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CoronaVirus trends in Search, by Google

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Recent data & insights about consumer search query trends during March 2020 regarding CoronaVirus impact

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CoronaVirus trends in Search, by Google

  1. 1. Proprietary + Confidential Updated: March 20, 2020 Coronavirus Trends A closer look at consumer query trends
  2. 2. Proprietary + ConfidentialProprietary + Confidential What’s happening? The Coronavirus outbreak in Wuhan, China coincided with the world’s largest human migration, which happens annually during the Lunar New Year. Consumers around the world are exhibiting unnatural purchasing behaviors by actively stockpiling supplies. They are now searching beyond emergency items, looking more towards shelf-stable and frozen foods, drinks, etc. Overall stock market declines, travel bans, social isolation, supply chain, and labor concerns pose a threat of broader economic impact. As working from home increases and leisure activities are suspended (Disney, Broadway, NBA, NCAA), virtual / video media consumption is predicted to rise.(1) Source: (1) eMarketer, “The Biggest Business Impacts of the Coronavirus Pandemic”. AdWeek, “Unprecedented Uncertainty”.
  3. 3. Proprietary + ConfidentialProprietary + Confidential Public Mindset
  4. 4. Proprietary + ConfidentialProprietary + Confidential Since the initial peak in January, “Coronavirus” related searches have since grown +320% on Google Search Coronavirus Source: Internal Google Search Trends, US Searches 1/30/20 vs. 3/12/20
  5. 5. Proprietary + Confidential Searches for Coronavirus have surpassed other recent outbreaks Coronavirus Influenza Ebola Swine Flu Zika January 1, 2005 January 1, 2010 January 1, 2015 January 1, 2020 Source: Google Trends Chart, Data through March 2020. March data is partial and only reported through 3/18/20. Indexed Google Search Volume 2004 to March 18, 2020
  6. 6. Proprietary + Confidential Coronavirus query volume has been driven by critical events during the outbreak Source: Google internal data
  7. 7. Proprietary + Confidential It has also surpassed Cold & Flu trends with rapid growth in the last few weeks Coronavirus Searches Cold Searches Flu Searches 22X Source: Google Trends Chart, US as of 3/12/20 Indexed Google Search Volume December 2019 to March 12, 2020
  8. 8. Proprietary + Confidential 11pm 7am 11pm 2pm 11pm 7am 11pm 7am 11pm7am11pm 7am 7am It’s often the last thing on people’s mind when they go to bed and the first thing on their mind when they wake up Source: Google Trends Chart, US as of 3/4/20 Indexed Google Search Volume for ‘Coronavirus’ 7-Day Search Interest (February 26 to March 4, 2020)
  9. 9. Proprietary + ConfidentialProprietary + Confidential 71% (as of 3/16/20) 39% (as of 3/11/20) 24% (as of 3/4/20) Q: Is the outbreak of Coronavirus currently affecting what you do in your spare time? Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA. The shift in consumer sentiment around how Coronavirus is affecting daily life is fairly recent
  10. 10. Proprietary + ConfidentialProprietary + Confidential 78% 32.5M Source: (1) NRG Coronavirus study, Survey conducted 3/16/20, N=900; (2) The Washington Post, Published 3/16/20 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA. The US is entering a new reality as quarantine and self-distancing measures are put in place
  11. 11. Proprietary + ConfidentialProprietary + Confidential Consumer Preparedness
  12. 12. Proprietary + Confidential People are looking for prevention methods Source: Google Trends Chart, US as of 3/18/20 Indexed Google Search Volume February 18, 2020 to March 18, 2020 Hand washing Hand sanitizer Disinfectant
  13. 13. Proprietary + Confidential Searches also show a significant month-over-month rise in preparing for extended periods at-home Source: Google Trends Chart, US as of 3/10/20 +980% +614% +113% Quarantine Work from home Social distancing Indexed Google Search Volume February 12, 2020 to March 10, 2020
  14. 14. Proprietary + Confidential People are looking at how to prepare and protect themselves Top questions on Coronavirus, past week What is coronavirus How many people have died from coronavirus? How to prepare for the coronavirus? How did the coronavirus get started? How is coronavirus spread? Most searched “What to…” on Coronavirus, past week What to stock up on for coronavirus What to know about coronavirus What to do if you think you have coronavirus What to do to prepare for coronavirus What to do to prevent coronavirus Source: Source: Google Trends Coronavirus Report, 2/26/20
  15. 15. Proprietary + Confidential And communication implications are, too
  16. 16. Proprietary + ConfidentialProprietary + Confidential Consumers are trying to combat boredom at home Indexed Google Search Volume Source: Google Trends (March 11 - 17, 2020)
  17. 17. Proprietary + ConfidentialProprietary + Confidential +60% amount of content streamed +80% weekly game app downloads At-home entertainment consumption is expected to surge Source: Nielsen via The Economist; LA Times
  18. 18. Proprietary + ConfidentialProprietary + Confidential ...as other forms of entertainment have been put on hold Source: Various public media sources
  19. 19. Proprietary + Confidential Search activity for “YouTube” spiked in recent weeks in markets under similar quarantine measures Indexed Google Search Volume March 19, 2019 to March 18, 2020 Source: Google Trends (as of March 18, 2020)
  20. 20. Proprietary + Confidential “YouTube” related searches with significant WoW growth, past 7 days: Italy singing from windows youtube +1,100% Youtube mo willems +1,050% Dropkick murphys youtube +950% Cosmic kids yoga youtube +450% joe rogan youtube +250% Top growing searches suggest users are looking to YouTube for purposes beyond just entertainment, including education and community “Italy singing from windows youtube”: Viral video showing how residents of Italy are coping with quarantine “Youtube mo willems”: Educator offering home-schooling lessons for children “Dropkick murphys youtube”: Dropkick Murphys Live-Streaming a St. Patrick’s Day concert in Boston on YouTube on 3/17 Source: Google Trends (as of March 16, 2020)
  21. 21. Proprietary + ConfidentialProprietary + Confidential Risk Assessment
  22. 22. Proprietary + Confidential How dependent the US is on China → USimportsfromChina(in$Billion)→ The US imported $12.24 billion worth of Chinese toys in 2017. Of all the toys the US imported 85.82% was from China. China’s Exposure via US Imports by Product Category Source: 2017 Trade Data from US Census Bureau (in $Billion)
  23. 23. Proprietary + Confidential Distribution by country as of 2/2/2020 Companies w/ Tier 1 Suppliers in Regions Affected by Covid-19 Source: Dun & Bradstreet Supply Chain Analytics
  24. 24. Proprietary + Confidential The garment industry (less capital-intensive + easier to move) was among the first to break out of China but manufacturers still rely on China’s factories for textile production and more complex products such as zippers and fasteners China's Share of Clothing & Textile Exports Source: World Trade Organization
  25. 25. Proprietary + Confidential Port of Los Angeles -23% in Feb Port of Long Beach -10% in Feb Port of Oakland -3% in Feb Port of Baltimore -10% in Feb Port of Virginia -9% in Feb China’s exports In Jan & Feb = -17.2% = $7.1B trade deficit It takes most manufac tured goods 25 to 30 days to come from Asia by sea. Full impact of the disrup tion in the US will likely materialize in March & April
  26. 26. Proprietary + Confidential Record-high jobless rate = 5.7% In Feb China's Economic YoY Indicators for Jan-Feb 2020 Source: National Bureau of Statistics
  27. 27. Proprietary + Confidential Fiat Chrysler halted production at a car factory in Serbia General Motors Warned of production outages at Michigan & Texas plants Hyundai Suspended main assembly line in Ulsan, South Korea Nintendo After partially shifting production of Switch to Vietnam last year is seeing delayed shipments LG Electronics Halted work at a plant for mobile phones & monitors in Brazil Ralph Lauren Expects supply disruptions that could impact orders Abercrombie & Fitch Preparing for the coronavirus to affect business for 6 months “60% of executives have no knowledge of the items in their supply chain beyond the tier one group. ” Peter Guarraia, Bain & Co global supply chain practice Shortages of components and raw materials because of the Covid-19 are likely to be worse than expected with most US companies unaware that they are exposed to Chinese factories idled by the outbreak. Risk for Outsourced Assembly
  28. 28. Proprietary + Confidential PRODUCTION IMPACT Most factories shut for Chineses New Year from Jan 20 to 31 Chineses New Year extension to Feb 10 created additional 12 days of shutdown Where factories are reopening, workforce is not returning to full strength = lower production level & increased risk to inventory & sales Many supply chains rely on parts from other factories + A single missing part/raw material can impact finished goods production Supply chains operating with minimal inventory buffer will start to see risk of ~2 weeks of lost production As factories ramp up, they will likely run additional shifts/overtime to make up for lost time = cost will increase TRANSPORTATION IMPACT Transportation into & out of China has been cut Production shutdown has caused cancellation of vessel sailings = imbalance of empty containers As production ramps up, shipping will be in a constrained network with high demand for express shipment & limited options Once production is fully back + pushing for higher production levels, the logistic network will struggle to support the surge in freight volume Increases in logistics costs are likely = demand/capacity imbalance will drive price increase Source: Berkeley Research group
  29. 29. Proprietary + Confidential Electronics industry is most at risk because of its relatively thin inventories and its lack of alternative sources for parts but Apparel & Retail have thinner inventories Covid-19 Risk to Manufacturing Source: LLamasoft; Goldman Sachs Global Investment Research
  30. 30. Proprietary + ConfidentialProprietary + Confidential Implications for Grocery & CPG categories
  31. 31. Proprietary + Confidential
  32. 32. Proprietary + Confidential Food & Beverage brands are facing significant challenges
  33. 33. Proprietary + Confidential Google trends indicate that consumers are using Search to prepare their households for the unknown, especially as it relates to food Coronavirus shopping list Shelf stable food Emergency supplies Food stocking Source: Google Trends, P30 days US data through 3/12/20
  34. 34. Proprietary + Confidential “Shopping list” +55% YoY (Past 30 days) (2/9-3/9/20) F Chicago +53% YoY Washington +44% YoY LA +51% YoY AZ +66% YoY Boston +52% YoY New York +62% YoY Highly affected areas are seeking assistance in grocery planning Source: Internal Google Search Trends, P30 days US data through 3/9/20
  35. 35. Proprietary + Confidential Each of these queries grew <+1000%, past 30 days: What to buy for flu pandemic Coronavirus shopping list What to buy for coronavirus pandemic Coronavirus preparation shopping list Prepare for pandemic supplies What to stockpile for pandemic Food supply for pandemic What to have on hand for pandemic Food searches with significant growth, past 30 days: Bottled water shortage <+1000% Emergency food supply +750% Patriot food supply +600% Survival food +250% Emergency food +250% Food storage +70% Bottled water delivery +70% Search queries related to food supplies have grown significantly Source: Google Trends, P30 days US data through 3/12/20
  36. 36. Proprietary + Confidential The week of March 1st-7th saw search growth in Bottled Water, Frozen Desserts & Online Grocery Shopping queries (data through 3/7/20) Category Searches on Google WoW Change (Latest week versus prior week) 4 Week Change (Latest 4 Weeks vs. Previous 4 weeks) Category Searches on Google WoW Change (Latest week versus prior week) 4 Week Change (Latest 4 Weeks vs. Previous 4 weeks) Alcoholic Beverages 1.6% 6.3% Frozen Foods 0.7% -6.0% Baby Food -3.8% 6.9% Herbs & Spices -2.1% -2.8% Baked Goods -5.1% -0.4% Juice 0.0% -0.8% Baking Ingredients -1.8% -0.6% Non-Alcoholic Beverages 2.2% 1.7% Beverages 1.8% 4.2% Online Grocery Shopping & Grocery Delivery 7.2% -4.8% Bottled Water & Water Delivery 8.2% 4.7% Organic & Natural Foods 0.1% 0.3% Breakfast Foods -8.1% 3.8% Pet Food & Treats -4.3% 0.0% Candy, Gum & Mints -4.7% 0.7% Prepared Foods -0.3% -2.9% Coffee 3.7% 1.8% Produce 0.3% 1.1% Deli & Lunch Meats -3.8% -3.3% Snack Foods -1.4% -5.6% Desserts 5.6% 5.5% Soft Drinks -1.8% 3.3% Energy Drinks 2.0% 1.8% Sports Drinks 1.5% 6.0% Frozen Desserts, Frozen Novelties & Accompaniments 11.1% 9.3% Tea 1.9% 0.3% Source: Internal Google Trends Data, Week ending 3/7/20
  37. 37. Proprietary + Confidential The week of March 8-14th saw search growth in Bottled Water, Frozen Foods, Online Shopping and Prepared Foods (data through 3/14/20) Category Searches on Google WoW Change (Latest week versus prior week) 4 Week Change (Latest 4 Weeks vs. Previous 4 weeks) Category Searches on Google WoW Change (Latest week versus prior week) 4 Week Change (Latest 4 Weeks vs. Previous 4 weeks) Alcoholic Beverages 0.1% 4.9% Frozen Foods 5.5% -1.6% Baby Food -5.6% -7.9% Herbs & Spices -3.4% -3.2% Baked Goods -4.3% -7.0% Juice -6.4% 0.0% Baking Ingredients -2.6% -3.9% Non-Alcoholic Beverages -5.8% 1.0% Beverages -2.6% 3.1% Online Grocery Shopping & Grocery Delivery 65.3% 12.1% Bottled Water & Water Delivery 56.5% 27.6% Organic & Natural Foods 9.7% 2.6% Breakfast Foods -11.3% 2.0% Pet Food & Treats 1.2% 1.0% Candy, Gum & Mints -10.6% -19.1% Prepared Foods 6.3% 1.5% Coffee -13.6% -1.3% Produce -0.2% -0.4% Deli & Lunch Meats -4.8% -3.7% Snack Foods -9.2% -8.1% Desserts -7.8% 2.6% Soft Drinks -7.0% -1.1% Energy Drinks -9.3% -2.1% Sports Drinks -5.9% 5.7% Frozen Desserts, Frozen Novelties & Accompaniments -8.0% 8.1% Tea -10.2% -0.4% Source: Internal Google Trends Data, Week ending 3/14/20
  38. 38. Proprietary + Confidential Many are turning to grocery delivery & pick-up “Online Grocery Shopping & Grocery Delivery” +23% YoY (Past 30 days) (2/9-3/7/20) F CHI +31% YoY Seattle +31% YoY CA +18% YoY AZ +22% YoY Boston +18% YoY New York +28% YoY Source: Internal Google Search Trends, P30 days US data through 3/9/20
  39. 39. Proprietary + ConfidentialProprietary + Confidential ● Help consumers plan and prepare for the unknown. Act with sensitivity and offer empathic solutions that help consumers navigate the “new normal”. ● Drive awareness of alternate solutions like safe food & beverage grocery delivery and Click & Collect to help consumers remain safe during recommended social distancing periods. ● Help consumers prepare for increased media consumption and indulgent food moments at-home, with recipe, meal prep and productivity ideas that rely on shelf-stable, nutritious foods. Be There. Be Useful. What are the marketing implications as Food & Beverage CPG companies are impacted?
  40. 40. Proprietary + ConfidentialProprietary + Confidential Implications for Restaurants
  41. 41. Proprietary + Confidential Restaurants in the US are facing challenges Source: Google News
  42. 42. Proprietary + Confidential In the earliest impacted cities, restaurant covers are starting to show decline; down 20% across the U.S. YoY “reservation cancellation” +5X YoY (projected: March 8-14 2020 vs. 2019) Seattle -55% YoY New York -30% YoY Source: Google Trends, Resy data
  43. 43. Proprietary + Confidential Across the US there has been a decline in search interest for dining out Searches for “restaurants near me” in the US have dropped 34% in the past two weeks Saturday, February 29 Saturday, March 14 Source: Google Trends, 2/25/20-3/15/20
  44. 44. Proprietary + ConfidentialProprietary + Confidential Consumers across the U.S. are now turning to restaurant take-out and delivery ● Searches for terms relating to take-out food across the U.S. have increased 127% over the past 5 days (3/12-3/16), diverging from the cyclical trend we usually see ● Since Saturday, 3/14 we’ve seen interest continue to rise, growing 41% over the past few days (3/14-3/16) ● Cyclical saturday peaks Saturday, March 14 Source: Google Trends, 2/25/20-3/16/20
  45. 45. Proprietary + Confidential Safety is top of mind for consumers as they consider how to get food; services are now offering contactless options Top Rising Queries Related to “delivery” for Restaurants Is it safe to order food delivery coronavirus +700% Is it safe to order food delivery +500% Is food delivery safe +350% Food delivery coronavirus +300% Food delivery and coronavirus +250% +50% increase in consideration for Uber Eats (among those concerned about coronavirus) Source: Google Trends, P7 days US data through 3/13/20; YouGov, Brand Index, Feb 5 - March 3 (based on 2-week moving average)
  46. 46. Proprietary + ConfidentialProprietary + Confidential ● Help consumers plan and prepare for the unknown. Act with sensitivity and offer empathic solutions that help consumers navigate the “new normal”. ● Drive awareness of alternate solutions like speedy and safe food delivery/takeout options to help consumers remain safe during recommended social distancing periods. ● Help consumers prepare for increased media consumption and indulgent food moments at-home, with diverse food delivery options and limited offers. ● Reassure loyal customers with communications around strict restaurant sanitation measures and employee sick policies. Be There. Be Useful. What are the marketing implications as Restaurants are impacted?
  47. 47. Proprietary + ConfidentialProprietary + Confidential Implications for Luxury Fashion
  48. 48. Proprietary + Confidential -18% since 3/10 Covid-19 Impact on Fashion Luxury Brand Searches Source: Google Internal data
  49. 49. Proprietary + Confidential Share of Personal Luxury Goods Market Source: Bain & Company, Inc.
  50. 50. Proprietary + Confidential -10% in Chinese consumption in 1H20 = -2% Revenue + up to -4% annual profit Contribution to Luxury Goods Market Growth in 2019 Source: Bain & Company, Inc.
  51. 51. Proprietary + Confidential Chinese consumers (home & travelling) = ~40% spent on luxury goods last year Percentage of Sales from Chinese Consumers Source: RBC Capital
  52. 52. Proprietary + Confidential Minimal supply chain disruption expected for Hermès since 80% of production is in France Number of Mainland China Stores in 2020 Source: Financial Times
  53. 53. Proprietary + Confidential -9.1% Foot traffic to retail shops in North America 1st week of March 2020 Luxury companies sharp plunges have outpaced the general market during the week of 3/9: 1. Capri Holdings Ltd. (Michael Kors & Versace) -40% 2. Tapestry Inc. (Coach & Kate Spade) -31% 3. Ralph Lauren Corp. -27% 4. PVH Corp. (Calvin Klein & Tommy Hilfiger) -40% Citigroup Inc. Downgraded Tapestry, Capri, PVH, Ralph Lauren, Steve Madden & more... + Cited weaker demand environment Deutsche Bank Downgraded Ralph Lauren, Tapestry and Capri stocks + Lowered investment rating on PVH + Cited concerns about supply chain disruptions, falling tourism and the potential that slower demand for luxury goods is sustained -14.7%Foot traffic to luxury shops in North America 1st week of March 2020 First it hammered demand from Chinese shoppers Dozens of stores in mainland China were shut down China’s affluent shoppers stayed home rather than splurging during trips to European fashion capitals Then virus spread to Italy = the industry’s most important manufacturing hub Now the virus’s emergence in the U.S. is threatening to sap demand in another of the industry’s biggest markets Covid-19 & Luxury Source: Prodco Analytics
  54. 54. Proprietary + ConfidentialProprietary + Confidential Implications for Media & Entertainment
  55. 55. This is altering traditional ways of doing business in media & entertainment.
  56. 56. Proprietary + Confidential Studios are experimenting with new window strategies. “Starting Friday, March 20th, movie watchers can rent The Hunt, The Invisible Man, and Emma ‘on a wide variety of the most popular on-demand services’ for $20 in the U.S.” [Recode] “Frozen 2 is now available to all [Disney+] subscribers, a full three months ahead of schedule. The home video/VOD release of Star Wars: The Rise of Skywalker has additionally made the jump to lightspeed.” [Vanity Fair] “Warner Bros.’ Birds of Prey and Michael B. Jordan starrer Just Mercy, as well as STX’s The Gentlemen will be available for purchase March 24th, a few weeks earlier than a typical VOD release.” [THR] Source: Vanity Fair,, Recode, THR
  57. 57. Proprietary + Confidential Once considered “in-person only” experiences have shifted towards live streaming Source: Various public media sources
  58. 58. Our initial observations in this new media & entertainment reality
  59. 59. Proprietary + Confidential 21%of consumers who’ve signed up for a streaming service this year say Coronavirus helped drive their decision SOURCE: Morning Consult via eMarketer
  60. 60. Proprietary + Confidential 63%say they are streaming more films or TV shows since the outbreak Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA.
  61. 61. Proprietary + Confidential Search for “Undecided Streaming” terms have been increasing year-over-year +41% Source: Google Search Data (as of March 14, 2020)
  62. 62. Proprietary + Confidential Home Entertainment, Streaming and some “free” terms rising substantially over the past five-to-six weeks Keyword (TV/Movies) % Growth best tv series 123% new movie 25% tv apps 12% movies to rent 34% watch movies online 29% new movies to rent 21% online movies 8% what to watch 7% Keyword (Free/Streaming Sites) % Growth free movie websites 205% movie streaming sites 142% watch tv shows online free 21% free full movies 21% movies free 20% free tv shows 10% free movies 8% Source: Internal Google Search data; note - while other terms have rapid growth, these terms have met a significant search volume threshold to reflect consumer behavior
  63. 63. Proprietary + Confidential VIDEO GAMING IMAGE 47%report that they are playing more video games than before the outbreak Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA.
  64. 64. Proprietary + Confidential Video game streaming has seen a massive uptick as well 19.7M concurrent Steam players Source: Forbes
  65. 65. Proprietary + Confidential We expect to see continued growth in online gaming based on the search interest in Italy Source: Google Trends | Date Range: 2/18 - 3/18
  66. 66. Proprietary + Confidential VIDEO GAMING IMAGE 39%report they are reading more physical books than before the outbreak Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA.
  67. 67. Proprietary + Confidential 77%report they are following the COVID-19 story on the news Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA. 36%report they are following the stock market changes
  68. 68. Proprietary + Confidential Live entertainment and movie-going are currently among the activities most affected by Coronavirus Q: Which activities that you do in your spare time are currently being affected by the outbreak of the Coronavirus? Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA.
  69. 69. Proprietary + Confidential 49% (as of 3/16) Source: NRG Coronavirus study, Survey conducted 3/16/20, N=900 NOTE: NRG targets their survey to the moviegoing population, which is not necessarily representative of the general population. The data provides directional insight as moviegoers represent 75% of the North American population, per MPAA.
  70. 70. Proprietary + Confidential Source: Google Consumer Survey | n = 300 EVENTS IMAGE 6%report that they would definitely attend live events (sports, concerts, etc.) in the next 2 weeks Source: Google Consumer Survey, fielded 3/15-3/17
  71. 71. Proprietary + ConfidentialProprietary + Confidential 5 Lessons from Google Marketing
  72. 72. Proprietary + Confidential As we learn to cope with isolation, changes to entertainment culture may outlast the short-term What role will live-streaming play going forward, especially as physical events return? How will entertainment mediums evolve beyond the crisis? What might the impact on large gatherings look like, and will that vary by medium?
  73. 73. Proprietary + Confidential Consumers’ experiences with brands in this difficult time will likely endure past the short-term Appearing helpful and empathetic can help build positive consumer sentiment Swift, empathetic engagement with appropriate tone Transparency in fulfillment and decision- making Native digital experience that is easy to navigate Consumer value-ads Clear commitment to brand values
  74. 74. Proprietary + Confidential Inside Google Marketing: 5 principles guiding our media teams in the wake of the COVID-19 outbreak Context, always Constantly reassess Creative considerations Changing priorities to navigate uncertainty Contribution, at every opportunity
  75. 75. Proprietary + Confidential Inside Google Marketing: 5 Principles Guiding our Teams in the Wake of the COVID-19 Outbreak Source: Think with Google, 2020 Click here for the full Think with Google article 1. Context, always. Our global teams are providing guidance centrally, but we’ve found it’s best to trust each market to make decisions locally. In other words: direction from the center, but decisions on the ground. ○ Guiding question: Is this campaign right, given the current context in a local market? 2. Constantly reassess.As market dynamics change rapidly, we’re constantly reassessing campaigns, creative, and even our guidelines. What we decided two weeks ago isn’t necessarily appropriate today. The one constant assumption we have in this situation is that things will change. ○ Guiding question: Though we greenlit this campaign last month/last week/yesterday, is it still right for the context and moment? 3. Creative considerations. In the spirit of reassessing campaigns, we’re finding that all kinds of creative elements need scrutiny right now. From tone and visual imagery to copy and keywords, the context of our media buys needs to be carefully assessed. We’re asking ourselves these questions with every campaign, no matter the channel or size of spend behind it. ○ Guiding question: Are all of the creative elements — tone, copy, visuals, keywords, placements — appropriate and relevant to this new reality?
  76. 76. Proprietary + Confidential Inside Google Marketing: 5 Principles Guiding our Teams in the Wake of the COVID-19 Outbreak 4. Changing priorities to navigate uncertainty.As business professionals, we recognize that we have a responsibility to navigate uncertainty. Through it all, we’re evaluating our media budgets through the lens of what’s most relevant to our consumers. ○ Guiding question: What are the most relevant brands, products, or campaigns our media can support right now, and do we need to shift budgets? 5. Contribution, at every opportunity.If there’s ever been a moment for us to come together and help one another, this is it. As our CEO Sundar Pichai wrote, “In this unprecedented moment, we feel a great responsibility to help.” We’re asking ourselves how we can help our consumers, our customers, and our partners — especially when it comes to our owned channels. ○ Guiding question: What ways can our brand — and even our owned media channels — be helpful to people and businesses in this moment of need? Source: Think with Google, 2020 Click here for the full Think with Google article

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