Dear Readers, Hitting an end towards the year, we must’ve had several highlights on some good and ugly social media examples! Here are my top picks of 2013’s Beauty & the Beast.
Water is Life “Hashtag Killer”
Have you witnessed the social media phenomenon in the hashtag platform labelled as “#firstworldproblems“? The term was originally phrased by users of Twitter to compliment posts about trivial life afflictions adding an exaggerating element on how big their problems are. For example:
“Need to have a shower, but that would involve getting out of bed #firstworldproblems”
Source from adverblog
However, thru this recent campaign, Water is Life has successfully utilised the actual meaning of the hashtag,implying that it really is a Real Problem. During the succession of the campaign, it has successfully raised 1 million dollars worth of clean water. This remains my favourite because users of Twitter began to utilise the hashtag in turn to raise awareness of the need for clean water message instead of describing their own situations.
Which just proves staying relevant to your consumers are important eh? 😉
Onto the “beasty” side of things!
The problem with viral marketing is that negative comments are generated and spread around very easily.
With the recent Hurricane Sandy happening earlier in the year, the clothing brand American Apparel decided to mechanise it as a promotional opportunity and sent out an email blast communicating “The Hurricane Sandy Sale”, accompanied by the insensitive caption “In case you’re bored during the storm”.
Source from abcnews
The brand suggested that a majority of their customers would be inside their homes with nothing to do and cozying up. What’s worse, instead of apologising, American Apparel CEO Dov Charney responded to the backlash by saying “We’re here to sell clothing. I’m sleeping well at night knowing this was not a serious matter.”
Not a very smart move American Apparel!!!
The lesson to take here is that however strong the brand is, and may routinely mix humour with social issues, you should never capitalise on a serious crisis.
What’s your 2013 highlights? Or any other year for that matter 😉
C’est La Vie,
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