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Campaign Fail: 2 key lessons we can take from this flop

Campaign Fail: 2 key lessons we can take from this flop

Fitness, Instagram, Product Ads, Luxury
16 Nov 2017
by Charlie Austen

Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.


Running an influencer marketing campaign can be fraught with dangers if you don't have the right information and correct approach. 

Let's take 'Keeping Up With The Kardashians' star Scott Disick and his partnership with Bootea, for example. Scott goes by the name of 'letthelordbewithyou' on Instagram and has over 20m followers. Scott was approached by Bootea to promote their protein shake in a sponsored post:

                            Photo of the Remarkables mountain range in Queenstown, New Zealand.

Bootea clearly had a stranglehold over this campaign with a very clear instruction directly to the influencer of when to post and what to post. Scott mistakenly copied this instruction straight into the caption and uploaded it for all of his 20m followers to see. Holding too tight a grip on your campaign in the fear that your brand image might be ruined can often be the very thing that tarnishes your campaign.

Lesson 1: Strict control from a brand is unproductive and can often lead to mistakes. Influencer marketing should be natural and authentic to be effective. An influencer has accumulated their followers by themselves, without instruction, and so they are best left to promote a brand's product how they see fit for their channel, not how the brand sees fit. 

Lesson 2: Although he didn't have to, Scott did not inform his audience that the post was sponsored. This is a common influencer marketing mistake; being scared of transparency. Instagram followers are aware of when they are being marketed to, and when the product suits the influencer and naturally fits their channel, audiences can buy into the campaign and the product. When brands try to hide promotions and audiences see through the sale, negativity and back-lash ensue that can haunt the brand image. 

Ultimately, brands know their products best and influencers know their audiences best. The marriage of influencer and product must respect both parties and work in mutual interest, without too much brand interjection.

Oh, and lesson 3.... approach Scott Disick at risk....


Contact us at hello@weareinstrumental.com for more info on the influencers you're interested in, as well as help sourcing new, fast-growing talent.