When Influencer Marketing Goes Predictably Wrong

When a fast fashion retailer often criticized for negative environmental and labor track record wants to recast its brand image, it is not a good strategy to rely on the vapid commentary of social media influencers enjoying an all-expenses paid junket to your headquarters China. This week, retail giant Shein created their own predictable self-imposed controversy when the influencers they invited to do a factory tour with the hope they would debunk rumors about poor working conditions ended up posting softball observations like the workers "aren't even sweating" while describing themselves as "investigative journalists."

Contrast this with the viral story of 93 year old astronaut Buzz Aldrin celebrating the 54th anniversary of the Apollo 11 space mission with a huge breakfast spread … while wearing three watches. It turns out he has been a brand ambassador for luxury watch brand Omega for more than a decade. Here's a guy who is legendary and loves a product so much he wears two more than any normal person at the same time. This is what great influencer marketing starts with. An influencer who actually believes in and loves a brand for the long term.

These two examples should be companion case studies side by side for marketing teams wondering how to do influencer marketing right. Find ambassadors who really believe in your brand. Let them authentically live their lives with the brand as part of it. And don't give them a glorified PR tour and expect them to turn it into convincing brand propaganda on your behalf.