Brands Behaving Badly: Leveraging Online Outrage and Cancel Culture For Viral Marketing

Colin Kapernick Nike ad

Disclaimer: This is merely a conspiracy theory, and I have no proof that any of these brands did any of these things deliberately. I’m just a marketer thinking out loud.

A wise man once said, “If it barks like a dog, wags a tail like a dog, smells like a dog, then it’s probably Canine.”

Well, maybe no famous wise man actually said these exact words quoted above until I did, but that doesn’t change the wisdom in the statement.

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You see, since a few years back when social media virality became a goal for small budget brands looking to deploy guerrilla marketing tactics to promote their products, we’ve seen quite a number of successful stunts and well thought out tactics, as well as flops and outright disastrous attempts at getting cheap publicity.

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We’ve also seen a rise of Cause Marketing, a type of CSR, or programme where a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.

Amongst those generally well received Cause Marketing moves, the likes of Nike’s Colin Kapernick endorsement (Just Do It) and the Gillette ad about masculinity (The Best Men Can Be) easily come to mind. In each of these cases, the brands were …read more

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Source:: Idafrica

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