Marketing in the COVID-19 recession
This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.
For B2C marketers in China, the height of the COVID-19 crisis coincided with key activation periods for brands including Chinese New Year, Valentine's Day and Milan and Paris fashion weeks. China's experiences provide a pertinent first look at how marketers could respond to a public crisis of this magnitude.
There are four key lessons:
- Shift brand experience online. Under quarantine in China, time spent online increased by 20%. Consumers have greater...