Brands that are continuing to survive the pandemic, are doing so with purpose-led communications. It really is that simple.
A crisis provides clarity, both in life and most definitely in business. It shines a light on what is truly important and ultimately becomes a catalyst for change. Companies that acknowledge, accept, and adapt to this type of seismic shift are those that move forward instead of being left behind.
As a result of Covid-19, and a particularly polarised political climate, 2020 was driven by purpose-led communications campaigns that resonated with changing consumer behaviour and preferences. Suddenly it was less about selling a product and more about catering to the emotional needs of customers.
Lego – #LetsBuildTogether
If you are an avid social media user like myself, then you have probably come across Lego’s #LetsBuildTogether campaign. A fantastic example of purpose-led communications, the campaign was intended to support people rather than sell products as explained by James Gregson, Director and Head of Social Studio at the company. Gregson also reinforced that the brand wanted to “practice action over perfection” while reaching people as quickly as they could.
This agile approach to the crisis supported Lego in garnering huge success across multiple digital platforms. In fact, the brand saw a 14% increase in positive mentions which reflected a surge in demand.
Learnings to apply in 2021
Brands like Lego turned uncertainty into opportunity. As opposed to pushing a sales message, they are adding value to their community and helping to alleviate people’s pain through positive messaging.
Recognising this type of marketing and understanding the vital role of purpose-led communications is crucial for any business wanting to succeed. This is further validated by Deloitte’s 2021 Global Marketing Trends which revealed the following:
- “Almost four in five people could cite a time a brand responded positively to the pandemic and one in five strongly agreed it led to increased brand loyalty on their part.”
- “Conversely, more than 25% of those who noticed brands acting in their own self-interest walked away from those brands.”
- “Furthermore, fifty-eight percent of respondents could recall at least one brand that quickly pivoted to better respond to their needs, and 82% said this led to them doing more business with the brand.”
The reality is that consumers expect more from brands, especially during difficult times. It is not enough to simply sell, sell, sell. People are looking for help from brands through purpose-led communications and in return are willing to reward those that can meet their requirements with sincere advocacy.