Social Media: The New Creative Review
As social media continues to grow in popularity among brands for its ability to bring information to the masses easily and efficiently, new outcomes continue to shape the advertising world. One case in point is the ability to receive large amounts of input from your most loyal fans on creative direction, strategy and overall marketing. Sound crazy? Let’s explore …
One example: the major Gap debacle. After years of promoting the classic Gap logo, corporate management underwent a re-branding effort complete with new logo. As a soft launch, the logo on their e-commerce site was nonchalantly replaced. Backlash ensued! Via Gap’s Facebook Fan Page, every comment from housewives to Creative Directors bashed the logo. Apparently, Gap didn’t know that their logo was so iconic! As a result, Gap tried to defend this move, but fans would have nothing of it. They wanted the classic logo back. Gap has now decided to stick with old faithful and save themselves millions in replacing name tags and other collateral—not to mention further public humiliation.
Another example can be found within Proctor & Gamble. In a New York Times article, Marc Pritchard, global marketing and chief branding officer states,”we are at the start of one of the most exciting eras in brand-building history.” P&G, which is the world’s largest marketer by spending and known for extensive product research with branding processes envied the world-over, is taking branding and marketing cues from regular people via social media. For example, commercials that “were almost pulled” by higher-ups, were saved solely by positive comments about the spot in their social media outlets!
Social media is a great way to get your message in front of millions of consumers, but it also is a great way for consumers to get their message across to the brand. In this day and age, even after research, marketers still run the risk of alienating their consumers (Tropicana!). The value of immediate and substantial feedback from your most vocal brand advocates is almost priceless. Social media, though still very much a buzz word, is beginning to prove that it has a place in legitimate marketing strategy—most of all among premium brands.