Tribute or Insult

Now, to our first examples of where companies have gotten it very wrong when posting content on social media.

Shortly after the passing of actress and author Carrie Fisher in December 2016, tributes flooded in from around the world on social media to mourn the passing of the "Star Wars" icon. However, for one company, its tribute was not to everyone's taste.

U.S. baked goods company Cinnabon issued an apology on Twitter after the backlash it received from tweeting out a tribute to Carrie Fisher, featuring an image of Princess Leia made out of cinnamon and a cinnamon roll.



Many critics said that it is beyond tacky and many felt that Cinnabon had utilised the death of a celebrity to hawk their product. 

However, Cinnabon wasn't the the only company in 2016 whose tribute about the passing of a beloved celebrity had sparked criticism.

When David Bowie died in January, shoe manufacturer Crocs drew fire after it posted an image of a white pair of Crocs with Bowie's Aladdin Sane flash logo.



Meanwhile Cheerios faced backlash after posting an image saying "Rest in Peace" with a single Cheerio on the 'I' on a purple background, shortly after musician Prince passed away.



These three examples social media marketing blunders should be taken as shining examples of the dangers that relate to poorly thought through Twitter content.

Although very low cost and extremely easy to do, Twitter has such a wide reach that it's integral that the brand's reputation is not defamed as a result of Tweets like these.

Source: https://www.cnbc.com/2016/12/28/cinnabon-deletes-and-apologizes-for-its-carrie-fisher-tribute-after-twitter-backlash.html

Put Some Windex on It

We are all very familiar with the phrase from a certain movie about a Big, Fat Greek Wedding...



Perhaps Toula's Dad paved the way for seeing the distinctive blue cleaning product in a hilariously different light. But Windex have launched a new marketing campaign in hopes of making the product emotionally compelling by focusing not on the product, but on the silent service that it provides.

Windex's "Give Life a Sparkle" campaign was produced by advertising company Energy BBDO and launched via YouTube. The three-minute film titled "The Story of Lucy" recounts that old tale about a Dad witnessing the miracle of birth and watching his daughter grow up.

The brand's role is downplayed, focusing instead on the father's face as he experience the joys and quiet heartbreaks of watching his child become an adult. At the ads beginning, the Father place his hand on the flawless glass of the hospital nursery thus downplaying the brand's impact.

The conclusion of the story shows his daughter and her partner present their own baby to the Father through yet another hospital nursery window as he raises his hand to the spotless glass which drives the recall home.

The ad concludes by telling us that "What's between us, connects us." The results of that insight certainly shine through.

The heart-string pulling rendition marks a departure from the tired product-attribute focus that plagues Windex's advertising sector.

It's a refreshing example of a social media advertising tactic that captures the viewers attention by utilizing emotional appeal rather than a focus on its practical attributes. YouTube is also a great choice of platform due to it's easy sharing capabilities and vast market reach.

Source: https://www.youtube.com/watch?v=kUFPGYVhmSs