#10DaysofTips: Examples of Empathy Marketing
From the Iterable blog.
Want to see some examples of empathy marketing that will hit you right in the feels? Check out some of the brands that we're admiring for their response to the coronavirus outbreak.
Staying Centered with Calm
Calm, a leading app for sleep and meditation, strives to “make the world happier and healthier.” When the shelter-in-place ordinances hit, people justifiably became anxious.
In such a time of turmoil and uncertainty, it’s patently human to worry about the future, especially when it is so murky. Calm recognized this and stepped in with an extensive list of free resources to “take a deep breath” and find a moment for self-care.
E-Commerce for All Through eBay
For years it has been commonly believed that only half of all small businesses can survive without new revenue coming in for 27 days. E-commerce mainstay eBay prides itself on its rich history of launching small businesses and had an idea to make it a bit easier for these smaller organizations to make it through this tough time.
In June 2001, the company launched eBay Store as a way for small businesses to get the most out of the eBay marketplace. To help out during the outbreak, eBay started its “Up & Running” program, an accelerator program pledging $100 million in support for small businesses and making eBay Store free for three months.
Perhaps few understand the struggle of owning a fledgling business like eBay, and this program helps them connect at a personal level with aspiring entrepreneurs.
Striking a Balance With Glo
Many of us have found ourselves a bit restless as gyms, studios, parks and other places to get moving have closed. And if your social media hasn’t shown it already, the fitness industry has adapted.
Glo, an online provider for yoga, pilates and meditation, has taken a similar approach to Calm and many of its compatriots in health and wellness by offering free classes online in an effort to stay connected with their community.
The folks behind Glo understand that an environmental shift to stay home leads to a potentially more sedentary lifestyle—for themselves and everyone else—so offering resources for the benefit of the community is a great gesture of goodwill.
Allbirds Lifts Healthcare Workers
We could do an entire version of this post that focuses on the ways brands are working to help repay the unfathomable heroism of our healthcare workers. Before moving on, it’s important to note how you can help too. Get started here.
Shoe retailer Allbirds has made it easier for customers to give a bit of relief to overworked healthcare professionals by providing a few donation options.
These donation options allow consumers to take action and foster empathy alongside the Allbirds brand, a connection that will last long after the outbreak calms down.
_Are you running an empathy campaign right now? If so, what kind of engagement have you seen? Let us know in the comments!_
_Have you seen an empathy marketing campaign that resonated with you? We'd love to see it!_