Throughout the course of a year, there are plenty of opportunities for brands to link with current events or noteworthy commemorations, through messaging on social platforms. Anything from Mother’s Day, to the Golden Globe Awards, to mocking this year’s frigid winter can be considered fair game. In fact, no doubt one of the biggest events for brands to participate in is coming up on February 2nd – Super Bowl XLVIII. Eyes will be on you too, Oreo.
Inherently, most attempts by brands to connect with an event are advertisements. With proper thought and planning, most notably a smart creative team, such endeavours can work beautifully.
However, marketers and agencies need to realize that certain events or commemorations are so poignant, so important in our history, that they are best left untouched by brands. Or, at the very least, handled in a much different and more dignified manner than they are (for the most part) today.
The latest example occurred earlier this week, with the Martin Luther King Day holiday in the United States. Martin Luther King Junior was one of the most important figures in the history of the country, providing hope and leadership in the advancement of African-American civil rights – in the most dignified manner possible.
Yet what happened this past Monday? Many brands posted MLK Day-related content on their social accounts, with a number of brands tying in promotional messages.
I’d like to think that most marketers and agencies have good intentions, but I must admit at times I have my doubts. MLK Day, the anniversary of 9/11, natural disasters and conflicts that we now bare closer witness to through social media – it’s becoming all too common for brands to fumble their way through posting content in relation to them.
In most cases, there is nothing to be gained for a brand in linking to such noteworthy events. In fact, brands place themselves at risk of (justifiable) backlash for their insensitivities.
I repeat: inherently, most attempts by brands to connect with an event are advertisements
Now, that being said, there is another approach worth considering. In fact, it’s actually quite a simple one.
Do something that matters.
Companies could make a donation to a charity that is somehow related to the event or commemoration, or better yet, encourage employees to volunteer in the community. Yes, contributing to a charity can be communicated through social media, but that’s not the point.
Not every occasion is an occasion to advertise.