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Cringe-Worthy Influencer Marketing (Part 1)
38 Plays10 months ago
Join Sara and Kristina as they share cringe-worthy influencer marketing campaigns that have gone hilariously (and awkwardly) wrong, plus Sara quizzes Kristina on hilarious billboards.
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Transcript
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Adventures with Liquid IV
00:00:39
Speaker
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00:01:18
Speaker
When you shop better hydration today, we're using the code gingers at liquidiv.com.
Introducing Laughing with Ginger Podcast
00:01:25
Speaker
This is our podcast song. It isn't very long.
00:01:31
Speaker
Hi, thanks everyone for tuning into Laughing with Ginger. The podcast were two feisty redheads with loud loud share crazy stories, play games and spread Salinas and joy. That little scarf times two lady over there is my partner in crime on the Laughing with Ginger's podcast, Christina Curry.
00:01:52
Speaker
That is Sarah Alapeng, aka Prankster Monk and my co-host Laughing with Ginger. Look, this isn't an actual scarf on my head. It's a buff or a bluff, whatever you call them. I don't even know. You look like you just only are wearing scarves. I know. I do like scarves and I own way too many of them.
Exploring Marketing Failures
00:02:17
Speaker
Well, speaking of scarves and owning too many of anything.
00:02:22
Speaker
Today, we are talking about marketing fails. What did you bring? All right. I brought social media influencer fails, which are very awkward and ouchy. Oh, no. Am I going to get secondhand embarrassment from this? Yes, but also you don't really feel that bad for them. I was like, whatever. Oh, man.
00:02:51
Speaker
Um, I went a similar direction, but different.
Social Media Marketing Mishaps
00:02:56
Speaker
I'm going to make you feel very differently awkward. I brought terrible taglines for corporate business. Oh, God. And you're going to be guessing which company did it. Or it's going to be like the type of company, because I mean, some of them it would it's like unfair for me to be like,
00:03:20
Speaker
you know, which, um, like alcohol brand did this versus was this a wine company? Was this a soft drink or was this something you'd find in a sex store? I like those categories better. Yeah.
00:03:48
Speaker
Oh, all right. Well, do you want to kick us off then? Sure. So my first slogan is sitting on faces since 2001. Oh, my God. Is it A, faux mustaches? B, sunglasses?
00:04:14
Speaker
or see something you'd find at a sex shop. Oh my God, all those choices are so good. Oh no.
00:04:28
Speaker
I mean, I don't know. OK, let me think through this. So I feel like a faux mustache company like that would be a funny slogan for them to do. I feel like a goofy sunglasses company. I feel like it's a sex shop thing, too. Oh, God. I mean, any mini minimo at this point. I'm going to go with faux mustaches because those are just funny. I know. I wish it was faux mustaches.
00:04:58
Speaker
Missed opportunity for the mustache companies out there. It is sunglasses. It's the sunglass shack. Oh, my God. Written on their awnings. Oh, my God. That's a bold move. Oh, it's good. It's real good. Like, do they they still have it on there? I don't know. I mean,
00:05:27
Speaker
Do you have any near you? Because I think we have sunglasses, huts, but we don't have sunglasses, shacks. Okay. Actually, I can answer. This has to have been by, no, here, let me show you my work here. So when Felipe and I started dating, Lexotica, which is Ray Ban, was acquiring Oakley.
00:05:48
Speaker
And to that point, Oakley and Lexotica were not being sold in the same stores. So Philippe's job for this was to create a program and review the data on whether or not, because Philippe is an economist, so he assesses market impact and antitrust violations or, you know, that kind of thing. So anyway, he had to write a program and
00:06:14
Speaker
determine whether there was market impact if there was an Oakley store and a sunglasses hut in the same area. Because if there was no market impact, they weren't targeting different consumers, which meant that there wasn't going to be a monopoly if Lexotica Ray Ban acquired Oakley. And there was no impact
00:06:40
Speaker
on sales from one or the other when they were in the same proximity. So Luxatica was allowed based on Philippe's research and systems to acquire Oakley. So that was when we started dating, which would have been, I think that case went to settlement or whatever, like now I don't have all of the words anymore, but in 2008 or 2009, this is an Oakley Ray-Ban store.
00:07:09
Speaker
So they're both on the side. So it has to be at least after 2009. Nice. You're an educated guest. That was a lot of showing my work. It's all very good and thoroughly researched work.
00:07:36
Speaker
I have no idea if there's one near me or not. I feel like I would have laughed at that awning saying and been like, that's funny and remembered that. But, you know, what do I know? You're going to have to look. I will also look.
00:07:52
Speaker
Yeah, I will. Oh, man. All right. Well, I lost that one. But, you know, I have the opportunity to bounce back. Yeah. So only just beginning. Unfortunately, you got a pair of glasses, not a fake mustache. Damn it.
00:08:11
Speaker
Although I have to warn you, if anyone's going out there to buy fake mustaches, my friend brought them to a party one time and we all put them on, but they were really crappy ones. And anytime you breathe in, you got little hairs stuck in your nose and then it started getting stuck in the back of our throats. And it was like bad news bears the rest of the night. We were all just like hawking up bits of mustache. It was so gross. So if you're going to do it, like go for like a higher quality than like Teemu.
00:08:40
Speaker
Oh, God. And who knows what that's made of? You definitely have micro plastics in your body. I mean, this was pre Teemu, but still they were crappy enough that you're like, you know, you sniff in and like half the mustache is gone. The only people that were okay were the men there that already had normal like, you know, men mustaches.
00:09:02
Speaker
Do you think having a mustache smells like food ever? Ew, God. That makes me throw up. I don't even want to think about that. So gross. It seems like it would trap smells. I know. My feeling on facial hair is it looks like hot and sexy, but I don't want to be near it.
00:09:28
Speaker
That's my opinion. That makes sense. You keep your mustache to yourself. I will keep my mustache to myself, Christina. But you're looking good, guys, out there. You're looking mighty fine. And girls. And girls. And whoever. It looks great on people, but I don't want to be a part of it.
00:09:54
Speaker
Oh, God. Okay. You want to give me an influencer fail? Yeah, I've got one. This is a big one.
Controversial Advertisements Discussion
00:10:03
Speaker
Most of you might have heard of it out there. Back in 2017, a partnership between Pepsi and Kendall Jenner is a prime example of a really bad influencer marketing fail.
00:10:17
Speaker
So the idea is to stage, this is so bad, the idea is to stage a Black Lives Matter protest for Pepsi's global diversity campaign in collaboration with a supermodel, a white basically supermodel. In the ad, we see Kendall abandoning her ongoing photo shoot to join the protest with people of all races promoting unity and diversity.
00:10:43
Speaker
Right before Jenner joins, we see the police attempting to control the crowd. But worry not, our heroine of the day, Jenner steps forward and offers some of the officers a can of Pepsi Cola. Pepsi becomes one with peace and the white supermodel succeeds where so many before have failed.
00:11:04
Speaker
So the aftermath of this, like really bad, poorly tasted, you know, of a campaign. Bernice King, which is the daughter of Martin Luther King, Jr., shared like there's an iconic photo. Google it if you want. And she shares the photo on Twitter and says, oh, actually, she shares the photo of her father confronting police during the American civil rights movement.
00:11:32
Speaker
And her sarcastic caption was if only daddy would have known about the power of hashtag Pepsi.
00:11:42
Speaker
Pepsi did apologize. So there's that. They merely wanted to promote unity and diversity and meant no harm by it. This is a very important lesson in choosing the right influencer to convey the right message. And yeah, not doing harm to your brand, because I think that kind of hurt them for a bit there. Oh, absolutely. I mean, also,
00:12:11
Speaker
Didn't they do it very poorly timed too? They were trying to capitalize on either police brutality or it was during Black History Month. Yeah, I think it was the peak of Black Lives Matter when the protests were popping up all over. I feel like it was right after George Floyd was murdered.
00:12:39
Speaker
It was just all around really bad. I'm so shocked that there wasn't someone that's like, guys, I don't know about this. Raising their hand and protesting a little bit about it. Honestly, I feel like even if they did, somebody might have pushed it through regardless. Yeah, who's really listening to the person in the corner raising their hand and objecting.
00:13:09
Speaker
It was so horrifying. They pulled it. It only ran a couple times, like very, very briefly. They pulled it so fast, which you had to, but it will. I mean, I think everybody remembers it because of course it lives forever once it's on the Internet. I know. And, you know, Kendall still got paid. I'm sure she didn't have to give the money back. So win-win for her. She doesn't care. Yeah, I'm honestly surprised she didn't get more hate for it. I know she did get some, but
00:13:38
Speaker
Mm hmm. I'm still surprised because that could have really been. Yeah. Yeah. OK, do you want another quiz question? Yeah, let's do it. Let's do it. OK. Nothing sucks like this brand. That's a really good tagline.
00:14:06
Speaker
This one looks like it's from the 40s or 50s. Do you think it is A, plumbing equipment, B, vacuums, or C, something you'd find in an adults-only aisle? I feel like
00:14:29
Speaker
I'm feeling like it's vacuums because they feel like they, like vacuums were like the newest thing in the 50s. I could totally be wrong. Ding, ding, ding. It is Electrolux. It's specifically their vacuum mobile and it's nothing sucks like Electrolux. Oh, wow. I get it. Like it even rhymes with their name. Yeah.
00:14:57
Speaker
Oh, good for them. You want to give me another? Yeah, I was going to ask you a quick question. What's a jingle that is just always in your head that never leaves and you're constantly singing it randomly? Not constantly, but if I'm seeing a jingle, you're like, okay, and you have a default jingle. Oh God, it's the super annoying Burger King ones.
00:15:24
Speaker
Oh, oh, I love it. Like, I'm loving it. No, that's. No, that's McDonald's. I was like, wait, isn't that a different one? It's the ones that's like BK Royal something something I. I can't think of any of the words. Also, I didn't realize, like,
00:15:50
Speaker
I really do have a problem with understanding lyrics because I thought at the end it said, you fool, but it says you rule. Is that your slogan? opposite of fool, you rule. It's written by a rapper and like an actual famous rapper and it annoys me so much.
00:16:18
Speaker
Every time they come on, I get hostile about it. Oh, my God. I don't even think I know the jingles at all. Oh, they're so catchy. You can't get it out of your head. Yeah, yeah, yeah, yeah. That's how I am with Hot Pocket. Oh, God. Yeah, that's another one.
00:16:42
Speaker
We used to, when I worked at the coffee shop, we used to go, like, say it in all different ways, like, hot chocolate. OK. Or like, I don't even remember. Like, we just wouldn't sing it in all kinds of, oh, and then they had the lean pocket.
00:17:01
Speaker
Oh my God, I never realized Hot Pocket. Lean Pocket is the diet version of Hot Pocket. How did I make it this far in life and never realize that? I don't know. I mean, I don't know. It's very weird, Sarah. That is not a marketing fail. That is purely a Sarah fail. They cannot take the blame for that. I mean, let's be honest here.
00:17:31
Speaker
Don't apply your research to Sarah. I am notoriously hard to market to. She's a tough nut. I am. Don't take it personally, brands out there. I really hate feeling like I'm being sold to. I'm a tough nut to crack.
00:17:54
Speaker
I mean, yeah, I get it. And I see through a lot of the like social or the like marketing ploys that people do, the one that everyone's doing right now. I mean, they've been doing it, but I feel like more people are starting to pick up on it is on Instagram. They're like, DM me for this thing. Like they're making something sound really appealing. They're like, oh, if you want the links to my outfit, DM me. And I'm like, so over the DM me for the links or DM me for whatever.
00:18:22
Speaker
I know what you're doing. I see you. You're playing with your algorithm. I get it. It's smart, but it's also really fucking annoying. Yeah, I have it blocked on Instagram from anything that says DM because like that's also a way they spam you. They're like, I sent you a DM. Please check your request folder. And it's just like a bot thing or whatever. Yeah, I'm like not.
00:18:50
Speaker
I also hate that. Again, I am notoriously hard to market to. So yeah, if I don't even try, I know if I can figure it out, you you can't win. You see through it, you see through it. OK, I have one more. OK, cool. Yeah, I have. I mean, I've only gotten I've only done one.
00:19:21
Speaker
Do you have two more? Yeah, I have two more. I totally got lost in everything and I'm like, oh wait, I've only done one. We've activated Christina's marketing brain. For those of you who don't know, she's a professional marketer over at Sprout Creative. Yeah, and these influencer fails is really good fodder for me to not do. I think you should write some content surrounding this.
00:19:49
Speaker
Yeah, honestly, there's some really... Yeah, okay, anyways, keep going. You, you're up. No, I'm up. Okay, okay. Sorry, I'm totally, I don't know, up in the marketing clouds right now.
00:20:05
Speaker
Okay guys, listen up. Using a disaster to self-promote is a huge fail and don't do it.
Influencer Ethics and Legalities
00:20:14
Speaker
Okay, here's what some influencers did during the devastating California wildfires that were destroying homes
00:20:23
Speaker
killing animals, killing people, all that. So 84 people actually. So those opportunistic influencers use the disaster for self-promotion by posting unrelated pictures and tagging them with the hashtags that were related to the disaster.
00:20:42
Speaker
So literally I have screenshots where it's showing off like workout gear and t-shirts and tennis shoes and they're saying praying for California and showing like their outfits as though it's an ad and then hashtagging California fires, Woosley fire, Malibu fires. It's so bad there's one guy
00:21:05
Speaker
who's standing there on this rocky coast that is definitely not in California, standing there leaning on a stick buck naked with all it says is a hashtag current move. He's looking he's like broding, you know, he's looking down totally naked, looking down. I mean, he looks good. I'm not going to lie. Definitely goes to the gym.
00:21:29
Speaker
And he's looking down, staring at the coast, hashtag Curramood, seeing all of the unreal destruction in Malibu from the fire. It has always played such a central role in my work. I'm so sad for those affected and for the world to be losing such majesty. I don't know why that word was so weird and hard for me.
00:21:51
Speaker
because something's wrong with society and I'm going home. It's bad. It's so bad. It's so bad. Anyway, don't do that, you guys. It's he was just like, look, I'm naked and give me likes, you know. OK.
00:22:11
Speaker
Last one. So shameful. Wait, do you want one of mine? You go, I'll close it out. Okay, cool. All right, pinup model Katie Price, also known as Jordan. I don't really know who this person is, but she's a big influencer.
00:22:26
Speaker
She surprised everyone in 2012 when she began tweeting about economic, social, and political issues. Not exactly the model's usual way of conducting herself on social media. So the first tweet she does is great news about China's latest GDP figures. Explanation point, explanation point. Turns out that Snickers was behind it all and that it was related to their You're Not You and You're Hungry campaign.
00:22:53
Speaker
So Katie prices sudden out of character enlightenment posts on important issues were just because she was hungry and therefore not herself.
00:23:02
Speaker
The backlash that Snickers began in earnest with people complaining about misleading advertising. Always encourage your influencers to be transparent about their sponsorship. So she, one, didn't say she's in a sponsorship with Snickers. Two is like posting all these smart, you know, enlightened things that she normally doesn't post. It's just, it was messy. It was not received the way they thought it would be.
00:23:31
Speaker
That is, I get what they're thinking. Yeah, no, I totally get it too. I feel like they should have gone a different direction and not gone like geopolitical or something. They should have like, you know, dyed her hair a color or something. I mean, one of the commercials they did, Betty White was like a football player, right? Like the football player turned into one of those. That kind of makes sense.
00:24:00
Speaker
because they're like, you know, two opposite people. There's not any political situations happening. It's just funny, you know, buddy white and a football player. And you could have totally done that and translated that commercial onto their social media very easily. Yeah, exactly. Like they could have done something, I don't know, like literally anything else. Literally anything else.
00:24:28
Speaker
Also, not to soapbox Sarah here, but I believe it is illegal to not disclose that it's an advertisement and the FTC can actually come after you if you don't market as paid promotion on TikTok, any of those social platforms. So you can actually have the Federal Trade Commission in the States. It is across the board, though, internationally illegal. And it is a pretty significant crime. So just FYI,
00:24:57
Speaker
for all you influencers out there. Please disclose so you don't run into that problem. Yeah, I think that was another one of the problems as she started tweeting really weird things that aren't normal and didn't disclose that they were an ad. Yeah. Yeah. Makes sense. Mm hmm. I get it. All right. Are you ready for my last one? Let's we're tied. So. Painfully thick. Exclamation point recruiting now.
00:25:28
Speaker
Is it A, milkshakes, B, Brazilian butt lifts, or C, the military? Oh my God. Is it thick as in with two C's or is Z in a K? I don't really want to answer that. Do I have to answer it?
00:25:49
Speaker
Oh, did I just catch you? It's a C and a K. Okay, it's a C and a K. Okay, wait, give me the things again. I was stuck on the C and a K or a CC. So it's painfully thick, CK, exclamation point, recruiting now. It's either milkshakes, Brazilian butt lifts, or the military.
00:26:13
Speaker
Okay, okay. I feel like the Brazilian butt lifts, do they want to add painfully to that thing? I think no. Military. I'm going to go with milkshakes. I'm going to go with milkshakes. Ding, ding, ding. Yeah.
00:26:39
Speaker
fake mustache for you. It's McDonald's. But I don't know why they're recruiting. Oh, my God. They're like ice cream machines always broken. Isn't that like the running joke that they never have ice cream? Yeah. It is painfully thick. For the ice cream machine. Oh, my God. Brazilian butt lift. I wouldn't go to that shop.
00:27:11
Speaker
Oh my God, my cheeks hurt. Oh gosh. Well, that was really fun. Yeah. Thanks everyone for joining us on laughing with gingers today. We're so happy to have you listening to our silly podcast. If you liked the show, give us a follow rate and review on your preferred podcast platform. Follow us on Instagram and laughing with gingers. We'll remind you when we have a new episode out and then post photos and stories and funny stuff.
00:27:37
Speaker
And if you have marketing fails, you can send them to us and maybe we'll do a part two. Who knows? So exciting. Yeah. Send us your marketing fails and any funny stuff, episode ideas, anything, anything you want to share, we'll take it off. Just don't, don't send me a message that says, don't comment that you, you DMed me and to check my request folder. I'll never forgive you.
00:28:04
Speaker
To get access to premium content, including swag, special events, access to us and more, start to just $3. Check us out at patreon.com slash laughing with gingers. And tune in next week for more good times. Bye. Is your pet having a rough time, right, Meow? Maybe they panic when it's raining cats and dogs.
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