To face Coronavirus, brands have launched good initiatives.

In these times of health crisis where every one is homebound, solidarity is the new keyword. Many public interest initiatives have blossomed, led by influencers but also by simple individuals.

An ever-growing number of brands are bringing their support to this fight against the virus.

Here is a quick overview of actions taken by inspiring brands, that are sincerely contributing to this collective struggle and that are creating new forms of entertainment and sociability on social media.

In order to cope with the shortage of masks and gel, but also with caregivers’ lack of time, several stakeholders have decided to help with concrete initiatives – by donating equipment or raw material, by redeploying their production, or by redistributing their earnings…

Groups Kering, LVHM and Bouygues have donated millions of masks to French hospitals. Sézane has redistributed a portion of its profit to hospitals and caregivers.

L’Oréal Group has in turn been setting up an European Plan of Solidarity to support hospitals, nursing homes, pharmacies and food retailers, and to help small/medium businesses as well as hairdressing partners

Numerous brands are also taking actions to help the various individuals involved in crisis management – delivery services, food donations, free transports, provision of free housing…

Several food brands have donated meals to caregivers, likeNestor or Pop Chef. Monoprix has encouraged their customers to send support messages to workers in order to broadcast them in their stores.Casino Group created a hotline support to deliver groceries to the elderly.

Last, they don’t hesitate to post creative and useful reminders of good practices.

Brand Coperni offers on its account a template and a tutorial to easily craft a mask, for yourself or for someone that cannot stay home. Spotify curated a « 20s hand washing songs » playlist to raise awareness about hand washing. Ikea plays with its own standards with a « Stay Höme » tutorial.

However, some opportunistic – or even irresponsible – initiatives have also emerged, in what could be described as « Corona Washing ». For instance, Polette offered two masks to any client who bought some of their glasses, forgetting that, at the same time, caregivers had an urgent need for any kind of mask. A clumsy action, yet quite isolated.

Some content delivery brands like CanalPlus, PornHub or La FNAC have decided to grant free access to all their online content.

Canal + has broadcasted free-to-air content until the end of MarchPornhub and Marc Dorcel offered premium subscriptions for free during the lockdown. La Fnac allowed some ebooks to be downloaded for free.

Sports enthusiasts are having their share too. While Nike notoriously allowed fee access to their Nike Training App, countless gyms have also made their online classes available for all.

The Nike Training Club is now available for free.

Cultural institutions are also playing their part in this movement by inventing new ways of experiencing culture and new forms of entertainment for social media communities.

The Palace of Versailles giving free and playful access to their content.

Some brands managed to bounce back quite efficiently by adapting editorial line and creating programs specially designed for lockdown situations. By offering pertinent content, they bring value to their audience, just like ASOS with their #athomewithasos or PETIT BATEAU that entertains kids (and their parents).
Besides, formats available on social media platforms enable to create highly structured and entertaining content, that are watched just like real shows

Asos created #athomewithAsos, an IGTV program broadcasting influencers’ daily workouts, skincare or outfit recommendations.

Sézane launched « Quartier Libre », in order to share tips and organise live videos with artists and influencers (dancing classes, cooking recipes…). 


Petit Bateau aimed at keeping parents (and children) busy with several tutorials and ideas of activities for children.

Bottega Veneta launched Bottega Residency, a program with new content every day : talents’ inspirations, live concerts, chef recipes, cult movies…

Facebook and TikTok are actually posting real TV Programs, listing the live content scheduled on their platforms.

With their #Ensemblealamaison, Facebook offers a schedule that centralises all live content broadcasted on Facebook Watch and Instagram. TikTok pushes live content produced by « big » influencers.

Brands and their community are benefitting from – and even creating – new forms of social interactions, that are virtual but nonetheless real. Tools available on platforms enable direct contact between brands and their audience – questions, surveys, answers to stories… They are not afraid to use those tools to tailor their statements jointly with their audience – often asking them directly the type of things that they would like to see.
Branded hashtags or #stayhome stickers created by Instagram enable to centralise content within a conversation.

Amazon Fashion asking its community about their lockdown outfits thanks to the question tool. Nasty Gal offering hashtag to centralise content about their community. Glossier and Kiehl’s asking their followers about their content wishes.

The live format enables free, personalised and interactive entertainment and testifies to this new way of living together. M6 managed to take advantage of this format with the « Tous en Cuisine » show – in which famous cook Cyril Lignac offers live and inclusive cooking classes on TV and instagram.

Cyril Lignac Cyril Lignac invites talents and consumers to cook with him in his show « Tous en cuisine », for instance with stand-up comedian Camille Lellouche.

La Fnac organises along with Warner Music a live music festival, while clothing brandsNasty Gal offers live content anchored by influencers in its #StayingInWithNastyGal program,just like the Sex Conversation hosted by feminist illustrator @venuslibido.

We are witnessing a wave of solidarity and creativity triggered by individuals, influencers and brands. Some may see this content curation as opportunist. We would argue that help is always welcome, as long as brands act selflessly, contribute with action before words and are committed to bringing value.

Here are some key learnings for brands seeking to communicate in times of crisis :

• Carry out real action, that remains true to your brand purpose and in line with existing means of action;
• Listen to your community and be dedicated to offering value with your content
• Be responsive and creative to entertain and create conversations, by using the appropriate
  format offered by social media, by capitalising on your strengths and by adapting the tone of your content to your brand DNA