It seems like social media services have been very active as of late. Countless tone deaf ads have been coming under fire, and thanks to social media services, they are being taken down. This is because social media and its services are able to give people a voice and a direct line to companies. Now, let’s take a look at the latest victim: Heineken.
Heineken put out an ad for its light beer with the tagline “sometimes lighter is better.” In the ad there is a bartender who slides a beer past three people, all who are black, to a lighter skinned female. It didn’t take long for public outcry towards a seemingly obvious racist ad. Chance the Rapper took to social media to call out Heineken for this racist ad. He even suggested that the ad was purposely racist so that people would talk about the brand to generate more views. Heineken admitted to missing the mark with the ad.
But, it does beg the question if Heineken purposely put out the ad to generate brand awareness. Because if you think about it, most people probably wouldn’t have paid attention to the ad otherwise. Now that it has been receiving bad press and being called racist, people are tuning in to see what it was. That means people are actively searching for the ad, which is every marketers goal, right?
That’s why it’s important to take a look at how social media is used with digital marketing. Having people praise a product can produce the same results when people actively seek out an ad that has been deemed controversial. But, what will it say about your followers if your brand is constantly posting controversial material to garner views?
Rather than thinking short-term, think long-term. Build a community around your brand that can stick around for the long-run. Only through engagements, quality content, credibility, and trust do we see brands truly succeed on social media. So, if your brand needs help in developing a digital marketing strategy to avoid any faux pas, come check out the experts. If you are interested in stepping up your social media presence, then get a free quote from us today!