- Consumers are responding positively to some ads that address the coronavirus, according to a new report Ace Metrix shared with Marketing Dive. CVS Health, Olive Garden and Sam’s Club scored high on the report’s likeability rankings, with consumers finding their ads 18% more relevant, 11% more likeable and 12% more informative than normal ads.
- Some 84% of consumers said brands should help out during the pandemic, and four of the five highest-scoring ads shared how the brand was adapting during lockdowns. As of April 1, 21% of ads mentioning the virus, its associated illness or the pandemic overall came from the automotive industry, 19% from restaurant brands, 16% from telecommunications and 12% from retailers.
- Ads that mentioned sales and delivery options scored high on likeability, as they provide useful service information for customers. CVS’ “Be Prepared” spot promotes prescription delivery service, and Olive Garden’s promotion around money-saving deals and curbside pickup both appealed to consumers. Sam’s Club’s “Thank You, All” ad ranked the most likable for celebrating the hard work of its employees.
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