In these uncertain times marked by the global health crisis, many countries have chosen to lock down their populations to combat the spread of the virus. These measures have a direct impact on brands and businesses.
In Africa, as in the rest of the world, the advertising market is holding its breath and brands are questioning the relevance of their communication and their raison d'être.
In this turbulent context, the McCANN Dakar agency is helping communication professionals to adapt and find their voice. Through an analysis of social media, the agency offers an initial assessment focused on the crisis situation in Senegal at the beginning of April and its impact on the population.
What are the repercussions of the crisis on the Senegalese population?
The pandemic has disrupted lifestyles, ways of communicating, interacting, perceiving, and consuming. From fear of the virus to lockdown, lifestyles are changing and adapting to cope. The same is true in Senegal, where freedom of movement, work, education, religious gatherings, family reunions, and outings will be severely restricted. Social distancing, lockdown, and curfews are being implemented.
For the time being, according to the McCANN Dakar study, Senegalese people are experiencing the following emotions:
- Questioning
- Fear
- Isolation
- Hope
- Humility
- The spirit of solidarity
- Creativity
- Humor
Circumstances are calling into question the social and cultural practices of the population. Practices based on living together and sharing. To cope with isolation, the population is hyper-connected: digital technology is becoming indispensable, even vital, for many. Teleworking, social ties, information, entertainment…
From a media perspective, television and social networks are the main sources of information for the population. In terms of online content consumption, the content that generates the most engagement is that broadcast by news media, which is considered more legitimate. Information about the health crisis has become the primary need for internet users.
All these changes are forcing brands to adapt and reinvent themselves, taking into account the health, social, and economic context and integrating the new needs of the population:
- Functional needs: protection, health, financial support, accessibility.
- Emotional needs: social connections, well-being and support, positivity and reassurance.
- Community needs: protecting employees, supporting the most vulnerable, contributing to the national effort, developing medical and protective solutions.
Brands on the front line
In the face of the crisis, some brands are choosing to get involved by taking solidarity actions, taking a stand, or supporting their customers during these difficult times. Around the world, brands are stepping up their initiatives to support the fight against the pandemic. In Senegal, too, many brands have incorporated COVID-19 and its challenges into their media strategy.
Participating in the collective solidarity movement, providing useful information, or standing out on social media… McCANN Dakar has identified and listed the engaging initiatives of brands that have seen an opportunity in the context of the crisis:
- Support
Treating, informing, communicating, working, learning, or even entertaining… Digital technology is more than ever at the heart of everyday life and lifestyles, and its use can provide answers in the fight against the pandemic.
As an operator committed to the digital transformation of the continent, Orange has chosen to support governments by contributing financially to the national fight against the virus, beyond telecommunications services. In Senegal, the operator has committed to covering certain needs expressed by the Ministry of Health and Social Action for a total amount of nearly 420,000,000 CFA francs. This financial commitment includes a donation of equipment to reinforce medical supplies. The operator has also made commitments in Côte d'Ivoire with the creation of a Government Information Center on COVID-19 to relieve pressure on emergency numbers in the country.
- Taking action
The Kirène brand (SIAGRO company), which is particularly active in the water and fruit juice market, has chosen to take action to contribute, at its own level, to the fight against the pandemic. 30,000 liters of mineral water have been distributed to various health facilities in municipalities across the country. The brand has also partnered with e-commerce leader Jumia to facilitate the delivery of mineral water to people in lockdown.
- Amplify
To best meet the needs of the population, some brands have chosen to mobilize their services. On a continent where mobile money has been growing for several years, the health crisis has accelerated things somewhat. To prevent contamination, mobile payment is becoming a key alternative and is attracting more and more users, both in African countries and among the diaspora.
Key players in mobile money have realized that they have a role to play. The Senegalese startup Wizall Money has taken steps to reduce the cost of its services to encourage mobile payments.
- Entertain
Entertainment has also become a way for brands to stay connected with their target audiences. Lockdown measures have led to an explosion in media use and consumption of audiovisual and digital content. This is an opportunity for brands to come up with and offer content to entertain the population. The CANAL+ group, for example, has decided to offer access to its programs without a subscription on the African continent.
How should brands communicate in this very particular context?
The key takeaway is that this situation can be an opportunity for brands. Although they are less present on the various channels due to the situation, they can nevertheless seize the opportunity, adapt, and even reinvent themselves to develop their image and maintain a connection with their target audiences. Provided that their message is useful, beneficial to society, and has a positive impact.
The various initiatives launched at the beginning of the crisis enabled the McCANN Dakar agency to formulate recommendations and thus support brands in communicating in an appropriate and relevant manner.
#ACTION: putting products or revenues at the service of the community
#UTILITY: communicating about services and products that are necessary during this period Developing personal services
#SOLIDARITY: making services and products available to the entire population
#INNOVATION: reinventing the business model to become accessible to all, across all channels
#AWARENESS: Deliver prevention messages and raise awareness about fake news.
#ENTERTAINMENT: Adapt your activities to meet the needs of a confined population by creating appropriate content.
All these changes are forcing brands to adapt and reinvent themselves, taking into account the health situation, the economic and social reality, and the new needs of the population.
According to Aziz Barry, Regional Director of the McCANN Abidjan agency: "Due to the level of resilience of our African economies, several sectors, including the advertising industry, may be directly affected. Naturally and necessarily, there is another form of communication and business to be created. The situation can therefore be an opportunity for companies and agencies that understand it effectively. This is a new development for the world, one that was not taken into account in forecasts, but the situation is now here, and we must face it and overcome it without too much damage."
Read the full McCANN Dakar study: McCANN Dakar -Codiv19 – 06042020[4]