Lola Red News + Digital Trends

WEEK OF MARCH 23, 2020 COVID-19KEY TAKEAWAY

Consumers Want to Connect With Brands

Consumers are OK with brands addressing the coronavirus pandemic in advertising, with 42% of people saying "yes, any mention is OK" and another 44% saying it "depends on the message and/or brand." Only 10% of consumers said it is not OK to discuss the current crisis in ads

2 COVID-19QUOTE OF THE WEEK

Advice for brands talking to their customers during the COVID-19 pandemic

“Understand what consumers really need right now and then [oﬀer] that to them. Anything that you say is irrelevant right now. It’s really all about what you are doing.”

→ Consumer psychologist, Kit Yarrow → More here

CONSUMERCONSUMER TRENDS

95% of consumers say they’re spending more time on in-home media consumption / activities

● 96% of consumers said they checked the status of COVID-19 online at least once per day – with almost 1 in 5 people checking status hourly ● The biggest spike is for watching more news coverage; 2 in 3 are spending more time doing this

Views on marketing + advertising are optimistic

● 43% of people surveyed by the American Association of Advertising Agencies say they want to see messaging that is reassuring from trusted brands ● Brands are using images of people washing their hands and faces - images featuring these hygiene best practices have gone up 600% in the past week ● Globally, people are most in favor of brands responding to the outbreak by providing flexible payment terms (83%), offering free services (81%), closing non-essential stores (79%) and helping to produce essential supplies (67%). All of these score significantly more than the 37% who think they should carry on advertising as normal

Almost 75% of consumers are interested in live streams of postponed events

● The prospect of live-streamed sports events and music concerts are equally popular – over 4 in 10 are interested in watching them ● Age is a strong inﬂuencer here across the board; almost 50% of boomers aren’t interested in any live streaming, compared to just 20% of Gen Zs and millennials

Source CONSUMERCONSUMER TRENDS

How Consumers Get Their News → More

Here

When users are asked what their top source of information is to receive COVID-19, online search is their go-to source Lola Red Insight: Social media remains important when it comes to information about Covid-19 – second only to web search. Facebook leads social preference to receive news at at 41%, followed by YouTube at 21% and Twitter at 19%. Consumers want to continue to use Instagram + TikTok for purely entertainment purpose CONSUMERGOOGLE REACTS IN REAL TIME

Google Launches COVID-19 Hub → More Here

Google has created a Coronavirus Hub, the Google Trends specifically for coronavirus related searches Lola Red Insight:The hub gives marketers a real-time view of what is on the top of consumers minds. Top searches the week of 3/23 include: how you can make face masks at home, how to host a Zoom meeting, and how to remove acrylic nails with the closure of nail salons BRANDBRAND BREAKTHROUGHS THROUGH SOCIAL DISTANCING Ford | Built For Right Now → More Here The first brand to mention COVID-19 in advertising, Ford is running ads to offer financial relief programs that will help customers impacted by the pandemic defer payments on new car purchases. 58% of viewers reported a positive change in perception of Ford vs. only 4% negative Lola Red Insight: Consumers want to talk about what is going on, including with brand

Popeyes | #ThatPassword → More Here Popeyes rolled out a social media campaign that will share the login details for the brand's Netﬂix account with select online fans Lola Red Insight: Popeyes scored a huge win with a campaign that recognizes people are searching for distractions during a period of self-isolation brought on by the pandemic

7 SOCIALSOCIAL CONVERSATIONS

#GreatAmericanTakeout → More Here Conversation around the #GreatAmericanTakeout began in Atlanta on TV stations before seeing some pick up in major markets. In an eﬀort to help restaurants and eateries in the United States survive as tight restrictions to stop the spread of COVID-19 take hold, consumers are encouraged to share how they are participating

#TWUG → More Here Invented by Donnie Wahlberg over a decade ago, #TWUG otherwise known as a “Twitter Hug” encourages users to ask or receive a virtual hug. Users are now sharing their stories around the world asking for a TWUG to help combat the isolation of social distancing

8 MEDIAHOW LARGE PUBLISHERS ARE SHIFTING

Publishers Shift Content Strategies → More Here Compared to a similar week in January, total visits are up across The Atlantic (170%) NBC News (78%), The Wall Street Journal (71%), The New York Times (66%) and The Los Angeles Times (61%).

Buzzfeed BuzzFeed is now dividing its content into three buckets: 1) coverage of the coronavirus, 2) quarantine 3) lockdown support and The coronavirus coverage, accounts for 20% of all posts, but drove 67% of all traﬃc so far in March.

Group Nine Media Group Nine Media is also pivoting to a mix of news, quarantine advice and counterprogramming. Social referrals are up by 2x compared to February. Its news property, NowThis, has shifted its social strategy to 100% feature coronavirus content 9 PR +MEDIA MEDIA FINDINGS

Causes Have Never Had a More Powerful Audience

Media are looking for companies providing value to the general population, who are ﬁnding new and unique ways to get involved with their communities through crisis.

Lola Red Insight: Stories are becoming more human and less corporate and go beyond what the company has to say to what the person has to say. Think about who is aﬀected and then amplify that voice over your own. ● New outlets! (ie Wired Coronavirus Update) ● New opportunities (ie journalists asking for stories!) ● Think WFH (ie who is your new audience?)

10 PRTHE + CURRENT MEDIA LANDSCAPE

● Local Broadcast: Right now, it is known that local broadcast stations are suspending all in-studio opportunities and audiences (unless related to coronavirus) for the foreseeable future. However, producers still want to receive news and be kept in the loop on current initiatives. Media still need to write stories! Reporters may be willing to fill time dedicated to in-studio segments with offsite human interest stories that highlight uplifting ways companies are supporting people during this time. ○ Ex: WCCO said “Basically we’re not doing any guests or Skype interviews that aren’t COVID-19 related. For now it’s hard news, all the time." ○ Ex: KSTP said “PLEASE feel free to reach out with any story ideas about people thinking outside the box right now.” ● Be Considerate, Not Tone Deaf: It's very important to consider how you are pivoting in the short term on media relations strategy for products + services affected by the coronavirus; however, it is also important to be mindful not to ambulance chase stories and appear tone-deaf when pitching. ● Coronavirus Pitches: If you're pitching coronavirus-related stories, please make sure they are uplifting, human-interest focused, or beneficial services for affected groups of people during this time. ○ Avoid pitching: events happening soon, sales-y discounts that take advantage of the coronavirus ● Certain Journalists Are Busy: Be mindful of reporters' beats and their time. Be cautious pitching a topic and beat whose journalists are swamped with coronavirus-related news. For example, be wary of pitching "the health benefits of turning down your earbuds at the gym" to a healthcare reporter. ● Be Prepared for Inbound Media Inquiries: Journalists may decide to cover a story that involves your industry in relation to the coronavirus, and they may reach out. Be aware of this and prepare a response or talking points in advance in case they are needed.

11 SOCIALSOCIAL MEDIA USE+ ISDIGITAL SHIFTING

● Groups are booming: Community-focused uses of social media have increased on Facebook, with 300 local coronavirus support groups with a combined membership of more than a million people → More here. ● Reddit is connecting consumers worldwide: Traffic reports increases of 20–50% in subreddits related to business, finance and more.. The community r/coronavirus now ranks second among the website’s top growing communities with 1.2 million members → More here ● TikTok is surging in popularity: The platform has reported a 27% jump in engagement on average from February to March. Celebrities like Lebron James and Jennifer Lopez are flocking to the platform to create content while they social distance → More here ● Paid media is working: On Instagram, there has been 76% increase in daily accumulated likes on Instagram #ad posts over the last two weeks. → More here.

12 INFLUENCERACTIVATING INFLUENCER PARTNERSHIPS

Inﬂuencer Marketing Continuing to Surge

Only 25% of creators decreased social presence since the United States COVID-19 outbreak; with over 75% planning an increase in the coming week(s). Engagement rates on inﬂuencer content have stayed consistent through March 15th, signaling to brands that inﬂuencers are still a strong tactic to get messages out to target audiences

Lola Red Insight: In the coming weeks, inﬂuencer marketing will thrive as brands will turn to them to create content and publish it without seeing another person

13 POSITIVITYPOSITIVITY PAUSE PAUSE

Lola Red’s Positivity Pause Here’s a sampling of stories that have uplifted the Lola Red team this past week: The Positivity Pause is a daily 15 minute Zoom call to share a positive Social distancing doesn’t mean you can’t make someone’s reflection - it could be an uplifting day. Neighbors hold 'social solidarity' parade for Sholom news story, funny social media post or Home → More here personal experience. We find what we look for in the world and today we all Celebrities come together to for “Operation Storytime” to need more positivity, wellness, help relieve children’s at home boredom → More here kindness and compassion. Let's find it, share it and pass it on. A Fire Department in Little Rock opened their doors to make sure truckers have a place to get food on their routes. Anyone is welcome to join. If you'd like The post has over 7,000 shares on Facebook → More here to be added to the Positivity Pause New York City couple moves their wedding to the streets of calendar invite, email NYC. Love wins, always → More here [email protected]

Yale University's mega-popular "happiness" course is now Info below: available for free → More here Zoom ID: 298-581-105 Password: 344528