Writes: Viktorija štukar
The last few months have been marked by a specific, unprecedented situation in which we find ourselves together with the rest of the world. The coronavirus pandemic has almost completely paralyzed countries and their industries, prevented free movement of the population, closed many jobs and left many unanswered questions.
In response to the demanding business situation many companies faced as a result of the pandemic, especially those from the tourism, transport and almost all businesses related to the automotive industry, we decided to offer pro-bono communication consulting for these businesses.
One of the companies that responded to our offer is Nextbike, the largest bicycle rental system in the region. After analyzing their business situation, communication goals and target audience, we proposed key messages, defined the communication concept and territories, guidelines for communication on social networks (which was the main task set in the brief), and gave some additional ideas for socially responsible behavior, collaboration with influencers, and native content.
As for social networks, the proposed steps were:
1. Creating a recognizable visual identity
Branded photos of a similar style (colors, lights, tones) that contribute to brand recognition and help it stand out in the sea of other content on the user's news feed.
2. Adjust the tone and style of communication
Security measures were a necessary element of communication, but it was desirable to avoid topics that are not closely related to the field of business, as well as expressions that have a negative connotation and overemphasize the negative aspects of the crisis. We suggested that communication continue in a casual tone as it was before the crisis situation, with an emphasis on the measures the company is taking to protect its customers.
(“No touching! Unlock our bicycle locks with the app.”)
3. Pointing out the advantages over the risks
Emphasizing the positive and fun aspects of cycling as a form of physical activity, a means of transportation that affects the well-being of nature and simple way of transportation to the store or work that should inspire users to do something useful for themselves and their health without unnecessary risk. in doing so all the proposed measures.
("Do you know that one of the best anti-stress activities is cycling? Take a break from your busy everyday life and make a detour.")
4. Attracting new users
Each brand, in addition to having its own story, must also have users who will gladly share that story in order to attract new followers. The ideal solution to encourage engagement was to organize prize games in which free driving time will be given or to launch a Tik-Tok challange in which users will be able to share their anecdotes while driving.
5. Maintenance and growth
In times of crisis, it is extremely important for a brand to show its human face and help the community as much as it can. In this case, we suggested free use of bicycles for health professionals who would get to work faster, easier and safer.
Finally, it is important to note that communication is important to be look at in the context of the situation and that with the dynamic changes happening around us, communication too needs to be adapted to the environment and users. In this way, companies and brands can emerge from this crisis stronger, better and more successful.