{"id":17507,"date":"2020-11-17T00:00:00","date_gmt":"2020-11-17T00:00:00","guid":{"rendered":"https:\/\/blog.smarteventi.it\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html"},"modified":"2020-11-17T00:00:00","modified_gmt":"2020-11-17T00:00:00","slug":"engage-users-with-optimism-italys-key-to-communication-during-covid-times","status":"publish","type":"post","link":"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html","title":{"rendered":"Engage users with optimism: Italy\u2019s key to communication during Covid times"},"content":{"rendered":"<hr>\n<p>Italy has been a case study for most of 2020. For the impact Covid has had on the country and its economy, for the way it was managed on a national and regional level and, recently, for the way the pandemic has altered the public discourse, specifically <a href=\"\/how-italian-companies-showed-solidarity-through-advertising-during-the-covid-crisis.html\"><strong>marketing and brand communication<\/strong><\/a>. Italy was among the first countries in which the collective discourse shifted towards optimism, while still taking the crisis seriously. Brands have found that they can <strong>engage users with optimism<\/strong>, while at the same time contributing to promoting correct and responsible behaviour.<br \/>\n<!--more--><\/p>\n<h3>Why do we respond to positive language in a crisis<\/h3>\n<p>At times as uncertain and downright scary as the one we are currently experiencing, most of us look for messages to get inspired and find answers to current challenges. It\u2019s not just a matter of placating our fears and allaying our doubts, it is also about <strong>seeking some form of advice on how to handle complex situations<\/strong>. Many Italian brands have progressively incorporated this level of communication into their brand building, with excellent results.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-7266\" src=\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/engage-users-with-optimism-1.jpg\" alt=\"\" width=\"1024\" height=\"768\" \/><\/p>\n<p style=\"text-align: center;\"><a class=\"mks_button mks_button_large squared\" href=\"https:\/\/en.smarteventi.it\/contact_us.html\" target=\"_blank\" style=\"color: #FFFFFF; background-color: #dd9933\" >Launch your brand in Italy! Call us now!<\/a>\n<h3>What really drives engagement? Pessimism&#8230;<\/h3>\n<p>Engagement is one of the most important indicators of any campaign\u2019s success, particularly when it comes to social media. Social platforms are built to value and reward engagement, which \u2013 surprisingly for some \u2013 has flooded our feeds with negative comments. Anyone who has watched documentaries such as \u201c<em>The Social Dilemma<\/em>\u201d knows that <strong>negative comments, negative feedback, and negative interactions, in general, can blow up easily<\/strong> in reaction to any content and they tend to do if there is no active moderation. For this very reason, many successful content producers have <strong>harnessed the power of negativity and outrage to drive their own engagement and reap substantial profits<\/strong>. How did Italian brands manage to successfully engage users with optimism, at a time when negativity, fear, and rumour-spreading dominated the public discourse?<\/p>\n<h3>How do you engage users with optimism?<\/h3>\n<p>First and foremost we should be aware of one fundamental reason for brands to want to keep a positive tone throughout their communication: negativity doesn\u2019t sell. Or rather, <strong>negativity doesn\u2019t sell products<\/strong>. It can and does sell \u201ccharacters\u201d, \u201cinfluencers\u201d, and \u201csocial commentators\u201d \u2013 which is why so many Youtube personalities thrive on intentional nastiness \u2013 but it does not help brands shift their goods, it does not improve brand awareness, and it certainly <strong>does not earn customer loyalty<\/strong>. This is not meant to discount any marketing team\u2019s genuine interest in contributing positively to the collective discourse, but simply to acknowledge that this might not have been the primary motivation behind their strategies to engage their users with optimism and positive messages. First and foremost they needed to create a safe and positive space for their users to engage while protecting their brand image. Italian brands put their effort into presenting themselves as part of their customers\u2019 daily life during the lockdown, exploring ways in which the current situation could be made better, by improving individual aspects of our routine, rather than focus on what we could not do. At the same time, they chose to be an active part of the community, with many brands producing PPE alongside their standard goods or initiating campaigns to donate to worthy charities. This has kept the engagement more or less constant, allowing many Italian brands to get through the pandemic with their customer base virtually intact.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-7267\" src=\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/engage-users-with-optimism-2.jpg\" alt=\"\" width=\"1024\" height=\"768\" \/><\/p>\n<p style=\"text-align: center;\"><a class=\"mks_button mks_button_large squared\" href=\"https:\/\/en.smarteventi.it\/contact_us.html\" target=\"_blank\" style=\"color: #FFFFFF; background-color: #dd9933\" >Call us today to launch your brand new product on the Italian market<\/a>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content --><!-- AddThis Related Posts generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Italy has been a case study for most of 2020. For the impact Covid has had on the country and its economy, for the way it was managed on a national and regional level and, recently, for the way the pandemic has altered the public discourse, specifically marketing and brand communication. Italy was among the [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><!-- AddThis Related Posts generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":8,"featured_media":17512,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1407],"tags":[1423,1918,1508,1495,1484,1409,1500,1848],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Engage users with optimism: Italy\u2019s communication during Covid times<\/title>\n<meta name=\"description\" content=\"The internet loves pessimism. Why and how then have Italian brands succeeded in engage users with optimism? A marketing case study for Covid times.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Engage users with optimism: Italy\u2019s communication during Covid times\" \/>\n<meta property=\"og:description\" content=\"The internet loves pessimism. Why and how then have Italian brands succeeded in engage users with optimism? A marketing case study for Covid times.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html\" \/>\n<meta property=\"og:site_name\" content=\"Il blog di Smart Eventi\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-17T00:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/engage-users-with-optimism.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" content=\"304\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Angela\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\",\"name\":\"Smart eventi srl\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"width\":960,\"height\":340,\"caption\":\"Smart eventi srl\"},\"image\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.smarteventi.it\/#website\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"name\":\"Il blog di Smart Eventi\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.smarteventi.it\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/engage-users-with-optimism.jpg\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/engage-users-with-optimism.jpg\",\"width\":730,\"height\":304,\"caption\":\"engage users with optimism\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html#webpage\",\"url\":\"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html\",\"name\":\"Engage users with optimism: Italy\\u2019s communication during Covid times\",\"isPartOf\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/engage-users-with-optimism-italys-key-to-communication-during-covid-times.html#primaryimage\"},\"datePublished\":\"2020-11-17T00:00:00+00:00\",\"dateModified\":\"2020-11-17T00:00:00+00:00\",\"description\":\"The internet loves pessimism. 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