Marketers and influencers are among the savviest in society when it comes to adapting and navigating cultural challenges. As consumers continue to cope with the impacts of COVID-19, it is our responsibility to put the needs of the collective above all else, and together, create for good.
At Mavrck, we’ve been monitoring the impacts of COVID-19 on influencer marketing in order to advise marketers and influencers. Here are five campaign themes we see brands using when working with influencers to create for good:
1. Inform
Influencers have the ability to reach and positively influence millions of people. In our current moment, influencers have a responsibility to spread accurate information and encourage their followers to do their part to slow the spread of the coronavirus.
In late March, the World Health Organization made it clear through its global call to creatives that influencers and brands have a critical role to play in informing the public. Influencers across verticals are eager to help. A vast majority (89%) of influencers surveyed by Mavrck said they’d be very or somewhat interested in participating in information campaigns that share accurate information and resources from health officials.
2. Donate
Just like how you work with influencers to raise awareness around new products in normal times, you can collaborate with those same influencers to raise awareness around a charitable organization your brand is supporting during COVID-19. You’ll be raising funds for important causes and showing consumers what your brand values look like in action.
For example, JanSport recently used Mavrck to activate TikTok influencers to promote a charitable campaign benefiting the nonprofit World Central Kitchen. The goal of the campaign was to create awareness for the nonprofit, to which JanSport donated backpacks filled with food and supplies for students in need.
Using the hashtag #UnpackThatChallenge, influencers created two videos on TikTok that spread the message that JanSport had their back and would be donating a backpack of supplies as part of the challenge.
Influencers were instructed to use the first video to share what it has been like to learn from home during school shutdowns and pull school-related items out of their JanSport backpacks while challenging followers to do the same. The second video was an explainer, with each influencer talking about JanSport’s partnership with World Central Kitchen.
The influencer campaign resulted in 297 videos with a collective 5.6 million video views and hundreds of thousands of engagements.
3. Teach
It goes without saying that everyone has a lot of extra time on their hands. So why not use it to learn something new? Influencers are in the perfect position to teach consumers about new fitness or beauty routines to try while they are staying home. For example, Wilson Tennis collaborated with tennis pro and influencer, Michael Blease, on its #WilsonAtHome campaign to show brand fans how they could hone their backhand during quarantine.
4. Craft
Parents around the world are struggling to keep kids entertained while they are home from school. Influencers can help struggling parents everywhere by sharing DIY craft ideas and other at-home activities. This type of content will not only help parents with an immediate need but also promote creativity and create positive memories of your brand.
Mavrck’s survey found that influencers are enthusiastic about creating this kind of service content. Almost all (85%) of the influencers surveyed said they’d be very or somewhat interested in participating in campaigns that share crafty or DIY ideas to fight boredom and keep kids entertained.
5. Uplift
Extra positivity is sorely needed by all right now and influencers are in a unique position to provide it. Look for ways your brand and its influencer partners can lift consumers’ spirits or offer a positive distraction. For example, Harry and David’s recently launched its #ShareMore campaign. The brand worked with influencers to promote its specialty gift baskets and encourage consumers to share the love (and treats) during a difficult time.
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Lyle Stevens is the co-founder and CEO of Mavrck, the leading all-in-one influencer marketing platform that powers social proof at scale for hundreds of consumer brands across dozens of verticals. Under his leadership, Mavrck has achieved triple-digit revenue growth each of the last four years and has been honored with multiple awards including the 2019 Inc. 5000, Digiday’s Influencer Marketing Platform of the Year and Entrepreneur’s Best Small Company Culture.
