The Covid-19 pandemic has seen a fundamental shift in purchasing patterns as consumers shift priorities amidst lower household income. Most brands have had to relook their advertising campaigns during this period to ensure their communication messages remain relevant in this new context.

In the final Gen Next digital event prior to the awards taking place on Friday, August 21, the focus was on how SA’s leading brands appeal to the youth, particularly in a post Covid world. Moderated by Arye Kellman, chief creative officer and co-founder of Tilt, the panel included three past Gen Next winners, represented by Tony Soglo, acting station manager at Metro FM; Neo Dikamotse, marketing manager at KOO; and Precilla Kalogeropoulos, head of beauty categories at Avon.

Koo had to relook a big campaign planned prior to Covid-19 in light of what consumers were going through during the pandemic. A key focus of the revamped campaign was being relevant to consumers, given their revised priorities, said Dikamotse. The focus has been on staying connected to consumers and emphasising value.

“We’ve tried to be authentic in our communications and showcase only relevant content,” she said, adding that brands need to be consistent in the way that they show up.

For Metro FM a key concern was looking after their own people and quickly implementing strategies which allowed its presenting team to work from home, revealed Soglo. At the same time there was a focus on carefully balancing Covid-19 information while continuing to entertain audiences. He said the station was very cognisant that there was an element of Covid fatigue amongst listeners. In the current environment, a hard sell approach is often not the most appropriate, particularly if you want your brand to come across as a caring one, advised Soglo

There is no question that the pandemic has impacted buying habits and shifted consumption patterns. For beauty brand, Avon, it has meant a decline in sales of make-up and fragrances while daily essentials and self-care products have seen an increase, reported Kalogeropoulos, which has required creating new communication narratives. Like Koo, Avon also re-organised its upcoming activities and focused on a narrative that was very customer oriented. In the current environment, she added, brands need to be transparent and give back to society.

For more information on the Sunday Times Gen Next Awards, click here.

For information on sponsorship and activation opportunities at the 2020 Sunday Times Gen Next Awards please contact Cortney Hoyland at hoylandc@arena.africa

 

The big take-out: As the Covid-19 pandemic shifts consumption patterns need to be transparent and authentic in the way that they communicate with their customers.