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Brand engagement and customer connect through COVID-19

Source : IANS 2020-04-23 14:46:42


Digital is the only way forward for brands old and new. To connect with customers, build a community and to increase followers many brands have become innovative with their initiatives.

For customer engagement, several brands are directing their efforts towards adding value to customers' lives. Embracing new and innovative ways to engage in the times of crisis, they have purposefully created meaningful content that is compelling, educational and informative. It is at the same time evocative and inspirational thus driving engagement.

Koovs launched #21DaysWithKoovs campaign to support the #StayHomeStaySafe initiative to encourage and inspire its consumers. The campaign consists of a variety of content such as #UnpauseWithKoovs, encouraging people to start a hobby that was paused owing paucity of time; #AboveKeyboardDressing a fun image led concept targeted at the Work From Home population. With video meetings becoming the new norm, dressing waist up is definitely a trend to watch out for.

"We have received great response so far and observed that users are not just consuming content, but also participating. It is extremely gratifying when a campaign is more interactive with both sides engaging, contributing and working together to make it a success," Mary Turner, CEO, Koovs told IANSlife.

While Forest Essentials launched a series of stories and interactive live video chats on DIY beauty rituals with skincare experts and friends, in order to disseminate easy tips to stay safe and positive, whilst living a healthy lifestyle.

"The idea is to be there for our customers during these uncertain times. we want to listen to their concerns, reply to their questions, and provide them with content that will hopefully make staying at home a little bit easier. We want to ease the pressure of self-isolation," Samrath Bedi, Executive Director, Forest Essential told IANSlife.

Bedi added: "We have been fostering a sense of community for our customers who may be feeling isolated and anxious. As Indians stay inside and isolate themselves during the coronavirus outbreak, some are finding comfort in skincare. A quick scroll through their social media seems to indicate that a lot of people are turning to skincare during self-isolation and quarantine."

Radisson Hotels also announced the launch of #RadissonCares in India; a campaign that leverages the Group's expertise across a range of service areas to make a positive difference in the lives of its guests.

The group aims to deliver its hallmark 'Yes I Can!' philosophy to guests as they collaborate to combat the pandemic, in efforts to practice social distancing and staying home. The campaign is being rolled out in five phases and will bring together tips and insights in areas of housekeeping, food and beverage, elderly care, and health and wellness from the Group's well regarded and globally recognised service professionals.

"Our service ethos and Yes I Can! spirit extends beyond occasions when guests stay or dine with us. With over two decades of hospitality experience in India, we understand the needs of our guests. Tips and simple recommendations shared through this initiative are routinely used to enhance experience at our hotels, which guests can now recreate at their own homes. This campaign is our tribute towards the health, wellness and overall wellbeing of our guests while they stay indoors. We miss and care for them, and when it is back to business as usual, we will be there to welcome them with our caring hospitality," said Zubin Saxena, Managing Director and Vice President Operations, South Asia, Radisson Hotel Group.

Kalyan Jewellers' social media accounts features a series of posts and content based on the 6-point recommendations of the WHO about what an individual should do to avoid contracting COVID-19. It is also carrying out multiple engagement activities where they are asking their followers to share their �Work from Home' stories and using virtual gaming as a tool to further boost engagements online, informed Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers