4th May 2020
Mindshare in the News
This week's updates include more on the newest wave of research from our insights team, Danielle Koffer's piece on managing with empathy, new work from Kleenex, and latest earnings as part of Mindshare's Weekly POV series.
Wave 7 COVID-19 insights
Research shows this week that Americans say they're running out of media content. They are also actively limiting the time they spend with media to avoid reading, watching or hearing news about COVID-19.
Excerpt: "One of the trends we’ve seen over the course of a few weeks is news fatigue related to information about COVID-19, as just over half of consumers say that they’ve limited their time on media because they don’t want to read more news about it," explains Alexis Fragale, director of consumer insights at Mindshare USA, adding, "At the same time, people are also feeling like they’ve run out of content to read, watch, or listen to."
Vote for Campari's Wild Turkey 'Spirit of Conviction'
In collaboration with Complex Networks, 'Spirit of Conviction' is in the running for Webby Awards in Best Branded Documentary category. Voting for the winners ends on May 7—vote here!
“The Spirit of Conviction” is a weekly docu-series narrated by Academy Award-winner Matthew McConaughey that dives into the lives of complex individuals who are constantly creating, disrupting, and challenging norms while remaining authentic to who they are. This story is of Trap Kitchen founders Spank and News, rival gang members who used a mutual passion for food to create a successful business in Compton. The episode highlights how the entrepreneurs are rewriting their narrative and what happens when people put their differences aside and come together for the greater good of the community.
Managing with Empathy
Danielle Koffer, Chief Client Officer, gives us her thoughts on how to manage with empathy over anything else. Everyone has different ways of coping with a situation like COVID-19—and the fact is that there’s no one right way to be dealing with this.
“It starts with empathy. Empathy is the most critical offering for our folks. Please recognize that everyone handles trauma differently. Some internalize, others need reassurance, some plow through it and deal with it later. So, what can we do to manage the varying ways our people are coping with the situation?”
Read Danielle’s full article here
This Week's POV
Snap Inc., Alphabet, Facebook, Twitter and Amazon have all released their Q1 2020 results. Despite the negative effects of COVID-19 toward the end of the quarter, most of the companies met or exceeded expectations in Q1. However, the bigger test will come in Q2. Read the details and implications here.
New work from Kleenex
Kleenex is giving away 100,000 free three-month subscriptions to the Calm app, which provides guided meditations. Consumers can share their stories on Twitter and other social media sites with #AllTheFeelings. Mindshare is driving digital media and paid social for the campaign.
In case you missed it
Mindshare leaders at industry events: The value of digital storytelling during a time of disruption. Dan Richardson, Managing Director, Invention+, Mindshare USA, spoke on a virtual panel about digital storytelling in today’s environment with leaders from Spark Foundry and TripleLift.
New privacy tool from Facebook. Featuring insights from Mindshare’s Jim Cridlin, Global Head of Innovation & Partnerships in Financial Times.
Aggressive news demonetization is harming the news industry when we need it most. GroupM’s John Montgomery penned an op-ed for Adweek.