Brands distance themselves from influencer @Taza and her scandal, and #AllInChallenge for Charity

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This is Please love me, The BuzzFeed News newsletter on how influencers are fighting to get your attention. You can register here.

Celebrities and influencers auction their time for charity

Over the past week, I started to notice a bunch of #AllInChallenge promotional messages appearing on Instagram.

Renowned celebrities and influencers from all industries and social media platforms, such as Kim Kardashian West, David Beckham, Shawn Mendes, Addison Rae, Sway House teens and this influencer doctor are getting involved. Rich and famous people are also named left and right for the challenge. So I was like Okay, I totally agree, but what do we all agree on ?? What is this #AllInChallenge?

It turns out that the All In Challenge is a real foundation created – extremely quickly, I must say – by the founder of the sportswear company Fanatics, Michael Rubin, with funding from his friends, entrepreneurs and venture capitalists Alan Tisch and Gary Vaynerchuk. According to the website, it aims to be “the largest digital fundraiser in history” by trying to raise “tens of millions” for charities that are fighting the food shortage due to the coronavirus pandemic.

“Food insecurity is a growing problem, but never more important than during COVID-19,” said the organization’s website.

To do this, the foundation launched this huge campaign so that the biggest stars of the Internet auction benefit from the IRL experiences with them at some point in safer conditions. Kim K is auctioning a chance for fans to hang out with her while filming a Keeping up with the Kardashians episode, David Beckham auctions a football game with him and his team from Inter Miami CF, and the TikTokers of Sway House offer to bring a fan to feature them in their TikToks, give them merchandise and usually spend time with them for a day.

There are over 300 experiential things you can bid on. Organizers say all proceeds go to nonprofits like Meals on Wheels, No Kid Hungry, America’s Food Fund and World Central Kitchen. A Fanatics spokesperson told me that the foundation raised more than $ 26 million on Thursday afternoon.

At a time when the wealthy rich are, well, still famous and wealthy but incredibly bored and probably yearning for both attention and good influence, this seems like a perfect opportunity. This challenge benefits both the influencer and the causes he will serve. Even though people have asked some of the wealthiest celebrities, like Kim, to donate from their own deep pockets without self-promotion, it’s the best they are doing right now, I guess. Famous people have a lot of time these days, and this time East seemingly precious.

I also wonder if this new foundation will consider distributing money to other causes related to COVID-19. Is there a schedule for the All In Challenge? Will the organization exist and thrive after the recovery of our climate? Or will he reinvent his charity strategy for the next cause? Is it for longevity – or is it a more well-established, large-scale, loop-back gift-type business?

I also asked these questions to the foundation and will update you if I hear.

Until then, if you or someone you know has won an auction, please contact me the day you can eat a salad with the Kardashians, or make a film with Jonah Hill (??), or appear sure The Ellen DeGeneres room (especially this, big eyes emoji). I need to know everything.

~ We are all in the same boat ~,

Tanya

Taza’s disastrous return to paid content was completely avoidable

About a month ago, New York parent blogger Naomi Davis went viral for fleeing the city with her family in violation of CDC recommendations and received an immediate response.

Once the dust settled from the initial outrage, I became curious to know how Naomi and her brand, the blog and the Instagram account Love Taza, would recover, asking in this newsletter if these scandals would be the tipping point for the influencer industry. This week I discussed this issue with Kate Kennedy Be there in five podcast, and she made a good point: many influencers try to operate like a business, but when they are criticized, they come back to handling those reviews as if they were private. I think Naomi is a great example. His response to the backlash was to try to make people see themselves as a private person, not a public figure, who therefore could not be criticized for the decisions they had made for their own lives.

For a few weeks after that, Naomi became quite gloomy on social media. She apologized in an Instagram story and in a comment on her post, and posted a few photos of her children. But she stopped her stories, her ads, and her usual prolific dishes on Instagram. However, I knew it should return to its normal content, including advertisements, sooner or later. Naomi’s blog is a full-time job for her and her husband, Josh, and they have to keep posting ads to maintain their income.

Unfortunately for the Davises, their return to the publication of announcements marked another serious misstep in their management of this scandal. After posting the few harmless family photos, Naomi resumed her activities as usual by posting an ad for the vitamin startup Ritual this week. Looking at the photos and the copy of the ad, you wouldn’t even know anything happened in Taza’s land, except for a brief acknowledgment that they were no longer in New York. Naomi wants to get back to normal, but her supporters weren’t ready for it.

Commentators quickly flooded his message with negative messages and also criticized Ritual. They also responded to a message that Ritual had made the same day with comments on the partnership with Taza.

Within hours, Naomi had deleted the ad from her feed. Ritual responded to angry commenters on social media, writing that the brand and Naomi “had mutually decided to withdraw their message and their story.” Sources familiar with the matter told BuzzFeed News that the deal should only be one article and that it was concluded in early March. Naomi did not return any requests for comment.

Naomi and Josh are in a difficult situation. They must continue to maintain their brand for their livelihood, but they have not done the job to gain public approval. In this confusing and difficult climate, I think followers are looking for the authenticity and truth of the influencers they follow. Subscribers accept that influencers have to pay the bills, but they also want some responsibility. If Naomi truly admits her mistakes, admitting that she had dropped the subscribers who pay her bills and slowly gain their trust by being open and honest, she could probably return to paid content eventually. Instead, she seems to have swept it under the rug and expects her supporters to continue supporting her livelihoods without problem. It is a problem.

The people who built the Naomi brand and gave it the opportunities it has today deserve better than that. And if they want to survive, Naomi and Josh should also stand on a higher level.

—Stephanie

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