In this guest post, isentia’s group communications manager, Patrick Baume (pictured below), predicts a loss for Donald Trump in today’s (tomorrow Australian time) election but warns brands from trying to make hay in his demise…
We all know gaining attention is incredibly hard, and often completely random, on social media, no matter how many of us claim to be experts (maybe we should just call ourselves economic forecasters). It’s an extremely rare occasion when you can know ahead of time what a huge proportion of the social media world will be talking about, and an even rarer one when that event is as ripe for memes as the US presidential election on November 8th.
The unprecedented candidacy of Donald Trump, the long-famous property mogul and TV celebrity who has used Twitter as a weapon and said countless outrageous things throughout his entire 18 month run for the White House, looks like the one chance many social savvy businesses might have of getting in on some of that massive exposure. Surely this is the one chance to put the boot in to a politician with some funny creative without really putting any of your customers offside, and in fact maybe getting plenty of empathy points for joining the chorus against the Donald. And at the end of the day, it’s not even our election, so who could possibly mind?
Many creatives have probably already done at least half a dozen Trump pieces for their own amusement, and would be ready to fire off at a moment’s notice as the results start to come through next Wednesday morning in this part of the world. As good as many of those pieces might be, unfortunately the old rules still apply, even to this most whacky of races, and you should keep your brand well away from the whole thing.
Getting stuck into a major political candidate isn’t the same as a brand supporting a social policy issue like same sex marriage, it’s a far deeper intrusion into the political process and has far wider ramifications. It links you to all kinds of things beyond a single issue. You may be pretty certain that none of your customers have any sympathy for Trump, but you might be wrong, and you may have plenty of customers who simply don’t want to think about your brand in any way connected to politics.
The potential negative impacts will last far longer than the sugar rush of jumping on one of the biggest social media tsunamis we might ever see. The brand ‘politics’ is at a longtime low, and divisions are deeper than they have been for many decades. Most people don’t see moral high ground on any side, even if one particular candidate seems to have sunk so much lower than the rest. And there’s little to be gained by trying to share the comedy around both candidates, as you’re just going to multiply possible offense and increase your brand’s connection to the political process.
So mock up that stingingly funny farewell to the Prince of Orange, enjoy your brilliant work, and then click delete.
Industry body Commercial Radio Australia has welcomed the news that Volkswagen Australia has added DAB+ digital radio across most of its model year 2022 vehicle range, including its updated T-Cross SUV. All Volkswagen passenger and commercial vehicles in Australia will offer DAB+ with the exception of the base model grades of its van and ute […]
A British coffee chain has been forced to apologise and pull a social media campaign after its tagline was revealed as a slang term for female masturbation. In another of those examples of “how the hell didn’t this get approved in the first place?”, coffee chain Costa Coffee has pulled the campaign after it was […]
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
In a first of its kind for Australia, Amazon Advertising and Omnicom Media Group (OMG) has partnered on a comprehensive program. The pogram covers retail strategy, operations, catalogue management, advertising, brand building, retail marketing & the suite of tools, analytics and insights available through the Amazon Advertising platform. The eCommerce Accelerator Program known as OMEGA […]
The Australasian Writers and Art Directors Association (AWARD) has announced that This Way Up, Australia’s Advertising Festival of Creativity, will be rescheduled to August 2022. Yet signature events celebrating the industry’s brightest talent and creative work will still go ahead this November. The announcement of the special award winners for this year’s AWARD Awards will […]
Last night’s episode of The Block fell from Sunday night’s viewership, but still easily secured a win in entertainment, and for Nine overall. The episode had a metro audience of 876,000 according to OzTAM, with a spanner thrown in the works of one team’s sunken lounge plans (truly devastating for any 1970’s conversation pit fans). Contestants […]
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]
Amobee has announced a new partnership with Samsung Ads in Australia. Powered by deep analytics and industry-leading technology, the partnership will enable marketers to bridge the gap between linear and digital – from execution to measurement. Samsung Ads’ Automatic Content Recognition (ACR) data from over 1.8 million smart TVs, along with Amobee’s household data of […]
Here, Zavy’s David Bowes explains how advertisers can use insights from social media to ensure their social and content strategies are fit for the road. When we learn to drive, we’re taught how to “drive to the conditions”. Slow down when its raining, or when there’s ice on the roads, reduce your speed on gravel […]
If you’re in Toronto and you want to listen to classic rock (also referred to as “music your dad listens to”), then you need to tune the dial to local radio station Q107. And to spruik its merits as the city’s number one rock station, the network has just released a social media campaign called, […]
triple j is spreading some cheer and fashion by giving away one of Dr Karl’s signature and iconic colourful t-shirts! Dr Karl, has been part of the triple j family since 1981 and is known for his facts-first approach to science, constantly debunking rumours and myths. However, to many of Dr Karl’s fans, he’s as […]
Instagram has announced it is pausing the development of ‘Instagram Kids’. In a blog post published overnight, Instagram boss Adam Mosseri revealed the social media app would instead be focusing on working with parents and policymakers to demonstrate the value of Instagram Kids. Earlier this year, it was revealed Facebook (which owns Instagram) was working […]
Shock jock radio host Kyle Sandilands has claimed that if a KISS 106.5 producer Pedro Vitola died of COVID-19, he would not attend his funeral. Sandilands’ statement came after the producer, who lives in an LGA of concern, was told to work from home while unvaccinated. On Monday, Sandilands referred to him as a “stupid […]
Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection. Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram. The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eilish only wore […]
The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]