Brandemic marketing: Going viral in the age of COVID

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Brandemic Marketing:

Going Viral In The Age Of COVID

Last year, marketers coined the term “brandemic marketing,” an instructive shorthand urging industry peers to adapt their advertising strategies to fit the new normal—a world of social distancing, lockdowns, and working (and schooling) from home. In response, a few brands slashed their budgets and went quiet. Others exploited the growth opportunity. In a series of reports, Fortune brings you the stories of companies that emerged from the pandemic stronger (or at least wiser), and the new messages they intend to deliver to the world.

Once an oddity of Japan’s digital culture, VTubers have become a global hit—and brands want in

VTuber: a digital avatar brought to life online by a real-life presenter, or "talent." Millions stuck at home during COVID-19 looked online for livestream entertainment and turned to VTubers.

Advertising in the age of COVID: Bay Area startups still vie to be king of the billboard

Back in 2019, a little-known, two-year-old startup by the name of Brex descended on San Francisco. It was not shy about announcing its presence in a very paradoxical way.

Brandemic marketing 101: What to do when a game about viruses goes, ahem, viral

Most startups would kill for their first product to achieve a tidal wave of free, global word-of-mouth marketing. But what if the source of that word of mouth was the world’s deadliest health tragedy since the Spanish flu?

Ixnay on the OVIDCAY. For brand marketers, it’s time to move on from virus talk

Advertisers are selling a fantasy, after all, and since the pandemic threat seems less acute today, ads are trying to shift their messaging as not to hit people over the head with COVID.

Thanks to SPACs and VCs, the world’s biggest ad agency is growing again

When the pandemic hit, marketing departments were quick to slash ad budgets. But when companies resumed ad spending, one thing became clear: They were going all in on digital.

What do a coffee pot, rugged shoes and a scooter have in common? Meet the brands that boomed during the pandemic

Piaggio's Vespa. The Fjällräven backpack. Bialetti's Moka pot. Le Creuset cookware. Doc Martens. The success of these brands in the age of COVID offer up some instructive lessons about how to build new markets and grow in uncertain times.

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