Brands are encouraging the public to wear masks for public safety amid COVID-19
Trend - American brands are launching social media campaigns to encourage consumers, specifically Millennials and Gen Z, to continue wearing masks for public safety. These social media campaigns contain humor and pop culture references in an attempt to authentically connect with the target demographics who are digital natives to these platforms and constantly immersed in the content.
Insight - Many consumers, especially younger consumers like Gen Z and Millennials, are becoming more relaxed and not following the strict physical distancing guidelines set forth by health professionals. These demographics are faced with mixed messaging around the severity of the virus for people of their age group, giving them a false sense of security. In an effort to encourage public safety, brands are using popular social media platforms to convey the seriousness of the issue to the more relaxed generations.
Insight - Many consumers, especially younger consumers like Gen Z and Millennials, are becoming more relaxed and not following the strict physical distancing guidelines set forth by health professionals. These demographics are faced with mixed messaging around the severity of the virus for people of their age group, giving them a false sense of security. In an effort to encourage public safety, brands are using popular social media platforms to convey the seriousness of the issue to the more relaxed generations.
Workshop Question - How can your brand support the health and safety of consumers during trying times?
Trend Themes
1. Social Media Mask Campaigns - Brands are launching social media campaigns to encourage Gen Z and millennials to wear masks for public safety using humor and pop culture references.
2. Pro-mask PSA Campaigns - Social media campaigns like Hanes' #MaskAround campaign and Paul Rudd's hilarious PSA are using influential stars and social media influencers on platforms like TikTok to encourage mask-wearing in an effort to slow the spread of COVID-19.
3. Pro-mask Social Media Campaigns - Twitter is projecting pro-mask tweets in unexpected places as a reminder to Americans that the work to slow the spread of the virus is not yet over.
Industry Implications
1. Social Media Marketing - The success of mask campaigns on social media platforms like TikTok and Twitter demonstrates the increasing influence of social media marketing for promoting messages of public safety to targeted demographics.
2. Influencer Marketing - The use of social media influencers and influential stars in mask campaigns marks a successful trend in the use of influencer marketing for public safety campaigns.
3. Outdoor Advertising - Mask campaigns like Twitter's projection of pro-mask tweets demonstrate the growing trend of using outdoor advertising spaces in innovative ways to spread messages of public safety and social responsibility amidst the pandemic.
