If you haven’t been following this Australian story, it’s a stark reminder on why you cannot deceive people through social media campaigns. And if you get caught telling fibs, please admit it.
Naked recorded a video of an actress who claimed to be trying to find the man of her dreams who had left his jacket in a cafe, and put it on YouTube. It quickly became the most talked about stunt, but for all the wrong reasons. It suffered a backlash from social media commentators who opposed the deception involved in the campaign. Then a second video was produced, and so it went on. The hole was getting bigger by the day. It would only be a matter of time before someone fell in that hole, and that person was Naked’s CEO in Australia, Mat Baxter, who quit last week.
There entire saga moved at such a fast pace and there were plenty of twists along the way – first denials, then admissions, then defence of the stunt and finally more finger pointing. Naked said it was all fun and harmless, but the bottom line is that people don’t enjoy being lied too.
The last straw was when The Australian’s Wish magazine published a full page advertisement from Naked for Witchery naming the journalists and media that had been fooled into writing about the stunt. Ouch! As you can imagine, this didn’t please those journalists.
Whilst the CEO has now moved on, can Witchery recover from this mess? If you check the company’s web site, it’s still trying to turn this situation into a positive (if that is at all possible?), offering customers the opportunity to meet the ‘famous’ model from the YouTube video. Perhaps the named journalists will turn up looking for revenge!
Not quite best practice and further reinforcement that you need specialist advice to play in the social media space.
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Ogilvy MediaXchange: From Hack to Flak