After running several high and low-profile influencer marketing campaigns, I’ve seen campaigns take off like viral rockets… and others crash and burn with the grace of a lead balloon. Here are five glorious faceplants in influencer marketing, and, most importantly, what we can learn from them. Let’s dive into 5 influencer marketing fails that are chef’s kiss in terms of cringe. 😬
1. Pepsi’s Tone-Deaf Protest Ad
Ah, yes. The 2017 Kendall Jenner x Pepsi ad. In a cringe-worthy attempt to hop on the activism train, Pepsi suggested that a soft drink could magically solve political unrest. The backlash? Swift and brutal, with accusations of trivializing real issues.
Lesson Learned: Stay in your lane! Not every brand should hop on a trending social movement. If it feels forced, it is forced. Authenticity matters.✌️
2. Fyre Festival: The Great Instagram Illusion
Remember Fyre Festival? 🏝 When you’re promising a luxury festival experience on a private island, you'd better deliver. Fyre Festival had influencers from Bella Hadid to Kendall Jenner (again!) hyping a paradise that ended up being more “Survivor” than Coachella. Cue the angry tweets and memes of soggy cheese sandwiches.
Lesson Learned: Hype without substance = PR disaster. Always make sure your influencers are promoting something that actually exists (and doesn’t come with FEMA tents).
3. Scott Disick’s Copy-Paste Fail
Scott Disick’s accidental Instagram post for a detox tea left the internet cackling. He copied the brand's instructions word-for-word—including the part that said, “Here you go, at 4pm est write below…” Whoops.
Lesson Learned: Influencers, read the brief. Brands, make sure your influencers actually understand (and care about) the product. A little prep goes a long way!
4. BooTea’s Boo Boo with YouTube Star Gabby
Fitness tea brand BooTea paid YouTuber Gabby to promote their product, but when she posted a Snapchat of herself not using it (and instead using a rival brand), the internet noticed. Gabby’s response? “I didn’t even know I was supposed to drink it.”
Lesson Learned: Align your product with influencers who actually use it. Half-hearted sponsorships are transparent, and audiences will call it out.
5. Snapchat vs. Rihanna
Snapchat thought it would be hilarious to run a poll asking users if they’d rather slap Rihanna or punch Chris Brown. Spoiler alert: It was neither funny nor smart. Rihanna clapped back, and Snapchat’s stock took a nosedive.
Lesson Learned: Read the room (or, in this case, the internet). Sensitive topics should be handled with care—or not at all. One misstep, and you’ll be getting slapped by the very influencers you hoped would elevate your brand.
Takeaways for the Social Media Trenches
Be Authentic: Consumers can smell inauthenticity like bad Wi-Fi. 👃📵
Prep Your Influencers: Avoid copy-paste mishaps with thorough prep. 📝
Read the Room: No forced activism or cringey humor, okay? 🙅♀️
So next time you’re ready to launch a campaign, remember: in the world of social media, anything can go viral... especially your fails. 🚀
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