Ligo is a household brand in the Philippines. It has been around for 60 years and has been a staple part of Filipinos’ lives. Its main product is sardines but over time, they added more products in their line like mackerel, squid, corned beef and meat loaf.
In an effort to mitigate the rapid spread of COVID-19, the government enforced an enhanced community quarantine. Since people are stuck at home, now more than ever, they are spending more time on social media. Online marketing is in full throttle now as companies amp up their online marketing strategies and strengthen their online presence. Enter Ligo and their social media strategy that is keeping the netizens hooked and asking for more.
Ligo's smart and witty ads have captured the eye of netizens especially after said ads took a 'jab' at the current situation we're in. They have managed to stay relevant amid the crisis by addressing national issues.
News nowadays can get old in seconds. What made Ligo's content stick is the fact that they released them fast, serving their punchlines with perfect timing.
Angkas is a motorcycle ride-hailing platform that helps in tackling the transport problem in the country.
Under the enhanced community quarantine, all mass transport systems are suspended to prevent further outbreak of the coronavirus (COVID-19) disease. This has left thousands of bikers with no job to sustain their families during the ECQ period.
Pivot your business to address people's pain points: To ensure that their bikers will continue to have a steady income despite the lockdown, the company decided to launch AngkasFood, their first food delivery service, in lieu of their transport business. While Angkas admitted that food isn’t their expertise, they launched the service to provide food options to customers, and income for their bikers and restaurants while the lockdown is in place.
Rapid prototype and iterate based on consumer feedback: Angkas launched the new service in 24 hours, using a simple tool (Google Slides) and system. No fancy apps or anything major, the goal is to get it to people who will benefit from it the most - the riders.
Founded in 2013, Alfred Coffee has become known for its sleek décor and innovative coffee and tea offerings. If you’ve heard of the catchphrase “But first, coffee” that’s them. They now boast 15 locations across the US and Japan, and have recently introduced a new concept called Calidad Beer.
As a brick and mortar company, their main problem is the lack of customers. But what’s interesting about both Alfred Coffee and Calidad Beer is that they are building a lifestyle around their brand, offering up merchandise that let their customers engage with their brand beyond their core offering.Simply put, they have successfully married a successful brick and mortar business with a memorable online presence.
Nurturing a sense of community: For Alfred, it’s about sending out tutorial like “how to make cold grew at home”-- small ,fun ways to enrich their customer’s day-to-day while on lockdown. CEO Josh Zad believes that people will remember these small gestures made by companies and will pay them back with brand loyalty.
Offer online services when possible: In the case of Alfred, they have launched a coffee subscription program which allows their customers to enjoy coffee in the comfort of their own homes. The point is to be more creative in how you can bring your services to your consumers.
Take care of your own people: At Alfred, they start each meeting off by everyone each sharing something positive, may it be what they cooked for lunch or dinner, or what they find rewarding about working from home. If leaders are being transparent to their people and letting teams speak up, it creates a culture of collaboration and creativity
Strengthen brand love: Josh Zad believes that this crisis has made more apparent the importance of physical interpersonal connections, and that people will have a renewed appreciation of the café and dining experience once the dust settles. So they are capitalizing on the current situation to strengthen and widen their customer base fso that when things go back to normal, they will be top-of-head of coffee lovers.