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REPORT #1: WEEK OF MARCH 15, 2020

DISTRICT M INSIGHTS

Advertisers:
COVID-19’s impact on brand marketing.

As we practice social distancing and transition to working from home, consumer behaviour has also changed. Non-essentials have become low on consumers’ priority lists as more-critical basic needs have taken precedence. We’ve compiled some research and are proposing ways advertisers can stay afloat in difficult times. 

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55%+

of people prefer to avoid public spaces and stay inside.


11:30 am

on weekdays peak of online activity.
(previously 11:30 am on Sunday)


70%

increase in Internet usage during public quarantine.


30%

increase in gaming activity overall since last week.

Site traffic volume

(Last 7 days)

Online searches

(Last 7 days)

↗  24% Food delivery 

↗  57% Office supplies 

↗  47% Grocery store 

↗  37% Netflix
(Same as Christmas 2019)

↗  27% Recipes

↗  37% Amazon
(Compared to same period last year)

*Google Trends search report as of March 17th, 2020.

 

Strategy:

Building long-term
brand loyalty.

Marketing experts are now advising brands to maintain their long-term brand identity instead of focusing on short-term results (for example: generating conversions). The reality is that when a brand goes off the grid, it can take weeks and investment to get back to previous awareness levels. 4

We advise to look to Maslow’s pyramid of needs when working out campaign messaging. Focus should start on physiological needs moving up. We have included examples of companies and their initiatives.

How can we
support you?

At district m, our priority is to support our clients the best we can. Our trading desk and design teams are doubling their efforts to be as proactive as necessary.

 Special conditions for PSA messaging
 Fast delivery of creative
 Campaigns live within 24 hours

Do not hesitate to contact us for help from our experts. Whether you need simple advice or wish to brainstorm your future digital strategies, we’re here for you.

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