Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

With hundreds of millions of consumers confined to their homes during the coronavirus outbreak, digital media usage has surged. Livestreaming offers an opportunity for brands to both entertain and continue to sell products while physical outlets are closed.


  • For many consumers, shopping represents an “anxiety-reliever”, and users may welcome a distraction from the pandemic. Advertisers must ensure that they are able to fulfil any orders during the lockdown imposed in many countries.
  • Unlike their Chinese counterparts, Western digital platforms have been slow to connect content with commerce. However, the likes of Amazon (with Amazon Live) and Facebook (which recently acquired Packagd) are launching new livestreaming formats.
  • Chinese KOLs like Viya and Austin Li Jiaqi command vast livestreaming audiences. The Western influencer landscape is less commercialised, and brands must be aware of growing scepticism around influencer marketing among US and European audiences.

Trend overview