Don’t repeat this Online Social Campaigning for Digital Branding

Digital Branding & Online Campaigning, without any doubt, need the courage to experiment with creativity. However if branding strategy fails to respect the volatile emotions of target consumer, one will have the same consequences as HONESTBEE- Grocery delivery service is suffering from. Digital360, a Digital Marketing Company in Noida take a look to what went wrong and what should have been done instead.

HonestBee came out with a branding strategy with a different kind of online social campaigning. The theme of an online campaigning was to create awareness of wildlife animals at the verge of extinction. Well, that is a great idea to connect the brand with environmental issues. It should succeed. However, what went wrong will be clear by having a look at the ad-copy, which was circulated on social media.

Online Campaigning

If you just screamed out the most popular abusive words, then you are not the one. Many people reacted to the same. See the reactions of the digital audience on social media.

It seems that the Brand, supporting a battle against illegal trade of wildlife products, was gun down by the supporters.

So concisely, what happened was that in order to start a conversation, discussion, and awareness of endangered wildlife species, the stunt was launched. The ad-copy, advertising the selling of exotic meat (of endangered species) was to give emotional charge to loyal consumers, yet at the same time, it was provocative too. This was the main flaw in their Digital Marketing and Branding strategy. Next day when real campaigning element was to surface out, consumer behavior was changed totally.

If below factors would have been adopted, as the base of digital marketing and branding strategy, then, HonestBee could have saved own, from market extinction.

Real & daring commitment to the cause: Knowledge sharing is necessary to start a conversation and awareness.
Action to be taken by the consumer: Instead of making a mockery of the issue, reasons behind it and ways to eliminate the issue should have been the priority.
Partners: If one lacks the knowledge and emotional sensitivity on the issue, then hands need to be joined with right partners. In this case, NGO or Institute working on wildlife issues is the ideal one.
Long term strategy: Research & analysis of the issue need to be done, initially. Tailoring out the annual flow-chart of campaigning, afterwards,

Digital360 is Digital Marketing Company in Delhi NCR. Branding is our goal via online campaigning. We accelerate your company’s website SEO, SMO, PPC and such online activities to above your Digital Marketing and Branding objectives.