Influencer marketing is one of the most powerful tools for PR and marketing teams. From reaching a broader audience to growing trust within a target crowd, brands can also have bespoke content based on insights and data.
However, when poorly executed, the results can cause permanent damage to a brand. Here are some notorious influencer campaigns and the reasons they went wrong, so that you and your brand don’t make the same mistake.
Pepsi & Kendall Jenner
Kicking things off with one of the most infamous influencer campaigns of all time, which is still spoken about today, and often studied as the go-to ‘What not to do’ example – Pepsi and Kendall Jenner. For the few who have not seen, the premise was Jenner saving rising tension at a protest by sharing a Pepsi with riot police.
Given the social climate at the time and Kendall’s’ lack of stance on social injustices, the ad was doomed from the get-go. Pepsi pulled the video and released a statement within 24 hours of its release.
Brands need to ensure that their actions are not performative. If they wish to provide social commentary, make sure that the influencer you work with aligns with this. Have they spoken about this in the past? Do they often raise awareness for others? Everything needs to be authentic, from messaging to ambassadors.
Adidas & Naomi Campbell
Many brands would give anything to work with supermodel Naomi Campbell. Her icon status means almost guaranteed success for all campaigns she touches – but only when they’re done right!
Back in 2016, Campbell worked with Adidas to promote its footwear. As with many campaigns, she had a pre-written caption to share with her 15 million Instagram followers. Sounds simple enough? However, when the time came, she (or her social media manager) mistakenly posted the entire email, including the marketing instructions.
This left Adidas embarrassed and exposed the unauthentic nature of this partnership. Highlighting the importance of working with the right people and working in collaboration with them on the content, as if things do go wrong, as least you can rest assured that the trust will remain.
Pink Honey
Taking influencers on a PR trip has become a very common promotion method and a great way to build longer-lasting relationships with key influencers. But when it came to UK make-up brand, Pink Honey hosting, things didn’t go to plan.
The brand came under fire when they held a PR trip that only featured 57 white influencers, and not a true reflection of the brands diverse audience.
Beauty TikTok creator, Eleanor Woods, was even uninvited from the trip after speaking out about the lack of diversity, and took to her own page to express her views.
Diversity and representation should always be a given for brands, and a lack of consideration can rightfully negatively impact a brand, and a poor response has only added fuel to the fire.
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
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