It’s not what it looks like. No, really.
Let me paint a picture for you. It’s Monday morning after a new colorway release of your company’s latest product, The Clog. Marketing content was captured semi-last minute, but your boss and content creator made it happen and delivered just in time to launch before the weekend.
The color? Mint Chip.
The content? Ice cream store spill demonstrating the easy-to-clean vegan leather upper.
Your brain? 12-year-old boy.
Theirs? Pure as can be, apparently.
I’ll shoot you straight. I learned a lot from this marketing campaign, but the main lesson I learned is, “if you’re thinking it, someone else will too.”
It’s 9AM, and you pull up to your desk in your home office with an iced coffee and dreams of a great week. Checking in to Meta to respond to messages and comments and oh. my. clog.
100 comments! The ad your boss launched it going off!
* record scratch *
Your first instinct was, “Um… gross? We have to turn this off immediately.”
Your boss’ first instinct was, “All press is good press, baby!” (he didn’t call me baby, that would be an HR violation)
So we take a deep breath and dive in to what can only accurately be labeled The Cumments™️
Let’s debrief.
Rather than fighting the tide, I took this as a challenge to win over this engaged segment of new potential customers with wit and charm. Snibbs’ target demographic is workers in the hospitality industry, and my love for The Bear and longtime crush on Anthony Bourdain have ingrained in me a deep love for the blunt realism and dark humor often found here. If we approach this rather unfortunate campaign as an opportunity instead of an icky day at the office, my goal became to build brand report with people who possess those same qualities. Here’s how I did it:
Respond to humor with humor, but keep it light instead of trying to take it farther.
Acknowledge that this was unintentional but not label it a mistake.
Pivot back to the product benefits wherever possible.
Make every interaction feel like it’s coming from a real person and not an outside team.
At your own risk, please enjoy a few of whats is now 500+ comments.
