Covid-19 Recovery
Marketing and Communications Resources
A curated set of articles and tools to navigate rapidly changing consumer buying patterns, consumer habits, mindsets during Covid-19.
Articles:
- Our Latest Blog Post: How China's 2020 Internet Ad Spend Informs your Brand's Marketing Strategy
- China Marketing Insights: TikTok’s China twin Douyin has 550 million search users, takes on Baidu
- International Brands in China: Decoding China’s Unique Sales Cycle
- Brand Storytelling: SK-II's localized short films present social issues via a personal narrative. A film featuring Japanese swimmer, Rikako Ikee, attracted 333,000 views on Weibo within a day.
Ideas:
- #StopAsianHate - Skift features UK’s “kindest city" & friendly locals to appeal to tourists as Asian hate crimes rise
- New Rank (Chinese website) - What is trending on WeChat, Little Red Book & other Chinese platforms
- Marketing News - Will Luxury Cash in On Shenzhen’s New Duty Free?
What Happens Next:
- Prior to Covid-19, companies followed a similar formula to win sales - Advertise, do PR to build your brand and while advertising some more - are likely to find it doesn't work.
- Pivot by becoming more news-driven and featuring the 3Ps (people/ products/passion) to fit this unique period
Where to turn for help:
Know that the Momentum team is here to help during this period. Please reach out if you need support to adjust your communication strategy or messaging.
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