As we continue to remain on lockdown in our homes with severe restrictions in where we can go and what we can do, some brands are responding by bringing goods and experiences directly to you.
Yesterday, PepsiCo announced two direct-to-consumer (DTC) websites where shoppers can order an assortment of PepsiCo’s food and beverage brands. Joyride Coffee (featuring roasters including Stumptown, Blue Bottle and Intelligentsia) released a similar platform last week. Beyond Meat announced plans for a DTC operation later this quarter.
Given that many consumers feel that marketers should only advertise if they’ve taken direct action to address the coronavirus situation*, all this DTC action presents a unique opportunity for charitable partnerships and messaging.
For example, buy-one-give-one DTC sock company Bombas recently reported a 50% increase over its prior-year sales. After COVID-19 hit, the company shifted its partnership focus and consumer messaging to other DTC companies to collaborate and communicate about their good works.
Is their sales lift due to the fact that, with everyone working from home, socks are the new shoes? Or is it because they have greater license to advertise given their charitable model?
Right now seems like an opportune time to explore new charitable partnerships that can open new DTC markets for companies, invite consumers to join new charitably-focused efforts (whether a purchase is involved or not) and increase awareness of vulnerable populations that are struggling right now.
One common denominator we’re hearing: things are moving much more quickly than normal in the corporate social impact world. Partnerships that, pre-COVID, may have taken a year+ to conceptualize and launch are now being fast-tracked to release in two weeks – sometimes less!
There’s an appetite to take action and make an impact. If you haven’t already, the time is right to get creative and jump in with both feet to experiment and try something new. Potential partners may be more willing than they have in the past to entertain your moonshot idea.
What are YOU putting into place that new, exciting and creative? We’d love to hear about it! Simply hit “reply” and share!