The ongoing COVID-19 pandemic has drastically changed everyone’s life from being stuck in our homes – let it be the way we spend our time and the priorities we have today. The entire world’s economy has gradually slowed down to a snail’s pace. With no newspaper being delivered at doorstep, Advertisers have stopped news prints and other Ads, and obviously due to the lockdown most of the brands have switched from traditional ways of outdoor marketing to digital marketing platforms. Let it be consumption of online content, social media branding and OTT (over-the-top)platforms has surged profitability by advertising their products online while keeping in touch with their target audience.
The above image shows Statistics of how COVID-19 has changed media habits in each generation.
Now let us see, how some of the popular Indian Companies leveraging their brands (during the COVID-19 lockdown period) with the help of Social media platforms (Facebook, Twitter, Instagram, YouTube, TikTok, etc.) and Digital influencers for promoting their products and services.
Swiggy – Online Food ordering and Delivery platform
Swiggy is India’s largest online food ordering and delivery service operating over 100+ Indian cities. After the COVID-19 pandemic outbreak, Swiggy has expanded its general product deliveries, under the brand name ‘Swiggy Stores’ for delivering groceries and other essential items to help people staying indoors and has re branded ‘Swiggy Go’ as instant pickup and drop service as ‘Swiggy Genie’. By using Swiggy App, users can choose a store and purchase the daily essentials such as kitchen supplies, personal and home care, and beverages and snacks listed in the Grocery section. The app also shows the availability of nearby fruit and vegetable sellers but to limited locations only.
The Bengaluru-based company has tied up with various offline food retailers and fast-moving consumer goods (FMCG) brands such as Marico. This new operations is limited to Tier-1 and Tier-2 cities but very soon in the coming days – Swiggy promises to extend the door-to-door delivery service to various cities across India.
Amul – Dairy Products Manufacturer
Amul is an Indian cooperative dairy manufacturing company functioning since 1946 which is now jointly owned by 3.6 million milk producers in Gujarat and has dedicated its new doodle to the 21-day-long lock down imposed in the country by the central government to curb the spread of novel coronavirus.
The tweet gone viral with a message of ‘Stay Healthy. Not Hungry,’ dairy brand Amul leverages the new doodle features. In the image, the Amul mascot holding a slice of bread with butter spread on it. The mascot is seen standing in the balcony and peeping at the calm world outside as people stuck in their home to prevent the spread of the highly contagious COVID-19 epidemic. “Stay Healthy. Not Hungry. Lockdown in bread!” said by the cartoon in the image by indicating the importance of eating healthy during the crucial times.
The cartoon was tweeted by ‘Amul’ with the caption, #Amul Topical: On the 21 day nationwide lockdown”. The tweet has garnered over 1.5k likes.
Bharti Airtel Limited – Global Telecommunication Service provider
Bharti Airtel Limited is popularly known as Airtel, provides GSM, 3G, 4G LTE, 4G+ mobile services, fixed line broadband and voice services depending upon the country of operation.
As India stays at home to control the widespread of COVID-19 pandemic, Airtel unveils its new digital gateway to readers by giving free access to e-book platform during lockdown by downloading its ‘My Airtel App’ (Android/iOS) on their smartphones.
Nykaa – Beauty and Wellness products Retailer
Nykaa is a Mumbai-based multi-brand beauty retailer company which sells cosmetic and wellness products. To the pandemic COVID-19 outbreak – Nykaa’s Founder Falguni Nayar, leverages her brand by focusing on the demand and supply of consumer’s daily essentials to meet their urgent need of the hour under certain regulations. On top of that, for more conversion – Nykaa is working with its team round the clock by introducing Beauty Advice Section which has been classified into 4 categories that includes ‘Beauty Book – Nykaa’s Digital Magazine’, ‘Nykaa TV Masterclass by Experts and Vloggers’, ‘Beauty Buying Guides’ – So you always make the right choice’, ‘Beauty Routine Finder – Skin, Hair and Wellness Regime in a minute’.
Hindustan Unilever Limited
Hindustan Unilever joined hands with Dettol and Lifebuoy for spreading COVID-19 awareness on health and hygiene by promoting importance of hand-washing, sanitizing and how to keep oneself healthy.
Both hygiene brands had recently launched social media challenges on TikTok to raise awareness about washing hands for 20 seconds as a preventive measure recommended by the World Health Organization (WHO) to curb the spread of coronavirus.
Several users of the video app have uploaded short demonstrations of how thoroughly to wash one’s hands, including in between fingers and around thumbs, with catchy jingles in the background.
Ungliyon ko saaf corona’ — Dettol and Lifebuoy’s hand wash challenge on TikTok so far garnered 37.0 billion and 67.5 billion views.
Covid-19 Social Distancing Message goes viral
The entire mass media industry for a while has put on hold for Ad production and shoots due to the coronavirus pandemic. But our Indian Actor “Kartik Aaryan” has utilized the lockdown period, as an opportunity by posting a rap song on Instagram, telling people about the do’s and dont’s during the pandemic ,who has come up with a new monologue by addressing people the importance of social distancing by advising them to stay at home. The video has become quite a hit in a short period of time on the internet and was also appreciated by our Prime Minister Narendra Modi for contributing his effort.
Digital Marketing always been the heart of global business and industry and had already become something that you cannot ignore it, even during pandemic COVID-19 lock down period. In the last couple of years, Digital Marketing industry has seen a huge boom. Campaigns Right from Small to Big Brands, Everyone is turning to Digital – No matter what you are selling.
We hope, this blog was helpful in understanding that how even the COVID-19 lockdown period turns out to be an opportunity for Digital Marketers to promote your brand.
Stay Safe! Stay Home! Stay Healthy! Stay Connected with us Digitally for more Digital Marketing News and Updates.
3 thoughts on “Digital Marketing: How it helped Businesses to thrive in a crisis time (COVID-19) – CASE STUDY”
Thanks for sharing this valuable information with us. It is really a helpful article!
During the Coronavirus pandemic, many businesses are using digital technology to survive these difficult times. Techniques of digital marketing that helps to promote your business online are SEO, SMO, SMM, Email marketing, etc. Many business owners are putting their business online to increase sales. You provided all the live examples regarding how businesses are using digital marketing platforms to survive the crisis. Great work.
Very helpful information with live examples. Many businesses are using digital marketing techniques like social media marketing, SMO in digital marketing, email marketing to put their business online and increase sales to survive the Coronavirus pandemic.