Rapid innovation in technology over recent years has forced brands to rethink their budgets and their strategies.
Gone are the days of solely relying on traditional media to be seen and heard. Now, you need to connect with your audience, creating a two-way conversation. Social media has paved the way for this, and it’s both a blessing and a curse.
At the click of a button information is shared in real time – and the impact of that click is enormous. It starts trends, for both good and bad reasons.
Brands have, of course, engaged with current affairs long before the advent of social media, as illustrated by the first example below. Read on for six instances of brand-marketing hits or misses:
The hits
An oldie, but a goodie
In 1988, an Irish businessman drove off Chapman’s Peak Drive along the Cape Town coast, emerging safe and sound after the accident. Mercedes-Benz produced an advert attributing his lucky escape to two things: he was wearing a seatbelt and he was driving a Mercedes-Benz.
In response, BMW grabbed the marketing opportunity to create a rival advertisement, showing one of its own luxury cars driving along the same stretch and safely passing the corner where the accident had happened. The punchline was “BMW beats the bends”.
Steri Stumpie in first place
When South African athlete Wayde van Niekerk smashed Michael Johnson’s 17-year-old 400m world record and secured South Africa’s first gold medal at the Rio 2016 Olympic Games, social media networks were abuzz with messages of congratulations.
Despite the strict advertising restrictions imposed by the United States Olympic Committee, several brands were successfully able to leverage the hype. My personal favourite ... Steri Stumpie. The brand’s Facebook post not only congratulated Wayde on his win, but also made light of the restrictions.
Nando’s always gets it
Call me biased (they’re a Flow client), but Nando’s rules the roost with its witty one-liners. Famous for its flame-grilled chicken, the restaurant chain is also known for providing cheeky commentary on South Africa’s social and political landscape.
In its latest advert, Nando’s responds to news of award-winning DJ Black Coffee slapping hip-hop artist AKA’s manager, Tshiamo Letshwene.
The misses
Just. Don’t. Ever
Forbes.com contributor Steve Olenski wrote a few years ago: “For brands there is a fine line between capitalism and capitalisation – at least there should be.” In short, he points out that some brands will do whatever it takes to move their product. Epicurious is one such brand.
Epicurious houses more than 33 000 recipes, as well as daily kitchen tips and cooking videos. When news broke of the Boston Marathon bombings, killing three people and injuring 264 on 15 April 2013, they tried to tie it in with their brand. Epic fail.
No clicks given
In addition to current affairs, major events and trending topics, brands love special days. They’re easy to plan for and to piggyback on, and typically trend on social media channels, so joining the conversation is a no-brainer.
Well, except when Mashable.com names your advert the “world’s worst National Women’s Day tribute”. Bic South Africa captioned a photo on its Facebook page in celebration of National Women’s Day as follows: “Look like a girl. Act like a lady. Think like a man. Look like a boss.” The pen manufacturer came under severe fire, and later removed and apologised for the post.
A bald blunder
YOU magazine is South Africa’s biggest-selling English magazine and a brand in itself. And with more than two million weekly readers, it’s no surprise the publication made headlines following its 2014 cancer-awareness campaign.
YOU asked six celebrities to show their support for the campaign by appearing in the magazine with no hair. However, they didn’t shave their hair off ... the magazine simply Photoshopped their locks out. There was public outcry, with many cancer survivors calling the campaign “insensitive” and “offensive”.