COVID-19’s Impact on Advertising
The coronavirus pandemic flipped our everyday lives upside down. Within days we started to sit at dining tables from 9 to 5, and masks became our newest accessory. Like our sense of normality, the advertising industry was also impacted. But a global pandemic wasn’t going to stop us. Our new need was to effectively keep our audiences informed. With updated budgets and content, our industry did just that but with some key changes.
- Healthcare, finance, and entertainment industries took this opportunity to increase their ad spending. Travel, tech, and lifestyle decreased their budgets or stayed the same.
- As we turned to more streaming and online retail, digital advertising spiked. Social media advertising increased by 50% and email marketing increased by 86%.
- Traditional advertising platforms decreased as much as 30%, specifically for print, out of home, and cinema.
- Campaigns were paused, postponed, or cancelled to make room for coronavirus related content.
- Brands adapted their messaging overnight to stay relevant and authentic, while expressing gratitude to essential workers and healthcare professionals on the front line.
It’s No Longer Finger Lickin’ Good
KFC announced the censoring of their “finger lickin’ good” slogan as the coronavirus pandemic continues. Seeing that the slogan doesn’t fit the current hygiene agenda and customers expressed concerned, KFC chose to pull the plug and turn it into a campaign.
Their newest ad shows the words “finger lickin” blurred out on their chicken buckets and billboards. Instead of licking our fingers, we are encouraged to wash our hands in the sink for at least 20 seconds to reduce the spread. “We find ourselves in a unique situation — having an iconic slogan that doesn’t quite fit in the current environment,” KFC’s CMO stated. We can expect to see the slogan return when the time is right.
Meet a Martin – Michael Keesee, Lead Graphic Designer
I joined Martin last November after 10 years in the corporate world as associate creative director for the Bath Fitter, Kitchen Saver, and Homespire remodeling brands. I was curious about how I might grow, as well as help others to grow, in an agency setting, and was delighted by the opportunity to work alongside the great people at Martin. It’s been a little over eight months, and I can definitely say I’ve grown already!
After a childhood steeped in art and music, I was initially drawn to graphic design as an artform. However, after being mentored by several veterans in the field, I began to understand how design activates advertising and bolsters human communication. Since my schooling, I’ve done a deep dive into peripheral efforts like branding, marketing, web development, and video production.
Music is still a big part of my life — I’m constantly on the hunt for innovative music artists, and I play mandolin (and sometimes guitar) in a local band. I live in a quiet neighborhood in the area with my partner and three tiny (and loud) dogs. Above is a photo of us with our nephew not long after we bought our house.
Sources: WeForum, AdAge, KFC