When circumstances change, brands need to rapidly respond. In the recent months spent in lockdown, we have seen some very creative changes in the way that brands communicate, and our hearts felt warmer because of genuine acts of kindness and feel-good content promoting positive thinking, even during challenging times. Here are a few examples of lovely ways brands responded to the coronavirus crisis:

1. Capterra UK

The team has been sharing some of the insights about software searches in an unusual way trying to engage their customers and familiarise them with the software categories available on their website.

2. Samuel & Co. Trading

Samuel & Co. Trading is supporting NHS workers and the local community with cash giveaways. The business has already given away money to their online 340K Instagram followers during the pandemic and put aside £50,000 to give to their local community as a whole.

The giveaways are held weekly on every Tuesday, and the theme changes every week. The giveaways include giving away £500 between 10 people to grab a takeaway, giving away £100 each to 5 followers tagging their isolation hero or helping NHS workers to contribute towards their mortgage payment.

3. Marshall’s Mill

Marshall’s Mill, based in Leeds, is former mill & foundry buildings, transformed into creative office space, living spaces, bars and eateries. At the moment their tenants have had to close up their businesses and offices, to work remotely from home or not at all. Marshall’s Mill understands these times are difficult and have continued to support their tenants with promotion of their recent charity works and news in their monthly newsletters and on their blog online.

On social media they have been running knockout polls to keep communication with tenants. For example, many of the tenants are from a digital, design or marketing backgrounds so the most recent poll was based on Lifehack’s Top 20 Typeface list. They find it key to keep up engagement and interaction with tenants at this tricky time to create a bit of fun as a ‘distraction' if so.

4. Chill Insurance

With barbers and hairdressers being closed, Chill Insurance has been running a competition to win the perfect stay at home kit when people send in their DIY haircuts. To enter, all they needed to do was to send a video of themselves, or someone in their household, getting a haircut at home, and like and share the #ChillHaircuts posts. The prizes are big, including: a 65” Samsung Smart TV, Remington Men’s Grooming Kit, Dyson Air Wrap, PS4 Fifa Bundle, iPad Pro, Fitbit Versa 2, Nutribullet, Wireless Charging Pad or a Nespresso Machine.

5. Fruit Bowl

UK based children’s snacks and treats company, Fruit Bowl created a Fruit Bowl Friends and Family Facebook group. The Facebook group is designed to inspire parents and families with fun tasks to keep little hands busy at home, including Crafty Corner activities and recipes and inviting parents to contribute and share ideas. To date, the group has over 22k members and you can find it here. Fruit Bowl’s products are available on the Fruit Bowl online shop, as well as from Morrisons, Sainsbury’s,Tesco, The Co-Op, Asda, Waitrose and on Ocado.

6. Autarky Foods

Autarky set up a 28 Day Challenge designed to support an active dog’s physical and mental agility. The challenge pack is filled with great indoor activities, so it’s perfect for keeping dogs entertained during lockdown. From the ‘Muffin Tin Game’to teaching your dog a new trick, all the challenges are designed to improve your dog’s energy levels, weight management and mental wellbeing.

7. Middle Lane Market

Middle Lane Market, a click & collect and free delivery shop in Crouch End offering artisan cheese, craft beer, natural wine, and fresh produce, are running a weekly bake off challenge. The first week was sourdough bread, with weekly prizes including bakery essentials to keep customers well-stocked.

8. Proper Corn

In a recent campaign, Proper Corn were calling on the country to say a BIG thank you to the thousands of supermarket teams keeping the nation fed. Participants were asked to tag their #supermarketlegend and say why they‘re in need of a popcorn pick me up. #properthankyou 

9. Pip and Nut

A recent Pip and Nut campaign was built around nominating someone who deserves a nut butter care package. Every week participants can nominate someone who deserves a delivery by tagging them in the comments and sharing why. Each week a person is picked and their story is shared.

10. Generation Clay

Teaming up with customers who have used their product and sharing their ‘coping’ tips while in chaos or unpredictable times.