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| Don’t Mention the Virus! And Other Marketing Tips | Don’t Mention the Virus! And Other Marketing Tips |
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| As the coronavirus pandemic moved across the United States, the stock market plunged and many of the country’s businesses closed, a major platform for social media influencers had a rosier message: “Good news in consumer shopping trends!” | As the coronavirus pandemic moved across the United States, the stock market plunged and many of the country’s businesses closed, a major platform for social media influencers had a rosier message: “Good news in consumer shopping trends!” |
| RewardStyle, which connects retail brands with thousands of Instagram personalities and bloggers, told influencers in an email on March 30 that orders through its app, LikeToKnow.It, had surged. It encouraged users, who earn commissions on products they help sell, to “keep posting to capture this demand while using a softer approach to drive shopping.” | RewardStyle, which connects retail brands with thousands of Instagram personalities and bloggers, told influencers in an email on March 30 that orders through its app, LikeToKnow.It, had surged. It encouraged users, who earn commissions on products they help sell, to “keep posting to capture this demand while using a softer approach to drive shopping.” |
| “We recommend that for every 5 posts, you make 2 posts relatable about life at home and 3 posts about shopping,” the company said in the email, which a recipient shared with The New York Times. “This approach creates a softer sell in your feed while continuing to provide guidance to your followers during this time.” RewardStyle also provided an image that said “Staying In is So In,” that could help “give context and balance” to shopping posts. People stuck at home could be a good thing, a company representative wrote, adding, “Nothing like a little retail therapy to help pass the hours.” | “We recommend that for every 5 posts, you make 2 posts relatable about life at home and 3 posts about shopping,” the company said in the email, which a recipient shared with The New York Times. “This approach creates a softer sell in your feed while continuing to provide guidance to your followers during this time.” RewardStyle also provided an image that said “Staying In is So In,” that could help “give context and balance” to shopping posts. People stuck at home could be a good thing, a company representative wrote, adding, “Nothing like a little retail therapy to help pass the hours.” |
| The messages were jarring to influencers uneasy about promoting new fashions in the midst of a public health crisis that was crushing the economy. But they provided a glimpse into how desperate retailers and marketers are tailoring their sales pitches for newly homebound consumers, who are fluctuating between panic and ennui while scrolling through their Facebook and Instagram feeds. Retail sales plummeted 8.7 percent in March, the largest decline since the data started being tracked three decades ago. With online business now crucial for many brands whose futures are threatened by store closings, the sell itself has become a delicate dance. | The messages were jarring to influencers uneasy about promoting new fashions in the midst of a public health crisis that was crushing the economy. But they provided a glimpse into how desperate retailers and marketers are tailoring their sales pitches for newly homebound consumers, who are fluctuating between panic and ennui while scrolling through their Facebook and Instagram feeds. Retail sales plummeted 8.7 percent in March, the largest decline since the data started being tracked three decades ago. With online business now crucial for many brands whose futures are threatened by store closings, the sell itself has become a delicate dance. |
| “People are more anxious, they’re on high alert, they’re under a lot of stress and there’s a lot of bad news they’re consuming and experiencing,” said Mae Karwowski, chief executive of Obviously, an influencer agency that has been adjusting the tone and messaging of campaigns. “We want to make sure brands aren’t attached to those really negative things that are happening while still acknowledging that we’re all communally going through this.” | “People are more anxious, they’re on high alert, they’re under a lot of stress and there’s a lot of bad news they’re consuming and experiencing,” said Mae Karwowski, chief executive of Obviously, an influencer agency that has been adjusting the tone and messaging of campaigns. “We want to make sure brands aren’t attached to those really negative things that are happening while still acknowledging that we’re all communally going through this.” |
| Apparel chains have whipped up ads with references to indoor living, social distancing and videoconference calls. Loungewear has become de rigueur. Even Brooks Brothers — yes, Brooks Brothers — has advertised its “work-at-home styles.” | Apparel chains have whipped up ads with references to indoor living, social distancing and videoconference calls. Loungewear has become de rigueur. Even Brooks Brothers — yes, Brooks Brothers — has advertised its “work-at-home styles.” |
| “Keep your hands to yourself and get denim delivered,” Gap said in an ad that showed a person’s hands in their back pockets. Joie advertised a “cozy meets chic” sweatsuit, a month after promoting $250 floral tops. | “Keep your hands to yourself and get denim delivered,” Gap said in an ad that showed a person’s hands in their back pockets. Joie advertised a “cozy meets chic” sweatsuit, a month after promoting $250 floral tops. |
| “A tip for tomorrow morning’s 9 a.m. videoconference call: Doubled-up headbands make bedhead look beautiful,” Anthropologie proclaimed in a recent Instagram post. The brand Lively gamely promoted its “perfect work-from-home bra,” even as the necessity of such garments has been questioned in a quarantined world. The subject line of a recent email from Reformation simply read: “WHAT DAY IS IT.” | “A tip for tomorrow morning’s 9 a.m. videoconference call: Doubled-up headbands make bedhead look beautiful,” Anthropologie proclaimed in a recent Instagram post. The brand Lively gamely promoted its “perfect work-from-home bra,” even as the necessity of such garments has been questioned in a quarantined world. The subject line of a recent email from Reformation simply read: “WHAT DAY IS IT.” |
| Brands are aware that people are glued to their phones and they are desperate to engage. “Every Instagram Story frame going up, we’re seeing an increase of 30 percent more viewers than we normally would — that’s such an aggressive increase,” said Vickie Segar, founder of Village Marketing, an influencer agency. | Brands are aware that people are glued to their phones and they are desperate to engage. “Every Instagram Story frame going up, we’re seeing an increase of 30 percent more viewers than we normally would — that’s such an aggressive increase,” said Vickie Segar, founder of Village Marketing, an influencer agency. |
| But they are trying to proceed carefully, with messages of optimism and self-care and varying levels of references to the grim state of the world. | But they are trying to proceed carefully, with messages of optimism and self-care and varying levels of references to the grim state of the world. |
| Some companies have barred any mention of the coronavirus or Covid-19 in influencer posts, even if the ads are about staying at home or taking care of family. Ms. Karwowski’s agency, Obviously, has recommended that influencers working at home should portray products in everyday clothing and that images should feel “bright and cheerful.” It advised against advertising from bed or in pajamas. | Some companies have barred any mention of the coronavirus or Covid-19 in influencer posts, even if the ads are about staying at home or taking care of family. Ms. Karwowski’s agency, Obviously, has recommended that influencers working at home should portray products in everyday clothing and that images should feel “bright and cheerful.” It advised against advertising from bed or in pajamas. |
| “Being in bed can work if you’re talking about self-care and taking care of yourself, but not ‘Haven’t left my bed in days — send help,’” Ms. Karwowski said. “One thing to ask yourself if you are a creator: How is this going to make my audience feel, what emotions will it bring out in them?” | “Being in bed can work if you’re talking about self-care and taking care of yourself, but not ‘Haven’t left my bed in days — send help,’” Ms. Karwowski said. “One thing to ask yourself if you are a creator: How is this going to make my audience feel, what emotions will it bring out in them?” |
| Updated July 7, 2020 | |
| The coronavirus can stay aloft for hours in tiny droplets in stagnant air, infecting people as they inhale, mounting scientific evidence suggests. This risk is highest in crowded indoor spaces with poor ventilation, and may help explain super-spreading events reported in meatpacking plants, churches and restaurants. It’s unclear how often the virus is spread via these tiny droplets, or aerosols, compared with larger droplets that are expelled when a sick person coughs or sneezes, or transmitted through contact with contaminated surfaces, said Linsey Marr, an aerosol expert at Virginia Tech. Aerosols are released even when a person without symptoms exhales, talks or sings, according to Dr. Marr and more than 200 other experts, who have outlined the evidence in an open letter to the World Health Organization. | |
| Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. | Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. |
| Scientists around the country have tried to identify everyday materials that do a good job of filtering microscopic particles. In recent tests, HEPA furnace filters scored high, as did vacuum cleaner bags, fabric similar to flannel pajamas and those of 600-count pillowcases. Other materials tested included layered coffee filters and scarves and bandannas. These scored lower, but still captured a small percentage of particles. | Scientists around the country have tried to identify everyday materials that do a good job of filtering microscopic particles. In recent tests, HEPA furnace filters scored high, as did vacuum cleaner bags, fabric similar to flannel pajamas and those of 600-count pillowcases. Other materials tested included layered coffee filters and scarves and bandannas. These scored lower, but still captured a small percentage of particles. |
| A commentary published this month on the website of the British Journal of Sports Medicine points out that covering your face during exercise “comes with issues of potential breathing restriction and discomfort” and requires “balancing benefits versus possible adverse events.” Masks do alter exercise, says Cedric X. Bryant, the president and chief science officer of the American Council on Exercise, a nonprofit organization that funds exercise research and certifies fitness professionals. “In my personal experience,” he says, “heart rates are higher at the same relative intensity when you wear a mask.” Some people also could experience lightheadedness during familiar workouts while masked, says Len Kravitz, a professor of exercise science at the University of New Mexico. | A commentary published this month on the website of the British Journal of Sports Medicine points out that covering your face during exercise “comes with issues of potential breathing restriction and discomfort” and requires “balancing benefits versus possible adverse events.” Masks do alter exercise, says Cedric X. Bryant, the president and chief science officer of the American Council on Exercise, a nonprofit organization that funds exercise research and certifies fitness professionals. “In my personal experience,” he says, “heart rates are higher at the same relative intensity when you wear a mask.” Some people also could experience lightheadedness during familiar workouts while masked, says Len Kravitz, a professor of exercise science at the University of New Mexico. |
| The steroid, dexamethasone, is the first treatment shown to reduce mortality in severely ill patients, according to scientists in Britain. The drug appears to reduce inflammation caused by the immune system, protecting the tissues. In the study, dexamethasone reduced deaths of patients on ventilators by one-third, and deaths of patients on oxygen by one-fifth. | The steroid, dexamethasone, is the first treatment shown to reduce mortality in severely ill patients, according to scientists in Britain. The drug appears to reduce inflammation caused by the immune system, protecting the tissues. In the study, dexamethasone reduced deaths of patients on ventilators by one-third, and deaths of patients on oxygen by one-fifth. |
| The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave. | The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave. |
| So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement. | So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement. |
| Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. | Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. |
| A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study. | A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study. |
| If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) | If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) |
| If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. | If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. |
| The idea, she said, is to aim for positivity and calmness rather than stress or anxiety. | The idea, she said, is to aim for positivity and calmness rather than stress or anxiety. |
| Ulta Beauty, the cosmetics chain with 1,200 stores that are currently closed, introduced a new ad campaign with Obviously this month called “See Beautiful Today.” It was based on the idea that “no matter how dark the world seems, people seek moments of beauty to help get through difficult times,” a representative said. A group of influencers will create quarantine content for Ulta this month, like how-to hair tutorials and do-it-yourself nail care as part of its broader focus on self-care and joy. | Ulta Beauty, the cosmetics chain with 1,200 stores that are currently closed, introduced a new ad campaign with Obviously this month called “See Beautiful Today.” It was based on the idea that “no matter how dark the world seems, people seek moments of beauty to help get through difficult times,” a representative said. A group of influencers will create quarantine content for Ulta this month, like how-to hair tutorials and do-it-yourself nail care as part of its broader focus on self-care and joy. |
| This type of messaging represents a “much softer sell” and acknowledges today’s reality, Ms. Karwowski said. “It’s more of a conversation.” | This type of messaging represents a “much softer sell” and acknowledges today’s reality, Ms. Karwowski said. “It’s more of a conversation.” |
| Influencers are also changing how they sell products based on their personal challenges. Jacqueline Granquist, a 31-year-old part-time influencer in San Diego who has worked with brands like Joie and Hobo bags, said that she had been posting more about her own struggles and encouragement for others even as she promotes fashion items. Ms. Granquist recently lost her waitressing job because the restaurant closed, and she said others are facing similar issues and may not want to shop. | Influencers are also changing how they sell products based on their personal challenges. Jacqueline Granquist, a 31-year-old part-time influencer in San Diego who has worked with brands like Joie and Hobo bags, said that she had been posting more about her own struggles and encouragement for others even as she promotes fashion items. Ms. Granquist recently lost her waitressing job because the restaurant closed, and she said others are facing similar issues and may not want to shop. |
| “Even I’m in a situation where I shouldn’t be spending money and here I am trying to sell products,” Ms. Granquist said. “It is a different world and a weird way to sell and so I think that’s why I’m posting more messages saying, it’s OK to not be OK, or that I had an off day today, and trying to humanize it a bit. It’s not just, ‘Buy these shoes.’” | “Even I’m in a situation where I shouldn’t be spending money and here I am trying to sell products,” Ms. Granquist said. “It is a different world and a weird way to sell and so I think that’s why I’m posting more messages saying, it’s OK to not be OK, or that I had an off day today, and trying to humanize it a bit. It’s not just, ‘Buy these shoes.’” |
| She added, “I don’t think I normally would have posted that kind of stuff prior to all this.” | She added, “I don’t think I normally would have posted that kind of stuff prior to all this.” |
| Amber Venz Box, co-founder and president of RewardStyle, said that the email her company sent last month came after some influencers had briefly stopped posting and others shared group pictures that showed they weren’t “adjusting to the new reality.” She said she wanted influencers to feel empowered to post and to be tasteful in their approach. | Amber Venz Box, co-founder and president of RewardStyle, said that the email her company sent last month came after some influencers had briefly stopped posting and others shared group pictures that showed they weren’t “adjusting to the new reality.” She said she wanted influencers to feel empowered to post and to be tasteful in their approach. |
| “Brands are struggling for authenticity in this Covid crisis and influencers provide that in a way that other channels fail to do,” she said. “We know consumers are seeking escapism that our influencers provide.” | “Brands are struggling for authenticity in this Covid crisis and influencers provide that in a way that other channels fail to do,” she said. “We know consumers are seeking escapism that our influencers provide.” |
| Taylor Lorenz contributed reporting. | Taylor Lorenz contributed reporting. |