Content champions – who has nailed it?

The Covid-19 pandemic has left many brands in a difficult situation. The majority of consumers are under lockdown and facing uncertain financial circumstances, and effective engagement has become vital to ensure brands stay relatable and empathetic during this time.

To maintain and build relationships with consumers, some brands are upping their content marketing investments and thinking outside of the box to create thought-provoking impactful campaigns.

Here are some examples of brands paving the way for reconnecting with customers and staying top of mind during the pandemic.

Grenson Shoes

The handmade shoe company recently launched the Nominate Your NHS Hero campaign to recognise the fantastic work of NHS staff.

Nominate your NHS hero is a campaign which sees NHS workers receive a pair of shoes on behalf of the brand. By allowing customers to nominate their heroes, the recognition goes further than just a material aspect, encouraging customer interaction with the campaign and injecting a feel-good aspect into a time where many customers are anxious and uncertain.

The brand highlights a NHS hero daily, giving them their time in the spotlight.


The home fitness revolution was once deemed elitist due to its high purchase price and monthly subscription model. However, the brand has changed the game and offered some real value to all consumers by offering the Peloton app free for 90 days.

By making the app more widely available, the company is giving customers a taste of the benefits of a home set up. It’s an extremely clever campaign in a time when home exercise could become the norm for the foreseeable future.

They say it takes 21 days to form a habit – so Peloton consumers should be well and truly hooked after this.


Arguably one of the most recognisable brands in the world, global sports performance giant Nike has temporarily closed its stores in key markets such as Europe and the US,.

However, notorious for their power of engagement with consumers through inspiring content, the brand has solidified its place as a market leader during a time of crisis.

In March, the Nike Training Club app became free to all Nike members. The brand also pushed out more content to its Nike and Nike Running Club apps, engaging the millions of fitness enthusiasts under lockdown and trying to maintain their fitness without access to gyms.

As well as the free incentivised app access, Nike also developed their latest brand campaign, Play for the World. The campaign utilises Nike’s impressive array of athlete ambassadors and gives insight into how they have maintained condition during the lockdown. Stars such as Lebron James, Leroy Sane and Dina Asher Smith were all involved and gave fans an insight into their lives behind closed doors, helping Nike to maintain brand awareness and consumer engagement.

Added value is key

Whatever sector your brand sits within, the above examples above all have one thing in common. The brands behind these campaigns are all aiming to make themselves valuable to their audiences by offering more than just entertainment value, but offering real connection and interaction opportunities at a time of isolation.

Brands that take this approach will be the ones to benefit, both now and in the future.

If you’d like to discuss how we can create measurable content campaigns for your brand, get in touch.

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Louise James

Louise James
28 May 2020