Social Media campaign’s success, It’s about… empathy?

You can do right; you can do wrong. But when doing wrong is based on some basic common sense mistake: oh god, you are so done.

There are thousands of successful and failures cases of social media marketing. But I would like to address two of them, two failing social media marketing campaigns.

But first, what IS social media? Online means of communication, collaboration among interconnected and interdependent groups, networks of people, communities, organizations. Based on people, connecting people, conversing with people.

Now that we know this, let’s begin with the first Social Media not-successful example:


2017 and Dove is the leader in promoting self-love and women’s natural beauty. What happened then was that Dove created a Facebook Ad in which you could see four different pictures representing what could be a story framed of a woman taking her T-shirt. The ‘fun’ fact is that there is an African American woman in the first two pictures, while in the third and fourth, there is a white one. So… what the ‘picture story’ tells, or at least communicates, is a black woman turning into a white woman.

You can imagine what this caused on the by far leading[1] social media platform, Facebook. People started questioning the very end this ad had; what did Dove want to transmit? Is there a white woman inside every black woman? Do black women need Dove’s soap to ‘clean’ themselves or get purer? (it is shocking, I can believe I am writing these questions) Whom was Dove talking to?

Dove was probably trying to appeal to the belongingness and love stage of Maslow’s hierarchy of needs[2]. Do you think they aimed it?

They had to apologize and take the post down.

Where did the campaign fail? One of the most, if not the most, important goals that social media campaign aims: CONNECT WITH THEIR AUDIENCE, hopefully, in a good way. I should say they really connect with them but…. Is this the kind of connection that will lead your consumers to have a positive association with your brand?

I hope you liked today’s “Let’s talk about…” topic; I look forward to reading your comments and positions about it! If you want to read more about Marketing Insights and beyond, visit letstalkabout.tips

[1] https://gs.statcounter.com/social-media-stats/all/worldwide/2017

[2] https://www.simplypsychology.org/maslow.html

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