Ah, social media! The land of viral sensations, trending hashtags, and, occasionally, catastrophic blunders. While it can propel a brand to new heights, it can just as easily lead to public relations nightmares.
In this article, we’ll explore five failed social media campaigns so you can learn from them and avoid making the same mistakes in your own social media efforts.
Let’s jump right in.
5 Failed Social Media Campaigns And What You Can Learn From Them
1. Chase’s Tweet Mocking Customers
Imagine waking up on a Monday, checking your bank balance, and finding a tweet from your bank suggesting you should “make coffee at home” instead of splurging at cafes. That’s exactly what happened when Chase Bank decided to jump on the “#MondayMotivation” trend with a tone-deaf tweet.
The tweet, meant to be a light-hearted financial tip, quickly backfired. Instead of motivating customers, it felt like a slap in the face to those already struggling with finances. The backlash was swift and severe, with people accusing Chase of being out of touch with their own customer base. Even high-profile figures like Senator Elizabeth Warren chimed in, reminding the bank of its role in the 2008 financial crisis.
In a matter of hours, Chase had to pull down the tweet and issue an apology. The lesson here? Always consider the current economic climate and your audience’s potential sensitivities before hitting send.
2. Tampax Inappropriate Tweet
Tampax, a brand synonymous with menstrual products, thought they had struck gold with a cheeky tweet that read: “You’re in their DMs. We’re in them. We are not the same.” While the brand aimed to be playful and relevant, the tweet quickly spiraled into a PR disaster.
Critics argued that the tweet was crass and inappropriate, given the nature of the product. It wasn’t long before social media users flooded the platform with negative comments, accusing Tampax of crossing a line. What was intended to be a humorous take on modern dating lingo ended up being seen as distasteful and disrespectful.
Tampax was forced to delete the post and issue an apology, but the damage had been done. This incident highlights the importance of understanding the fine line between edgy and offensive in social media marketing.
3. Bioré’s Mental Health TikTok Controversy
Mental health is a sensitive topic, one that requires careful handling, especially on social media. Bioré, a skincare brand, learned this the hard way with a TikTok campaign that was meant to raise awareness about mental health but ended up trivializing it.
The incident involved a TikTok posted by influencer Cecilee Max-Brown, who discussed her mental health struggles following a school shooting at Michigan State University. The video, which was part of a campaign for Mental Health Awareness Month, aimed to “strip away the stigma of anxiety” using Bioré’s pore strips.
However, the integration of such a serious personal trauma with a product promotion was widely criticized as insensitive and exploitative.
Bioré faced significant backlash for the perceived trivialization of mental health issues and for using a tragic event to market a beauty product. The brand and Max-Brown both issued apologies, acknowledging the misstep and the lack of sensitivity in the campaign’s execution.
4. McDonald’s Incomplete Black Friday Tweet
Another failed social media campaign comes from McDonald’s. In 2017, the fast-food chain planned to join the Black Friday frenzy with a tweet scheduled for the big day. However, someone hit send on a placeholder tweet that read: “Black Friday **** Need copy and link****.”
The incomplete tweet quickly went viral, but not in the way McDonald’s intended. People mocked the brand for the oversight, creating memes and jokes at their expense.
This teaches us one lesson—always triple-check your social media copy and make sure your social media scheduler doesn’t publish drafts or posts that your stakeholders have not yet approved.
Related Read: 8 Easy Ways to Reduce Mistakes in Social Media Posts
5. Apple’s 2024 iPad Ad
Even tech giant Apple is not immune to social media missteps.
Apple recently faced a storm of criticism over its latest iPad Pro ad, “Crush.” The ad featured a hydraulic press destroying various creative tools like musical instruments, cameras, and books, suggesting that all these tools could be replaced by an iPad. This concept didn’t sit well with many creatives who felt it diminished the value of their traditional tools and work.
The backlash was swift and fierce. Creatives voiced their disapproval, arguing that the ad was disrespectful to their crafts. Recognizing the mistake, Apple issued a public apology, acknowledging that the ad missed the mark and reaffirming Apple’s dedication to empowering creativity through its products.
In response to the controversy, Apple also decided to cancel its plans to run the ad on television. Although the ad remains on Apple’s YouTube channel, it has not received any paid promotion.
Conclusion
So there you have it—proof that even the biggest brands can make a mess on social media! These five failed social media campaigns are a good reminder that it pays to plan and double-check everything before you tweet (or post, or share).
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