Rise in live promotional response campaigns worldwide due to COVID-19 in 2020

Published by A. Guttmann, Jun 5, 2021

Exploring the impact of coronavirus on marketing, a study from June 2020 consulting 32 to 40 senior marketers from companies across 17 sectors worldwide, compared the amount of live and planned response campaigns in March, April and June and found that there has been a significant increase in live campaigns in response to COVID-19 over time. In March, only 32 percent of respondents stated that their response campaigns were already live with 18 percent about to go live. In April these figures had already shifted with 68 percent of respondents saying that their campaigns responding to the coronavirus were live already while another eight percent said they were about to go live. In June, the response campaigns that were already live reached a peak with 78 percent of respondents stating that they were up and running, while six percent of respondents claimed to have campaigns about to go live.

Share of marketers who already have a live campaign in response to coronavirus worldwide as of June 2020

Characteristic	Yes, already live	Yes, about to go to live	No, but we plan to	No, and we don't plan to
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Release date

June 2020

More information

Region

Worldwide

Survey time period

March, April, and June, 2020

Number of respondents

Supplementary notes

*March: 32 responding companies during wave I; April: 38 responding companies during wave II; June: 40 responding companies, sample taken from multinational companies across 17 industry sectors; members of WFA.
Question: Have you created any new campaigns in response to the situation?