Maxys Max Media and Entertainment

Bloggers Ignite Brush Fire Over Weekend, Forcing J&J to Pull Ads, Issue Apology

Much was written about Obama's use of digital social media and creating a Groundswell for the US Presidential campaign but with a budget of half a billion dollars most people argue you can pretty much do anything.

For most business owners and marketers it is totally understandable the Obama case study and use of the new fangled, time consuming  social network technologies such as Twitter, Facebook and Flickr is just too big for many of us to be able to relate to our own lives, businesses, products and services. 

But today (actually yesterday), every digital marketer has a new case study to roll out into their sales and marketing message - the Motrin Mums campaign.  (see Adage article for a detailed overview).

In quick summary, a minor Johnson and Johnson campaign was launched a couple of months ago, over the last week a murmur of discontent snowballed amongst mums who didn't like the campaign, their discontent then moved online via Twitter, Youtube, via blogs then spreading exponentially.  Post Note: Already send ups appearing (see video) - Saturday Night live and Rove next!

The result, the campaign pulled and apologies all round.

As we all know online marketing campaigns require "cut through" to get attention - Seth's Purple Cow.  J&J were quick to respond - it showed they were listening (are you?) and J&J can afford it but, what if this was your campaign and your hard earned advertising bucks? 

Yes, in hindsight we all wouldn't have made this campaign mistake BUT does anyone think there was a deliberate intent to upset - I doubt it - many would say there are more important things to complain about.  Sideline - the facts are the decision makers will probably get a bonus for achieving "cut through" (the clutter) but that's a whole different thread.  

What I'm interested in is how much response is a knee jerk reaction to critics particularly when there is a constant challenge to try and keep customers/ voters happy all the time?

That is, what is the balance between leadership and popularity? 

As any sales person knows, it is easier to say yes then no BUT what is the cost - personally, socially, economically to your business and brand and how to you respond to critics?

Enough for now, coffee time - full strength!