The pandemic that is shaping us
Objective
Amidst the challenges of an unprecedented global pandemic, McKinsey & Company sought our expertise to swiftly devise a comprehensive campaign addressing the transformative impact of the crisis. The objective was to provide strategic insights, comfort, and a sense of direction during uncertain times.
Strategy
Our approach involved a multi-faceted strategy encompassing a detailed strategic plan, a dedicated landing page, a series of compelling talking head videos with partners, and a strategic social media campaign. The goal was not only to disseminate valuable insights but also to position McKinsey as a trusted guide amid the evolving landscape of the pandemic.
Execution
1. Strategic Plan:
We swiftly developed a detailed strategic plan, outlining key messaging, target audiences, and a timeline for seamless execution. This plan served as the roadmap for the entire campaign, ensuring a cohesive and timely delivery of content.
2. Landing Page:
A dedicated landing page was created to serve as the central hub for McKinsey’s healthcare pandemic-related insights. This page provided visitors with a user-friendly and informative interface, housing resources, articles, and the talking head video to enhance engagement.
3. Talking Head Videos:
The heart of the campaign were a series of compelling talking head videos featuring McKinsey experts. The videos conveyed empathetic messages, addressed challenges, and provided strategic guidance, reinforcing McKinsey’s commitment to navigating clients through uncertain times.
4. Social Media Campaign:
A robust social media campaign amplified the key messages from the strategic plan and the talking head video. Targeted posts across platforms engaged the audience, encouraging discussions and sharing valuable insights.
Client
McKinsey & Company
Year
2021
Impact
The campaign garnered significant attention, reflected in increased website traffic, prolonged engagement on the landing page, and heightened social media interactions. McKinsey’s timely response and strategic guidance positioned them as a reliable source of insights and support during a period of immense uncertainty.
Outcome
The “Pandemic That Is Shaping Us” campaign not only effectively addressed the challenges posed by the global crisis but also solidified McKinsey & Company’s position as a thought leader capable of providing strategic direction even in the most challenging times. The campaign’s success was highlighted by its prominent feature on McKinsey’s main homepage.
Key Takeaways
Timely and comprehensive strategic planning is crucial in navigating crisis communications.
A dedicated landing page serves as a centralised resource hub for enhanced user engagement.
Compelling talking head videos humanise the brand and convey empathetic messages.
Strategic social media campaigns amplify key messages and foster engagement, establishing the brand as a trusted authority.