Social media campaigns need to be really thought out before being released to the public. The risk with social media campaigns are that the control lies entirely with practically everyone who stumbles upon the campaign. A campaign made in haste or without giving much thought about can go horribly wrong as seen in campaigns listed below
- AgarMaKaDudhPiaHaiTo by Fortis Healthcare:
Breast feeding is the probably the most beautiful, natural way of expressing motherhood for a woman. It symbolizes a mother’s caring nature and marks a new journey in a woman’s life as a caretaker.
Fortis – Mamma Mia provides pregnant women with a platform to make their journey easier. The only problem though is that they may have started on the wrong foot on twitter. Firstly, the phrase itself is widely used in violent, aggressive ways and resonates with bloody brawls. In no way does it connect with World Breast Feeding Week.
It’s probably best to avoid a ‘1980s villainous dialogue’ in a hashtag when you’re celebrating breast feeding week. But Fortis went further and messed it up. #AgarMaKaDudhPiaHaiTo tag by Fortis invited one liners for a contest. As it spawned negative reactions, they came up with an apology that their account was hacked. Serious reputation management troubles!
- Vibrator by Volkswagen
When Volkswagen India’s print campaign which had a small vibrator box pasted to their print ad received widespread criticism,
The readers across the country were entertained/shocked/ irritated by an innovation by Volkswagen, where a gizmo attached to an ad in the newspaper ‘vibrated’. The campaign headline thought it would make consumers ‘shiver’ with excitement. But many made the jump to ‘vibrator’ and ‘vibration’ and sexual innuendo was begging to be included. The tone and speed of the comments couldn’t have made things easy for whoever is handling the car manufacturer’s social media presence. Many were calling the gizmo a vibrator, and the majority, at some stage, must have been women.
They further made matters worse in Twitter. When people started tweeting in absolute mockery, portraying the ‘vibrator’ campaign to be a women’s favourite, the company lashed out in a tweet that “women would be dumb to call it a vibrator. Or maybe they do not understand real driving experience. #PunIntended #Volkswagen #Creative”. The company was forced to take down the offensive tweet and apologize.
- ‘Like’ a tweet? – INOX
Character limitations in Twitter tend to create typos. But, does it create things that don’t belong to this micro-blogging platform? INOX, in one of its tweet promotions asked the followers to like a tweet. If your social media manager mixes up Facebook with Twitter, you should be looking for a new guy.
- Jabong via Flipkart, GoIbibo via Makemytrip
You wouldn’t want to plagiarize even if you have a serious lack of content writers. However, it was totally uncalled for when the e-com giant Jabong created a job listing in LinkedIn that said “wanted a Brand Head to drive awareness for the Flipkart brand”. GoIbibo had a bad day when Makemytrip uncovered a tweet that Goibibo copied from them.