BRANDS

Everlane’s Path Out of the Hot Seat

What follows is a hot seat story, because if you’re a decision maker at a prominent brand, you have to prepare as if it's a matter of when, not if your company faces public scrutiny.

Like most fashion brands, Everlane's journey through COVID-19 hasn't been easy, as demand for clothing has slowed. But the DTC giant is also grappling with a more specific problem—its failure to live up to its company value of “radical transparency.” 

Timeline time

• Back in April, Everlane workers said the company illegally laid them off, causing the employees’ union to make rehiring requests. 
• Then, in July, the NYT published findings from an internal Everlane investigation that confirmed company leaders used disparaging language to discuss Black models and employees.
• The investigation also confirmed Everlane never developed a process for handling workplace harassment and discrimination. 

Looking ahead: So what’s next for a brand that loudly messed up in the middle of a pandemic and several social movements? Hiring a CMO. 

• Everlane founder Michael Preysman recently posted on LinkedIn that Everlane is looking for a CMO…
• …followed by these words: “America is in the midst of rewriting the code of ethics in government and business. Everlane is no different.”

While the statement didn’t directly address the brand’s recent past, it does imply that Everlane is looking to make meaningful, CMO-driven change in response to the backlash it's faced.

Is that smart?

Maybe. When a major brand gets called out, there are a few steps it can take to wade through issues, per Sprout Social.

Be proactive: In Everlane’s case, the search for a new CMO feels more reactive than proactive, as it’s looking to change up its C-suite almost five months after facing major backlash.

Be vocal and authentic: In June, Preysman posted this statement to Everlane’s Instagram, which some commenters found impersonal and vague. Hiring a CMO with more experience in corporate communications could help future efforts. 

Be patient: Brand crises often lead to burnout among marketers, so it’s important to use social listening tools to track engagement recovery. That recovery can succeed if the brand makes good on its promises.

• In Everlane’s case, Preysman promised it would implement anti-racist training throughout the company, set up an anonymous HR hotline, and review pay equity between employee groups.

CAMPAIGNS

Uber-Woke?

Last week, Uber launched a marketing campaign tied to the 57th anniversary of the March on Washington. 

• The Wieden+Kennedy campaign’s core message tells users, “If you tolerate racism, delete Uber.”
• The message rolled out via social media, emails, in-app notifications, and billboards in thirteen cities. 

An important stat: 63% percent of U.S. consumers agreed with the statement, “Brands and companies that issue a statement in support of racial equality need to follow it up with concrete action to avoid being seen by me as exploitative or as opportunists,” per Edelman’s spring 2020 brand trust report. 

To that end, Uber also announced a string of commitments to back up its campaign, including creating anti-racism education for drivers and riders, formalizing a working group that seeks to identify bias in its products, and spending $10 million to support Black-owned businesses in the next two years. 

• Even still, some critics, like Katie Wells, a researcher who studies Uber, saw the campaign as opportunistic. 
• The company is currently under fire for unfair labor practices, and both Uber and Lyft were recently found to engage in price discrimination in predominantly non-white neighborhoods.

My takeaway: Strong antiracist messaging can generate criticism from all angles. The best a brand can do is follow through on concrete action that demonstrates commitment to its words.

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TV

Mars Wrigley Kicks Off Super Bowl LV

Super Bowl LV is still on, despite the universe placing bets against the game. For at least one brand, the Super Bowl is too important to quit, even with the uncertainty.

On Thursday, Mars Wrigley confirmed to Adweek that it’s buying another Super Bowl ad spot this year. The news makes Mars Wrigley the first brand to officially announce an ad buy for the big game. 

Shaky ground

From the postponed 2020 Olympics to players boycotting NBA Playoff games over Jacob Blake’s shooting, it’s tough to imagine a more uncertain time to plan marketing around sports.

How to handle the uncertainty? Make adjustments: As David Campanelli, Horizon Media’s chief investment officer, told Ad Age, “You have to take a ‘let’s assume it’s happening’ approach, but build backup plans and adjust if things change.” 

Zoom out: While being the first one to jump off the cliff always seems risky, Mars Wrigley’s investment highlights a lesson to all marketers mulling a Super Bowl spot: Make sure your Plan A comes with a backup plan.

WHAT ELSE IS BREWING

• TikTok could sell its U.S. business by Tuesday for more than $20 billion.
• AT&T is considering selling DirecTV for far less than it paid for the acquisition.
• Uber Eats unveiled its first in-app ad format.
• Mother NY signed a 15-year lease in Brooklyn, defying the movement to ditch offices post-pandemic.

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FRENCH PRESS

Marketing tips to make you fancy

Case studies: Glossier is best known for its social media marketing, but click here for a deep dive into the millennial pink cosmetic brand’s Google Ads strategy.  

Posts: Here are four ways brands can support Hispanic Heritage month on social (mark your calendars; it’s coming up in September).

Phoebes: I’m appearing on Morning Brew CEO Alex Lieberman’s LinkedIn Live CMO Series tomorrow to talk about all things marketing. Tune in for the conversation by joining the LinkedIn group here. 

KPIs: Affiliate marketing just got easier to track with these 17 KPIs suggested by 25 affiliate pros.

AD ANTIQUES

eBay

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ICYMI

Catch up on the top Marketing Brew stories from the last few editions.

• Away’s fragrant new OOH campaign is geared toward pets
• TikTok CEO Kevin Mayer left the company after only three months
• Flu shot marketing made its appearance earlier than usual this year