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CONSUMER

MOODS

BRAND

PRESENCE

BRAND

OPPORTUNITIES

01 02 03

AGENDA

2

Source: Online Survey, N = 946

28th – 30th March in Germany | Mindshare Exclusive

CONSUMER MOODS

3

SURVEY

28TH – 30TH MARCH

0

6.000

12.000

18.000

24.000

30.000

36.000

42.000

48.000

54.000

60.000

66.000

72.000

01.0

3.2

0

02.0

3.2

0

03.0

3.2

0

04.0

3.2

0

05.0

3.2

0

06.0

3.2

0

07.0

3.2

0

08.0

3.2

0

09.0

3.2

0

10.0

3.2

0

11.0

3.2

0

12.0

3.2

0

13.0

3.2

0

14.0

3.2

0

15.0

3.2

0

16.0

3.2

0

17.0

3.2

0

18.0

3.2

0

19.0

3.2

0

20.0

3.2

0

21.0

3.2

0

22.0

3.2

0

23.0

3.2

0

24.0

3.2

0

25.0

3.2

0

26.0

3.2

0

27.0

3.2

0

28.0

3.2

0

29.0

3.2

0

30.0

3.2

0

31.0

3.2

0

New cases Total cases

Data collection

TV-speech

of Merkel

First 2 dead

USA close

border for EU

Prohibition of

major events

Closure of

schools, nurseries

First closure

of borders

DAX below 9000

Public

shut-down

RKI announces

highest risk level

Bavaria announces

restrictions for going out

Announcement of

sociale distancing

Bundestag enacts

bailout of 750 bn €

4

CW 14 IN GERMANY

Source: tagesschau.de | faz.net | zeit.de

ECONOMIC FORECAST WITH SEVERE RECESSION AND FIRST SIGNS OF A TREND

REVERSAL IN THE EXPONENTIAL GROWTH OF NEW INFECTIONS

R E C E S S I O N I N F I G U R E S A GLIMMER OF HOPE BAILOUTS

• The so called “Wirtschaftsweisen”

consider a severe recession in Germany

to be unavoidable due to the massive

consequences of the coronavirus crisis.

• In the best case, the gross domestic

product will fall by 2.8% - in the worst case

by 5.4 %.

• Doubling of infections slows down

• We now have a doubling rate of 8.2 days, on

Wednesday (3pm), in whole Germany. Compared

to 5 days on Sunday

• The view of the neighbour also gives hope. Italy

seems to have survived the worst.

• In Italy there are more cured and less newly

infected

• 2 Billion € support for Start ups

• The German federal goverment wants

to help Start ups to get through the

crisis

• „Our economy lives from new

creations“ – Minister of finance,

Scholz

5

THE DOMINANT FEELING IS TO BE WORRIED

Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946

BUT ONE IN FIVE KEEPS CALM AND CONFIDENT

63%

36%33%

18% 17% 17%

Worried Anxious Doubtful Prepared Confident Calm

MOOD BAROMETER

GERMANY, CW 14

Top-3 positive and

negative feelings

6

PEOPLE CURRENTLY PREFER INFORMATION OVER ENTERTAINMENT


IT‘S ALL ABOUT NEWS AND HEALTH

77%

82%

81%

75%

69%

69%

83%

77%

87%

90%

92%

91%

85%

87%

87%

88%

93%

93%

93%

94%

-4%

-3%

-3%

-3%

-3%

0%

1%

2%

6%

8%

9%

9%

9%

11%

17%

18%

29%

30%

30%

36%

Drama

Romance

Beauty

Election

Reality Shows

Horror

Thriller

Sci-Fi

Comedy

Personal finance

Nature/Environmental

Nutrition

Educational

Home

International/Foreign affairs

Economy

Public policies

Political News

Health

Local News

Do more/less Reach

CHANGE IN

CONTENT CONSUMPTION

IN TIMES OF CORONA

7

TV IS THE MOST USED AND TRUSTED MEDIUM


FOLLOWED BY GOVERNMENT WEBSITES

News Radio show

Health professionals

BRAND WEBSITE

Newspaper

News app

TV NEWS STATION

Community organization

School communication

GOVERNTMENT WEBSITES

Online news site

Friends/ family

TV NEWS SHOW

Online Videos

Employer

Radio

ShowRadio

Show

Healthcare

websites

Email Newsletter

Podcast

Blogs

Online Magazines

Magazines

USAGE

TR

US

T7

0%

35

%

0% 70%35%

OPPORTUNITY:

High level of trust as well

for Brand Websites

8


28th – 30th March in Germany | Mindshare Exclusive

BRAND PRESENCE

9

F A C E B O O K D O N A T I O N F O R M E D I A P R O T E C T Q U A L I T Y J O U R N A L I S M

• Facebook donates 100 million dollars

• Regional media will get a 25 million dollars as emergency grant

• 75 Million dollars will be given to media companies around the globe

• Nancy Lane says the money shall not only support journalism during

this crisis but also accelerate the digital transformation

• Facebook boss Mark Zuckerberg believes it is essential for news to be

100% true during a crisis like this. He sees himself responsible to

guarantee this. So Facebook donates so much money to journalism.

• Corona blesses the news sites with record acceses. But many companies

don´t advertise here anymore since their brand safety prevents it. This leads

to a high programmatic revenue loss for the news sites.

• The ads seen now are mostly about breathing masks and antiseptics

(Products that are not available right now) – those ads support panic which

leads to shortages, higher prices and clickbait.

• We could assess this as a „programmatic hiding of the reality“ since we

only see ads of unavailable products and this hurts quality journalism

• Taboola wants to help quality journalism by blocking fake news, misleading

ads and any ads that bait with Corona

RISING AWARENESS FOR THE

Source: wuv.de | Horizont.net

VALUE OF QUALITY JOURNALISM

10

BRAND PURPOSE AND TRUST

Source: 2020 Edelman Trust Barometer Special Report:Brands and the Coronavirus, data collected March 23-26, 2020, n = 1000 for Germany

ALWAYS PAY BACK

63%

48%

45%

45%

Brands and companies that I see placing their profits

before people during this crisis will lose my trust forever

In this time of crisis, I am turning more and more to

the brands that I am absolutely sure that I can trust

Hearing from brands I use about what they are doing to

respond to the pandemic is comforting and reassuring to me

How well a brand responds to this crisis will have a huge

impact on my likelihood to buy that brand in the future

1 SHOW UP AND DO YOUR PART

Now is not the time to disappear

2 DON’T ACT ALONE

There is strength in collaboration

3 SOLVE, DON’T SELL

React on problems people are facing

4 COMMUNICATE

With emotion, compassion and facts

11

RECESSION

ANTICYCLICAL ADVERTISING OFFERS

Index: 2011 = 100Source: GfK/Serviceplan, GfK HomeScan Panel, Nielsen gross spendings

OPPORTUNITY TO GROW MARKET SHARE

ANALYSIS OF APPROX.

1000 FMCG BRANDS

RECESSION

116

145

186

100

66 73 67

2001 2002 2003 2004 2005 2006 2007 2008 2009

Market share

115128

140

100

88 9384

2001 2002 2003 2004 2005 2006 2007 2008 2009

Winner brands Loser brands

Advertizing

expenditure

Activities of winner brands

during times of recession:

1) High ad expenditures

2) Launch of new products

3) Acquisition of new customers

12

FOR BRANDS TRADITIONAL MEDIA AND OWNED CHANNELS ARE PREFERED

Source: 2020 Edelman Trust Barometer Special Report:Brands and the Coronavirus, data collected March 23-26, 2020, n = 1000 for Germany

39%

36%

28%

22%

18%

12%

7%

6%

5%

TV, radio, newspapers

Email

Brand's website

Texts

Facebook

Instagram

Twitter

Streaming videos

Regular mail

TO COMMUNICATE ABOUT THE RESPONSE TO THE PANDEMIC

ALIGN YOUR COMMUNICATION

FOR CREDIBLE INFORMATION

USE CREDIBLE CHANNELS

FOR ENTERTAINMENT

YOU CAN GO BROADER

13

THE MASLOW‘S HIERARCHY REFLECT HOW APPROPRIATE


IT IS TO DO THINGS RELATED TO CORONA

38%

40%

42%

49%

49%

51%

53%

54%

54%

56%

57%

59%

60%

61%

62%

68%

71%

Candy brands

Luxury brands

Auto brands

Pet care brands

Insurance brands

Entertainment brands

Financial services brands

Beverage brands

Travel/Hotel brands

Retail brand (e.g. apparel)

Personal care brand (e.g. deodorant, lotion)

Utility services (e.f. gas, electricity)

Technology brands

Restaurant brands

Home care brands (e.g. cleaning, décor)

Food brands (e.g. packages)

Health care brands (e.g. otc medicine)

BRANDS AND

CORONAVIRUS

How appropriate is it for

the following brands to do

things related to

coronavirus?

14

EXPECTATIONS OF BRANDS ARE DIVERSE –


ONLY 5% EXPECT NOTHING AT ALL

5%

12%

28%

31%

32%

35%

41%

42%

42%

47%

49%

50%

53%

54%

60%

What could a brand or a

company do to help with

coronavirus?

BRANDS AND

CORONAVIRUS

Advocate for worker affected

Comply with government regulations

Contribute to research

Donate money

Take measures of ist own

Stop false misconceptions from speading

To make informative content to help people

Donate supplies

Advocate for affordable health care

Advocate for sich leave for all workers

Provide more information about the virus/infection diseases

Provide more information on product availability

To make empathic content to support or reassure people

Create humorous content to watch and read

Nothing

15

DOING GOOD IS NOTICED

Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946 | Horizont.net

Ebay

Tesla

Desinfection in general

BASF

RTL

Amazon

Breweries, spirit brands in general

DM

Lidl

Mercedes-Benz

Deutsches Rotes Kreuz

Supermarkets, groveries in general

VW

Bundesligavereine, football players in general

Jägermeister

Rewe

Bosch

Sagrotan

Aldi

Edeka

Trigema

Awareness of brands that

are helping with the crisis

Free answers: Count >4

BRANDS AND CORONAVIRUS

ADJUST PRODUCTION

EMOTIONAL ADDRESS

EMOTIONAL ADDRESS

16


Mindshare Exclusive

IDENTIFICATION OFBRAND OPPORTUNITIES

17

HOW BRANDS FIND THEIR VALUE OPPORTUNITIES

18

HOUSEHOLD RESPONSIBLES IN HOME-OFFICE WITH SCHOOLCHILDREN

Source: Mindshare survey, March 28 – 30 2020, Adults 18-64, N=946 19

EXAMPLE

Educational now more than ever i126

I have run out of things to watch/read/listen i161

1

2

31

2

3

1

2

3

I buy more alcohol i149

Follow an online fitness app/sports

programme even more now i141

I‘m satisfiyed about the

information I get online i182

I’ve deliberately cut down how much

time I spend using technology i309

TELCO BRAND &

Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946 20

VALUE PROPOSITION EXAMPLES

Brandfit in connection

with corona virus in

entertainment

i121

Brandfit in connection

with corona virus in

technology

i108

WATCH OUT

FOR THE

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