COVID Compendium for Global Marketers

COVID Compendium for Global Marketers

COVID Compendium for Global Marketers

What actions are brands taking around the world?

In response to the COVID-19 outbreak we wanted to provide an open-source resource for brand owners and the wider marketing industry: a compendium of brand actions around the world. 

We have taken creative license with the 6Ps of marketing to help group ‘marketer actions’ into topics that you can easily digest. The final sections consist of links to external information kindly provided by our partners which may also be of use.

This is designed as a global hub to provide inspiration. We would welcome information about your own experiences and actions (anonymously if you prefer). You can share your story here.

Latest case studies

The 6Ps of Brand Response

PEOPLE

Brands supporting the people that support their business

  1.    Airbnb makes good on its word to support former employees

    Airbnb makes good on its word to support former employees

    Travel platform launches talent directory for those laid off due to COVID-19

    Read more about "Airbnb makes good on its word to support former employees"
  2.    Singapore Tourism Board - Missing you already

    Singapore Tourism Board - Missing you already

    A message from the tourism industry

    Read more about "Singapore Tourism Board - Missing you already"
  3.    Tiger - Tiger Tiger, burning bright raising money, doing right

    Tiger - Tiger Tiger, burning bright raising money, doing right

    Local alcohol brand supports its streets

    Read more about "Tiger - Tiger Tiger, burning bright raising money, doing right"
  4.    Nike - Keep on moving

    Nike - Keep on moving

    Move Crew motivates kids to stay active

    Read more about "Nike - Keep on moving"
  5.    Whirlpool - Helpful life skills for the whole family

    Whirlpool - Helpful life skills for the whole family

    Chores don't have to be a chore when done together

    Read more about "Whirlpool - Helpful life skills for the whole family"
  6.    AXA - How to fund health services 101

    AXA - How to fund health services 101

    AXA encourages employees to give to healthcare charity

    Read more about "AXA - How to fund health services 101"
  7.    Barilla - Giving thanks

    Barilla - Giving thanks

    Pasta producers' entire workforce proudly appears in print

    Read more about "Barilla - Giving thanks"
  8.    United Nations - UN calling

    United Nations - UN calling

    Your world needs you to inspire healthy practices

    Read more about "United Nations - UN calling"
  9.    AB InBev - Beer pre-orders to support pubs

    AB InBev - Beer pre-orders to support pubs

    Keeping local businesses afloat with the promise of pints

    Read more about "AB InBev - Beer pre-orders to support pubs"
  10.    P&G - Olympic-level training

    P&G - Olympic-level training

    P&G Turkey puts 'Olympic moms' first as the athletes who never sleep

    Read more about "P&G - Olympic-level training"
  11.    Unilever - a friend in need

    Unilever - a friend in need

    Global FMCG brand checks in on its partners

    Read more about "Unilever - a friend in need"
  12.    IKEA - Influencers face up to the challenge

    IKEA - Influencers face up to the challenge

    IKEA supplies the fabric, influencers supply the masks

    Read more about "IKEA - Influencers face up to the challenge"
  13.    Netflix - Watching over the creative community

    Netflix - Watching over the creative community

    Netflix creates support fund for workers in the creative community

    Read more about "Netflix - Watching over the creative community"
  14.    Jameson - Love thy bartender

    Jameson - Love thy bartender

    Pernod tosses a coin to Bartenders' Guild

    Read more about "Jameson - Love thy bartender"

PROMOTION

Brand activity that boosts morale or discourages behaviour likely to boost transmission

  1.    Boots - Ethical ad-tech and the land of Soap & Glory

    Boots - Ethical ad-tech and the land of Soap & Glory

    Brand offers its soap to aid charity

    Read more about "Boots - Ethical ad-tech and the land of Soap & Glory"
  2.    Carlsberg - Adopt a keg

    Carlsberg - Adopt a keg

    Carlsberg launches initiative to support local bars

    Read more about "Carlsberg - Adopt a keg"
  3.    Ferrero - quality time when #togetherathome

    Ferrero - quality time when #togetherathome

    Kinder keeps parents and kids distracted during lockdown

    Read more about "Ferrero - quality time when #togetherathome"
  4.    Reckitt Benckiser - Spreading facts

    Reckitt Benckiser - Spreading facts

    Mucinex campaign washes customers' hands of fake news

    Read more about "Reckitt Benckiser - Spreading facts"
  5.    Budweiser - When was the last time you asked your friends "Whasssup?"

    Budweiser - When was the last time you asked your friends "Whasssup?"

    Classic 1999 ad resurrected to ask us to connect with each other

    Read more about "Budweiser - When was the last time you asked your friends "Whasssup?""
  6.    Kraft Heinz - Flipping sausages for a good cause

    Kraft Heinz - Flipping sausages for a good cause

    Barbecue with the neighbours at a safe distance

    Read more about "Kraft Heinz - Flipping sausages for a good cause"
  7.    Posters of positivity

    Posters of positivity

    British brands keep up the nation's morale

    Read more about "Posters of positivity"
  8.    Unilever - 'Real beauty' during COVID

    Unilever - 'Real beauty' during COVID

    Dove redefines beauty as courage to support health workers

    Read more about "Unilever - 'Real beauty' during COVID"
  9.    Frito-Lay - All brands on deck

    Frito-Lay - All brands on deck

    "I'ts not about brands. It's about people"

    Read more about "Frito-Lay - All brands on deck"
  10.    McDonald's - an unskippable ad you'll be glad you watched

    McDonald's - an unskippable ad you'll be glad you watched

    Handy advertisement explains best health practice

    Read more about "McDonald's - an unskippable ad you'll be glad you watched"
  11.    L’Oréal, Essity, Reckitt Benckiser - Sending the right message

    L’Oréal, Essity, Reckitt Benckiser - Sending the right message

    Brands unite to advise customers on sensible shopping

    Read more about "L’Oréal, Essity, Reckitt Benckiser - Sending the right message"
  12.    Hasbro - Bringing home the fun

    Hasbro - Bringing home the fun

    Instead of Nerfing advertising, Hasbro Play-does it online

    Read more about "Hasbro - Bringing home the fun"
  13.    Burger King - Cooking lessons from the (Burger) King

    Burger King - Cooking lessons from the (Burger) King

    Burger King helps you have it your own way by recreating the Whopper

    Read more about "Burger King - Cooking lessons from the (Burger) King"
  14.    Unilever - Putting aside differences

    Unilever - Putting aside differences

    Unilever promotes competitors for public good

    Read more about "Unilever - Putting aside differences"
  15.    AB InBev - A(ir) time to save lives

    AB InBev - A(ir) time to save lives

    AB InBev donates air time and marketing spend to the Red Cross

    Read more about "AB InBev - A(ir) time to save lives"
  16.    Ikea - 'Stay Home Catalogue' for bored kids

    Ikea - 'Stay Home Catalogue' for bored kids

    Furniture is fun in catalogue filled with activities for children

    Read more about "Ikea - 'Stay Home Catalogue' for bored kids"
  17.    The Coca-Cola Company, Ligo Sardines, AB InBev - Re-purposing ad spend

    The Coca-Cola Company, Ligo Sardines, AB InBev - Re-purposing ad spend

    Brands put money where it's needed most

    Read more about "The Coca-Cola Company, Ligo Sardines, AB InBev - Re-purposing ad spend"
  18.    IKEA - Staying home, staying safe

    IKEA - Staying home, staying safe

    Ad tells us to take time to appreciate our home

    Read more about "IKEA - Staying home, staying safe"
  19.    AB InBev, Carslberg, Pernod Ricard - Virtual clubbing

    AB InBev, Carslberg, Pernod Ricard - Virtual clubbing

    Alcohol brands provide a good accompaniment to remote clubbing

    Read more about "AB InBev, Carslberg, Pernod Ricard - Virtual clubbing"
  20.    Estée Lauder - We can win this fight

    Estée Lauder - We can win this fight

    Estée Lauder takes the fight to Weibo

    Read more about "Estée Lauder - We can win this fight"
  21.    Chipotle - Virtual get-togethers over Mexican food

    Chipotle - Virtual get-togethers over Mexican food

    Friends who Chipotle together, stay safe together

    Read more about "Chipotle - Virtual get-togethers over Mexican food"
  22.    Diageo - Raising spirits (and Irish stout)

    Diageo - Raising spirits (and Irish stout)

    Guinness combats holiday blues by proudly wearing green

    Read more about "Diageo - Raising spirits (and Irish stout)"
  23.    KFC - KFC stops finger lickin'

    KFC - KFC stops finger lickin'

    KFC pulls ad for contradicting public health advice

    Read more about "KFC - KFC stops finger lickin'"
  24.    Nike - Bringing the gym home

    Nike - Bringing the gym home

    Working (out) from home

    Read more about "Nike - Bringing the gym home"

PRODUCT

Brands changing their focus to deliver on critical needs

  1.    adidas - Representing the #HOMETEAM

    adidas - Representing the #HOMETEAM

    adidas offers virtual sessions to boost creativity and fitness

    Read more about "adidas - Representing the #HOMETEAM"
  2.    Airbnb - Airbnb hosts virtual experiences

    Airbnb - Airbnb hosts virtual experiences

    Cultural activities, direct to your home

    Read more about "Airbnb - Airbnb hosts virtual experiences"
  3.    AirAsia - Sharing is caring

    AirAsia - Sharing is caring

    OURSHOP becomes YOURSHOP for local businesses

    Read more about "AirAsia - Sharing is caring"
  4.    LVMH, L’Oréal - Beauty industry rallies to produce hand sanitiser

    LVMH, L’Oréal - Beauty industry rallies to produce hand sanitiser

    More than a pretty face

    Read more about "LVMH, L’Oréal - Beauty industry rallies to produce hand sanitiser"
  5.    BOLT Amsterdam - Bundles of joy

    BOLT Amsterdam - Bundles of joy

    BOLT delivering local growers' flowers

    Read more about "BOLT Amsterdam - Bundles of joy"
  6.    AB InBev, Bacardi, Brown Forman, Carlsberg, Diageo, Heineken, Pernod Ricard, Super Bock, BrewDog - The secret ingredient

    AB InBev, Bacardi, Brown Forman, Carlsberg, Diageo, Heineken, Pernod Ricard, Super Bock, BrewDog - The secret ingredient

    Alcohol brands pledge alcohol to make hand sanitiser 

    Read more about "AB InBev, Bacardi, Brown Forman, Carlsberg, Diageo, Heineken, Pernod Ricard, Super Bock, BrewDog - The secret ingredient"
  7.    Signature Brew - What's brewing in the box?

    Signature Brew - What's brewing in the box?

    Singature Brew offers a portable pub package

    Read more about "Signature Brew - What's brewing in the box?"
  8.    Shifting production to cheerful masks

    Shifting production to cheerful masks

    Masks designed to spread joy

    Read more about "Shifting production to cheerful masks"

PRICE

Price-related measures that brands are taking

  1.    Tinder - Swipe, match, chat

    Tinder - Swipe, match, chat

    All-access path to lonely hearts

    Read more about "Tinder - Swipe, match, chat"
  2.    Hyundai - Reassurances in unpredictable times

    Hyundai - Reassurances in unpredictable times

    New car owners receive some peace at mind

    Read more about "Hyundai - Reassurances in unpredictable times"
  3.    BOLT Amsterdam - Bundles of joy

    BOLT Amsterdam - Bundles of joy

    BOLT delivering local growers' flowers

    Read more about "BOLT Amsterdam - Bundles of joy"
  4.    Amazon - Once upon a time at Amazon

    Amazon - Once upon a time at Amazon

    Audible makes streaming book collections free

    Read more about "Amazon - Once upon a time at Amazon"
  5.    Ford - Payment relief

    Ford - Payment relief

    Ford proud to give customers a helping hand

    Read more about "Ford - Payment relief"
  6.    General Motors - Discounts for wellbeing

    General Motors - Discounts for wellbeing

    GM keeps its customers safe through uncertain times

    Read more about "General Motors - Discounts for wellbeing"
  7.    Consumer Brands Association - Fighting price gouging

    Consumer Brands Association - Fighting price gouging

    Association fights to freeze opportunistic price hikes on scarce essentials

    Read more about "Consumer Brands Association - Fighting price gouging"

PLACE

Brands changing or transforming contact points to benefit the public

  1.    Countdown - Click and Countdown

    Countdown - Click and Countdown

    Sales staff become personal shoppers to meet online demand

    Read more about "Countdown - Click and Countdown"
  2.    Kmart - Only the essentials

    Kmart - Only the essentials

    Kmart opens online stores

    Read more about "Kmart - Only the essentials"
  3.    Häagen-Dazs - Swapping silver screen for sofa ice cream

    Häagen-Dazs - Swapping silver screen for sofa ice cream

    A partnership made in heaven spices up film nights

    Read more about "Häagen-Dazs - Swapping silver screen for sofa ice cream"
  4.    Ocean Outdoor - Out Of Home for those staying at home

    Ocean Outdoor - Out Of Home for those staying at home

    Ocean offers free screen space to local businesses

    Read more about "Ocean Outdoor - Out Of Home for those staying at home"
  5.    Ideal - Ideal makes the best of a nonideal situation

    Ideal - Ideal makes the best of a nonideal situation

    Jeweller takes its store experience online

    Read more about "Ideal - Ideal makes the best of a nonideal situation"
  6.    Bacardi - Cocktails to your coach

    Bacardi - Cocktails to your coach

    Bacardi raises the spirits of bars forced to close down

    Read more about "Bacardi - Cocktails to your coach"
  7.    Kiehl's and Deciem - Upskilling for good

    Kiehl's and Deciem - Upskilling for good

    Beauty companies open online consultancies 

    Read more about "Kiehl's and Deciem - Upskilling for good"
  8.    Modsy - Working from home like they do on TV

    Modsy - Working from home like they do on TV

    AR gives your home office a facelift

    Read more about "Modsy - Working from home like they do on TV"
  9.    IKEA - An instruction manual on how to "STAY HÖME"

    IKEA - An instruction manual on how to "STAY HÖME"

    Some assembly required

    Read more about "IKEA - An instruction manual on how to "STAY HÖME""
  10.    BrewDog - Going for a virtual pint

    BrewDog - Going for a virtual pint

    BrewDog brings the pub experience to the virtual world

    Read more about "BrewDog - Going for a virtual pint"
  11.    Deliveroo, BP, Marks and Spencer - Partners for good

    Deliveroo, BP, Marks and Spencer - Partners for good

    Brands partner to get the essentials to the self-isolating

    Read more about "Deliveroo, BP, Marks and Spencer - Partners for good"
  12.    The Restaurant Association - Eating out by eating in(side)

    The Restaurant Association - Eating out by eating in(side)

    Propping up the restaurant industry with a national takeaway

    Read more about "The Restaurant Association - Eating out by eating in(side)"
  13.    Nike - Stay inside. Just do it

    Nike - Stay inside. Just do it

    Social distancing solidarity from Nike

    Read more about "Nike - Stay inside. Just do it"
  14.    Iceland - Supermarkets and banks protect the vulnerable

    Iceland - Supermarkets and banks protect the vulnerable

    That's why NHS workers go to Iceland

    Read more about "Iceland - Supermarkets and banks protect the vulnerable"
  15.    LUSH - Free hand-washing for the public

    LUSH - Free hand-washing for the public

    This idea is the (bath) bomb

    Read more about "LUSH - Free hand-washing for the public"

PARTNERS

Some insights from our partners

  1.    Predictions for a socially distant future

    Predictions for a socially distant future

    Strategic consultants crystal ball gaze to predict the long-term effects of COVID-19 on consumers and business

    Read more about "Predictions for a socially distant future"
  2.    McKinsey & Company - Keeping it brief

    McKinsey & Company - Keeping it brief

    Consulting firm keeps managers up to speed

    Read more about "McKinsey & Company - Keeping it brief"
  3.    Kantar - Don't go silent

    Kantar - Don't go silent

    How to read the room at this time

    Read more about "Kantar - Don't go silent"
  4.    WFA Webinar - Seven tips for sourcing

    WFA Webinar - Seven tips for sourcing

    Adding value in a time of crisis

    Read more about "WFA Webinar - Seven tips for sourcing"
  5.    Global Data Bank - Advice in a crisis

    Global Data Bank - Advice in a crisis

    An offer for WFA members

    Read more about "Global Data Bank - Advice in a crisis"
  6.    Observatory International - Observing your best interests

    Observatory International - Observing your best interests

    An offer for WFA members

    Read more about "Observatory International - Observing your best interests"
  7.    Edelman - the private sector should play its part

    Edelman - the private sector should play its part

    Trust barometer outlines public's expectations of brands

    Read more about "Edelman - the private sector should play its part"
  8.    WFA Webinar - How to adapt when a done deal comes undone

    WFA Webinar - How to adapt when a done deal comes undone

    Tips for adapting sponsorship deals

    Read more about "WFA Webinar - How to adapt when a done deal comes undone"
  9.    APR - Content fit for remote working

    APR - Content fit for remote working

    APR advises on how to make top-quality content from a distance

    Read more about "APR - Content fit for remote working"
  10.    2CV - A heart-warming snapshot of human adaptability

    2CV - A heart-warming snapshot of human adaptability

    Staff document life under lockdown

    Read more about "2CV - A heart-warming snapshot of human adaptability"
  11.    GfK - Supplying the facts

    GfK - Supplying the facts

    Report outlines impacts to supply chains

    Read more about "GfK - Supplying the facts"
  12.    Nielsen -  FMCG: Fast-Monitoring Consumer Guidance

    Nielsen - FMCG: Fast-Monitoring Consumer Guidance

    Nielsen keeps finger on the pulse of consumer behaviour

    Read more about "Nielsen - FMCG: Fast-Monitoring Consumer Guidance"
  13.    Ipsos - Coronavirus in China: Impact and Recovery

    Ipsos - Coronavirus in China: Impact and Recovery

    A model to follow for the future?

    Read more about "Ipsos - Coronavirus in China: Impact and Recovery"
  14.    Bain & Company - Tracking on a macro level

    Bain & Company - Tracking on a macro level

    Modelling the course of the crisis

    Read more about "Bain & Company - Tracking on a macro level"

NATIONAL LEADERSHIP INITIATIVES

Some initiatives from our global network of industry associations

  1.    bvA, Netherlands

    bvA, Netherlands

    Helping the industry zorg voor elkaar

    Read more about "bvA, Netherlands"
  2.    ABA, Brazil

    ABA, Brazil

    Keeping members informed

    Read more about "ABA, Brazil"
  3.    #Stay Home. Save Lives.

    #Stay Home. Save Lives.

    US Ad Council rallies the industry under one roof

    Read more about "#Stay Home. Save Lives."
  4.    APAN, Portugal

    APAN, Portugal

    Locally sourced inspiration

    Read more about "APAN, Portugal"
  5.    ANDA, Colombia

    ANDA, Colombia

    Welcome to the hub

    Read more about "ANDA, Colombia"
  6.    ANA, USA

    ANA, USA

    Keeping members in the loop of the law

    Read more about "ANA, USA"
  7.    ACA, Canada

    ACA, Canada

    Consultations in Canada

    Read more about "ACA, Canada"
  8.    Union des marques

    Union des marques

    Keeping media on the air

    Read more about "Union des marques"
  9.    UBA, Belgium

    UBA, Belgium

    At your service

    Read more about "UBA, Belgium"
  10.    Marketing Finland, Finland

    Marketing Finland, Finland

    Remote knowledge and news

    Read more about "Marketing Finland, Finland"
  11.    Sveriges Annonsörer, Sweden

    Sveriges Annonsörer, Sweden

    Hotline to the top

    Read more about "Sveriges Annonsörer, Sweden"
  12.    PANA, Philippines

    PANA, Philippines

    Backing brands that build the nation

    Read more about "PANA, Philippines"
  13.    ANFO, Norway

    ANFO, Norway

    Getting members on the right track

    Read more about "ANFO, Norway"
  14.    ISBA, UK

    ISBA, UK

    Advice from ISBA

    Read more about "ISBA, UK"
  15.    SZZV, Slovakia

    SZZV, Slovakia

    Welcome to the hub

    Read more about "SZZV, Slovakia"
  16.    CAA, Argentina

    CAA, Argentina

    Insights for the new normal

    Read more about "CAA, Argentina"
  17.    SDE, Greece

    SDE, Greece

    Purpose manifest(o)

    Read more about "SDE, Greece"