Digital Marketing &

COVID-19
Consumers, Businesses, Insights, and the Next Steps
 BACKGROUND OF THE STUDY

BACKGROUND OF THE STUDY

COVID-19 is a disease caused by the most recently
discovered coronavirus. It has been found to cause
respiratory illnesses in humans.
In response to COVID-19 becoming a pandemic,
governments around the world have adopted drastic
steps to curb the spread of the virus such as school
suspensions and city-wide lockdowns.
Purpose of the Study: To share our research findings
on COVID-19 as well as our insights on the new
strategies that can be created contingent on the
current market situation.
.
Methodology: We utilized the ff. frameworks and
tools:
• Kubler-Ross Grief Cycle
• Nielsen’s Consumer Behavior Thresholds of
COVID-19 Concern
• PurpleBug Social Listening
.
Limitations: This is a general overview of the current
market situation; if you wish to request for industry-
specific insights, this can be coordinated with your
PurpleBug Account Manager.

Copyright 2020 – PurpleBug,Inc. All rights reserved.


FRAMEWORKS
Since its first publication in 1969, the Kubler-Ross
Grief Cycle has been adapted into many different
situations. The model can be used to rationalize
how consumers will react/ are reacting to
marketing messages as the lockdown progresses.
Copyright 1969 – Elisabeth Kubler-Ross. All rights reserved.
FRAMEWORKS
This Nielsen study has identified six key Consumer
Behavior Threshold Levels that tie directly to events
concerning COVID-19. The model’s behavior shifts
and event markers mirrored/ mirrors the COVID-19
chain of events in the Philippines, pre-lockdown up
until today.
Copyright 2020 – The Nielsen Company US, LLC. All rights reserved.
 CONSUMER IMPACT

CONSUMER IMPACT
There’s a surge in interest for online payment
channels such as GCash and PayMaya. Consumers desire to be connected
digitally through social media.

Facebook

Consumers have adapted after being quarantined, TikTok

trying out alternatives to secure essentials.

April 2020

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 BUSINESS IMPACT

BUSINESS IMPACT

Notable traffic growths and conversions have been noted for industries catering to necessities such as
Finance, Food, Healthcare, and Pharma. People also consume more Media content in times of crisis.

Copyright 2020 – Neil Patel. All rights reserved.

 PURPLEBUG SOCIAL LISTENING FINDINGS

ACTUAL CONSUMER SENTIMENTS

Keywords related to COVID-19 were used to gather and analyze sentiments exclusively in the Philippine setting.

COVID-19 Government Life in Health & Prayers &

Updates Response Frontliners Quarantine Welfare Musings
People online Netizens express
Filipino netizens share updates on
keep themselves their appreciation
enhanced to the frontliners.
posted of news community
and updates quarantine (ECQ). Netizens are
related to Netizens are Netizens pray for
They hope that checking on the COVID-19
COVID-19. looking for things
frontliners will other people’s situation to get
They are pleading to ease their
They also share receive a just health and better, and for
to the government boredom and
compensation to welfare amidst the safety of the
reminders of to study the increase their
protecting one’s their hard work. the COVID-19 frontliners.
effects of the ECQ. productivity
crisis.
self from the virus while staying at
by staying home, They encourage home due to the
observing social They are criticizing
the competence of others to donate in ECQ.
distancing, and support of the
practicing healthy leaders on
managing the frontliners and
habits (hand hardest-hit
COVID-19
washing, vitamins communities.
situation.
intake).

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 NEW MARKETING

RENEWED MARKETING APPROACH

Netizens admire brands
with like-minded socio-
political stands and those
who position these stands
as beneficial for the general
public.

Brands who promote Bayanihan Culture Netizens commend brands

resonate among netizens regardless of where that remind and/or implement
they are in the Kubler-Ross model. health and safety (but
practical) measures that may
Acts such as helping affected communities prevent the virus from
and frontliners have had an influence in spreading.
positive online conversations.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 LIGO SARDINES PHILIPPINES

Why did it go viral?

Nielsen (External Situation): Most

regions in the Philippines are already
under “Restricted Living”
Kubler-Ross (Marketing Audience):
Netizens are at the stages of Anger
and Depression
Posted almost a week after the
lockdown declaration, netizens were
treated to a strong statement post by
Ligo. This post resonated with netizens
because of its social relevance and
“Bayanihan” message.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 LIGO SARDINES PHILIPPINES

Why did it go viral?

Nielsen: Most regions in the Philippines

are already under “Restricted Living”
Kubler-Ross: Some netizens are still at
the Depression stage, while others have
moved to Bargaining

Posted almost a week after the

“Bayanihan” statement, this resonated
with netizens because of its relevant
messaging: A friendly reminder from
Ligo to observe self-quarantine measures
(especially if one is not feeling well).

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 SAN MIGUEL CORPORATION

Why did it go viral?

Nielsen: In between “Pantry

Preparation” and “Quarantined Living
Preparation”
Kubler-Ross: Netizens are mostly in
the Denial stage
Posted three days after the lockdown
declaration, netizens were treated to a
strong statement by San Miguel. This
post resonated with netizens because
of the company’s status as a
manufacturer of essential goods,
helping to alleviate panic buying.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 SAN MIGUEL CORPORATION

Why did it go viral?

Nielsen: Most regions in the Philippines

are already under “Restricted Living”
Kubler-Ross: Netizens are at the stages
of Anger and Depression

Similar to Ligo’s March 22nd press release,

this post resonated with netizens
because of its relevance to the current
depressive and uncertain social situation.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 MCDONALD’S PHILIPPINES

Why did it go viral?

Nielsen: In between “Pantry

Preparation” and “Quarantined Living
Preparation”
Kubler-Ross: Netizens are mostly in
the Denial stage

This was released around the same

time as Ligo and San Miguel’s viral
posts. However, McDo’s version
included a different kind of “Bayanihan”
in the form of employee care.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 LAZADA PH

Why did it go viral?

Nielsen: “Restricted Living” with hopes

for “The New Normal” soon
Kubler-Ross: Netizens are at the stages
of Bargaining and Acceptance

After more than a month of quarantine

living, with netizens having moved past
the Depression stage, Lazada has begun
posting relevant but playful messages.
They intend to both engage and inform.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

 NEXT STEPS

TOWARD THE “NEW NORMAL”

Market Situation
People will continue to search for
information on essential goods online.
Substantial increases in traffic to websites
of Finance, Food, Healthcare, Media, and
Be digital-first or, Pharma players have been noted since the
at the very least, beginning of the pandemic.
be digital-ready Forced to minimize their shopping trips
during quarantine, people have discovered
(ensure that your the pros of going online to secure living
essentials and settle dues.
digital assets can
be a good second
option in times of Social media websites fulfill people’s desire
to stay connected with family and friends.
crisis). People will continue to spend more time on
social media; aside from communication,
they use these platforms to share their
personal opinions and to ease their
boredom.
What To Do
ü You need to have a website, mobile
application, and/or chat.
ü You need to expand your growth
channels with Ads, localized PR,
and influencers.
ü You need to maximize your social
media presence, with a redefined
messaging strategy and a more agile
customer relationship management:
Facebook, Twitter, Instagram, TikTok,
Youtube
ü You need to listen to how the
netizens are talking about you; learn
about their sentiments and make
data-driven decisions.

Copyright 2020 – PurpleBug,Inc. All rights reserved.

We’ll help you maximize your
digital potential!
www.purplebug.net
Unit 801 Antel Corporate Center
Valero Street, Salcedo Village, Makati City
Metro Manila, Philippines
(+632) 8256 6714; (+632) 8551 0986
inquiries@purplebugmail.net
Who we are

MARKETING +
TECHNOLOGY
We combine the creative and strategic world of marketing with the
advanced and analytical world of technology.
 WHY PURPLEBUG?

ü Experience ü Cost-Effectiveness ü Wide Range of

Services

Consulted by over Offering 10+

In the industry for services with

200+
over

9
o
clients
360
years and launched campaigns
successful campaigns
and projects
 PART V: NEXT STEPS

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