Social Media Win and Fail

Assignment

GROUP 7
 Aishwarya Iyer
 Asad Khan
 Harsh Goel
 Mustafa Husen
 Shiva Reddy
Win Campaign- #thegettychallenge
(Source: https://miro.medium.com/v2/resize:fit:2000/format:webp/1*SZ8GoztE1iPUNyjZlUZsDw.jpeg)
(Source: https://miro.medium.com/v2/resize:fit:1100/format:webp/1*-KLg9TF7LHFSiKTt-tvyuQ.jpeg)
(Source: https://www.youtube.com/watch?v=vEVP6MADwek)
 What were they trying to accomplish?

INCREASING PROMOTING CREATING SUPPORTING CREATING LONG-

ONLINE COMMUNITY AWARENESS ARTISTS DURING TERM
ENGAGEMENT THROUGH ART THE PANDEMIC ENGAGEMENT

(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
-edc1e43d2bc1
 What was their result due to the platform they were
on?

 #TheGettyChallenge was not influenced by the platform it was on.

 Reddit, a platform not associated with The Getty Museum, gained significant
user engagement from a fan page. (Romero, 2020)

(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
 Was it entirely under their control?
Factors under their control:
Innovative and Interactive Challenge

Utilization of User-Generated Content

Cross-Platform Promotion

Publication of a Book

(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
-edc1e43d2bc1
 Was it entirely under their control?
Factors beyond their control:

Pandemic Restrictions Viral nature of Social Audience Response

Media Challenges

(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
-edc1e43d2bc1
What could other brands learn from this?
 Adaptability: The perfect time for the launch of the campaign (Pandemic)
(Romero, 2020)

 Utilisation of user-generated content: To engage with audience in a very fun

way. (Romero, 2020)

 Creativity in engagement: The challenge involved lots of creativity from the

audience and this was something which encourage them to participate (Romero,
2020)

 Multichannel approach: Used all Social Media Platform

 Curating and Reposting- All the entries made using #gettymuseumchallenge were
reposted
 What was the end result?
 1 Increase in Engagement : overly 100,000 people participated in the challenge. By using the challenge
#gettymuseumchallenge. (Getty Museum, 2020)
 2) New followers: The followers increased by 207% across all platforms, including over 120,000 new
Instagram followers. And approximately 18,000 on Facebook, representing a 366% increase. (Getty
Museum, 2020)
 3) International Media Coverage: They received 300 articles on the #gettymuseumchallenge from print,
broadcast, and online outlets throughout the world.
(Getty Museum, 2020)
 4) Publication of a Book- Titled "Off the Walls."
Publications has donated $10,000 in profits to charities supporting art and artists.
(Source: https://miro.medium.com/v2/resize:fit:1400/format:webp/1*DSgF-skOVcmG8BD-tI7zcg.png )
What has happened to the Museum since the Campaign
 Increased Popularity and Visitors
 Recognition by New York Times
 Alignment of Future Exhibitions and Installations

- "Blood: Medieval/Modern" and "Picture Worlds: Greek, Maya,

Learning Demonstrated from the Getty Museum Challenge
 Know your users and invent something with which they will want to engage:

 Stop using social media as an ad medium

 Integrate all of the platforms

 Make this kind of engagement part of your brand behaviour

 Re-think your metrics

Fail Campaign- Bioré – Get it all out.
What were they trying to accomplish?

Supporting mental health

Reducing stigma around mental health

Promoting their nose strip for pores

Tik Tok?
Not particularly because of Tik Tok!

Aim
2 Causes

Selling
Gun Violence
(Capitalizing)
Control?

 Blind Spot
Did they anticipate this result? If not, should
they have?

Lack of careful Insensitive Disregard for

vetting approach potential triggers
What could other brands learn from this?

 Responsible messaging
 Sensitivity
 Focus on the cause
 Prioritize empowerment
What was the end result?

 Reputational Damage
 Campaign Removal
 Missed Opportunity
What has happened to the brand since?
Public Backlash:
 The brand was accused of capitalizing on school shootings.
 They also called out the brand and the influencer for disabling their comment on
their social media page.

(Source: https://www.indy100.com/tiktok/biore-school-shooting-ad-tiktok )
 Public response
On Instagram:

(Source: Instagram
https://www.instagram.com/bioreus )
Public Response
On X:

(Source: X https://wwe.twitter.com )
Audience Reaction
vs
Brand Response
Apology from the Influencer:
Social Media Insight:

(Source:Social Blade, n.d.)

 The graph indicates a downward trend in followers over time on Instagram.
 Starting before March 23, the Instagram followers count appears to be around the 165,000 mark.
 After the incident, there is a consistent decline to a figure just above 155,000 by January of the following year.
Has the industry demonstrated learning from
the example?
 Training and Awareness: Training for marketing teams on cultural sensitivity,
mental health awareness, and the impact of their content on diverse audiences, to
avoid potential for misinterpretation.

 Enhanced Review Processes: Through stricter review processes for their

marketing content, especially when it touches on sensitive subjects

 Content Creation Guidelines: Companies updated their content creation

guidelines to include more clear instructions about sensitive topics..
References:
 The Getty Musuem (2020) Getty Creates $10M LA Arts COVID-19 Relief Fund for Museums and
Visual Arts Organizations. Retrieved from
https://www.getty.edu/news/getty-creates-10-million-la-arts-covid-19-relief-fund-for-museums-and
-visual-arts-organizations/

 The Getty Museum (2020) Resources for Visual Art and Cultural Heritage. Retrieved from
https://www.getty.edu/news/getty-announces-new-book-celebrating-creativity-and-joy/
 Arguelles, J. (2022, February 1st). 9 Top Successful Social Media Campaigns of the 21st Century |
The Influence Agency. The Influence Agency: Influencer Marketing Toronto. Retrieved from
https://theinfluenceagency.com/blog/9-top-successful-social-media-campaigns-of-the-21st-century/

 Romero, L. (2020, October 28). The Getty Museum Challenge: A Social Media Campaign Inspiring
Re-creations of Masterpieces. Medium. Retrieved from
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-r
e-creations-of-masterpieces-edc1e43d2bc1
 References:
 The Getty Museum (2020) GettyMuseumChallenge - The Shorty Awards. (n.d.). Shortyawards.com.
Retrieved from https://shortyawards.com/13th/gettymuseumchallenge
 Social Blade. (n.d.). Bioré Skincare (@bioreus) Instagram stats summary profile (monthly).
Retrieved from https://socialblade.com/instagram/user/bioreus/monthly
 TikTok - Make Your Day. (n.d.).Retrieved from
https://www.tiktok.com/@cecileemax?referer_url=www.pedestrian.tv%2Fnews%2Fbiore-tiktok-sla
mmed-school-shooting-survivor%2F&refer=embed&embed_source=%3Bnull%3Bembed_name&r
eferer_video_id=7235674109273804075

 Bioré US. Instagram. (n.d.). Retrieved from https://www.instagram.com/bioreus/p/CsfGILSs5gA/

 What marketers can learn from the backlash to Bioré’s influencer post. (n.d.). Marketing Brew.
Retrieved February 21, 2024, from
https://www.marketingbrew.com/stories/2023/05/26/what-marketers-can-learn-from-the-backlash-t
o-biore-s-influencer-post
 References:
 Ad.age (n.d.) Retrieved from
https://adage.com/article/opinion/biore-gun-violence-tiktok-controversy-4-questions-our-industry-should-be-aski
ng/2496731
 Bioré has faced backlash after talking about a school shooting in an ad | indy100. (n.d.). Www.indy100.com.
Retrieved February 21, 2024, from https://www.indy100.com/tiktok/biore-school-shooting-ad-tiktok
 Future Exhibitions and Installations. (2022, March 14). Getty. Retrieved from
https://www.getty.edu/visit/exhibitions/future.html
 8 brands with the best social media campaigns in 2019 | Brafton London. (2019, May 1). Brafton.
https://www.brafton.co.uk/blog/social-media/3-brands-with-the-best-social-media-campaigns-in-2016/
 Leibowitz, C. (2023, August 8). How to Confidently Navigate Cultural Sensitivities in Marketing. Public
Relations Blog | 5W PR Agency | PR Firm.
https://www.5wpr.com/new/how-to-confidently-navigate-cultural-sensitivities-in-marketing/
 Social Engagement Done Right: Getty Museum’s New Initiative. (n.d.). Social Media Today. Retrieved February
21, 2024, from
https://www.socialmediatoday.com/content/social-engagement-done-right-getty-museums-new-initiative