Wonder

Research Proposal

Prepared for Sarah L. | Delivered March 25, 2020

Best Practice Marketing During Covid-19

Goals

To determine the best practices for marketing, advertising, visuals, and messaging during Coravid-19, specifically how are companies changing their marketing, including photos of how people will work together for the next 18 months, whether the social distancing is reflected in photographs, and the thoughts invoked by various imagery. This information will be used to inform client projects.

Early Findings

Fashion IndustryThe fashion industry has come out strongly in support of various groups who are working to stop coronavirus.  They have also changed their messaging to coronavirus related taglines.
SKIMS has adopted "Shop for a Cause" messaging, and will donate 20% of the profits to Baby2Baby's Covid-19 response.
Everlane has adopted "Even when we're apart we're still #humantogether."  Profits from its 100% humanity range will go to Feeding America's Covid-19 response.
DVF donated the profit from its "Be Strong Wuhan, With Love From DVF" to the Adream Foundation.  The marketing message they are using is "In charge at home." 
Aviator nation is using "Stay Cozy," while Sevane has gone with "Together."
Luxury BrandsLuxury brand, Dior is using the hashtag, #diorstandswithyou.
Creative An example of Anheuser-Busch InBev, Tito`s Vodka, Bud Lights, and Ford`s creative is available here.
Summary There is a considerable amount of information available regarding this topic.  It grows exponentially on a daily basis.  Given this, we have included creative examples in each of the insight categories.

Prepared By

McCaw

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