#METOO meets marketing
The #MeToo movement has spread across the nation and in its wake, all facets of society have adjusted to the fourth wave of feminism. Although the impact of this movement has affected the lives and legacies of women the most, there has been some impact made on the way we consume media, construct advertisements and approach marketing. The changes that have been made are for the better, every industry has become more thoughtful when crafting content. The influences from the #MeToo movement have proved that marketing managers are consciously putting meaningful messages in their campaigns; but for every hit socially conscious marketing strategy, there are a few misses… think Pepsi or H&M. Here are 3 tips companies should take into consideration when approaching social movements like #Metoo so as to hit the target and not miss the mark.
Look Before You Leap
Companies and brands tend to feel the need to be apart of the larger conversation, under normal circumstance brands being current and in touch with what’s going on in the world is welcomed, but when approaching controversial movements, brands are not allotted much room for error. It’s important for a brand to be informed thoroughly before committing to a campaign that’s supposed to be representing a movement. Taking the time to really understand that perspectives and nuances about a particular social cause is paramount. The goal of creating a campaign that aligns with a movement is to empower the victims or support the activist not exploit them.
See Where Others Went Wrong
It’s easy for brands to idolize success stories from other companies who hit the mark and did justice to a particular movement, but it is more beneficial for a brand to look at the failures of other companies to know what not to do. As mentioned before, big brands like Pepsi, no matter how well-meaning, missed the mark with their intended audience. Any new company who wants to tackle a similar social cause should start where Pepsi left off, figure out what went wrong and how could they have done better.
Do It Because You Want To, Not Because It’s Trendy
Collaborating with a movement should be honest to the brand, choose a cause that aligns with the very core of who the brand is and what they represent. If the primary motivation for the collaboration with a social issue is rooted in what’s trending, then it’s most likely the wrong move to build a campaign. If your company jumps on the bandwagon of every social cause, it comes across as disingenuous to the audience.
The #MeToo movement marks another momentous time in the world for women and for marketing. Companies have an opportunity to create campaigns that really mean something to people, but before diving in, use our 3 tips to better navigate your company’s involvement in social movements.