Ice bucket challenge was probably the most popular and
successful social media challenges in recent times. And fast forward to 2018,
teens have decided that it is supercool to eat tide pods and post their videos
on social media sites. This has led to major safety concerns amongst parents
and retail stores ended up locking the pods with additional security. This
appears a classic tale of not everything viral is good for your brand. P&G,
the mega CPG company, is battling with the consequences of digital media that
has spun out of control for one of its leading brands.
In my view, P&G digital marketing team has a unique
opportunity to not only prevent teens from eating the detergent pods but also
use all the social media attention to benefit from all the buzz around
something as mundane as a laundry detergent. P&G has all the metrics and
data analytics that must show the sales as well as brand impact of this social
media challenge. P&G needs to take the digital market leadership role and
take control of the online communication to position its own brand messaging to
create more positive brand and engagement for Tide brand.
This news represents the dilemma that business leaders face on
how to make a decision with the mobile video, social media challenges that may
not always go per your plan or in line with your brand positioning and digital
marketing strategy. Companies need to prepare crisis communication strategy that
includes the digital media platform as well.
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