More often than not, we are served with Facebook sponsored stories or posts while browsing the newsfeed.
What shocked us this week was a Coca-Cola sponsored event that was co-organised by HPB or the Health Promotion Board of Singapore.
Lack of marketing strategy
As a public advocate for health and wellness, HPB is responsible for numerous public health campaigns over the years. Their marketing strategy is a single aim to disseminate health messages and ultimately change the mindset and behaviour of Singaporeans through a healthy lifestyle.
What caused the marketing fail was simply a lack of well-thought marketing strategy and planning.
The family event which was promoted by Coca-Cola or managed by HPB or their incumbent marketing agency lacked vital information. As a result of the poor execution, Facebook users were confused as to where the event was held. The purpose of the event was unclear too.
Brand reputation at stake
Be careful who partner with for events and promotions.
Coca-cola is a sugar-filled soda drink that contains an average of eight teaspoons of sugar per can of drink. It also contains a carcinogenic caramel colouring and phosphoric acid that can erode the enamel of healthy teeth.
By allowing what is deemed as a junk-food brand to sponsor a family event, HPB is going against its core brand principles of good health promotion.
It's a shame that all those years spent on building authenticity, authority and brand reputation has been washed away by fizzy, thoughtless marketing planning.
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