Brands with clear standpoints on political issues open themselves up to losing consumers who disagree.
Celebrity marketing allows brands to appeal to a wide variety of people and remain neutral on societal issues. Using a celebrity that is respected and well-liked will generate widespread appeal for a brand.
In a very polarized political climate, brands that make their political values clear in their marketing and branding lose a considerable amount of consumers and brand fans that fall on the other end of the spectrum.
Celebrities are the best way to stay away from societal issues and ensure brands gain and retain consumers.
A study done by the American Association of Advertising Agencies and research firm SSRS showed that consumers don’t like when brands focus their branding around societal and political issues. 58% of respondents reported feeling this way.
84 Lumber’s 90 second spot regarded the controversial topic of immigration. It showed the story of immigrants traveling from Mexico and entering through a door in the wall President Trump has discussed building to keep out illegal immigrants.
Seeing as it was focused on such a divisive issue, the ad and the brand received a strong negative response from many people.
Not only do consumers have opinions about what brands’ political beliefs are, they take action and desert brands they disagree with.
A survey conducted by Ipsos, a market and opinion research company, revealed that 25% of consumers admitted that in the past three months they had boycotted a brand because its political leanings contrasted with their own.
With the data the survey provides, it’s safe to conclude that the backlash that 84 Lumber received on social media translated into lost consumers. By so distinctly showing their values in this ad they set themselves up to lose potential business from a massive amount of people.
The survey included 28 different brands. Amongst them were Uber and Nordstrom, both who took politically charged actions in the months prior. Uber, by lowering prices during an airport taxi strike that was in protest of Trump’s immigration ban, and Nordstrom, by pulling Ivanka Trump’s clothing line from their stores. Both brands saw over 30% boycott rate from the opposing side.
Comcast and Intel were included in the survey as well. It was revealed that they were two of the brands that were mainly unscathed in the minds of consumers.
Both Brands have partnered with celebrities in that past, allowing them to achieve likability and respect from the masses and avoid political topics.
Intel has long partnered with “The Big Bang Theory” star Jim Parsons. In March 2017, they released an ad featuring him and LeBron James, two very well-liked celebrities. Comcast has worked with Sofia Vergara, Taylor Swift, Cole Hamels and Matt Ryan to construct a positive and non-controversial image.
Both brands were able to avoid boycotts by using celebrities to cultivate a good public perception.
photo credit: Ian Freimuth via Flickr