Brands Turn to Influencer Marketing and Repackaged Content During Pandemic

Brands that have opted to continue communicating to customers during the coronavirus epidemic still require the creative to support their marketing messages. But with production shoots on hold, brands have been forced to get crafty through repurposing content, using stock imagery and leaning on influencers to create content quickly, according to a piece in AdExchanger.

Pfizer, for instance, has revamped older creative and adapted its messaging for the current cultural climate. ADT sourced user-generated content from social media to assemble creative featuring consumers adjusting to home life and expects to follow the same process for a campaign in May. Animation is another option when remote production is required. TurboTax plans to run an animated spot on Hulu about consumers’ ability to do their taxes at home.

With social media use up 83 percent since mid-March, according to Meltwater, brands are also turning to influencers for content creation. Experienced in churning out DIY content, influencers are working with agencies to develop new images or do post-production work on owned assets for brands such as Ulta Beauty and Coca-Cola. For more detail on how brands are using influencer marketing to fill the production pipeline, read more in AdExchanger.