Keeping in touch when lockdown kept us apart

Challenge

On 23rd March 2020 the UK effectively stopped, as the Covid-induced lockdown meant millions of us were told to stay at home and stay safe.

But rather than ‘go dark’, research from previous recessions and economic downturns suggests it’s important for long-term brand health that they to continue to communicate with their customers and employees.

Our client Hoover was no exception. Turning to us to help them reach out to both audiences, we had two objectives. Firstly, how could we maintain morale and keep employees engaged and motivated while they were forced to work independently at home? And secondly, how could we continue to support retail customers during such uncertain times, through a lens of sensitivity and understanding?

Solution

Sensing that lockdown would be a fairly long-term situation, we proposed an initial three-month calendar of social and email content, focusing on and supporting the wellbeing of both our audiences.

Posted midweek, ‘Wellbeing Wednesday’ featured curated content borne out of Hoover’s partnerships with celebrity chef Simon Rimmer and Super League side Warrington Wolves.

Including workouts, recipes, competitions, hints, tips and home inspiration, each edition of ‘Wellbeing Wednesday’ helped Hoover keep in touch with and support their trade partners and dedicated staff.

Results

Running every week between April and August, the activity was well received by both Hoover’s internal and external audiences, achieving the following results:

2,242,809

Reach

556,679

Video views

35,004

Engagements