Right in the thick of Covid, my friend Tega and I looked at what brands could be doing to further endear/engage consumers. We talked about the fact that everyone is now looking/moving to digital as the primary media of engagement and this is the time for brands to rethink their digital strategies (if they had one) or develop one (if they didn’t prior to Covid).

It was therefore not surprising to stumble on a webinar in the ongoing Pitcher Festival of Creativity to confirm that we were right on track. Here are a few lessons from that webinar titled “Case Studies: How Brands are Leveraging Entertainment to Reach Audiences in New Ways.”

1. With Covid, everyone became creators and producers of content rather than just content consumers; and for alcoholic beverages, they quickly (and naturally so) collaborated with entertainers especially with beverages being at the centre of social engagement.

2. There is no one size fits all to advising brands, it only calls for clever collaborations.

3. Content in the days of Covid is consumed and viewed as a communal activity and brands will do well to leverage that by speaking to groups and communities rather than simply individuals.

4. Brands will be more invested in content aggregators, and therefore this will create larger room for content creators. Again, a call for clever collaborations.

5. These are exciting times for creators, especially those who are active on digital and are harnessing content platforms.

What do you think?