Social media, for all its benefits, can be a bloody awful place sometimes.
I’m of an age where I take anyone’s ‘celebrity’ online with a massive dose of cynicism. I work in an industry, however, where I’ve justifiably and proudly invited a pug to an event because the dog’s Instagram account was seriously off the charts.
Weird, huh? But social media is now how and where so many of us gain influence from. In PR, where we once hoped the Sunday Times would come and review that new hotel we’re representing, we now hope just as much that all 300 guests take to their Instagram feed to snap images of the views from their balconies.
And so the influencer marketing campaign is born. Aligning your brand or product with an individual who carries a large and relevant influence within their online sphere can be tremendously powerful.
What started as an influencer marketing campaign designed to create desirability around Snapchat’s new glasses, has turned into a rather dreadful PR spectacle for all involved. It rather underlines the sometimes peculiar world of influencer marketing and the necessary dance steps needed.
In case you missed it, Luke Sabbat, an American social media ‘influencer’ (and rumoured boyfriend of one of the Kardashians) with 1.4 million Instagram followers, is being sued for failure, to well, influence. PR Consulting (Snap Inc’s PR agency) has filed a lawsuit against Sabbat who was paid silly money – really silly money – to create a series of social posts promoting Snap’s new spectacles. Having not fulfilled his duties on Instagram (yes, Instagram, the social network currently eating Snap’s lunch), PR Consulting are asking for $45,000 (the amount of dosh they’ve already handed over) alongside another $45,000 in damages.
Before I get into why this entire campaign is nothing short of a complete moronathon, I have to point out that influencers who are happy to take money from brands should absolutely be held accountable when they don’t deliver.
Let’s have a look at what went wrong (without giving too much away, the answer is all of it).
Firstly, I’d love to know the influencer selection process PR Consulting underwent. I mean, Sabbat is an actor SLASH model (tick) with over 1 million Instagram followers (tick) who was recently spotted with a Kardashian (tick). Nonetheless, I have no idea if he feels (or felt) like an authentic advocate and if his audience marries well with that of Snap’s target demographic for the new spectacles.
Secondly, the campaign platform of choice was Instagram. Now, if this was executed subtlety and with any degree of finesse, they may have got away with it, but because of the shit storm that has subsequently ensued, the activation looks desperate given Instagram is the no.1 reason Snap is disappearing down the pan.
Thirdly, when contracting Sabbat, why on earth was he paid 75% of the total fee upfront? PR Consulting have subsequently learned a difficult lesson on phased payment terms, especially where less-than-ethical influencers are concerned.
Lastly, the lawsuit in itself has created the worst possible PR for Snap, Snap’s new shades, PR Consulting and the world of influencer marketing. The lawsuit has shined much unwanted attention on the murky goings on of influencer paid-for promotion. If authenticity is the key ingredient for a successful influencer campaign, I’ve seen more authenticity in a plastic surgery waiting room.
In summary, if you want a blow-by-blow account of how not to run an influencer marketing campaign, you don’t need to look any further. Whatever desirability Snap hoped the glasses would generate has now been diminished, alongside Sabbat’s name on agency’s influencer target lists.
