeling well). Copyright 2020 – PurpleBug,Inc. All rights reserved.
SAN MIGUEL CORPORATION Why did it go viral? Nielsen: In between “Pantry Preparation” and “Quarantined Living Preparation” Kubler-Ross: Netizens are mostly in the Denial stage Posted three days after the lockdown declaration, netizens were treated to a strong statement by San Miguel. This post resonated with netizens because of the company’s status as a manufacturer of essential goods, helping to alleviate panic buying. Copyright 2020 – PurpleBug,Inc. All rights reserved.
SAN MIGUEL CORPORATION Why did it go viral? Nielsen: Most regions in the Philippines are already under “Restricted Living” Kubler-Ross: Netizens are at the stages of Anger and Depression Similar to Ligo’s March 22ndpress release, this post resonated with netizens because of its relevance to the current depressive and uncertain social situation. Copyright 2020 – PurpleBug,Inc. All rights reserved.
MCDONALD’S PHILIPPINES Why did it go viral? Nielsen: In between “Pantry Preparation” and “Quarantined Living Preparation” Kubler-Ross: Netizens are mostly in the Denial stage This was released around the same time as Ligo and San Miguel’s viral posts. However, McDo’s version included a different kind of “Bayanihan” in the form of employee care. Copyright 2020 – PurpleBug,Inc. All rights reserved.
LAZADA PH Why did it go viral? Nielsen: “Restricted Living” with hopes for “The New Normal” soon Kubler-Ross: Netizens are at the stages of Bargaining and Acceptance After more than a month of quarantine living, with netizens having moved past the Depression stage, Lazada has begun posting relevant but playful messages. They intend to both engage and inform. Copyright 2020 – PurpleBug,Inc. All rights reserved.
NEXT STEPS TOWARD THE “NEW NORMAL” Market Situation What To Do People will continue to search for information on essential goods online. Substantial increases in traffic to websites of Finance, Food, Healthcare, Media, and Pharma players have been noted since the beginning of the pandemic. üYou need to have a website, mobile application, and/or chat. Be digital-first or, at the very least, be digital-ready (ensure that your digital assets can be a good second option in times of crisis). üYou need to expand your growth channels with Ads, localized PR, and influencers. Forced to minimize their shopping trips during quarantine, people have discovered the pros of going online to secure living essentials and settle dues. üYou need to maximize your social media presence, with a redefined messaging strategy and a more agile customer relationship management: Facebook, Twitter, Instagram, TikTok, Youtube Social media websites fulfill people’s desire to stay connected with family and friends. People will continue to spend more time on social media; aside from communication, they use these platforms to share their personal opinions and to ease their boredom. üYou need to listen to how the netizens are talking about you; learn about their sentiments and make data-driven decisions. Copyright 2020 – PurpleBug,Inc. All rights reserved.
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