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.

Promotion
Brand activity that boosts morale or discourages behaviour likely to boost transmission
Brands supporting the people that support their business
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Bayer: Heal the heroes
Bayer donates Bepanthen to care for the healers in #helptoheal campaign
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Free a(i)d time
SME scheme by Sky Media provides £2.5m of free advertising
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Qatar Airways - A Qatar above the rest
Airline thanks health professionals with complimentary flights
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Grab - Grabbing fresh produce to protect farmers' livelihoods
Delivery app closes the gap between producers and consumers
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PepsiCo, Procter & Gamble - Banding together to protect local communities
P&G and PepsiCo join other brands in raising money for African American communities hit hardest by COVID
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Orange - Ads to say "hi" to granddad
Orange donates airtime to let family members communicate with elderly relatives
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Airbnb makes good on its word to support former employees
Travel platform launches talent directory for those laid off due to COVID-19
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Singapore Tourism Board - Missing you already
A message from the tourism industry
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Tiger - Tiger Tiger, burning bright raising money, doing right
Local alcohol brand supports its streets
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Nike - Keep on moving
Move Crew motivates kids to stay active
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Whirlpool - Helpful life skills for the whole family
Chores don't have to be a chore when done together
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AXA - How to fund health services 101
AXA encourages employees to give to healthcare charity
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Barilla - Giving thanks
Pasta producers' entire workforce proudly appears in print
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United Nations - UN calling
Your world needs you to inspire healthy practices
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AB InBev - Beer pre-orders to support pubs
Keeping local businesses afloat with the promise of pints
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P&G - Olympic-level training
P&G Turkey puts 'Olympic moms' first as the athletes who never sleep
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Unilever - a friend in need
Global FMCG brand checks in on its partners
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IKEA - Influencers face up to the challenge
IKEA supplies the fabric, influencers supply the masks
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Netflix - Watching over the creative community
Netflix creates support fund for workers in the creative community
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Jameson - Love thy bartender
Pernod tosses a coin to Bartenders' Guild
Brand activity that boosts morale or discourages behaviour likely to boost transmission
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L’Oréal teams up with Snap for video-call beauty filters
L’Oréal and Snap created augmented reality camera filters for people to experiment with hair and makeup looks on video…
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Mattel - #KeepPlaying
The toy maker launches digital playroom and #ThankYouHeroes action figures line
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Molson Coors - For when you just need a moment to chill
Coors encourages sneaking away from Zoom chats with video tool
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Mastercard - Putting with pots and pans with PGA Pro Poulter
British pro golfer gives a virtual lesson on how to improve your putting game
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IKEA - A family's cushions are their castle
IKEA releases manuals for transforming furniture into forts
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Mastercard - Teeing off virtually
PGA TOUR juggernauts duke it out in golf sim
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McDonald's, IKEA, Disney - Spilling the beans (and Swedish meatballs)
Brands leaks the recipes behind their iconic snacks
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Boots - Ethical ad-tech and the land of Soap & Glory
Brand offers its soap to aid charity
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Carlsberg - Adopt a keg
Carlsberg launches initiative to support local bars
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Ferrero - quality time when #togetherathome
Kinder keeps parents and kids distracted during lockdown
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Reckitt Benckiser - Spreading facts
Mucinex campaign washes customers' hands of fake news
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Budweiser - When was the last time you asked your friends "Whasssup?"
Classic 1999 ad resurrected to ask us to connect with each other
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Kraft Heinz - Flipping sausages for a good cause
Barbecue with the neighbours at a safe distance
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Posters of positivity
British brands keep up the nation's morale
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Creativity
Unilever - 'Real beauty' during COVID
Dove redefines beauty as courage to support health workers
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Frito-Lay - All brands on deck
"I'ts not about brands. It's about people"
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McDonald's - an unskippable ad you'll be glad you watched
Handy advertisement explains best health practice
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L’Oréal, Essity, Reckitt Benckiser - Sending the right message
Brands unite to advise customers on sensible shopping
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Hasbro - Bringing home the fun
Instead of Nerfing advertising, Hasbro Play-does it online
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Burger King - Cooking lessons from the (Burger) King
Burger King helps you have it your own way by recreating the Whopper
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Unilever - Putting aside differences
Unilever promotes competitors for public good
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AB InBev - A(ir) time to save lives
AB InBev donates air time and marketing spend to the Red Cross
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Ikea - 'Stay Home Catalogue' for bored kids
Furniture is fun in catalogue filled with activities for children
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The Coca-Cola Company, Ligo Sardines, AB InBev - Re-purposing ad spend
Brands put money where it's needed most
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IKEA - Staying home, staying safe
Ad tells us to take time to appreciate our home
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AB InBev, Carslberg, Pernod Ricard - Virtual clubbing
Alcohol brands provide a good accompaniment to remote clubbing
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Estée Lauder - We can win this fight
Estée Lauder takes the fight to Weibo
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Chipotle - Virtual get-togethers over Mexican food
Friends who Chipotle together, stay safe together
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Diageo - Raising spirits (and Irish stout)
Guinness combats holiday blues by proudly wearing green
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KFC - KFC stops finger lickin'
KFC pulls ad for contradicting public health advice
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Nike - Bringing the gym home
Working (out) from home
Brands changing their focus to deliver on critical needs
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Mattel - #KeepPlaying
The toy maker launches digital playroom and #ThankYouHeroes action figures line
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adidas - Representing the #HOMETEAM
adidas offers virtual sessions to boost creativity and fitness
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OpenTable - OpenTable goes open restaurant
App adapts to cut down on waiting line woes
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Airbnb - Airbnb hosts virtual experiences
Cultural activities, direct to your home
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AirAsia - Sharing is caring
OURSHOP becomes YOURSHOP for local businesses
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LVMH, L’Oréal - Beauty industry rallies to produce hand sanitiser
More than a pretty face
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BOLT Amsterdam - Bundles of joy
BOLT delivering local growers' flowers
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AB InBev, Bacardi, Brown Forman, Carlsberg, Diageo, Heineken, Pernod Ricard, Super Bock, BrewDog - The secret ingredient
Alcohol brands pledge alcohol to make hand sanitiser
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Signature Brew - What's brewing in the box?
Singature Brew offers a portable pub package
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Shifting production to cheerful masks
Masks designed to spread joy
Price-related measures that brands are taking
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Tinder - Swipe, match, chat
All-access path to lonely hearts
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Hyundai - Reassurances in unpredictable times
New car owners receive some peace at mind
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BOLT Amsterdam - Bundles of joy
BOLT delivering local growers' flowers
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Amazon - Once upon a time at Amazon
Audible makes streaming book collections free
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Ford - Payment relief
Ford proud to give customers a helping hand
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General Motors - Discounts for wellbeing
GM keeps its customers safe through uncertain times
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Consumer Brands Association - Fighting price gouging
Association fights to freeze opportunistic price hikes on scarce essentials
Brands changing or transforming contact points to benefit the public
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L’Oréal teams up with Snap for video-call beauty filters
L’Oréal and Snap created augmented reality camera filters for people to experiment with hair and makeup looks on video…
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On a creative mission
UK agency group Mission has developed a mobile facility that will allow their teams to re-establish face-to-face client…
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Unilever - Gaming the lockdown
Unilever Russia hosts virtual job fair
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KFC - Fun twists on the Colonel's classics
KFC urges customers to get creative with their food
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Pernod Ricard - Positive vibes only
Making good memories under extraordinary circumstances
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Countdown - Click and Countdown
Sales staff become personal shoppers to meet online demand
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Kmart - Only the essentials
Kmart opens online stores
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Häagen-Dazs - Swapping silver screen for sofa ice cream
A partnership made in heaven spices up film nights
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Ocean Outdoor - Out Of Home for those staying at home
Ocean offers free screen space to local businesses
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Ideal - Ideal makes the best of a nonideal situation
Jeweller takes its store experience online
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Bacardi - Cocktails to your coach
Bacardi raises the spirits of bars forced to close down
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Kiehl's and Deciem - Upskilling for good
Beauty companies open online consultancies
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Modsy - Working from home like they do on TV
AR gives your home office a facelift
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IKEA - An instruction manual on how to "STAY HÖME"
Some assembly required
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BrewDog - Going for a virtual pint
BrewDog brings the pub experience to the virtual world
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Deliveroo, BP, Marks and Spencer - Partners for good
Brands partner to get the essentials to the self-isolating
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The Restaurant Association - Eating out by eating in(side)
Propping up the restaurant industry with a national takeaway
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Nike - Stay inside. Just do it
Social distancing solidarity from Nike
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Iceland - Supermarkets and banks protect the vulnerable
That's why NHS workers go to Iceland
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LUSH - Free hand-washing for the public
This idea is the (bath) bomb
Some insights from our partners
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The Domino Effect: Bracing for Impact
Anticipating the cascading impact of the COVID-19 crisis on the advertising industry and client/agency relationships. By Bruno…
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On a creative mission
UK agency group Mission has developed a mobile facility that will allow their teams to re-establish face-to-face client…
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Predictions for a socially distant future
Strategic consultants crystal ball gaze to predict the long-term effects of COVID-19 on consumers and business
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McKinsey & Company - Keeping it brief
Consulting firm keeps managers up to speed
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Kantar - Don't go silent
How to read the room at this time
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WFA Webinar - Seven tips for sourcing
Adding value in a time of crisis
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Global Data Bank - Advice in a crisis
An offer for WFA members
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Observatory International - Observing your best interests
An offer for WFA members
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Edelman - the private sector should play its part
Trust barometer outlines public's expectations of brands
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WFA Webinar - How to adapt when a done deal comes undone
Tips for adapting sponsorship deals
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APR - Content fit for remote working
APR advises on how to make top-quality content from a distance
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2CV - A heart-warming snapshot of human adaptability
Staff document life under lockdown
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GfK - Supplying the facts
Report outlines impacts to supply chains
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Nielsen - FMCG: Fast-Monitoring Consumer Guidance
Nielsen keeps finger on the pulse of consumer behaviour
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Ipsos - Coronavirus in China: Impact and Recovery
A model to follow for the future?
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Bain & Company - Tracking on a macro level
Modelling the course of the crisis
Some initiatives from our global network of industry associations
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TULI, Estonia
A T(r)ULI informative resource
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bvA, Netherlands
Helping the industry zorg voor elkaar
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ABA, Brazil
Keeping members informed
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#Stay Home. Save Lives.
US Ad Council rallies the industry under one roof
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APAN, Portugal
Locally sourced inspiration
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ANDA, Colombia
Welcome to the hub
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ANA, USA
Keeping members in the loop of the law
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ACA, Canada
Consultations in Canada
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Union des marques
Keeping media on the air
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UBA, Belgium
At your service
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Marketing Finland, Finland
Remote knowledge and news
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Sveriges Annonsörer, Sweden
Hotline to the top
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PANA, Philippines
Backing brands that build the nation
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ANFO, Norway
Getting members on the right track
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ISBA, UK
Advice from ISBA
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SZZV, Slovakia
Welcome to the hub
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CAA, Argentina
Insights for the new normal
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SDE, Greece
Purpose manifest(o)