Top 5 Influencer Marketing Fails to Learn From
Influencer marketing is a rapidly growing
industry that has the potential to be a very effective way for brands to reach
their target audience. However, it is also important to be aware of the
potential pitfalls of influencer marketing. This is the reason behind brands
and companies hiring top-rated influencer marketing agencies - to avoid such
pitfalls, and potential failures and save money & time.
Allen Marketing Communications, Inc., being
the most trusted Influencer Marketing Agency in NYC has brought you the top 5
influencer marketing fails that not only left brands with tarnished images but
also valuable lessons for marketers navigating the ever-evolving space of
online influence.
1. Pepsi & Kendall Jenner
In 2017, Pepsi released an ad featuring
Kendall Jenner that was widely criticized for being tone-deaf and insensitive.
The ad depicted Jenner walking through a protest and handing a Pepsi to a
police officer, which many people saw as trivializing the real-world issues of
police brutality and social unrest.
After just a few days, Pepsi pulled the ad
out, but it caused significant damage to Pepsi's brand reputation.
2. Huawei & Sarah Elshamy
Huawei, a leading Chinese smartphone
manufacturer, partnered with the Egyptian actress Sarah Elshamy in 2018 to
promote its new phone, the Huawei Nova 3i. The 30-second promo featured a guy
snapping a picture with Sarah. She forgot to put on makeup and is astonished to
learn that the Nova 3 can apply cosmetics to individuals in selfies.
The actress had then 1.3million Instagram
followers, shared a behind-the-scenes photo from the shoot, inadvertently
revealing that the actor was holding up an empty hand in front of a
photographer behind a DSLR on a tripod. She deleted the photo immediately but
quite later when it was already copied and distributed by her followers.
Even after clarifications from Huawei and
Sarah Elshamy, this marketing had greatly tarnished the brand’s image.
3. Nivea & Priya Prakash Varrier
Nivea, a German personal care company,
partnered with the Indian influencer Priya Prakash Varrier to promote its new
lip balm. However, the campaign was a disaster. The video advertisement
featuring Varrier made a wink at the camera that went viral and was widely
copied and parodied. However, Nivea was not able to capitalize on the
popularity of the video, and the campaign was ultimately unsuccessful.
4. Lord & Taylor's Deceptive
Instagram Campaign
In 2015, Lord & Taylor faced a Federal
Trade Commission (FTC) investigation for a deceptive influencer marketing
campaign. The brand paid 50 influencers to post photos wearing the same dress
on Instagram without adequately disclosing that it was part of a marketing
strategy. The incident highlighted the significance of transparency and
adherence to FTC guidelines in influencer collaborations.
Marketers must prioritize clear
communication of sponsored content to maintain trust with audiences and adhere
to regulatory standards.
5. Adidas & Naomi Campbell
Last but not the least disaster was done by
Adidas, a German multinational corporation that designs and manufactures shoes,
clothing and accessories. Adidas collaborated with Naomi Campbell for a promo.
And Naomi Campbell copied and duplicated the whole formal request, then
uploaded it without first eliminating the Adidas instructions.
Among several reasons for this failed
strategy, some of the top reasons are lack of authenticity, misalignment of
brand and influencer and negative execution.
It's an awful error that has led fans to
ridicule Naomi and Adidas. No surprise influencer trust is dwindling.
Avoid Influencer Marketing Campaign
Fails
Choose the professional marketers of Allen
Marketing Communications, Inc., a reputed Influencer Marketing Agency in NYC.
The PR team does complete research before partnering with an influencer, has
clear objectives for an influencer marketing campaign and has skills to track
and optimize the results.
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