Kjaer Weis is a luxury organic beauty company. Like many other small and medium business owners with outspoken founders, they made the fatal mistake of aligning themselves to a political party or individual which could more than likely backfire especially if they do not know who are buying their products or using their services.
Even if a brand knows that their customers are leaning more towards the right or left-wing parties, a smart marketer would know better to remain neutral than take sides in a political situation or topic.
Using the wrong approach to talk about a contentious topic
Having an opinion on a potentially divisive and controversial topic where people have strong views on such as politics or religion will often mean that a brand may risk losing existing customers or new, potential customers who have a different opinion from the brand.
A week ago on November 8, the date of the election day, Kjaer Weis decided to post a picture of Hilary Clinton with the hashtag #nastywomenmakehistory
Little did the person in charge of branding or their social media accounts know that Hillary Clinton had indeed been embroiled in various scandals following up to the elections with the number one being the e-mail scandal where she used a private server from home to send state classified e-mails, breaching national security which led her to be investigated by the FBI.
Here are some examples of upset fans of Kjaer Weis who have unfollowed the beauty brand's account on Instagram.
One customer even commented on how she hated businesses using their position to push political agendas so much so that she has returned all the items she had purchased from Kjaer Weis.
What a smart brand would have done
Regardless of their personal preference for Hillary Clinton or Donald Trump, the brand should have focused on common ground issues such as encouraging or reminding people to vote on election day.
Taking a positive approach and neutral stand works best when a brand chooses to tackle such topics that can elevate their brand awareness during a trending topic such as #Elections2016
In light of the ongoing Trump Protests that have unfortunately turned unpleasant - violent and disruptive, since the presidential election results have been announced, here is what we have to say in response to all the hatred and vitriol spewing all over social media.
Help us spread the message for peace and understanding instead of joining in the hate or worse still, to do nothing at all about it.
Good Planning Needed?
With Thanksgiving, Christmas and the New Year coming up, how will your brand be preparing for the upcoming advertising and digital marketing campaigns to break through all the noise and competition heading up towards the festive season?
Be it short-term small bursts of marketing ingenuity or strategic planning for long-term marketing goals, we are here to help your business grow alongside ours.
Let the experts run your marketing communications online while you concentrate on the business. Don't let amateur social media marketers ruin your brand reputation like Kjaer Weis'.
For a complimentary first-time consultation, contact us.