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Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding.
Vanderpump-ing up the dollar bills: In the wake of what’s become known as “Scandoval,” brands are finding ways to partner with the stars of Vanderpump Rules and squeeze every last drop out of this Bravo drama. A few weeks ago, Ariana Madix posted about Bic razors and “starting a whole new, unclogged chapter” in her life following her breakup with Tom Sandoval. More recently, she’s done sponsored posts with Sofi and Raising Cane’s.
Watch your organic posts: Dove posted a tweet praising Beyoncé for apparently using its deodorant, saying “it should cost a billion to smell that good.” The tweet has since been deleted, and lawyer Rob Freund tweeted that “if Dove doesn’t have an endorsement deal with Beyoncé, this is a publicity rights layup for her.” Sometimes the pursuit of #content ain’t worth it.
The now-deleted Tweet by @Dove, via Twitter
The now-deleted Tweet by @Dove, via Twitter
It’s already June, the month to celebrate Pride, which also means it’s time to watch which brands hit and which miss the mark in their rainbow-filled posts this year. Another thing we’re watching: which brands skip the rainbow altogether given recent backlash against brands like Target and The North Face, the latter of which stood by its Pride campaign featuring a drag queen in the face of calls for a boycott. Even Chick-fil-A, not exactly known for being the most inclusive, is facing harassment from an “anti-woke” mob these days.