Time and again we see brands, start-ups, multi nationals and even celebrities being trolled on internet, particularly on the micro-blogging site, Twitter. The most recent victim of the troll attacks was Coca Cola.

The brand has been making headlines for all the wrong reasons, thanks to the trollers! The soft drink giant came up with an integrated marketing campaign with a new TVC, a microsite and GIFs. Yes, the first global brand to drive marketing campaign through GIFs.

While celebrities, influencers and other star kids supported and participated in the trending hashtag (#GIFTheFeeling) and got the world GIf-ing their feelings; the trollers hijacked it making it the top story that day.

A campaign which allows the users to personalise their message generally faces a terrible death like #GIFTheFeeling.

Our take: A relatively pro-active brand like Coca Cola with massive following, a huge army of employees, distributors and other stakeholders could have come up with a ‘Crisis Management’ plan leveraging their existing evangelists and turned the tables around. An advocacy platform could have been used by one and all associated with Coca Cola to circulate the brand message and give the trollers a run for their money. Positive messages from the global team would have made this campaign a winner of the game. At the end of the day, a brand’s online reputation is built by its own people!

Do let us know your thoughts in the comments below.

By Team Efluencr Feb 06, 2016

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