Niche Advertising/Audience Targeting


Leading Consumer Brands Do Their Part To Help Healthcare Workers

April 7, 2020 Carolyn Harding

Shutterstock_1133220080 Healthcare workers sitting in a modern hospital, low angle

With the global effects of COVID-19 growing each day, the need to support the healthcare workers on the frontlines has become more evident than ever. As a result, many companies have shifted gears, creating new and meaningful ways to exist beyond maintaining their bottom lines. From shoes to scrubs to a place to rest their heads at night, brands across all industries are offering healthcare workers the support and resources they so desperately need during this time.

Crocs Gives “A Free Pair For Healthcare”  

Creator of the famous foam clog shoes, Crocs recently launched the “A Free Pair for Healthcare” program, donating up to 10,000 free shoes every day to healthcare workers. The program allows doctors, nurses and other medical employees to select one free pair of Crocs Classic Clogs or Crocs At Work styles in an effort to bring a little bit of comfort during those long shifts on their feet.

“Over the past week, we have spoken to healthcare workers, their facilities and even their family and friends, and they have specifically asked for our shoes in an effort to provide ease on their feet, as well as ease of mind as they need the ability to easily clean up before they go home to their families,” said Andrew Rees, Crocs CEO.

A fan-favorite among healthcare workers, Crocs shared that the company is also delivering select shipments straight to hospitals and other facilities in need. Crocs, who will continue to donate the shoes as long as supplies last, should get a nice brand equity bump from this effort. In addition to connecting the shoe brand with a socially responsible and currently relevant movement, they’re connecting their brand with comfort and support that can withstand the pressure and foot pain of a pandemic.

Apple Creates Easy-To-Assemble Face Shields

Apple CEO Tim Cook announced this week that the tech company has already sourced more than 20 million face masks through its supply chain around the world. However, Apple is taking its efforts one step further, shifting its expertise toward creating and manufacturing a face shield for health professionals working through the current pandemic.

“We’ve launched a company-wide effort, bringing together product designers, engineering, operations and packaging teams and our suppliers to design, produce and ship face shields for health workers,” said Cook

The face shields are designed so they can be easily assembled by healthcare workers in less than two minutes, with the first batch already delivered to hospital facilities in the Santa Clara Valley. Apple plans to ship more than one million of the newly designed face shields by the end of this week, with plans to ship one million each additional week. 

Figs Donates Premium Scrubs

Figs donating scrubs

Figs, known by many healthcare workers for its premium quality scrubs, is donating 30,000 scrubs throughout the next two months to U.S. hospitals impacted most by COVID-19.

“It has been an unprecedented time at FIGS. We are shipping scrubs 24/7 to ensure the healthcare community has what they need to protect themselves. We are excited and honored to provide extraordinary service in these extraordinary times. It is our responsibility to support each and every one of them,” said FIGS’ Co-Founders Heather Hasson and Trina Spear.

Hilton & American Express Team Up For Free Hotel Stays

Hilton, in partnership with American Express, is donating one million hotel room nights across the U.S. to medical professionals working tirelessly during the pandemic.

Beginning April 13, the rooms will be made available to doctors, nurses, EMTs, paramedics and “other front-line medical staff who need a place to sleep, recharge or isolate from their families through the end of May,” according to the companies’ joint announcement. Rooms will be staffed by employees who have undergone additional safety and health training to protect themselves in the wake of COVID-19. All hotel rooms and common areas will be sanitized using industrial-grade cleaners and updated cleaning protocols.

“Knowing that there is a safe, clean and comfortable hotel room waiting for you at the end of a long shift can make all the difference in the world right now,” said William Jaquis, American College of Emergency Physicians President. With hotel occupancy at record lows, putting unused real estate to use makes sense for Hilton. And while Hilton is donating their rooms now, perhaps this will lead to healthcare workers, first responders and other essential workers purchasing room nights from Hilton down the road.

Dior and Givenchy Transition From Perfume To Hand Sanitizer

Shutterstock_1664685844 Close up view of woman person using small portable antibacterial hand sanitizer on hands.

LVMH, the parent company of luxury brands like Givenchy and Christian Dior, will use its perfume production facilities to create large quantities of one of the most in-demand products: hand sanitizer. Each bottle of sanitizer will be distributed free of charge to French hospitals in need.

“Through this initiative, LVMH intends to help address the risk of a lack of product in France and enable a greater number of people to continue to take the right action to protect themselves from the spread of the virus,” the company shared.

It is too early to tell what the long-term effects of coronavirus will be on the world, but many major businesses have felt a responsibility to do their part now to help those on the front lines. Today represents a perfect opportunity for businesses to take a look within and determine how they can leverage their existing skills and expertise in order to fight a much bigger battle.

Is Your Business Looking For New Ways To Make An Impact?

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About the Author

Carolyn Harding

Carolyn Harding is an Associate Manager of Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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