Evite: Crisis Comms and Trendsetting During COVID-19
The COVID-19 pandemic caused a dramatic 90% drop in Evite’s event traffic as in-person gathering became unsafe, ill-advised, and relatively impossible. This crisis required a rapid response to identify new opportunities and recover lost traffic.
As the Senior Manager, Marketing Communications, I spearheaded the strategy to address this crisis. Together in partnership with my trusted data analyst, we identified an emerging trend — parade parties.
Recognizing the potential of this trend, I knew it would help buy time as Evite’s product team developed a virtual party solution.
I developed a targeted PR and marketing campaign, including new specialized invitations for parade parties, to generate event recovery.
Once the virtual party solution was available, I combined the PR efforts to generate even more buzz for the brand and its innovative, first-t0-market solutions for pandemic partiers.
Results:
Generated widespread media coverage in top-tier publications including TechCrunch, USA Today, and Parade for parade parties.
Secured additional coverage in OZY, Parents, The Washington Post and other outlets for the virtual party solution.
Positioned Evite as an innovative and adaptable platform during times of crisis.
