Social Distancing Campaign Picks: Week Of May 18

I was reading an article the other day that put forward this idea that really stuck with me: that we are all currently trapped in our own “infinite present.” Though not quite The Twilight Zone, we are in a strange reality where everyday is like the last and the future, for as far as the eye can see, seems like more of the same.

Without vacations and concerts and feasting at your favorite restaurants with friends, the promise of tomorrow looks very much like today and the days before it and that can create a bit of a numbing effect. 

So what to do?  Can’t say I have any grand ideas about that, but to me, the best approach is to find those little things that inspire us, make us laugh and remind us that it’s all going to be OK.  You are not alone in this Bizarro World, so we might as well drink from the half-full glass and keep the scales tipped towards the positive. 

Also helps if that glass is half-filled with your favorite Bourbon.

Google – “Thank You, Teachers”

Kicking off this week’s selections is for those of us who are parents and have had to deal with the ups and downs of teaching from home. Speaking from experience, it’s challenging and chaotic, but can also be very rewarding. We rarely get to step into someone else’s professional shoes and empathize with their day-to-day.  

 Why it matters:  Google tapped into something every parent is going through right now and made us all feel a part of a collective moment. Yeah, it can be really messy and it’s the celebration of that insight that makes this spot feel so authentic. It’s also a love letter to all the teachers out there to tell them how much we appreciate what they bring to our lives. No hard sell, just a quick acknowledgment at the very end that Google is supporting teachers and parent-teachers at home. Tastefully done and from a brand love standpoint, very impactful!

The details: Aside from the great footage, the Stealers Wheel track really ties it all together and tells you that it’s ok to have a laugh at yourself and everyone else experiencing the same challenges. Although Tarrantino left an indelible mark on this song, it’s that extra level of subtext that gives this spot a cool-factor that only the ‘right’ song can do. My guess is the creative thinking behind this started with that lyric and built from there.

Farmers Insurance –  Crowd Control

When it comes to golf, silence is key and the crowds are constantly being hushed as a player sets up for their next shot. So on one hand this should be a blessing in disguise, but as you can see in this spot, sinking a hole-winning putt just isn’t the same without the visceral roar of the crowd.

Why it matters: As society starts to slowly reopen, professional sports is having to reinvent itself a bit by playing without fans. My family likes watching Bundesliga soccer, and this past weekend was the league’s first set of matches since the pandemic took hold in mid-March. It was great to see our favorite teams and players, but pretty surreal without all the fans in the stadium. On the positive side, for the first time you could hear every noise on the fieldfrom the player chatter to the physical contactand it almost made you forget that we’re still living in a very restrictive time. That is, until the camera panned around the empty stands. Regardless of that, it’s a positive step in the right direction and a boon to sports fans everywhere. 

The details: What’s amazing about this spot is that Rickie and his wife, Allison Stokke Fowler, shot it themselves practicing safe social distancing from their backyard in Jupiter, Florida. In addition, they also created a PSA with Rickie talking about Farmers’ $1 million pledge to Off Their Plate, a fundraising initiative through World Central Kitchen that helps frontline COVID-19 healthcare workers and impacted restaurant shift employees. Great job Rickie and Allison!

Old Navy –  Together

And lastly to tug on those feel-good emotions, Old Navy is focusing on the power and creativity of a singular artist to help celebrate and support families in need during this challenging time.

Why it matters: Noah Scalin is a visual artist who is best known for taking common, everyday objects and recontextualizing them. In this instance, we get to watch him create a large-scale mural in timelapse using Old Navy clothing as his medium. I love how beautifully interconnected this simple idea is and that the brand is leveraging their core identity to give back to the community.

The details: At a time when most retailers are struggling, I think it’s rewarding to see a message filled with love and hope from one. Old Navy is donating $30 million worth of clothing to families across America as well as 50,000 non-medical-grade reusable masks to longtime partner Boys & Girls Clubs of America. That’s certainly worthy of celebration and gives them an A+ in my book for positive brand building.

Michelob ULTRA Launches Integrated Campaign In Promotion Of Live Golf Charity

Michelob ULTRA has launched an integrated campaign as part of its sponsorship of Capital One’s live golf event, “The Match: Champions For Charity,” featuring Tiger Woods, Phil Mickelson, Peyton Manning and Tom Brady. Set to air on May 24, the match will mark the second televised golf event since the onset of the pandemic. Michelob is promoting golf’s return through branded digital content, new television spots, an in-game giveaway and a social media giveaway.

Ahead of the event, Michelob ULTRA is releasing digital content produced in partnership with the film Caddyshack. The deepfake technology-enabled videos will feature Peyton Manning’s face and voice in two popular scenes from the film, and live on Michelob’s social media channels. In addition, Michelob will donate $150,000 to the American Red Cross, Manning’s charity of choice.

During the event, Michelob will also run two new television spots, which feature a golf beer cart that viewers can enter for a chance to win, in addition to Caddyshack-themed merchandise. Fans can enter by following Michelob ULTRA on Twitter and using the hashtag #ULTRAPrizeScramble #Sweepstakes.

And, if any of the four players hits a hole-in-one during the match, Michelob will give away a free six-pack to everyone aged 21 and over in the US.

The pandemic hit the sports industry hard, forcing professional sports leagues to cancel the rest of the season and marketers to engage fandom via digital and social activations. Over the weekend, the NASCAR Cup Series Real Heroes 400 race and the TaylorMade Driving Relief golf event, respectively, aired, offering some semblance of normalcy.

According to Nielsen data, the Real Heroes 400 race brought in an average television viewership of 6.3 million people, about 239 percent more than the 1.9 million viewers of the 2019 Bojangles Southern 500.

In addition, Nielsen reports that about 41 percent of viewers of the first day of the 2020 Players Championship, the last major PGA event since the pandemic hit, tuned in to TaylorMade Driving Relief event. Plus, of the 2.3 million viewers that watched the TaylorMade event across NBC platforms, over a quarter comprised people aged 18-49.

In the eighth wave of The Harris Poll’s COVID survey, conducted between April 18-20 among 2,029 US adults, nearly half say they miss watching sports on television (45 percent) and attending sporting events in person (49 percent).

Though fans may long for the return of live sports events, COVID will undoubtedly impact the physical experience. In the 11th wave of The Harris Poll’s COVID survey, conducted from May 8-10 among 2,030 adults, nearly three quarters (73 percent) of respondents said they’re more likely to live stream sports at home vs. attending live sports events in person (27 percent).

Before they head back to the stadium, Americans want to see sanitation upgrades implemented, such as cleaning services guaranteeing hygienic wiping down of seats (43 percent); hand sanitizer at every seat (40 percent); mandatory masks for food vendors (39 percent); stadium seating configured for social distancing (35 percent) and maximum capacity limits to ensure six feet between patrons and staff (35 percent).

Ferrero USA Hires Michael Zacharias

This week in leadership updates, Ferrero USA appoints Michael Zacharias as vice president, trade marketing and category management, Google brings on Kelly Waldher as vice president of marketing for G Suite, Yum China chief marketing officer Steven Li steps down and the 4A’s hires Barry Wacksman as board chair and Abbey Klaassen as co-vice chair, as well as welcomes six new board members.

Ferrero USA Appoints Michael Zacharias As Vice President, Trade Marketing And Category Management

Michael Zacharias will lead trade marketing, category management and shopper marketing for Ferrero’s portfolio, which comprises Butterfinger, Nutella, Tic Tac, Kinder, Ferrero Rocher, Crunch and Baby Ruth.

Zacharias most recently served as VP of sales for Anheuser-Busch’s northeast region, overseeing its full profit and loss center.

Google Hires Kelly Waldher As Vice President Of Marketing For G Suite

Kelly Waldher has joined Google Cloud’s G Suite team as VP of marketing, according to GeekWire. Most recently Waldher served as EVP and general manager for Qualtrics. Prior to that, he held various roles at Office 365.

Yum China Chief Marketing Officer Steven Li Departed In November 2019

Steven Li, Yum China’s CMO for over eight years, stepped down in November 2019, as reported by Campaign. The company currently has no CMO.

Li joined Yum China in 2011 following his role as marketing director at Johnson & Johnson China.

4A’s Names Barry Wacksman As Board Chair

Today the 4A’s announced Barry Wacksman as the board chair and Abbey Klaassen as co-vice chair. Sharon Napier has also been re-elected as vice-chair.

In addition, six new members have joined the board. These include Devika Bulchandani, president, McCann North America; Chris Foster, president, North America, BCW; Jason Gaikowski, executive director, customer experience global lead, human-centered design, VMLY&R; Sarah Watson, global chief strategy officer and chairman, BBH New York; Jeff King, CEO, Barkley, as central region director and Angela Steele, CEO, Carat US as eastern region director.

Disney’s Kevin Mayer Resigns To Become TikTok Chief Executive Officer

Kevin Mayer is stepping down as head of Disney’s streaming efforts to become TikTok’s CEO and ByteDance’s COO, Disney announced today. Mayer led Disney’s Direct-to-Consumer and International segment since its founding in 2018 and oversaw the launches of ESPN+ and Disney+ and the integration of Hulu.

Rebecca Campbell will succeed Mayer as chairman, Direct-to-Consumer and International.

Disney also named Josh D’Amaro as chairman, Disney Parks, Experiences and Products.

Consumers Rank Amazon, Disney And Apple Highest On Brand Intimacy

Consumers ranked Amazon, Disney, Apple, Ford and Jeep as the top five brands they have a strong emotional connection with, according to the 10th annual MBLM Brand Intimacy 2020 Study. MBLM surveyed 6,200 consumers in the US, Mexico and the United Arab Emirates in November 2019 about their experiences with nearly 400 brands across 15 industries.

This year’s report features a new top brand, Amazon, with a narrow lead over Disney. Last year’s brand intimacy report included four media and entertainment brands in the top 10; this year, the report includes three.

Thirty-three percent of Amazon users said they can’t live without the brand. Amazon is the only brand to make the top five list across generations.

In terms of retail brands, Walmart comes closest to Amazon, earning the ninth spot on the brand intimacy list. Whereas 21 percent of consumers are willing to pay 20 percent more for Amazon, 14 percent of consumers are willing to do the same for Walmart products.

In second place is Disney; 27 percent of its consumers say they can’t live without the brand. Still, users of Netflix, which ranked sixth on the brand intimacy list, are more likely to pay 20 percent more for Netflix services than Disney consumers are likely to pay for Disney goods and services.

Apple ranked third on the list. Consumers are almost just as likely to pay 20 percent more for Apple products as they are for Samsung products (22 percent for Apple vs. 20 percent for Samsung).

The auto industry has improved its brand intimacy standing, with four auto brands landing the top 10 list, including Ford in fourth place. Jeep came in fifth; 18 percent of consumers are willing to pay 20 percent more for Jeep, whereas 15 percent of Ford consumers are willing to do the same for Ford cars.

The remaining brands in the top 10 list include Netflix in sixth, followed by BMW, Chevrolet, Walmart and PlayStation.

Gen Z respondents ranked Xbox and Spotify as the top two brands they feel a connection with. While Gen Zers agree that both brands have become ingrained in their daily life, more Xbox users (60 percent) felt an immediate connection with the brand compared to Spotify (50 percent).

There were no shared brands among income groups. Both groups ($35,000-$50,000 and $75,000-$100,000) selected retail brands as top performers (Amazon and Target), though the former favors media and entertainment brands more than the latter, which named various industries in its top five (Apple, North Face and Whole Foods).

In terms of consumer goods, people report feeling a close bond with Hershey’s; those with incomes both over and under $100,000 ranked Hershey’s as their favorite, ranking it the highest for inducing nostalgia. Hershey’s was also the top consumer goods brand among women and consumers over 35 years old.

Kellogg’s, Ben & Jerry’s, Nestle and Campbell’s comprise the remainder of the top five consumer goods brands.

Building on its brand intimacy findings in November 2019, MBLM analyzed the top five ranked consumer goods brands in early May to understand how their messaging has changed during the pandemic.

Hershey’s, though its new messaging doesn’t explicitly address the pandemic, has pulled spots of people socializing and has shifted to product advertising. The brand recently partnered with DC Comics to launch limited-time superhero-themed chocolate bars that were distributed to healthcare and emergency workers before being launched in stores.

Kellogg’s messaging focuses on its gratitude for its employees and other essential workers, while Ben & Jerry’s highlights racial and economic justice during the crisis.

MBLM research shows that intimate brands generate millions more dollars in revenue and profit annually and over the long run than the S&P 500 and Fortune 500 top brands. From 2009-2018, brands with a high intimacy ranking saw a 6.47 percent growth in revenue, compared with a 5.08 percent growth in revenue for Fortune 500 brands.

Brands with a high intimacy ranking also have double the number of consumers willing to pay 20 percent more for their goods and services.

Skincare Industry Ad Spend Spikes 38% Month-Over-Month

The skincare industry’s ad spend grew 38 percent month-over-month and hair removal product ad spend skyrocketed from $3.7 million to $10.6 million, according to the latest MediaRadar study.

By spend, the biggest advertisers in Q1 2020 were Johnson & Johnson, Procter & Gamble and L’Oréal, who collectively increased their ad spend on their skincare lines by over $10 million in March.

The anti-aging category saw a particularly strong increase in ad spend at the end of Q1 2020, jumping from $3.5 million in the first week of January to $6.8 million in the last week of March. Neutrogena, Olay and Plexaderm Skincare were the top spenders in this category, with Plexaderm accounting for one-fourth of all ad spots.

Spend on men’s skincare also saw a lift, with average weekly spend on the category up 22 percent in March, when compared to January and February. The biggest men’s skincare advertisers, by spend, include Dove Men+Care, Jack Black and direct-to-consumer brands, Hims and Geologie.

MediaRadar’s analysis also shows that hair removal products more than doubled ad spend by the end of Q1. Hair removal brands Finishing Touch Flawless, Gillette Razors, Trimmers & Blades, MicroTouch Solo, Gillette Venus and Bell + Howell Tac Shaver accounted for a jump in spend, from $3.7 million in January to $10.6 million in March.

The hair care category’s ad spend increased too, surging from $5 million in January to $16.7 million in the first week of February. As stay-at-home orders remain in place, however, hair product advertising tailed off as consumers spent less time on their hair.

Additionally, oral hygiene companies such as Colgate, Sensodyne and Parodontax spent the most on ads in Q1. By the start of Q2, Crest, Listerine and Colgate showed consistent spend on linear television ads.

White Castle To Host Virtual Dance Party To Raise Money For Restaurant Workers

White Castle is sponsoring a live dance party called “Slider Jam,” hosted by Dude Skywalker and streamed on the DJ duo’s Facebook, YouTube, Instagram and Twitch. In celebration of White Castle’s National Slider Day, on May 15, the virtual event will help raise money for the Restaurant Employee Relief Fund, which provides grants to restaurant workers affected by the pandemic. Viewers can make donations through donation links on the platforms where the dance party will take place, on May 15 at 8 p.m. EST. White Castle’s goal is to raise $10,000 from the party.

In addition to the virtual event, White Castle is giving out free sliders at all participating White Castles, no purchase necessary. Fans can redeem the drive-thru offer via a digital coupon posted to the company’s site.

Between May 15 through June 15, White Castle is also giving EMTs, healthcare workers and grocery store and food retail employees 20 percent off all orders placed in its restaurants.

White Castle’s National Slider Day campaign has two social media components. On Friday, it will release video meeting backgrounds “featuring the creative scenes you’ve had a hankering for” on its social media channels with a link to download them.

In an attempt to spread uplifting news, White Castle is encouraging users to post about acts of altruism running as part of a social campaign with the hashtag #CraveTheGood.

The virtual dance party builds upon White Castle’s recent COVID efforts. In early April, it announced that it would give out free meals to healthcare workers and EMTs, from April 7 to April 30 via drive-thru; all they had to do was show their work ID. White Castle also delivered free sliders to hospitals and other healthcare facilities in regions where there are White Castle restaurants.

“Just a week ago, we were seeing little effect (on business from the coronavirus), but then toward the end of last week, as more guidance came out, we did see some declines in restaurant business. But our brand is unique in that we offer consumer packaged goods too … and that business has been really, really strong … though the rest of business … was down significantly as more people weren’t going out,” White Castle vice president Jamie Richardson said in an interview with QSRWeb in mid-March.

Hendrick’s Gin’s “Pour it Forward” Campaign Provides Financial Support To Bartenders

Hendrick’s Gin is asking bartenders to record themselves making a cocktail using Hendrick’s while telling a story about a bartender friend, as part of a new initiative called “Pour it Forward” meant to support the bartending community amid COVID-19. Hendrick’s Gin parent company, William Grant & Sons, will give each bartender who makes a video, including friends that the videos are dedicated to, $200 from its Fast Fund.

Three national Hendrick’s Gin brand ambassadors kicked off the cause-related campaign with videos featuring mixology demonstrations and a toast to a bartender friend. The goal is for bartenders to nominate friends to “pour it forward” and create their own video.

To fund the campaign, Hendrick’s Gin launched an ecommerce gift shop selling branded novelty items including teacups, glass sets, a penguin pourer and a punch bowl. All proceeds from the sales will support “Pour it Forward.”

Hendrick’s will pay up to 150 bartenders to participate in the campaign, with hopes that sales from the “tiny shop” will enable it to support additional bartenders. As of now, 12 bartenders have agreed to participate.

In early April, Hendrick’s Gin announced that, with the help of distilleries in Scotland, Ireland and New York, its parent company would supply 5 million liters of ethanol for the production of hand sanitizer to help prevent the spread of coronavirus. Hendrick’s said the profits from the sale of the ethanol will be reinvested into future coronavirus relief efforts.

As a result of extended stay-at-home orders in some states, restaurants and bars remain closed, leaving members of the hospitality industry out of work. Many spirit brands have stepped in to provide financial relief. Grey Goose recently announced it was hiring bartenders for a new social media video series called “House Pour.” Each video will show a bartender from around the world demonstrating how to mix up their favorite cocktail. Through a swipe-up link on the videos, viewers can donate to the US Bartender Guild, Tales of the Cocktail Foundation or Another Round Another Rally.

Other brands have donated directly to bartender organizations. Parent company of Jonnie Walker, Diageo donated $100,000 to the US Bartender Guild, Molson Coors donated $1 million to the same group and Guinness donated $500,000 to the Guinness Gives Back fund.

Facebook Announces First 20 Members Of New Oversight Board

This week in leadership updates, Facebook announces the first 20 members of its Oversight Board, Backcountry hires Sarah Crockett as chief marketing officer and Fox Bet brings on Andrew Schneider as chief marketing officer.

Facebook Names Co-Chairs And Members Of Its Oversight Board

Today Facebook introduced the first members of its Oversight Board, an independent body that will decide what should and shouldn’t be allowed on Facebook’s platforms. Facebook chose four co-chairs, who have selected 16 members, announced today. The board will hire an additional 20 members, for a total of 40 members on the board

According to the New York Post, board co-chairs include former US federal Circuit Judge Michael McConnell, constitutional law expert Jamal Greene, Colombian attorney Catalina Botero-Marino and former Danish Prime Minister Helle Thorning-Schmidt.

Members include former European Court of Human Rights judge András Sajó, Yemeni activist and Nobel Peace Prize laureate Tawakkol Karman and former Guardian editor Alan Rusbridger.

Backcountry Names Sarah Crockett As Chief Marketing Officer

Burton CMO Sarah Crockett is leaving the company after two years to become Backcountry’s CMO, according to Shop Eat Surf

In her new role, Crockett will oversee Backcountry and its portfolio of brands including Competitive Cyclist, and Cheap & Steep.

Crockett held previous roles at REI, Vans and Lucky Brand.

Fox Bet Hires Andrew Schneider As CMO

Fox Bet, the online sports betting product from Stars Group and Fox Corp, has named Andrew Schneider as chief marketing officer, according to Variety. Schneider was previously senior VP, marketing, for Disney Streaming Services, where he contributed to the launches of Disney+ and ESPN+. In his new role, Schneider will report to Fox Bet chief executive officer Robin Chhabra.

Global Citizen Turned Its Broadcast And Digital Musical Special Into A Movement During COVID-19

On April 18, Global Citizen pulled off what seemed like the impossible amid coronavirus: It broadcasted an eight-hour cross-platform musical special in partnership with the World Health Organization (WHO) and Lady Gaga across 60 networks and nine digital platforms worldwide in support of healthcare workers in the fight against COVID-19.

One World: Together at Home” kicked off with a six-hour digital stream followed by a two-hour broadcast special, both starring a mighty lineup of entertainers. Over 270 million people from 175 countries tuned in to the special, which produced $127 million in donations toward WHO’s work around the world. In the days following the special, Universal Music Group and Global Citizen released a 79-song album featuring performances from the event, available across streaming services Amazon Music, Apple Music, Spotify and TIDAL.

We spoke with Global Citizen chief growth officer Danielle Maged to understand how a lean international advocacy organization such as Global Citizen turned a virtual music event into a movement and how brands can pivot from physical to virtual experiences during and after the crisis.

What was the biggest challenge Global Citizen faced in navigating partnerships for the “One World: Together at Home” broadcast event?

There was a digital component and a broadcast component, which formed an eight-hour event in total. When we were thinking about partnerships with this effort, we originally approached it coming off of the digital series “Together at Home” that we had launched about a week prior. At the end of March, we realized we wanted to do something big. We were aware that many people were losing their jobs and we just didn’t want it to be a direct-to-consumer fundraising effort. So we took a step back and we said, okay, how can we be successful in our endeavor? When looking at partners to make that successful on the fundraising side, we needed to have the corporate sector, foundations and philanthropists. These three partners were key stakeholders.

On actually distributing the event, we needed there to be broadcasters. This is where we approached ABC, CBS, NBC, iHeartMedia and Bell Media networks at the end of March over the weekend. All of them pretty much immediately came on board. We also utilized various digital streaming platforms which were also extremely important including Amazon Prime Video, Facebook and YouTube.

Then there’s the music industry and Universal Music Group with which Lady Gaga curated the event. We also had about 12 corporate partners that were a hugely important sector because not only were they donating to the World Health Organization (WHO) and regional response, but they were also helping us on execution. We were so lean as a non-profit that we really needed the amplification from a lot of the partners to help us market across linear and digital. These partners came in over a span of about a week and included Cisco, Citi, the Coca-Cola Company, Analog Devices, GlaxoSmithKline, IBM, Johnson & Johnson, PepsiCo, Procter & Gamble, State Farm, Target, Teneo, Verizon, Vodafone and WW International, Inc. 

Our first press release went out Monday, March 30 announcing the event with WHO. From on-boarding to planning to execution, “One World: Together at Home” happened within a 19-day period. The web of stakeholders and partners was by far the most complex I’ve ever managed in a very long career. As complex as it was, it was pretty seamless. We were all focused on the end result, which was raising the funds, standing in solidarity and telling the stories of the healthcare workers. The reaction was so strong in the planning that originally the digital component was supposed to only be two hours but we ended up expanding it to six.

What platforms did Global Citizen utilize for the marketing and distribution of the special?

On the marketing side, we leveraged YouTube, Twitter, Instagram and Facebook related to promoting tune-ins. We did very little paid on the preponderance of organic posting. I have a team internally that runs social and content so we did a lot of organic. What was really instrumental was the support we had on both linear and digital from big partners like Pepsi, Verizon and Procter & Gamble, who did paid media plans on linear against it. They created their own promos. Procter & Gamble, for example, promoted in China. Pepsi was very active in the US and actually ran a spot in the Modern Family finale. Our partners were instrumental in helping us amplify it on TV. On the distribution side, Amazon was extremely supportive; on the day of it was on the homepage of Amazon Prime. The additional platforms also played a really important role in our success——Alibaba, Apple, Facebook, Instagram, LiveXLive, Tencent, Tencent Music Entertainment Group, TIDAL, TuneIn, Twitch, Twitter, Yahoo and YouTube.

What did the day of broadcast look like for your team?

It was a massive effort day-of. We had a war room of sorts for social listening, which we brought in a company to help with. We were keeping a really close eye on what was happening on social via a WhatsApp group. I was corresponding to my team who were still promoting the event. Additionally, we were dealing with the last-minute press and promotion of the program internationally as it was set to air in Europe the next day on the BBC and in China later in the week.

How did this year’s event compare to the 2019 Global Citizen Festival?

It’s like comparing apples and oranges. First off, Global Citizen had never launched an effort this large in scale so quickly—in less than four weeks. Last year’s Global Citizen Festival was a physical event that took place in Central Park, and in South Africa the year before that. There was a six-month lead up to these events and they were very focused on a combination of pop and policy. Whereas there was an urgency to this year’s effort due to the global nature that didn’t exist before.

In short, they’re very different vehicles. We use the same assets in our website, our direct-to-consumer outreach of all of our own audience, our own digital army, social media and the influence of earned media. But the global nature of this year’s event was unparalleled from any past event that the organization has done.

How did this year’s marketing efforts differ from last year’s?

For Global Citizen, social media always plays a really big role. The reality is the organization is a non-profit advocacy platform; it’s not a commercial organization, which is the world that I come from where there are marketing budgets. Just like in the past, we had to think about how to be really lean and effective at the same time. So we used our social channels, our editorial channels and our partners. Unlike in the past, we didn’t have linear promotion running other than on the broadcasting channel itself with MSNBC for Global Citizen Festival. But “One World: Together at Home” was promoted on many networks which was different from the past, made possible by the media buys that our partners were doing. I’d say linear promotion through our partners probably played a more important role this year than in the past.

What advice would you offer to brands/agencies on pivoting from experiential activations to virtual and digital activations during the pandemic and after?

If you’re going to create immersive vehicles that are not based in physical, the brand you partner with has to be a really authentic fit. We were really lucky in that we had a bunch of brands that were a good fit. Virtual engagement is definitely a viable and sustainable tactic that brands can rally around. The reality is we’re not going to be in physical large spaces for a pretty long time so we have to figure out as marketers how to keep our brands top of mind. 

Global Citizen is an incredible partner to brands because we have the authenticity, the experience, the relationships in the music industry and the sports industry, plus our content is really unique. When brands are looking to partner during the pandemic, there is an ability for them to create unique content while doing good at the same time and making sure the tone is right. We focused most of “One World: Together at Home” on tone. All programming vehicles had different tones; some were more locally focused. Ours was really global in nature, as was the tone of some of our brand partners. So as long as brands remain authentic and understand what they’re trying to achieve with the people they’re partnering with and what they’re trying to say to their viewers, there’s a huge opportunity right now to create compelling virtual experiences.

Popeyes Launches Recruiting Campaign To Help Struggling Musicians

The pandemic has shuttered bars and concert venues, leaving musicians without an audience or income. To provide some financial relief, Popeyes has launched a recruiting campaign called #LoveThatJingle in its hometown of New Orleans to pay musicians to record an adaptation of its “Love That Chicken” jingle to be used in Popeyes ads.

New Orleans-based musicians can apply between May 1-May 18 by posting a video demo adaptation of the Popeyes jingle with the hashtag #LoveThatJingle.

On the #LoveThatJingle microsite Popeyes posted the “Love That Chicken” original sheet music, plus a list of home recording tips for musicians interested in applying, asking that they film themselves horizontally and avoid wearing any recognizable branded elements.

A Popeyes rep will notify select musicians on or before May 25 via direct message on Facebook, Instagram, Twitter or email. Popeyes will feature the winning demos in its television and radio commercials.

In addition to publicizing the campaign to New Orleans natives through social media, Popeyes ran a full-page ad in The Times-Picayune featuring its jingle’s original sheet music.

Starting today Popeyes is extending the #LoveThatJingle opportunity to musicians nationwide. Musicians can submit their recordings on social media using the hashtag and in turn, Popeyes will compensate selected musicians as well as use the video content in its social media posts.

Various music and streaming companies have rallied behind struggling musicians during coronavirus. On Friday, March 20, Bandcamp waived its revenue shares for 24 hours to direct all revenue to artists, resulting in the company’s biggest sales day ever, with the purchase of about 800,000 items resulting in $4.3 million—more than 15 times Bandcamp’s normal Friday.

In late April, Spotify launched the “Artist Fundraising Pick” feature which enables artists to raise money for themselves, their group members or one of the certified music relief organizations in Spotify’s COVID-19 Music Relief project. Through its Music Relief project, Spotify is making a donation to organizations that are offering financial relief to creators worldwide. Spotify said it will match donations made on the relief’s microsite up to $10 million.