March 18, 2020

How Brands Are Giving Back to Their Customers During COVID-19

Christina Sirabella

To put it lightly, these are crazy times.

But the one good thing about crazy (or scary, or uncertain) times is that they often bring out the best in people—and, in the case of brands, some very creative ideas and activations.

Here’s a rundown of how, in the face of near-universal industry shifts, these brands have pivoted their content and services to offer something genuinely useful to consumers as their day-to-day lives and routines are upended.

Planet Fitness: Home Work-Ins

Planet Fitness announced that it will host free “work-ins,” a series of virtual fitness classes with the goal of helping folks relieve stress and stay healthy. Its trainers will host these 20-minute work-ins live on the Planet Fitness Facebook page daily at 7 p.m. ET.

Lululemon: Instagram Live

The beloved fitness apparel brand is giving some much-needed structure to its followers with a scheduled lineup of Stories content including live yoga and meditation, at-home training, and self care tips.

Great Jones: Potline Extended Hours

Great Jones, a premium cookware company, has extended the hours for Potline, its free text service for real-time recipe inspiration and cooking advice. It will now be available from 12 to 6 p.m. ET to answer all your cooking questions and provide recipe ideas.

Edible Arrangements: Free Delivery

The brand, known for its fresh fruit arrangements, is now offering fresh whole fruits and veggies with free delivery for those who would rather not go to the grocery store.

MOMA: Free Classes

Though the Museum of Modern Art closed its in-person locations, it is still looking to help those in quarantine through free online art classes about topics like abstract photography, painting, and more.

Chipotle: Chipotle Together

This week, the company began hosting virtual Zoom video meetings as a way to hang out virtually. These “Chipotle Together” sessions sometimes feature celebrity guests (the first one was hosted by Colton Underwood of The Bachelor) and can host up to 3,000 viewers.

Universal Studios, Disney+, and Hulu: Early Releases

Giant movie/TV studios have released content early for streaming. Early releases include Frozen 2 and Star Wars: Rise Of Skywalker on Disney+ and the first 3 episodes of Little Fires Everywhere on Hulu. Universal Studios is also planning to release movies currently in theaters for home streaming, including The Invisible Man, The Hunt, and Emma by the end of this week.

Scholastic: Learn at Home

The educational company has launched a “Learn at Home” website that has daily courses for students from Pre-kindergarten to grades 6 and higher. The website currently has five days’ worth of content, and an additional 15 days of content is on the way.


It’s unclear what’s coming next—for the world, for companies, and for individuals. But for right now, we’re grateful that these likeable companies are doing their best to adapt and provide everyone with help, entertainment, and peace of mind during these tough times.

On that note, it seems like more people are online now than ever, and brands are seeing a higher rate of customer service inquiries on social daily. At Likeable, we’ve seen an influx of community management work already and have expanded our services appropriately in order to accommodate: added day-to-day community support, personalized social media strategies, and the building of empathetic response libraries. So, if your brand needs help in any way during this time, give us a ring—we’re always happy to lend a hand.

Tags: Community Management, Content Marketing, COVID-19, Real-Time, Trends

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