Emily Stonham
5th November 2018 - 10 mins read
W

hat better way to mark Bonfire Night than to ‘remember, remember’ some digital marketing and advertising stories which went up in smoke this year?

We’ve picked five of the most spectacularly misjudged efforts from 2018.

Some of them are simply ridiculous, others are just offensively tone-deaf.

 

Mastercard Football Tweets

Starting off with a social media campaign that it’s hard to believe ever got approved, cast your minds back to May. Mastercard announced a two-year campaign on its Twitter feed that offered to donate the equivalent of 10,000 meals to the World Food Program.

It sounded nice in principle, until the next part of the paragraph which stated that the meals would only be donated if footballers Messi or Naymar scored a goal.

Understandably, people were outraged online. Why should the starvation and malnourishment of children be left down to a glorified game of fetch? (Sorry football fans - Ed)

There were surely good intentions behind this campaign, but the stunt did nothing but wind up social media users and paint Mastercard in a bad light.

If an organisation has the ability to donate such large amounts of money, it seems like a better idea would be to donate the money rather than publicly flaunt it online for the sake of a football match and a bit of misplaced PR.

 

IHOP/IHOb Name Switch

In June, the American brand IHOP (International House of Pancakes) announced to its distraught followers that they were changing their name to ‘IHOb’ and invited everyone to guess what the ‘b’ stood for.

It caused a lot of dismay with its audience, and earned them a lot of sassiness from other brands.

This stunt seems to have been a lot more trouble than it was worth. After a month or so of IHOb drama and many ‘b’ related tweets, the company announced that the ‘b’ stood for burgers.

I think Mashable put it best when they called the stunt ‘thoroughly underwhelming’. A brand’s name is a huge part of its identity, and the month long change doesn’t seem to have had the desired results for IHOP.

H&M Sweater

Moving on to a social media crisis that should really have been anticipated, H&M found itself in hot water due to one of its clothing adverts. The image depicted a black child wearing a sweater that said ‘coolest monkey in the jungle’.

 

Social media users were immediately enraged - citing the fact that the other white models were wearing different sweaters, and questioning how this photo got approved by an entire team.

This particular controversy caused a lot of debate. Some people immediately declared this a racist act, with celebrities such as The Weeknd publicly breaking any ties that they had with the company. Consumers boycotted the brand, and stores were even faced with vandalism in response to the advert.

 

Here's a video of the protesters destroying a store, via EuroNews on YouTube.

 

However, some determined that this was not at all a racist act, including the boys own family, who said that it did ‘not ring alarm bells’ and they didn’t deem it offensive. Other social media users defended the company’s actions, questioning whether a large company would have deliberately tried to offend people in this manner.

 

Heineken Light Beer

Continuing the theme of unintentional offensive advertising campaigns, this particular one had critics wondering whether Heineken had deliberately created a racist advert in order to attract more attention.

The advert in question is for their light beer, and features a bartender sliding a beer bottle down the bar. It passes several black people, and ends up being picked up by a light skinned woman - with the tagline ‘sometimes, lighter is better.’

People were fuming. The ad suggests a preference for light skin, and the tagline comes across in a horribly offensive way.

Chance the Rapper, a popular musician, branded the advert as ‘terribly racist’ on social media. He also opened up an interesting discussion about whether brands were deliberately using racist imagery or offensive slogans to gain more media coverage.

Shortly after, the advert was pulled, and Heineken issued an apology, announcing that they ‘missed the mark’ with this advert.

 

Snapchat Rihanna Advert

The final example we have today is an advert that caused a lot of distress and outrage online.

For those who may not know, the singer Rihanna was a domestic abuse victim at the hands of her ex-partner Chris Brown. The case is understandably something that Rihanna has tried to distance herself from.

It’s therefore a shock that Snapchat would allow a game to promote this advert on its ‘story’ feature.

The advert was for a ‘would you rather’ styled game, and presented the option to slap Rihanna or punch Chris. Social media users called it ‘tone deaf’ and ‘awful’.

As one user pointed out on Twitter, adverts on social media have to go through an approval process. This means that multiple people looked at this advert, thought about it and said to themselves ‘yes, this is fine.

Rihanna herself condemned this advert, wiping over £700m off of Snapchat’s parent company's value in the process. She discussed the ad on an Instagram story, saying it was ‘intentionally shaming domestic abuse victims’.

 

Snapchat immediately pulled the advert and issued an apology, saying it had been put up in error, but it seems the harm had already been done. Countless people were upset by the fact this advert had ever been created in the first place, regardless of Snapchat’s insistence that it was a mistake.

 

Overall

Overall, there’s been some pretty poor advertising and marketing mistakes this year. From the ‘simply underwhelming’ to the ‘disgustingly offensive’, there hasn’t been a shortage of questionable campaigns to learn from.

So, what can your business learn from these examples in particular?

Firstly, and I know it sounds obvious, but consider carefully how people will react to your campaign. This is especially important if it features something sensitive, e.g. poverty, discrimination or politics.

For example, there were undoubtedly good intentions somewhere in the Mastercard football campaign, but the delivery and perception of it online led to it being seen as something twisted and ugly.

Using crowd feedback to gauge responses on topics like charity can be a great way to prevent things like this happening. Try tools like Instagram or Twitter polls, or encourage users to submit questions or statements - perhaps which charity they’d like your business to support.

Another important consideration is how social media will impact your campaign. I’m sure that the H&M photo didn’t seem like a huge issue at the time to the photographers and creatives, but once social media users got hold of it, the story took on a different turn.

Consider how your campaign will look out of context. Does it still make sense? One of Dove’s ads from 2017 shows the importance of considering context more carefully. A sequence of 4 photos were taken out of the whole advert, and they spread like wildfire.

Here’s the sequence of 4 photos.

 

And here’s the full advert, from Business Insider's channel on YouTube.

The set of four photos looks to be implying that dark skin is dirty and that white skin is pure. It’s crucial to make sure that your advert can’t be taken out of context and be given a whole new meaning.

The final thing to consider is using humour. It might be hilarious to you and your team, but jokes in marketing and advertising can often be lost in translation, especially if it’s dark/offensive humour. If you’re not sure, it’s best to leave it alone.

What’s the worst example of marketing or advertising that you’ve seen this year? Feel free to let us know on our Twitter at @37agency.

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging, informative and shareable so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Marketing

Gold rush – the secrets of writing a winning awards submission

Adam Fisher 6th July 2018 — 3 mins read
W

e use the word ‘daunting’ because the entry process can seem time-consuming with no guarantee of a return.

So how can you ensure your awards submissions stand out and capture the judges’ interest?

Here are eight tips to help you ensure your award entry is a success:

 

Captivate the judges

If the award is worth winning, the judges will probably have hundreds of entries to read through.

So your submission needs to stand-out. This means you need a strong opening to draw them in and encourage them to keep reading.

The key is to get to the really strong part of your entry early on and not leave it until the end of your submission.

Some journalistic principles also apply here to ensure interest and focus is maintained. Ensure sentences are no longer than 30 words and start each sentence as a new paragraph so that judges don’t face daunting passages of text.

Also, think about what makes something ‘newsworthy’ to a journalist and apply the same principle. For example, what makes your entry unusual?  Is it because what you have achieved is a first, or the biggest, or the smallest? This will help you find that all-important ‘wow’ factor.

 

Storytelling

People love stories. They want to read and hear stories.

And your awards submission will be much more memorable if it includes a story.

Like all good stories, your tale will need a hero (you or your organisation) and a villain (the problem you have solved) and if it has an innocent victim (your customers) then it will be even stronger.

And it should have a beginning, middle, and end.

Get straight into your story in the submission - don’t feel compelled to introduce it by saying something like ‘here’s a story which shows that…’ or through a sub-heading called ‘our story’.

 

Put people in your story

People love stories that involve people, and including them directly in your award submission will help it stand-out.

Quotes from colleagues, customers, and stakeholders about the impact of what you have achieved will help bring the crucial human element into the entry.

 

Substantiate claims

It could be tempting to fill your submission with bold claims about your success.

But, unless you can back these up with facts, figures, and examples then they are just claims and ultimately are pretty meaningless.

Judges will be looking for evidence to ensure that claims are more than just rhetoric.

 

Show don’t tell

Do you always ‘put customers first’? Is your business ‘client-centred’, ‘visionary’ or ‘innovative’?

These tired adjectives are not only overused but they are also all rather hollow.

A much more effective approach in awards submissions is to show how you do these things, rather than telling us that you do them.

Show how you are putting your customers first and how you are being innovative. Examples, case studies, stories, quotes and testimonials will all help here.

 

Avoid the jargon

You may understand the technical language and acronyms used in your organisation and industry but there is a good chance it will not mean anything to the judges.

And that could cause them to lose interest.

Stick to everyday language that everyone can understand. Think about how you would explain what you have achieved to a friend or a colleague.

 

Paint a picture

A picture is a worth a thousand words, as the saying goes, and that idiom is particularly true when it comes to awards submissions where there are often word limit constraints.

Images, tables and, infographics can bring entries to life and help make the complex easily understandable.  

 

Proof

You’ve told your organisation’s story. You’ve got facts and figures to support your points and some strong quotes from customers and colleagues.

What a shame it would be then if all that work was undermined by typos, spelling mistakes, and punctuation errors.

The simple fact is that these mistakes make award submissions memorable for the wrong reasons and can ruin otherwise strong entries. Details matter.

We love helping our clients with their award submissions. Our journalist-led approach ensures all our content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content, award submissions or a whitepaper.

 

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

 

Emily Stonham
13th February 2019 - 9 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.