The unwanted or unexpected exposure of brands in the current global communications scenarios poses the challenge for companies to observe the environment, the situation, social networks and television in order to participate in the dialogue and capitalize commercially and positively on the situation.
Recently, the singer Shakira and Bizarrap released a new song in which brands are named, as synonymous with people, such is the case of Casio and Renault, comparing them pejoratively with other brands such as Rolex or Ferrari, which exceeded the couple issue and generated attention from the market and the named companies.
“BZRP Music session,Vol.53”, recorded in the Buenos Aires Ramos Mejía, a few minutes after the premiere, it was positioned as the most listened to Latin song in a single day in the entire history of the Spotify platformwith 15 million views, and the video clip reached 50 million views on YouTube in 24 hours after the premiere.
Corporate communication specialists explained in dialogue with Télam the strategies that companies can use in moments of crisis that are generated when they are named by world-renowned artists in their songs or on social networks.
The director of Enel Argentina, Alejandra Martinez, analyzed that “in the case of Renault and Casio, they knew how to capitalize on the dissemination of Shakira’s videothe first achieved even an impact on its shares in the stock market”.
“The speed with which they acted, the tone they used and even the channel were fundamental to the case, both brands understood that the best thing they could do was ride on the success of the theme”, added the also president of the Dircoms Circle in dialogue with Télam.
Regarding how to overcome crises, he specified that “be prepared, analyze the scenarios, measure the risks and manage the times, I think that all companies are clear about this today.”
He also warned that “early warning is essential, listening and messages correctly segmented for the different audiences” and that this with globalization “can have an impact both in terms of brand reputation and in the markets”.
“The speed with which they acted, the tone they used and even the channel were fundamental to the case, both brands understood that the best thing they could do was ride on the success of the theme”
Other recent cases of brand exposure was the case of the photo that went viral on a social network of Lionel Messi with a gift from a local flip-flops factory in the city of Córdoba with the consequence that the sales of the product increased.
In statements to Télam, the director of the Dircom Group, Juan José Larreasaid that there are several options to cover crises or controversies that arise from the exhibitions and to be able to go through the problem in a positive way.
A) Yes, companies can use “reputation monitoring and management, in the media and social networks, to have transparent and honest communication, when addressing the crisis, offering a clear and detailed explanation of what has happened and what they are doing to solve it the problem”stressed the expert.
“Humor and self-depreciation can be used as a tool to deactivate the situation and prevent the issue from becoming a scandal, action as measures to resolve and prevent it, and it is essential to take advantage of the opportunity to improve the image of the brand.”
Brands can benefit from crises or controversies over the “increased exposure due to increased attention on social media and media leading to increased sales and brand recognition”he pointed.
The exhibition, for better or for worse, can be used with advertising, marketing and corporate communication campaigns that “play with the exposure made and associate with the brand”indicated.
To end, Larrea said that brands “must adjust and adapt to the target audience, in turn, be careful since there is also the risk of generating a negative perception of the brand if it is considered that they are taking advantage of a situation for economic benefit.”
for his part the president of the Public Relations Council, Diego Campalemphasized that in these cases what is being discussed is “how, based on the new communications paradigm, there is an expectation that organizations communicate and behave like people, that is, if you say something to them, they will answer, that have personality, be funny or serious”.
“Sales quadrupled in our e-commerce after the publication of the video and in Mercado Libre sales tripled, selling in four days, between the 12th and 16th, the same as in the previous ten days”
“Each organization has a profile and that can be assimilated to the personality of the people, something that used to happen was that companies had ways of communicating with their consumers but they were not public, they were a 1 to 1 relationship”added in dialogue with Télam.
Asked about the case of the musical theme of Shakira and Bizarrap “More than a crisis, sometimes they are opportunities that allow brands to position themselves in the market. It seems to me that the important thing is to be attentive to what is happening in the environment, what is said and to be able to participate in that communication,” concluded Campal. .
In that sense the brand manager of the authorized Casio distributor in Argentina, Karina Micchiché Saavedraindicated that “sales quadrupled in our e-commerce after the publication of the video and in Mercado Libre sales tripled, selling in four days, between 12 and 16, the same as in the previous ten days.”
In statements published on Twitter, he added that in one day they had 13,000 followers on Instagram and that the best-selling models were vintage ones, in particular the Casio-A158 metal model that Piqué showed in a video was sold out in the country.
