Alegria Adedeji
Alegria Adedeji
Posted 03 April 2020

Marketing amidst COVID-19: Editorial campaigns for all verticals

You’ve heard it countless times already, we’re in uncharted territory and the current day-to-day as we’ve known it, has taken a backseat. With all this change, it makes sense that the way you engage with your customers should adapt too. This is a positive opportunity in a time of uncertainty. With more free time to digest content at their leisure, consumers can be reacquainted with your brand story and offerings with editorial content. 

Depending on your vertical, how you pivot to more editorial content will differ but there are brands who have already made a start on transitioning towards providing memorable experiences via content. In this blog, we’ll highlight a few of our favourite examples across fashion, beauty, sports, food and drink and more. For more examples, check out our Pinterest page dedicated to great email campaigns


Hunter, “The New Workwear

Hunter Drop Shadow

Something we love about this campaign:

  • This campaign is tongue-in-cheek and self-aware, with a focus on the customer’s newer surroundings, being at home, Hunter highlights the value the brand brings. By being able to provide comfortable but stylish items to wear while  ‘working from home’, the brand has stayed true to its style, while reinforcing its ability to remain relevant even during a period with limited mobility for its customers.

Health and Beauty

LUSH, “Soap, hope and little ways to cope”

Lush Drop Shadow

Something we love about this campaign:

  • With such uncertain times ahead, LUSH chooses to focus on providing a warm and welcome distraction to the current news. LUSH frames the campaign around a relaxing bath and the items customers can purchase to indulge and unwind by sharing additional editorial content which includes book and podcast suggestions to enjoy while having a soak.


Sweaty Betty, “Stay at home, move together” 

Sweaty Betty Drop Shadow

Something we love about this campaign: 

  • Outdoor exercise is currently limited to an hour a day and all public spaces are closed. This means people can’t go to the gym or keep up with their usual sporting routines. Sweaty Betty is encouraging their customers to stay on top of their routines by doing them at home. The ‘community hub’ adds a warm personal touch and encourages discussion and UGC amongst customers. With suggestions for cooking, reading and stretching as well as workouts, the brand is able to remain both relevant and timely, all while adding some relief and normalcy to the disrupted schedules of customers. This is also furthered with the discount for NHS staff, to show appreciation for all their work during the pandemic.

Homewares and gardening

Patch, ‘PATCH HQ’s favourite office plants’

Patch Drop Shadow

What we love about this campaign:

  • With everyone at home, PATCH focuses on customers creating their own plant haven for their new workspaces. The brand breaks down each plant’s assets, alongside giving them each a name, and notes how they can add positively to a working environment.

Stationery and gifting

Papier, “Love from afar, heartfelt post” 

Papier Drop Shadow

What we love about this campaign:

  • Social distancing has meant that a lot of customers are separated from friends, partners and family. Papier’s cards are designed to offer a written hug, where a physical one isn’t possible. The brand can also further cement its message of the power of a handwritten note, especially to add some salve to the challenge of being apart from people you care about.

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