“Families Support Each Other” - Big Y World Class Market

What would you say at the start of a pandemic fostered shutdown? Celebrations are canceled, schools are closing, businesses are closing or their employees are moving to remote work, the pandemic is starting to have a profound impact, but your business is “essential” and you are going to stay open. In the end, the message is strategic, but simple. You state expectations and reassure your customers. Based on a comprehensive crisis communication plan we presented the day before, GCAi shot this video with Big Y President and CEO Charlie D’Amour on March 17, and were in market two days later. The results from this video campaign, which ran in tandem with an employee appreciation video using an ad programming campaign technique called Campaign Budget Optimization, were astounding: Impressions = 4,149,025; Video Views = 3,845,520; Engagements = 1,499,139; Reactions = 19,435; Facebook Tonality = 99.7 % positive; Shares = 1,295.