COVID-focused ads fall short for Canadian brands | WARC | The Feed

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30 September 2021

COVID-focused ads fall short for Canadian brands

Effectiveness studies Long-term vs short-term effectiveness Marketing in a recession

Brands that focused on the long term, and stuck with their established messaging, saw better results than peers that ran short-term campaigns responding to the COVID-19 pandemic, a study of entrants to the 2021 Effie Awards Canada has found.

Why it matters

Moments of disruption, such as the COVID-19 pandemic, can encourage marketers to shift away from established best practices as they seek to protect short-term sales and reflect changing realities. However, marketers that adhere to enduring truths in times of crisis are typically best placed to enjoy long-term growth.

Takeaways

The “Alchemy of Effectiveness” study of the...

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