You’ve done your job right, taking risks, and your brand got noticed. But now you’re dealing with some backlash and a potential crisis? First, remember the saying: “All publicity is good publicity.” Let’s take this one step at a time. Mistakes and slip-ups happen in everyone’s journey; the key is to handle them gracefully.
Marketing was never meant to be safe! You’re supposed to have fun with it, experiment, and make your brand stand out. That said, unfortunately, even if the campaign was well-thought-out and tested, once it’s launched into the world, it takes on a life of its own. The campaign isn’t yours anymore; it belongs to the people, and audiences can be unpredictable. Everyone has a different perspective and life experience, and you might potentially strike a chord you never saw coming.
Take a deep breath. Even the biggest companies with experts, huge budgets, extensive testing, and months of preparation have had their share of scandals. So when your turn comes (and it will!), this guide, which covers every possible outcome, is here to help you approach the situation in the best way possible.
Marketing campaign backlash can come in the form of:
- Accusation of insensitivity
- Misalignment with brand values
- Perceived political stance
- Unintended negative associations
- Social media backlash
- Ethical concerns
We’ll cover the three first in this blog and the three last in part 2! Use this guide as a preventive tool to make sure the marketing campaign you are crafting is out of range from these mishaps!
accusations of insensitivity
An accusation of insensitivity in marketing occurs when a brand’s campaign is perceived as being offensive, disrespectful, or thoughtless towards a particular group of people. This can happen due to cultural, racial, social, or other forms of insensitivity. For example, using language or imagery that is hurtful or demeaning can lead to widespread criticism and backlash.
it can look like:
- Misunderstanding Cultural Context: Brands might use elements that are culturally significant or sensitive without fully understanding their implications. This can lead to unintended offence.
- Lack of Representation: If a campaign fails to represent diverse groups or uses stereotypes, it can be seen as insensitive.
- Trivializing Serious Issues: Using serious social issues as a marketing gimmick can be perceived as insensitive and exploitative.
- Impact on Brand Reputation: Accusations of insensitivity can severely damage a brand’s reputation and lead to boycotts or loss of customer trust.
what should you do?
- Act quikly and immediately pause the campaign; remove the material from all platforms.
- Prepare a sincere apology acknowledging the problem and explaining the original intention. Make sure that this apology is issued on the right platforms or media so that it reaches your customers.
- Have an open conversation with the affected communities to understand their perspective, validate their point of view and prevent any missteps in the future.
- If this episode wasn’t isolated, implement diversity training for your marketing team.
In January 2018, H&M faced severe backlash over a product image on its UK website featuring a young black boy wearing a hoodie with the phrase “Coolest monkey in the jungle” printed on it. The image was widely perceived as racist due to the historical use of “monkey” as a derogatory term for black people.
misalignment with brand values
The core of the brand identity isn’t here just for show. It is meant to be backed up by every action and decision of the brand. Over time, this integrity is what gain the customers, but when there is a mismatch between what the brand says it stands for while doing that goes against, customers WILL hold the brand accountable. Such a mishaps will have some repercussion on the customer’s trust and relationship with the brand.
things to look out for inconsistency:
- Inconsistent messaging across different platforms or channels.
- Contradictions between a brand’s declared values and its actual actions.
- Disconnection between the brand’s identity and customer experience.
- Lack of understanding or communication of brand values among employees.
- Discrepancies between internal practices and external communications.
what should you do?
- Clarify your brand’s position and the campaign’s intent
- If there’s a genuine misalignment, admit the mistake
- Reaffirm your commitment to your core values
- Take concrete actions to demonstrate this commitment
gillette's "the best men can be" campaign
Gillette’s “The Best Men Can Be” campaign aimed to address toxic masculinity and social issues, but it was criticized for being misaligned with the brand’s values. Traditionally, Gillette focused on high-quality shaving products and a positive, aspirational message. This campaign shifted to a more serious, preachy tone, which deviated from their established identity and potentially alienated some male customers. The move away from product-centric messaging and towards social commentary was seen as inconsistent with Gillette’s long-standing brand narrative.
perceived political stance
In today’s polarized environment, consumers are increasingly aware of brands’ political positions, whether intentional or not. In this context, it is how consumers interpret a brand’s political leanings or affiliations based on its messaging, actions, or associations. When embracing a political stance, consumers will not all be happy. It will create a divide between those who support and does who doesn’t and that is okay, but sometimes, the perceive political stance was unintentional.
key points to consider:
- Brand activism can influence perceived political orientation (PPO).
- PPO can affect brand advocacy, attitude, and overall brand equity.
- Consumers’ own political orientations may influence their response to a brand’s perceived stance.
- Authenticity is crucial when brands take stands on socio-political issues.
- Political controversies can lead to consumer boycotts or increased support, depending on the issue and the brand’s customer base.
what should you do?
- Assess whether the stance aligns with your brand values
- If it does, stand firm and explain your position clearly
- If not, acknowledge miscommunication and clarify your intent
- Avoid further political commentary unless it’s core to your brand
nike's colin kaepernick ad
Nike’s 2019 Colin Kaepernick ad campaign sparked controversy due to its perceived political stance. Featuring Kaepernick, who had become a divisive figure for kneeling during the national anthem to protest police brutality, the ad reignited debates over patriotism and social justice. This move was seen as Nike taking a clear stance on a contentious issue, leading to both praise and outrage. While some consumers boycotted Nike, others supported the brand’s activism, and the campaign ultimately boosted Nike’s online sales and won an Emmy.
unintended negative associations
Unintended Negative Associations in marketing campaigns occur when a brand’s message or imagery inadvertently creates unfavourable connections in consumers’ minds. These associations can damage the brand’s reputation and impact its market value.
key aspects of unintended negative associations include:
- Misinterpretation: The audience perceives the campaign differently than intended, often in an offensive or insensitive way.
- Cultural insensitivity: The campaign unintentionally offends certain cultural groups due to lack of awareness or context.
- Controversial imagery: Visual elements that create unintended negative connotations or stereotypes.
- Poor timing: Campaigns that coincide with sensitive events or social issues, appearing tone-deaf.
what should you do:
- Quickly remove the offending content
- Explain how the association was unintended
- If appropriate, use humor to diffuse tension
- Create new content that positively reinforces your intended message
dove's body wash ad controversy
In 2017, Dove faced backlash for a social media ad that showed a Black woman removing her shirt to reveal a White woman underneath, which many interpreted as implying that the product could “cleanse” or “transform” skin colour. The ad was widely condemned for being racially insensitive and perpetuating harmful stereotypes about skin colour. Dove quickly removed the ad, issued an apology acknowledging the unintended offense, and reaffirmed their commitment to diversity and inclusivity in their brand messaging.
