The outbreak of the famed COVID-19 from the coronavirus family has led to a global emergency that has threatened the prosperity of many companies. However, companies that provide personal protective equipment, disinfectants, and cleaning supplies have flourished in recent months. The cleaning and medical supply industry usually does not have to market heavily but, with competition growing and decisions to be made by consumers, companies like Lysol and Purell have started some awesome campaigns! In an unprecedented move, cleaning companies are taking to influencer marketing to push their products. With so many consumers on the internet and social media, this could not be better timing! In this article, we explore how staple brands are using influencer marketing to spread COVID-19 awareness about a healthier and cleaner lifestyle during the present outbreak.
Since the outbreak, a leader in cleaning brands Procter & Gamble has been working with influencers and social media platforms to bring awareness to the needs of many during this pandemic. Fortunately, influencers across many mediums have found great success in marketing these movements and products to increase healthy lifestyles around the world. One of the most popular of these movements started on TikTok and has gained significant traction.
Over the past few years, TikTok has grown into one of the most well-known social media platforms in the world. With seemingly endless influencers, it seems like the perfect environment for companies to market their product. A new trend that has started is called the #distancedance. Charli D’Amelio, one of Tik Tok’s most famous users, has started the dance challenge in an attempt to fundraise for organizations that have been impacted by COVID-19. Charli has partnered with Procter and Gamble to start the fundraiser and help spread awareness. Here is how it works: if you make a distance dance video, tag Charli D’Amelio, and use the hashtag #distancedance, P&G will donate to Feeding America & Matthew 25 for the first 3 million videos posted. This trend is awesome and shows how reactive P&G is in their approach with influencer marketing. On top of that, P&G hosted a #distancedance party with Charli D’Amelio on April 10 to spread more awareness for the trend and for the fundraising cause.
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Pass the iced coffee! We are so excited for @charlidamelio’s Instagram Live, 8pm EST tonight April 10th! You won’t want to miss Charli plus her special guests throughout the #DistanceDance party to talk about physical distancing and how to stay safe while home during these trying times. Make your #DistanceDance today and join in on the movement! #ForceForGood #StayHomeStaySafe
Gillette Gaming Alliance
Much like P&G, Gillette has paired with Twitch.tv streamers, TikTok users, and Instagram influencers to bring awareness to COVID-19. They recently worked with Dr. Lupo, a famous streamer on Twitch.tv, in order to bring viewers a Gillette Gaming Alliance sponsored stream that will donate all proceeds to those in need. Additionally, Twitch.tv started an event called Stream Aid 2020 which took place on March 28. Stream Aid 2020 was sponsored by the Gillette Gaming Alliance and was a day in which streamers contributed their streaming revenue to relief efforts for COVID-19. Stream Aid 2020 raised $2,766,352 in collaboration with P&G and Gillette! This incredible effort shows that these companies see the value in influencer marketing and how it can make incredible social change.
While these are just a few examples, more and more cleaning brands and PPE companies are joining the mission to bring awareness. While this is an unprecedented time in the world, these companies are doing their best to help the global community and bring awareness to people and organizations in need!