In the digital age, influencer marketing has become crucial to brand strategy. Leveraging the popularity and credibility of influencers allows brands to reach target audiences in more personal and engaging ways.
However, the consequences can be detrimental when brands collaborate with the wrong influencers – leading to a poorly executed campaign. Misaligning with an influencer can damage brand reputation, alienate customers, waste marketing budgets, and even result in long-term financial losses.
Brand Reputation at Stake
A poorly thought-out campaign can significantly damage a brands reputation, one of its most crucial assets. When a brand launches a campaign without thorough planning, it risks sending confusing or even potentially offensive messages to its audience. For example, a campaign that unintentionally marginalises a segment of the population or appears tone-deaf to current social issues can result in immediate public backlash.
Consumers today are highly aware and quick to voice their disapproval on social media, where negative reactions can go viral and severely tarnish a brands image. The fallout from such missteps can be swift and severe, making it difficult for the brand to recover and restore consumer trust.
The most notorious example is the Kendall Jenner Pepsi campaign, dubbed one of the worst influencer strategies ever. The trial messaging and tone around the issues faced by marginalised groups at such a high time was a huge oversight by Pepsi, especially when working with such an influential figure like Kendall Jenner.
Alienation of the Target Audience
Influencer marketing thrives on authenticity and relevance. Consumers follow influencers who resonate with their interests, values, and lifestyles. If a brand chooses an influencer whose audience does not align with its target market, the marketing campaign may fall flat. For example, a luxury fashion brand partnering with an influencer whose followers are primarily interested in budget-friendly fashion might struggle to generate genuine interest or sales. This misalignment can lead to low engagement, poor campaign performance, and ultimately, a disconnect between the brand and its desired audience.
When Love Island star Ekin Su left the villa, all eyes were on which brand would snap her up as one of the most talked-about individuals of her season. Ultimately, it was the occasion wear fashion brand, Oh Polly. Predicted to be the next Molly-Mae PLT collaboration, but the collaboration was terminated as quickly as it started.
Ekin Su was dropped by the brand after it came to light that almost 85% of her followers were fake or inactive, with 61% being male – which isn’t Oh Polly’s target audience.
Looking into the details of your chosen influencer is crucial, making sure they just aren’t ‘your type of paper’ to save time and resources that could’ve been put into an influencer who is better aligned with your brand.
Long-term Consequences
The negative effects of a poorly received influencer campaign can extend beyond immediate financial losses and reputation damage. A brands long-term strategic goals can also be compromised. Trust and respect in a brand are critical factors in consumer relationships, and once it is broken or damaged, it can be challenging to rebuild. Consumers may become sceptical of the brand’s future collaborations and marketing messages, leading to decreased loyalty and a shrinking customer base. Additionally, the brand might struggle to attract the right influencers in the future, as high-profile influencers might be wary of associating with a brand with a history of poor partnerships.
UK-based make-up brand Pink Honey has seen reduced sales and followers ever since it planned an influencer trip with 17 white individuals. The brand’s lack of diversity and inclusivity angered the beauty community, as they expected better from it. Pink Honey has yet to rebuild to the status they once had, as the upset they cause was not taken lightly by their audience.
While influencer marketing offers immense potential for brands, choosing the right influencer is critical to success. The wrong partnership can harm a brand’s reputation, alienate its audience, squander financial resources, and have lasting negative effects.
By carefully selecting influencers who align with their values and target audience, brands can maximise the effectiveness of campaigns and foster long-term positive relationships with consumers.
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
For more interesting articles from us check out these posts:
- Influencer Marketing and Online Retail PR: The Sales to Success
- Luxury PR and Marketing: TikTok’s Potential for Luxury Brands
- Influencer Marketing: 2024 Trends for Businesses
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