Flop marketing exemple 1 : Une stratégie d’influence mal gérée chez Undiz
En juin 2020, Undiz lance sa nouvelle collection de maillot de bains pour femmes. Malheureusement, la marque ne fait pas le bon choix dans son choix d’égérie puisqu’elle choisit Shera Kerienski (Youtubeuse française) qui est victime d’un bad buzz pour des propos racistes sur son compte twitter il y a quelques années.
Bien sûr les répercussions n’ont pas tardé, un appel un boycott est lancé sur les réseaux sociaux. De l’autre côté, la marque a eu une communication de crise hasardeuse car elle a pris la défense de Shera dans un premier temps en prônant un engagement « body-positive ». Quelques jours plus tard, machine arrière pour Undiz qui décide de retirer les étiquettes des produits où figurer le nom de l’influenceuse.
Flop marketing exemple 2 : Starbucks sa communication Black Lives Matter…
Il y a quelques mois, alors que le mouvement Black Lives Matter prend de l’ampleur, Starbucks voie son image et sa réputation prendre un coup suite à un erreur de communication : vrai flop.
Dans un premier temps, la marque autorise le port de vêtements en soutien avec le mouvement Black Lives Matter. Étonnamment, Buzzfeed révèle quelques jours plus tard que l’entreprise revient sur ses mots quant à son engagement.
« Starbucks est solidaire de ses partenaires, de sa communauté et de ses clients, et comprend leur désir de s’exprimer », a déclaré l’entreprise dans un communiqué. « Comme dernière étape vers cet engagement, nous nous associons au réseau des partenaires de Starbucks et aux leaders noirs de Starbucks pour mettre 250 000 t-shirts à la disposition de nos partenaires exploités par l’entreprise aux États-Unis et au Canada afin d’affirmer notre soutien à ce moment critique de notre histoire. »
Ce revirement intervient après que BuzzFeed News ait rapporté que les employés de Starbucks avaient fait part de leurs préoccupations concernant cette politique, dans laquelle l’entreprise déclarait que les tenues de Black Lives Matter violaient son interdiction de porter tout type d’accessoires ou de vêtements politiques, religieux ou personnels.
Au milieu des appels au boycott, l’entreprise a tweeté quelques jours plus tard que des T-shirts BLM seraient mis à la disposition des employés, et que jusqu’à ce qu’ils soient disponibles, les travailleurs pouvaient porter leurs propres tenues liées au BLM au travail.
« En attendant qu’ils arrivent, nous avons entendu que vous vouliez montrer votre soutien, alors soyez vous-mêmes. Portez votre pin’s ou votre T-shirt BLM », a publié l’un des comptes Twitter de l’entreprise. « Nous vous faisons confiance pour faire ce qui n’est juste tout en n’oubliant jamais que Starbucks est un tiers lieu accueillant où tous sont traités avec dignité et respect. »
Un porte-parole de Starbucks a déclaré à BuzzFeed News que la politique concernant le port d’articles personnels de BLM était provisoirement temporaire jusqu’à ce que les t-shirts conçus par l’entreprise puissent être distribués aux employés.
Pour en apprendre plus sur cette affaire, voici un reportage rapide sur le sujet, produit par la chaîne américaine CNBC TV.
Flop marketing exemple 3 : Le slip français et ses égéries
Ici, ce flop relève d’un problème légèrement plus grave. Alors que l’année 2020 a été marqué par le mouvement Black Lives Matter, bon nombre d’entreprises ont montré leur soutien piublique à cette cause. Mais qu’en est-il réellement ? Est-ce juste une action de communication ou de marketing pour se donner bonne figure ou une intention réelle ?
Le slip Français, utilise dans ses égéries des mannequins de toutes les ethnies comme en témoigne cette capture d’écran de leur compte instagram.
Le hic c’est que cette diversité ne peut pas être retranscrite au sein de leurs employés.
Déjà début 2020, pour une affaire de blackface, l’entreprise s’était attirée les foudres des réseaux sociaux, jugée trop laxiste sur les sanctions de ses employés jugés coupables.
On sent que l’image de marque ne correspond pas à la réalité et cela fait penser à du green washing etnhique.
Flop marketing exemple 4 : Mensonges sur les produits détox de Teami
En mars 2020, la marque originaire des Etats-Unis vendant des produits « detox » dont des thés, était condamnée par la justice à payer une amende de 1 million de dollars pour tromperie au consommateur.
Depuis 2018, Teami travaillait avec des influenceurs pour gagner en visibilité. Le problème est que la communication qui entourée ses produits ventait des solutions comme : la perte de poids, remède contre le cancer ou encore le rhume). Or, aucun test n’a été fait scientifiquement.
Alors que dans les exemples précédents ce sont les consommateurs qui faisaient justice, pour ce cas, c’est directement la Federal Trade Commission qui s’est chargé de l’affaire.
Cet exemple de flop marketing soulève au moins deux problématiques : dans un marché rempli de produits liés à la santé (cosmétique, compléments alimentaires…) si les marques n’ont aucun scrupule à mentir sur la promesse du produit, qui croire ?
Et quel est le rôle de l’influenceur ? Est-il lui aussi responsable pour ne pas s’intéresser aux produits qu’ils décident de mettre en avant ?
Qu’en pensez-vous ?
Nous vous conseillons cet article, qui dans la même thématique, peut vous intéresser : comment créer un buzz pour sa marque ?
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