Lola Red News + Digital Trends

WEEK OF MARCH 30, 2020

COVID-19STATISTIC OF THE WEEK

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As Expected, Screen Time is Rapidly Increasing

Overall, traffic to kids sites and apps in the U.S. is much higher than in the U.K with traffic to kids apps and digital services increasing by nearly 70% in the U.S.

Trends show a slight increase in desktop, largely because of school demands for children. → More Here

Lola Red Insight: For parents across the United States whose new normal is balancing child supervision and working at home, screen time limits have effectively been thrown out the window.

COVID-19 QUOTE OF THE WEEK

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On how influencers are shifting content strategies in today’s world:

“Don’t create content just because you are bored. Provide value every single time you hit publish.” → Fohr CEO, James Nord

Mission-based marketing has jumped 42% amid COVID-19

● Almost 2/3 of advertisers have changed their messaging because of the pandemic, leading to a 42% jump in mission-based marketing and 41% increase in cause-related marketing.

● Over 63% of marketers have tabled marketing campaigns since the pandemic came to the United States.

Consumers are looking to brands to help lead the COVID-19 response

● According to Edelman, more than 50% of consumers believe brands are responding more quickly and effectively to the coronavirus pandemic than governments.

● At the same time, consumers are also holding brands highly accountable with 71% in agreement that businesses perceived as putting profit over people will lose trust permanently after we return to a new societal normal.

● 57% of respondents reported wanting brands to stop all humorous or light-hearted marketing and advertising.● 84% of consumers want brands to give tips on coping with the pandemic - which is why we have seen a large

uptick in promotions and free trials.

CONSUMERCONSUMER TRENDS

CONSUMERGOOGLE TRENDS CONTINUE TO PROVIDE INSIGHT

Google COVID-19 Hub → More Here

Searches around vaccines hit an all-time high the week of March 30th.

Lola Red Insight: As consumers are continually disappointed in not having access to key items to fight COVID-19, consumers are searching “how-to” information to help protect their homes + families.

BRAND BRANDS SHIFTING MARKETING PLANS

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Bud Light | Open for Takeout → More Here

Bud Light created a digital tracker to help consumers find local bars and restaurants that remain open for takeout orders during the pandemic. Any local bar or restaurant can submit information to be included in

the listings.Lola Red Insight: Brands are shifting marketing campaigns to rally around industries impacted by COVID-19.

Stella Artois | Love Is Blind → More Here

Stella Artois is launching a campaign with the fan-favorite couple from Netflix reality show "Love Is Blind.” The brand will pay for the wedding of one

couple that gets engaged while social distancing.Lola Red Insight: By tapping trending influencers who got engaged while literally “social distancing,” Stella is delivering an uplifting message that there is a life after the pandemic.

SOCIAL LIVE STREAMS CONTINUES TO BOOM

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Live Stream and Chill Social platforms are creating programming to not only provide people with entertainment, but also education about COVID-19. Both Twitch + TikTok are rallying consumers to stick to the the 'stay home' promise.

Lola Red Insight: As Live Streams continue to surge, platforms are taking ownership of creating programming - similar to broadcast television. Gone are the days when you see a large fundraising effort on TV … it’s all virtual now.

● TikTok #HappyAtHome: Between March 23 and 27, TikTok launched their first-ever livestream series featuring a wide range of celebrities. With over 7 billion views on the content, each day presented a different theme:

■ Motivation Monday■ Kick Back Tuesday■ Show & Tell Wednesday■ EduTok Thursday■ Sound Check Friday

● Stream Aid 2020: This Saturday, in response to the COVID-19 pandemic, Twitch is challenging their community to #stayhome, play games, and support a good cause. Twitch Stream Aid – a 12-hour charity stream benefitting the COVID-19 Solidarity Response Fund will feature some of the biggest names in gaming, music, and sports with special guests appearances.

SOCIAL TECH GIANTS INVEST IN LOCAL NEWS

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Tech Giants Supporting Local

Tech and media companies continue to allocate millions of dollars at journalism and small businesses initiatives during the pandemic to support the economy

Lola Red Insight: Facebook is investing to drive engagement on their platform. Facebook's business model leans on people sharing news and updates about their communities, but they reported last year that there isn't enough digital local news across the U.S. for its users to share.

● On Monday, Facebook announced they are spending $100 million to support news outlets that have been impacted by the coronavirus. The investment follows a previously-announced $300 million commitment from Facebook through its Facebook Journalism Project to invest in news efforts. → More Here

○ $25 million will be given to local news organizations, while the other $75 million is being funneled to news organizations through Facebook ad inventory.

● Tech and media companies are throwing millions of dollars at journalism and small businesses initiatives during this time of crisis.

○ Google said Friday it's donating $800 million in cash and ads to fight the coronavirus.

○ Yelp said last week it will give $25 million to help local businesses survive the coronavirus slowdown, mainly via free ad space

○ Warner Media announced it is committing upwards of $100 million to support film and production crews being shut out by the pandemic

PR + MEDIAWHAT MEDIA ARE LOOKING FOR

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How do I break through the news cycle to get my story covered?

At the national level:

● Is your business hiring people?● Is your business providing a service that they normally

wouldn’t?● Is your business normally making clothes but now making

medical supplies?● Is your story inherently good?

Lola Red Insight: Journalists are so handicapped without typical broadcast centers - to help get your story landed (1) have assets ready and available, (2) offer ample availability with executives via Zoom.

Good example: “We have an expert available for you at this time. This is what he/she can speak to.” Include when the call is, who is going to be on the line + when reporter can ask questions.

● Logistics: News gathering is totally different right now. Photographers and reporters are meeting in the field or in the garage. No in-person meetings, all Zoom.

● Personal Relationships with Media: Less of a factor while the hard news is still coming out. “Talk to me in a few weeks." Not currently paying attention to any stories or pitches that say 'when we get out of this.'

● Print Scrapped: Almost everything that was prepped and ready for print was thrown out. New essays and articles had to be written.

● Returning to Normal: a. Local Level: need to get over peak of cases in

that area before they consider that.b. National Level: a month or longer until they

start covering things that aren’t COVID-related (not including human interest or business stories - there is still space for these).

PR + MEDIANAVIGATING THE NEWSROOM

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● Local Media: Broadcast stations, print and online publications are being inundated with human interest stories or pitches featuring local companies stepping up to create essential products (masks), jobs, etc. While they appreciate everything companies and businesses are doing during this time, they can only feature a certain number of these stories a day/news program.

○ Key Takeaway: Focus on differentiators, innovations, new safety measures being taken and how all of these will benefit the general public or those in need/at risk.

● National Media: Similar to local media, national pubs are receiving a significant amount of human interest pitches. ○ Ex: CBS World News Tonight said: “Thanks so much for reaching out to me. I’m going to pass this along to the rest of my team

- I’m hoping we can do something in our broadcast. There is so much of this right now.”○ Ex: LA Times said: “Thanks. Waiting to hear back from my editor on next steps on covering this topic as so much news! ○ Ex: CNBC said: “I tweeted this out, will save and try to mention if I do more of these reports. There are so many it’s hard to

keep up!”○ Key Takeaway: Strong stats + data showcasing the impact a company is making is key to securing interest and coverage. To

secure national-level coverage, we need to showcase how efforts make an impact on a large-scale. ● Journalists Are Changing Beats: Journalists with a more specific niche (sports, food & beverage, etc.) are switching their beats to

cover COVID-related stories within the business, healthcare and government sector.○ Ex. Dane Mizutani from Pioneer Press said: “I'm usually a sports reporter so this is new to me. Haha. Now I'm covering all

things business related so anything you think falls under that category feel free to reach out. Appreciate all your help.”

SOCIAL + DIGITALSOCIAL BROWSING BEHAVIOR

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Increase in Screen Time Means More Eyes on Digital Ad Placements

From studies in countries that were first impacted by the virus first, early estimates saw time spent on Facebook + Instagram rising between 29-53%. With that, advertisers are seeing ad inventory rise while competition among advertisers falls. In internal reporting from MatchNode, they saw CPMs falling 33.9% compared to the previous period, with some

advertisers seeing 50%+ CPM dips in their campaigns. → More here

Lola Red Insight: Lower CPM rates presents a strong opportunity for brands to launch campaigns to take advantage of the lower rates to increase ROAS. Now is the time to test creative or messaging with the pivots brands have taken to navigate COVID-19.

SOCIAL MEDIAWHAT INFLUENCERS ARE TALKING ABOUT

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Mediation: Posts containing word “Meditation” in March:

○ 87% increase month-over-monthSelf-Care: Posts containing term “Self-care” in March:

○ 22% increase month over monthAnxiety: Posts containing word “Anxiety” in March:

○ 173% increase

UPDATE TODAY: We're tracking keywords related to covid, and to me it is interesting to note that "covid" / "corona" and "social distancing" are declining, while "quarantine" is still rising. To me, this speaks to the fact that the initial shock is waning and the conversation is turning toward how people are adjusting to being in quarantine / isolated. A big part of that adjustment is regaining a sense of normalcy, which opens up space for sponsored content being well-received.

Lola Red Insight:

According to Fohr, over 50% of influencers plan to reduce rates in the coming months to be more flexible when partnering with brands. Now is the time to establish partnerships and build ambassador programs across all sectors.

SOCIAL + DIGITALSOCIAL MEDIA USE IS SHIFTING

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● Consumers are leaning into real-time communication. Snapchat reported that it's seen a 50% increase in video calls, while people are also spending 25% more time than normal using Lenses. → More here

● Instagram stories are continuing to boom: Klear found a 15% increase of Instagram Stories, with users sharing an average of 6.1 Instagram Stories each day (up from 5.2). Viewership on those Stories rose 21% in the same time period.

○ Though Instagram users shared more content, marketers have been more quiet: Posts containing the hashtag #ad declined 25% as brands strategize their response to COVID-19. → More here

● After announcing a ban on ads which seek to capitalize on concerns around coronavirus in late February, Facebook is now extending its COVID-19 ad restrictions even further, now balling ads around all listings of hand sanitizer, face masks, disinfectant wipes and test kits. → More here

● Instagram and Facebook Live views have doubled in a week’s time. Facebook's also providing new options for fundraising and charity streams. Live broadcasters will now be able to generate toll-free telephone numbers within their broadcast, so that viewers can call in and contribute to the stream, while Facebook's also expanding its Stars viewer donation process in order to enable musicians and cultural institutions to raise funds via Facebook Live. → More here

○ Lola Red POV: Don’t jump on the livestream bandwagon unless your brand has a unique offering like a live performance or exclusive interview

● With everyone sitting at home trying to become famous, TikTok usage continues to see an unprecedented boom, with an 18% increase in downloads between the wees of 3/16 - 3/22, The newly launched “Distance Dance” challenge has already been viewed over 5.2 billion times on the platform. → More here

POSITIVITY PAUSEPOSITIVITY PAUSE

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Here’s a sampling of stories that have uplifted the Lola Red team this past week:

Order your favorite indulgence with Minnesota Snack Heroes. → More here

Doctor Elvis’ magical singing voice will leave you with ALL of the feels. → More here

Draper James is donating dresses to America’s educators. What an (overdue) well-deserved recognition. → More here

Sandra the orangutans started washing her hands after modeling after her caretakers. → More here

Lola Red’s Positivity Pause

The Positivity Pause is a daily 15 minute Zoom call to share a positive reflection - it could be an uplifting news story, funny social media post or personal experience. We find what we look for in the world and today we all need more positivity, wellness, kindness and compassion. Let's find it, share it and pass it on.

Anyone is welcome to join. If you'd like to be added to the Positivity Pause calendar invite, email Alexis@lolared.com

Info below:Zoom ID: 298-581-105Password: 344528