Top 5 Influencer Marketing Fails to Learn From

by Joanna Allen Marketing Head

Influencer marketing is a rapidly growing industry that has the potential to be a very effective way for brands to reach their target audience. However, it is also important to be aware of the potential pitfalls of influencer marketing. This is the reason behind brands and companies hiring top-rated influencer marketing agencies - to avoid such pitfalls, and potential failures and save money & time. 

Allen Marketing Communications, Inc., being the most trusted Influencer Marketing Agency in NYC has brought you the top 5 influencer marketing fails that not only left brands with tarnished images but also valuable lessons for marketers navigating the ever-evolving space of online influence.

1. Pepsi & Kendall Jenner

In 2017, Pepsi released an ad featuring Kendall Jenner that was widely criticized for being tone-deaf and insensitive. The ad depicted Jenner walking through a protest and handing a Pepsi to a police officer, which many people saw as trivializing the real-world issues of police brutality and social unrest. 

After just a few days, Pepsi pulled the ad out, but it caused significant damage to Pepsi's brand reputation.

2. Huawei & Sarah Elshamy

Huawei, a leading Chinese smartphone manufacturer, partnered with the Egyptian actress Sarah Elshamy in 2018 to promote its new phone, the Huawei Nova 3i. The 30-second promo featured a guy snapping a picture with Sarah. She forgot to put on makeup and is astonished to learn that the Nova 3 can apply cosmetics to individuals in selfies.

The actress had then 1.3million Instagram followers, shared a behind-the-scenes photo from the shoot, inadvertently revealing that the actor was holding up an empty hand in front of a photographer behind a DSLR on a tripod. She deleted the photo immediately but quite later when it was already copied and distributed by her followers.

Even after clarifications from Huawei and Sarah Elshamy, this marketing had greatly tarnished the brand’s image. 

3. Nivea & Priya Prakash Varrier

Nivea, a German personal care company, partnered with the Indian influencer Priya Prakash Varrier to promote its new lip balm. However, the campaign was a disaster. The video advertisement featuring Varrier made a wink at the camera that went viral and was widely copied and parodied. However, Nivea was not able to capitalize on the popularity of the video, and the campaign was ultimately unsuccessful.

4. Lord & Taylor's Deceptive Instagram Campaign

In 2015, Lord & Taylor faced a Federal Trade Commission (FTC) investigation for a deceptive influencer marketing campaign. The brand paid 50 influencers to post photos wearing the same dress on Instagram without adequately disclosing that it was part of a marketing strategy. The incident highlighted the significance of transparency and adherence to FTC guidelines in influencer collaborations. 

Marketers must prioritize clear communication of sponsored content to maintain trust with audiences and adhere to regulatory standards. 

5. Adidas & Naomi Campbell

Last but not the least disaster was done by Adidas, a German multinational corporation that designs and manufactures shoes, clothing and accessories. Adidas collaborated with Naomi Campbell for a promo. And Naomi Campbell copied and duplicated the whole formal request, then uploaded it without first eliminating the Adidas instructions. 

Among several reasons for this failed strategy, some of the top reasons are lack of authenticity, misalignment of brand and influencer and negative execution. 

It's an awful error that has led fans to ridicule Naomi and Adidas. No surprise influencer trust is dwindling.

Avoid Influencer Marketing Campaign Fails

Choose the professional marketers of Allen Marketing Communications, Inc., a reputed Influencer Marketing Agency in NYC. The PR team does complete research before partnering with an influencer, has clear objectives for an influencer marketing campaign and has skills to track and optimize the results. 

Remember, the right marketing strategist can increase your chances of success with influencer marketing.

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Created on Jan 25th 2024 23:58. Viewed 318 times.

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