How Reese Witherspoon’s coronavirus teachers giveaway went so wrong.

Post date:

Author:

Category:

It was a wonderful idea, until it wasn’t.

Sadly, what happened next was a perfect storm of events and errors that, together, ended up causing more harm than good.

The first thing that went wrong? A miscommunication. Even though the fashion label has an Instagram audience of over 700,000 and the backing of Witherspoon’s 24 million followers, the team of fewer than 30 employees said they simply weren’t expecting so many people to hear about the initiative, let alone apply.

“We felt like we moved too quickly and didn’t anticipate the volume of the response,” Marissa Cooley, the senior vice-president for brand marketing and creative at Draper James, told the Times.

“We were really overwhelmed. It was way more volume than the company had ever seen. We expected the single digit thousands.”

Thinking it’d be a small, grassroots kind of thing, Draper James mustn’t have thought…

Continue Reading Source

LEAVE A REPLY

Please enter your comment!
Please enter your name here

STAY CONNECTED

20,790FansLike
2,506FollowersFollow
0SubscribersSubscribe

INSTAGRAM

The Ms. Must-Read: “If They Don’t Give Us a Seat, We Bring a Folding Chair”

Every Friday, Ms. executive editor Kathy Spillar breaks down the week’s biggest stories, offering commentary. This weekly letter from the editor recaps critical developments...

Women’s Representation: Why Are State Legislatures Still So White and Male?

Weekend Reading on Women’s Representation is a compilation of stories about women’s representation in politics, on boards, in sports and entertainment, in judicial...

The Weekly Pulse: House to Pass COVID Relief as U.S. Surpasses 500k Deaths

For The Weekly Pulse (a revisit of an old Ms. column!), we’ve scoured the most trusted journalistic sources—and, of course, our Twitter feeds—to...