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Failed influencer campaigns: 8 examples and how brands can avoid common mistakes">
6 min read
In this story
1. Pepsi x Kendall Jenner: A lesson in sensitivity
When Pepsi collaborated with model and reality TV star, Kendall Jenner, they intended to tap into social movements to make their ad resonate with a contemporary audience. Instead, the campaign sparked outrage for trivialising serious issues.
The ad referenced the Black Lives Matter protests, showing Jenner handing a Pepsi to a police officer as a symbol of peace. This portrayal of a white supermodel as a peacemaker was seen as tone-deaf and dismissive of the real struggles behind the movement, making Pepsi appear insensitive.
Lesson learned
Brands need to approach any social issues carefully. If you’re addressing serious topics, you need to make sure that your campaign is well-researched, genuine and sensitive to the cause.
Glamour
Influencers need to feel a connection with your brand! Before approaching an influencer, make sure that your product aligns with their interests, preferences and personal brand.
3. EA x Benjamin Burnley: Misaligned brand and influencer
Electronic Arts (EA) made a massive misstep when they approached Breaking Benjamin’s frontman, Benjamin Burnley, to promote their Star Wars: Battlefront game. Burnley wasn’t a fan of the game and took to Instagram to share his unfiltered negative opinion resulting in an absolute PR nightmare.
Lesson learned
Influencers need to feel a connection with your brand! Before approaching an influencer, make sure that your product aligns with their interests, preferences and personal brand.
Paramat Lundaphon
4. Duchesnay x Kim Kardashian: FDA compliance is key
Pharmaceutical brand Duchesnay worked with Kim Kardashian to promote its morning sickness drug, Diclegis. However, the post only highlighted the benefits without mentioning any potential side effects, a requirement for pharmaceutical promotions. The FDA stepped in, warning Kardashian to remove or amend her post to avoid facing regulatory action.
Lesson learned
Research into industry regulations, especially in fields like pharmaceuticals, is essential. Influencers need to be informed of legal requirements, particularly regarding transparency and health risks.
JLco - Ana Suanes
5. Adidas x Naomi Campbell: The copy-and-paste fail
Adidas faced an embarrassing moment when supermodel Naomi Campbell copied and pasted a promotional message without removing the brand’s instructions. Fans quickly noticed, leading to a wave of ridicule and diminishing trust in both Campbell and Adidas.
Lesson learned
To avoid copy-and-paste mishaps, provide influencers with clear guidelines and emphasise the importance of personalising their posts. Encourage them to review messages before sharing to avoid embarrassing copy-and-paste mistakes.
The Irish Times
6. Snickers x Katie Price and Ian Botham: Hidden sponsorship dangers
Snickers ran a Twitter campaign with celebrities Katie Price and Ian Botham, using their “You’re Not You When You’re Hungry” slogan. Initially, Price and Botham posted out-of-character tweets to generate buzz, followed by a sponsored reveal from Snickers.
While it gained attention, the Advertising Standards Agency (ASA) reviewed the campaign due to concerns that the sponsorship was unclear in the initial tweets.
Lesson learned
Sponsored posts can’t be ambiguous. Use clear indicators like #ad or #sponsored so that audiences understand the nature of the post and to avoid regulatory issues.
Yasinaydin
7. Tower Jewellers x Terrie McEvoy: The rigged giveaway
Influencer Terrie McEvoy partnered with Tower Jewellers to run an Instagram competition, but it backfired when followers discovered that two of her friends won the prizes. This led to accusations of dishonesty, causing damage to both McEvoy and Tower Jewellers’ reputations.
Lesson learned
Contests and giveaways need to be completely transparent to maintain trust and fairness. Only use verified systems to select winners.
Vlada Karpovich
8. Bootea x Scott Disick: Copy-and-paste gone wrong
Reality TV personality, Scott Disick, made a mistake that made both him and Bootea look unprofessional. He copied and pasted Bootea’s entire promotional message, including the brand’s instructions. This blunder highlighted a lack of connection between Disick and the brand, diminishing the authenticity of the endorsement.
Lesson learned
To avoid these mistakes, provide influencers with clear, personalised talking points instead of scripted messages. And again, emphasise the importance of double-checking content before it goes live.
Yaroslav Shuraev
How to avoid these common influencer marketing mistakes
Choose the right influencers
Carefully select influencers who align with your brand values, products and target audience. Conduct research to understand their interests, reputation and audience engagement before reaching out.
Clear communication and guidance
Provide influencers with comprehensive guidelines that encourage creativity while maintaining brand messaging. Make sure they know the importance of personalising captions and adding a genuine touch to posts for more authentic content.
Transparency and compliance
Be upfront about paid partnerships by including clear disclosure tags like #ad or #sponsored. For industries with strict advertising regulations, such as pharmaceuticals, ensure all necessary disclosures and disclaimers are included.
Encourage authenticity
Influencers should have the freedom to express their genuine opinions and experiences with your product. Avoid heavily scripted messages, as they often feel less genuine and can lead to copy-paste mistakes.
Regular monitoring and evaluation
Continuously monitor influencer posts for accuracy, compliance and engagement. If a mistake happens, address it promptly and work with the influencer to correct it.
By implementing these strategies, you can avoid the pitfalls of failed influencer campaigns and build more effective, impactful partnerships that resonate with your audience.
Cottonbro
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