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COVID-19: Brands unlock the potential of social media activations

Social media activations

The lockdown has opened the door to the House Of Leisure. Here are the brands keeping consumers engaged and occupied with social media activations.

Consumers have a limited supply of money and materials but their schedule has a lot of space for rest & recreation. Enter – social media activations, an age-old marketing technique, that has been redefining itself & usage during the Pandemic.

Social media activations essentially comprise the act of transforming users into brand followers, participants, & eventually into a consumer brand ambassador. With a global crisis leaving little scope to market a product, brands now focus on playing a larger role in consumers’ life, wherein their attempt to better or simplify a consumers’ life leads to an engaged community.

Brands have been suggesting consumers productive pastimes, a task, a physical or mental activity, a recipe to cook, create content, make art, indulge in photography, or anything that kills time and is also fruitful. UGC plays an integral role in the process as brands urge consumers to share their work/art/creation in a bid to create a bank of engaging content.

We are currently facing a crisis and the pandemic has changed the course of marketing with brands having to rethink their communication in a manner that they not only advertise their product but help the consumers.

Any brand that is adding value to the consumers’ lives right now – by suggesting indoor activities, trying to educate them, or entertain them, or is just reassuring them that they are there for their consumers – will reap benefit from a strong consumer bond & engaged community. Now let’s dive into the pool of branded indoor activities, and swim in productivity.

Mercedez Benz – #ColorYourBenz

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Doing something creative every day keeps our mind fit and spreads good vibes. Get your pencils ready and paint your own Mercedes-Benz with our coloring templates! #coloryourbenz For more fun and creativity at home, our Mercedes-Benz coloring book is now available as PDF! Download here and start painting mb4.me/KidsArtwork The best works and sketches will be collected in our Facebook album. @andrewmytro

A post shared by Mercedes-Benz India (@mercedesbenzind) on Apr 4, 2020 at 2:33am PDT

Mercedez Benz called out all consumers to color their own Mercedes Benz with the brand’s coloring templates such as Sir Sterling Moss in the 1955 Mille Miglia, C-Class, the AMG F1 race car, and many more.

The best works and sketches would be curated for a Facebook album. The campaign saw a flood of UGC, varying from established artists to kids giving their best shot to paint their ‘dream car’.

The campaign’s other leg requires minimal craft skills. Print out a template of (for example)Lewis Hamilton, and with glue and scissors, you can ‘Build Your Own Driver’ or your favorite car.

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This will keep us busy! Get your scissors and glue ready and build your own @lewishamilton and @valtteribottas with @epsonuk Ready? 3, 2, 1… Let´s start! Download your template here:  mb4.me/KidsArtwork Show us your F1 driver using the hashtag #coloryourbenz and have a creative time at home. Let´s hang in there together! #stayhome #flattenthecurve @mercedesamgf1

A post shared by Mercedes-Benz (@mercedesbenz) on Apr 14, 2020 at 12:00am PDT

Additionally, the brand is enjoining their community to share the pictures of their garages showing how their cars are staying in, with #DreamsAreMadeAtHome.

Asian Paints – #HarGharKuchKehtaHai

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Making such fun, goofy, heartfelt memories at home right now? It's your turn to share them with us. Upload your photos and videos where your home has become a gaming zone, tag @asianpaints with #HarGharKuchKehtaHai or DM them to us and stand a chance to feature on our page. We're waiting to see Har Ghar Ke Gaming Moments! #StayHomeStaySafe #StayHome #StaySafe #Quarantine #QuarantineLife #WorkFromHome #Corona #CoronaQuarantine #Covid19 #stayhomesavelives #HomeSweetHome #StayAtHome #MyHome #FamilyTime #HomeBound

A post shared by Asian Paints (@asianpaints) on Apr 4, 2020 at 11:08pm PDT

Asian Paints revived their long-running series ‘Har Ghar Kuch Kehta Hai’, that began in 2007 as a television series, turned digital on YouTube recently, and now has transformed into a UGC campaign.

The brand compiles the heartfelt moments such as indoor cookouts, home workouts, gaming activities, and more sent to them by users, and turns them into memories by featuring them on their page.

Converse – #CreateAtHome

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We want to work in new ways to create progress together. Our Instagram, Twitter and TikTok will showcase emerging creative talent—and select creative work will be commissioned to help tell the Converse story. Along the way, we’ll also provide access to the best of our community: tools, products and collaborators. Want to get involved? Share your creativity with #CreateAtHome and stay tuned for more.

A post shared by ConverseIndia (@converse.india) on Mar 30, 2020 at 11:57pm PDT

To start the conversation of creation with Converse, dance, paint, skate, animate, or create with whatever suits your plate, and the brand will commission select creative work to tell the Converse story.

The brand is showcasing upcoming underdogs on their Instagram, Twitter and TikTok handles. The best of the community will also be provided with tools, products, and collaborators.

Decathlon Sports India – #Hallympics2020

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The Hallympics 2020 is coming to your home, happening on your screens. Here are your city captains. Join the team and watch out for this space for more. #Hallympics2020 #playitsafe

A post shared by Decathlon Sports India (@decathlonsportsindia) on Apr 9, 2020 at 10:59pm PDT

Decathlon put together a series of virtual events across social media platforms comprising of games and challenges for people to follow and participate in.

The challenges included handle hurdles, one glass-one leg, frozen squat, and more that were designed to be easily practiced from one’s hall, or any free space, with a points system awarded collectively to each city location.

Each city had a captain, the community could represent their city by participating in the event. The brand claims the event centered around 9 cities garnered 2,000+ shares; 3,700+ post on hashtags; one lakh video views, and reached five lakh people.

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One glass. One leg. Rules: 1. The squats must be performed with only one leg. 2. The glass must be filled with water. 3. The participant looses if the water spills or looses balance. Whichever happens first. 4. The participant can't shift to the other leg mid way. 5. The maximum number of reps in 30 seconds is the winner. 6. Record as for an 'Instagram Post' and not an 'Instagram story'. Only posts are considered for scoring. 7. Remember to use the right hashtag for your city. If you are from Delhi, use #Hallympics2020_delhi. So on and so forth for the other participating cities. 8. Entries visible to us on the hashtag which are posted between 9am – 12pm will be considered. #PlayitSafe

A post shared by Decathlon Sports India (@decathlonsportsindia) on Apr 11, 2020 at 8:25pm PDT

Walt Disney Studios – #DisneyMagicMoments

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#DisneyMagicMoments lets you experience the magic of Disney wherever you may be. Enjoy Disney, Pixar, Star Wars, Marvel, and National Geographic with stories, videos, and activities to inspire imagination and discovery among kids, fans, and families alike. Visit DisneyMagicMoments.com to start exploring.

A post shared by Walt Disney Studios (@disneystudios) on Apr 6, 2020 at 9:00am PDT

The Disney Theme Parks may be closed, but you can turn your Disney dream into a piece of art, by downloading Disney Animation backgrounds from the classic movies and create your own Disney moments from your home.

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Backgrounds set the stage for characters and stories to unfold. For your next video call, go under the sea or off to Wonderland with these backgrounds from the Walt Disney Animation Research Library collection!

A post shared by Walt Disney Studios (@disneystudios) on Apr 15, 2020 at 11:06am PDT

Furthermore, they have also launched a new digital series named ‘#AtHomeWithOlaf‘, and #DrawWithPixar, series of drawing tutorials.

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Oh yeah! Join Animator Emilie Goulet (@egoulet529) in drawing Canada’s greatest stuntman, Duke Caboom from TOY STORY 4! Grab your pencil and eraser and let’s caboom! #DrawWithPixar #DisneyMagicMoments

A post shared by Walt Disney Studios (@disneystudios) on Apr 10, 2020 at 3:59pm PDT

Also Read: Brand Saga: Appy Fizz, a drink that made you cool

Dewar’s – #DoubleIsBetter

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#I am super excited to bring Doers Club by Dewar's on digital by bringing a new series, where I will share 6 of my favourite recipes with you all. We will go through a delightful cooking experience every day ‪at 6 p.m.‬ I will be posting these recipes on my Instagram stories. As doing things twice is better #doubleisbetter and Dewars is double aged, I will use two main ingredients that enhance the flavour of each other. I will also be sharing interesting ways to use Dewar’s while cooking and making the smooth, refreshing and super easy highballs. Can’t wait to share recipes with you. So, Stay tuned! #stayathome #doubleisbetter #quarantinecooking #dewarsscotch #doersclub @dewars @fetch_india vickyratnani #vickythegastronaut #chef #cooking #quarantine #quarantinecooking #stayhome #staysafe #eeeeeats #delish #cheers #instagood #instadaily #scotch #scotchwhisky #highball #chef #cooking #homecooking #easyrecipes #instagood #instadaily

A post shared by Chef Vicky Ratnani (@vickythechef) on Apr 5, 2020 at 7:20pm PDT

Dewar’s continues to populate their #DoubleIsBetter campaign and carries on with their content marketing strategy while romanticizing food.

Previously, they have collaborated with Gobble to put out tutorials and a food show called ‘You Got Chef’d!’. This time the brand collaborated with celebrity chefs such as Ranveer Brar and Vicky Ratnani.

The brand encourages consumers to bring their inner MasterChef alive with DIY tutorials of gourmet style home food and cocktails. The recipes traverse from childhood favorites to the recently trending Dalgona Coffee.

MindPeers – #MyQuarantineMood

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However you're spending your quarantine, it is valid! You don't have to subscribe to any particular idea of a "good Quarantine". Share your story, inspire others to be themselves! #MyQuarantineMood . . . #quarantine #quarantinelife #quarantineandchill #inspiration #share #sharethelove #coronaawareness #coronavirus #corona

A post shared by MindPeers (@mindpeers.co) on Mar 30, 2020 at 7:52am PDT

The mental health service and a self-care platform is stimulating people to share what they are doing to cope with the mental distress of the pandemic with #MyQuarantineMood.

Additionally, they have also released a series of images and short-format animated videos that may help users smoothen the ride on this emotional rollercoaster.

The series explains why they’re feeling overwhelmed with emotions or are facing certain situations and suggests activities that can help them feel better.

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Our emotions may feel "too much" but it's a normal response to lack of stimuli. Swipe through, to see what all you can do! . . #MyQuarantineMood . . . #quarantine #quarantinelife #quarantineandchill #inspiration #share #sharethelove #coronaawareness #coronavirus #corona #asmr #positivevibes #positiveaffirmations #positiveaffirmation #positivevibe #listen #soundcloud #soundhealing #therapy #hereforyou #wereallinthistogether #quarantineandchill #quarantinelife #covid_19 #coronaawareness #corona #coronasad #voice #voices

A post shared by MindPeers (@mindpeers.co) on Apr 13, 2020 at 1:37am PDT

Sweetish House Mafia – #BakeWithSHM

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Hey Fam! HAPPY WEDNESDAY We’re back with #bakewithSHM this ones really delicious! Today’s recipe: Fudge Brownies . Ingredients – 1/2 cup butter, melted and cooled (115 gms) – 1/2 cup white/castor  sugar – 1/2 cup brown sugar – 2 eggs – 1/2 tbsp vanilla extract – 1/2 cup flour (maida) – 1/2 cup unsweetened cocoa powder – 1/2 tsp coffee powder (optional) – 3/4 cup chocolate chips/chopped chocolate, divided . Method . 1. Preheat oven to 175°C. Grease a 9×6” baking pan with butter and flour. Line with butter paper (or foil) with an overhang on the sides for easy removal of brownies after baking. Set aside. 2. In a large mixing bowl whisk together melted butter, sugar, brown sugar, eggs, and vanilla extract until smooth and combined. 3. Sift in flour and cocoa. Add the coffee powder, if using, and stir until just combined. Don't over mix. Fold in 1/2 cup of chocolate. Spread evenly into prepared pan and sprinkle the remaining 1/4 cup of chocolate on top of the brownies.  4. Bake for 25-30 minutes on the middle rack in the oven until the brownies are just set to touch. Don't over bake the brownies. They will set up as they cool. Remove from oven and let cool before cutting into squares. Enjoy! AND THERE YOU HAVE IT! Make sure you try this at home, and tag us in your photos! – stay safe and stay home . . . #fudgebrownies #homemadebrownie #lockdownrecipes #quarantineandbake #bakewithshm #homebaked #homebaker #homebake

A post shared by Sweetish House Mafia (@sweetishhousemafia) on Apr 15, 2020 at 6:18am PDT

Sweetish House Mafia makes it’s way into users’ hearts through their stomach by sharing simple recipes and a video series of cooking tutorials of desserts. Such as Fudge Brownies, the recent fad – Chocolate Chip Banana Bread, and more sweet courses eaten at the end of the meal by most(and at the start of the meal by me).

Adobe Photoshop – #CreatingFromHome

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Hey everyone, it’s @hobopeeba here, bringing you Photoshop’s new theme: #CreatingFromHome. Right now, many people around the world are staying at home for the good of everyone. Although our lives are changing, we want to encourage everyone to keep creating where you can. Starting today, share your work using the hashtag #CreatingFromHome. We'll share some of your art on the Photoshop page to keep people inspired during this time.⁠ •⁠ I’m a photographer from Moscow and I’m SUPER excited to be taking over the Photoshop Instagram this week. I am 32 years old and have been working with Photoshop since I was 14. My photos are about magic around us, about kindness, and about unity with the world. You can see how different pieces of art complement each other, flowing from one to another.⁠ •⁠ Model: @chashashuli

A post shared by Adobe Photoshop (@photoshop) on Mar 30, 2020 at 10:09am PDT

To keep the creative juices of Graphic & Visual Designers flowing, Adobe Photoshop launched its new theme – #CreatingFromHome. Users can share their work using the hashtag and tagging them.

Select pieces would be displayed on the Photoshop page. Reportedly, Adobe Photoshop and InDesign applications are now free for students from kindergarten to Grade 12 for two months, in an attempt to provide resources for the ones forced to stay home instead of staying in class.

Jeep – Explore The Great Indoors

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Want to surround yourself with nature, but stuck at home? Well, so are we. That’s why, we’re giving the iconic seven-slot grille a homely twist for the next few days with seven ideas every day to make your #StayingIndoors adventures even better. Today, we’re looking at gardening. Here are seven easy-to-grow plants that are found in most kitchens, and can be grown easily in a small pot. • Ginger • Garlic • Chickpeas • Lemon • Green Chili • Curry leaves • Tomato What are you growing? Let us know in the comments below. #Jeep #JeepIndia #ItsAJeepThing #TheresOnlyOne #OIIIIIIIO #FlattenTheCurve #Covid19 #StayHomeStaySafe

A post shared by Jeep India (@jeepindia) on Mar 27, 2020 at 2:19am PDT

Jeep gave it’s seven-slot grille a homely twist, and shared seven ideas over the course of a few days, for activities one can indulge in and turn each day into an indoor adventure.

The suggested activities included reading, cleaning & sanitizing, gardening, coloring, and more along with recommendations for each activity.

Canon – #StayInDoGreat

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As the world turns grim, it is up to us to keep humanity nourished with beauty. Share the love in the details by tagging us @canonindia_official and using #StayInDoGreat. Best pictures get showcased on our social media page. #DoGreatWithCanon #CapturedOnCanon #MentorsInFocus #StayHomeStaySafe #CovidTimes

A post shared by Canon India (@canonindia_official) on Apr 10, 2020 at 3:30am PDT

In this time Canon urges us to ‘picture the silver lining’ with their initiative. The brand asked users to share the little details that bring them joy while they do great by staying in.

It could be their furry friend or warm cuddle from a loved one or anything else. Best photos would be showcased on their social media page, and the activity would also help the user shift their focus to the things that matter.

Oriflame – #FitFamilyChallenge

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Let’s get you and your family ready for our #FitFamilyChallenge. Upload your story of your family working out together, and nominate your friends to take the challenge. Don’t forget to tag us and use the hashtag for your chance to win. #ContestAlert #WellnessByOriflame … #Quarantinefitness #stayhome #homeworkouts #stayhomestaysafe #fitnessgoals

A post shared by Oriflame India (@oriflameindia) on Apr 9, 2020 at 9:54pm PDT

The Swedish beauty brand launched the #FitFamilyChallenge to motivate families to exercise and bond together while maintaining fitness.

Users were asked to submit videos or pictures of their families exercising and getting fit together. Participants were also asked to nominate their peers to take the challenge.

Shopper’s Stop – #GlowFromHome & #KeepTheLoveAlive

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Hey guys! Looking for one reason to try out a DIY facial mask? We are giving you three! Visit our stories today to get inspired and try out a facial mask today. Don't forget to share a picture of your choice of facial mask to get featured and #KeepTheLoveAlive while staying at home. #TogetherAtHome #AloneTogether #StayHome #StaySafe #StrongerTogether #SocialDistancing #FlattenTheCurve #WorkFromHome #ShoppersStop

A post shared by Shoppers Stop (@shoppers_stop) on Apr 6, 2020 at 8:31pm PDT

The department store chain initiated two campaigns to aid users maintain their skincare routines and wallow in home makeup looks.

#GlowFromHome shared easy-to-do makeup looks tutored by Shopper’s Stop beauty artists and experts from MAC Cosmetics India. #KeepTheLoveAlive shared some ingredients that can be used to make DIY face masks.

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