Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

Southeast Asia may be considered a single sub-region within Asia by many brands but market conditions and consumer sentiments can vary widely. To find opportunities in a diverse region that can be described as unevenly impacted by the ongoing outbreak, the first step is to look at what the available data reveals and adjust accordingly.

Takeaways

  • Shift your advertising dollars to tailored campaigns to leverage emerging trends across different SEA markets.
  • There is inequality in the spread of information on COVID-19. Brands can cut through the clutter by creating awareness in countries with a high number of reported cases but a low number of videos being published.
  • Negative bias is one method brands can leverage to make an impact in a positive way.