Welcome to the August edition of our newsletter.
You can’t have missed that moment on the Coldplay kiss cam and the resulting media frenzy. This month we delve into the ethics of brands capitalising on such viral moments. We also have all the details from our shoot in Lyon with Permobil, and reveal the new website we created for Micheldever Fleet Solutions.
What Happened to Ethical Marketing?
It was the talk of the Awesomesauce office a couple of weeks ago (and most offices around the world for that matter). We’re talking about that Coldplay kiss cam footage and the resulting backlash which ultimately led to the man involved, Andy Byron, resigning from his position as CEO of Astronomer.
It didn’t take long for the clip to go viral, including re-enactments and AI-generated versions. And of course, many brands jumped on the bandwagon, from Lego’s ‘My First Affair’ Lego set (18 plus, of course!), to a savage quip from Tesla, and even Astronomer themselves who enlisted Coldplay frontman Chris Martin’s ex Gwyneth Paltrow in the aftermath.
No doubt the memes generated the impressions and engagement that the brands wanted – but at what cost?
It led to an animated discussion in our office about ethical marketing. While we’re all for brands jumping on the latest trends to grab consumers’ attention in a crowded market, where as a business should you draw the line? In the race to be the first to respond, it seems many marketers have forgotten to consider whether they actually should be responding.
Aldi was another brand to react, with a meme of Percy Pig embracing Cuthbert the Caterpillar. At Awesomesauce we love following Aldi’s social media activities: they set the benchmark when it comes to reactive marketing. So why does this time feel different?
While Aldi’s activity usually pokes fun at other brands (M&S being a regular target), it hits different when real people are involved. And in being swept up by this story, it seems they, and other brands, have forgotten (or chosen to ignore) the real people affected by this.
And it’s not just the people involved – the impact on their spouses, children and wider families is unimaginable as they deal with not just the cheating revelations but worldwide media coverage, viral social posts and their pain being turned into entertainment.
As well as the issue of ethics, many brands seem to have forgotten their brand identity – you know, that brand you’ve spent years building and refining, making sure your messaging and tone of voice represent your business and values! While many brands tweak their approach for social media, the distance between brand values and actions feels like it’s gone too far in this case.
These brands could be losing some of their hard-earned credibility. As marketers, when we’re creating content we have to consider if it’s respectful and aligned with our brand values. When we prioritise virality over values, we risk damaging the very trust we’ve worked so hard to build.
At Awesomesauce we manage organic and paid social media accounts for a wide range of clients, balancing the brand’s values and identity with engaging, relevant content. You can find out more about our work on our website.
Campaign Shoot in Lyon with Permobil
Last month, James and Mark were on location in Lyon in France, shooting with our client Permobil for an exciting new user-focused campaign.
This was the fourth and final part of the shoot, following previous trips to London, Madrid and Munich. The brand campaign features Permobil users and will launch in autumn.
We’ve had a creative vision for this campaign for a while now and seeing it come to life is a real highlight. It’s shaping up to be something special and we’re honoured to be able to share these user stories and their powerful message.
But you can’t tell a powerful story if you aren’t willing to listen first. The shoot featured a number of challenges: our featured customers didn’t speak much English; we were navigating language gaps, tight schedules and a very personal story – one that’s important to tell right.
Our team worked hard to make sure the person in front of the camera felt safe and seen, to stay true to the story Permobil wants to tell, and to balance emotion with clarity, and creativity with care.
Powerful storytelling isn’t just about getting the right visuals and the editing being on point. It’s about intent and earning the right to tell someone’s story. Doing it with the kind of respect that doesn’t show up in the final cut but makes all the difference in the process.
Looking for an integrated marketing agency to tell your story? Get in touch to see how we can support you with your next project.
New Website Launched for Micheldever Fleet Solutions
We’re excited to have launched a brand new website for our client, Micheldever Tyre Services (MTS). We were delighted when MTS asked us to work on a new project for the fleet side of their business – Micheldever Fleet Solutions (MFS).
We worked closely with the MFS team, kicking off the project with a workshop so we understood the business’ values, purpose, goals and services. Our team’s combined automotive and B2B experience enabled us to quickly gain an in-depth understanding of how the MFS business operates and what they were looking to achieve. Our collaborative approach with clients means we partner closely from the very start, ensuring we have a thorough understanding of their business and vision.
We then took ownership of the project from start to finish. From web design and development to copywriting, content creation and testing – we manage every step to deliver a flawless experience and reduce the rounds of feedback required.
Our custom-built WordPress sites are bespoke to ensure a seamless customer journey and engaging content. We don’t just build websites – we create tailored digital experiences which reflect your brand’s values and purpose.
You can check out the website we created for MFS using the link below.
If you’d like to find out more about how Awesomesauce Marketing could support your next project, from design to copywriting to strategy and more, drop our Account & Strategy Director James an email on james@awesomesaucemarketing.co.uk.
That’s all for now! Keep your eyes peeled for another update next month. In the meantime, you can keep up to date with all things Awesomesauce on our LinkedIn page here.