If you thought that Kajol using Vasmol Kesh Kala is bizarre then this is some next-level stuff! Behold Influencer marketing!
For non-marketers, here’s the definition first. An Influencer is an individual/organization that holds the power to influence the masses with the help of relevant experience and in-depth knowledge in their specific fields.
Now sample this. A leading agency for a leading organization puts out a message in the public domain and tries to “buy the influence” in as much as a hundred bucks. Believe it or not, it further promises to reimburse Rs.30 for the cost incurred on buying the product. We always knew influencer marketing was paid and some ethical influencers would declare the paid partnership with the brand. But this is some next-level approach where you’re trying to bribe people to speak good about your brand. Maybe the brand and the agency would’ve never thought that the dark fantasy would turn out to be a nightmare for them, but alas it has.
We bring forward 3 more examples where influencer marketing went haywire. Keep scrolling.
- Kim Kardashian and Baby Sickness
KK took the rather unusual route while she was pregnant with baby ‘North’. When people were expecting yet another heart-warming pregnancy post, Kim preached on the effectiveness of the morning sickness drug Diclegis. It looks like she wasn’t well versed in the marketing regulations of pharmaceutical products. The FDA ordered the so-called ‘influencer’ to take the post down and upload it again mentioning the side effects of the drug. So much for taking the unusual route.
- JIO India and Bollywood
Ok, so you’ve signed the influencer contract and your Twitter account is all about authenticity and how you connect with your audience, right? Well! It wasn’t the case here. It looked more like a mechanical post where different stars including Hrithik Roshan, Sonakshi Sinha, and Boman Irani tweeted the exact same thing.
Well, the least they could do was put their own stamp on it. Just saying.
- Logan Paul and Aokigahara
Shit got real for Logan Paul fans when he took to his YouTube channel to post a video of a dead body of a man who had committed suicide in the Aokigahara forest in Japan. Yes, you read that right! Paul’s take was insensitive and not at all subtle. He went ahead and made fun of the situation sporting a hat and laughing throughout. Needless to say, Paul lost deals with multiple brands and YouTube suspended his advertising privileges.
So Brands! Please choose your influencer wisely, and more so your digital agency!!