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🍻 Bud Light Bounces Back
As marketers, we have to bounce back after failures, especially massive failures. We have to keep our audiences informed and entertained always and forever.
Welcome to Thursday. We talk a lot about testing. Testing is half the battle when it comes to marketing. A major aspect of testing is failure. In order to test, you have to be okay with failing. Every once in a while you see brands push the boundaries, or chime in on a controversial topic that they probably should avoid. Results on these sort of tests tend to be polar — meaning, they go completely right, or completely wrong. As marketers, our inclination is to double down on tests if they drive results. But, what do we do after a test completely flops?
That is our topic of discussion down below in this week’s Strategy time!
Let’s jump in👇🏽
This week in marketing
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We marketers do what we can to align ourselves to the masses of consumers in whatever ways possible. Depending on our target audience(s), that could mean almost anything… In some cases, it means partnering with influencers who have good reach, or a loyal audience, or trending influencers, etc.
From time to time, aligning with our target audience(s) also means trying something new. In the case of Bud Light, they partnered with several influencers to promote a March Madness giveaway earlier this year.
As we all know, one of the partnerships was with Dylan Mulvaney, who posted the below…
F*ck around and find out
The results? Endless public backlash, partnerships ended, millions of dollars in sales evaporated over night, and tons of people boycotting Bud Light.
Get back in the saddle
Campaign: failed. Creative: flopped. People: hate you. Now what?
The worst thing to do after one of your ideas fails is to give up. As marketers, our profession requires the ability to constantly be working on new ideas, to consistently get the right message in front of the right people, and to accomplish that repeatedly — as many times as humanly possible.
Doing this demands tenacity and work ethic.
Despite major hits to sales, production and brand equity, Bud Light demonstrated this week that it is not going quietly. Bud Light is going to be a major sponsor of the Super Bowl in February.
(via Bud Light)
How do you bounce back after failure?
Our favorite content from this week!👇🏼
The one who falls and gets back up is stronger than the one who never tried…