This week's focus: a better look into brands using political movements in their social media marketing
Downfalls of Brands Taking a Political Stand
1. Commercialisation of a political movement
The most common example, brought up in our first post, is Pride Month merchandise.
Companies were using Pride Month to sell more merchandise, while reportedly not being seen supporting LGBTIQA+ people at any other time.
Another example is PepsiCo’s commercial depicting a protest similar to the civil rights protests still occurring in the US today, and ending with Kendall Jenner handing a cop a can of Pepsi, which breaks the tension. This was seen as a cheap, insincere appeal to the activists in their audience, while not demonstrating any consideration of the police brutality that people of colour (POC) face. Having a white, rich supermodel solving the situation with some discount-Coke won't cut it for consumers nowadays as they are often much more informed. Like a point made in Anna Kambhampaty's article on CNBC -- consumers don't want a brand to just talk-the-talk, they want them to actually make some change.
2. Supporting something your consumers don't agree with
This one will always be an issue. If you support Donald Trump, or pro-life policies, etc., you will likely upset left-wing consumers. If you support feminism or immigrants, you will likely upset some right-wing consumers. And the centrists could be annoyed that you are posting about politics at all.
Of course, a brand may support something mostly because it's ethical. If they do, it is suggested that looking into audience personas and their values is a good place to start before deciding to take the plunge. Though, once again, if they decide not to, they may also take a hit for that. So they must choose carefully.
Next week: We will begin looking at successful social media campaigns that used politics.
If you don't want to miss out, make sure to subscribe! Also, feel free to comment below and let us know what you think.
1. Commercialisation of a political movement
The most common example, brought up in our first post, is Pride Month merchandise.
Companies were using Pride Month to sell more merchandise, while reportedly not being seen supporting LGBTIQA+ people at any other time.
Another example is PepsiCo’s commercial depicting a protest similar to the civil rights protests still occurring in the US today, and ending with Kendall Jenner handing a cop a can of Pepsi, which breaks the tension. This was seen as a cheap, insincere appeal to the activists in their audience, while not demonstrating any consideration of the police brutality that people of colour (POC) face. Having a white, rich supermodel solving the situation with some discount-Coke won't cut it for consumers nowadays as they are often much more informed. Like a point made in Anna Kambhampaty's article on CNBC -- consumers don't want a brand to just talk-the-talk, they want them to actually make some change.
2. Supporting something your consumers don't agree with
This one will always be an issue. If you support Donald Trump, or pro-life policies, etc., you will likely upset left-wing consumers. If you support feminism or immigrants, you will likely upset some right-wing consumers. And the centrists could be annoyed that you are posting about politics at all.
Of course, a brand may support something mostly because it's ethical. If they do, it is suggested that looking into audience personas and their values is a good place to start before deciding to take the plunge. Though, once again, if they decide not to, they may also take a hit for that. So they must choose carefully.
Next week: We will begin looking at successful social media campaigns that used politics.
If you don't want to miss out, make sure to subscribe! Also, feel free to comment below and let us know what you think.
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