It’s tough to break through with audiences during this time of crisis.
Information overload is weighing down screen-weary eyes, and even brands that have a powerful and important message to deliver risk being drowned out. However, brands can use their unique position as trusted authorities on topics adjacent to their business to engage customers who are desperate for information during these uncertain times.
An impetus to help educate consumers and fight misinformation led Mars Petcare to create a hotline, what it calls the “Pet Health Pal,” for pet owners with important information about pet care during the COVID-19 crisis. To create the service, the brand used Facebook Messenger and WhatsApp.
“With the current pandemic, we saw the anxiety of pet owners learning to navigate the new normal of social distancing and shelter-in-place, along with a wave of misinformation about pet care and ownership,” says Jane Wakely, chief marketing officer at Mars Petcare.