Belo Medical Group knew what they were doing when they hired very disciplined advertising agency Gigil Group for their latest campaign. Known for its viral, eye-catching video ads that more like art shorts, the leading beauty clinic knew that whatever Gigil came up with would generate a backlash. And evoked the backlash that they did—of course, for all the wrong reasons, as we know.
As soon as the #PandemicEffect ad was posted on Belo’s social media accounts on August 10th, Being widely screened on the Internet. Many thought this ad was in poor taste because the real #PandemicEffect is less about feeling unattractive than about it loss of job and loved ones. Others condemn the ad decision Sticking to Outdated Beauty Standards and depict women with plus-sThe avatar and body hair are ugly.
In response, Bello quickly removed the video ad in less than 24 hours. Still, the damage has been done. The overwhelming backlash to advertising has created learning opportunities: not just for the creative teams involved but for all of us marketing and advertising professionals. What does the #PandemicEffect chaos teach us about effective marketing strategies and how to craft event messages?
Empowering messaging trumps scare tactics.
Science backs it up: The study found Ads that evoke pleasurable feelings resonate more with consumers than negative, neutral, or message-based ads.In fact, messaging based on positivity resonates with consumers and is most likely to translate into positive beliefs and attitudes to the brand. It may be tempting to employ scare-style messaging in order to elicit a strong reaction, but aggressive advertising remains the best strategy for brands to strengthen and stay relevant in the long run.
It is necessary to keep pace with the times.
Times and cultural norms have changed, and the way people talk about beauty today is more inclusive and empowering than the oppressive standards of yore. Belo ads may benefit from lengthy focus group discussions, and even social listeningat least just to see how their desired customers discuss beauty online.
Think long term.
Dove’s 2013 ad is a perfect example of how women feel about beauty “A Real Beauty Sketch” digital advertising.The company operates with an inspiring message of how women are more beautiful than they think they are, and The results speak for themselves: The ad won the Titanium Award 4.6 billion media impressions at the Cannes Lions Lions Festival of Creativity. But even more important was the campaign’s lasting impact on the brand: Today, when people think of the Dove brand, they equate it with an inclusive beauty that empowers and encourages.
How would you improve Belo’s #PandemicEffect video ad? Sound off in the comments below!
