Should Brands Get Political? Or is the risk too high?
Learnings from Nike’s Dream Crazy Advertisement
Last week Nike unveiled Dream Crazy, its boldest and most controversial advertisement that reaped a whirlwind of mixed reactions.
Its detractors, including the President of the United States, were scandalized and enraged by the sport brand’s foray into politics. Some even threatened to burn Nike shoes. Its supporters, however, contributed to a 31% increase in its online sales.
The episode raises the question of whether a brand should wade into a toxic political atmosphere and it has profound implications for marketers to millennials, particularly in Indonesia where we are in the midst of a divisive presidential election campaign.
Didi Chuxing: Why People Don’t Buy Their Touching Statements After Second Murder
On the surface, Chinese ride-hailing service behemoth Didi Chuxing seems to have read the playbook on crisis management.
When it came under a barrage of criticism after a driver in its carpooling service, Hitch, raped and murdered a female passenger last Friday, it said and did what you’d expect a responsible company to do.
It deployed what industry calls the 3Rs of crisis communications. It expressed Regret — Didi extended their condolences to the grieving family and professed deep regret for their shortcoming; Reason — They humbly and touchingly admitted that the unfortunate incident happened because they prioritized growth over safety; and Remedy – They fired two high-profile executives, indefinitely suspended Hitch nationwide, and reprioritized safety in their entire operations.
The 3Rs are sufficient in most instances to neutralize criticism and allow the company to get on the road to recovery. This, however, did not happen. Instead, the criticism of Didi carries on unabated and is starting to look worse by the day.
Japan, We’re in Love!
There is something magical about Japan, waiting to be revealed
When you hear the word “Japan”, what do you have in mind? Sushi? Kimono? Sakura blossoms? Some might even think of the Fuji Mountain, Japan’s highest mountain and most iconic landmark. From the breathtaking natural landscapes to its authentic food, from the cultural history to the modern technology, people around the world are so intrigued by Japan that they decide to travel there for the unique travel experience offered. According to Japan Tourism Statistics, the number of foreign visitors to Japan last year reached 28.7 million and the number keeps increasing!
Among those foreign visitors were our Mavchicks and Mavbros. Utilizing Maverick’s Personal Development Fund (PDF), six of Mavchicks and Mavbros—Marsha, Dhini, Fuad, Karen, Karina, and Rendy—visited Japan at different times during 2016-2018. For you who wonder what PDF is, it is a benefit provided by Maverick to its employees to go to places that have never been visited or take courses and learn new things outside of work. The purpose of PDF is to support employees in developing themselves and adding experience beyond their daily work. Sounds cool, huh?
Curious about their experience, we asked them five questions. Their answers might give you hints about Japan and help you plan your holiday when you decide to visit the Land of the Rising Sun.
Direktur Utama Bank BUMN Lebih Populer Dari Bank Swasta
Berbeda dari konsepsi umum, direktur utama bank BUMN ternyata menunjukkan kontribusi lebih besar untuk membangun citra positif bank mereka, menurut riset Maverick Banking Media Performance Report H1-2018 yang dikeluarkan pada 30 Juli lalu.
Sepanjang Januari-Juni 2018, Direktur Utama BRI, Suprajarto berhasil menempati peringkat teratas dari daftar Most Featured Executives pada Semester 1-2018, dengan 325 artikel (29% dari keseluruhan pemberitaan BRI). Jumlah ini meningkat lebih dari dua kali lipat dibandingkan periode yang sama tahun lalu. Tingginya peningkatan pemberitaan mengenai Suprajarto ditopang oleh pemberitaan terkait kasus skimming serta laporan keuangan BRI pada kuartal I-2018.
Maverick Banking Media Performance Report H1-2018 adalah laporan yang mengukur pencapaian strategi komunikasi publik dari 20 bank terbesar di Indonesia dengan memonitor peliputan industri perbankan di 20 media serta media sosial diantaranya Twitter, Facebook dan Instagram.
Cara Baru Untuk Viral?
Kapan terakhir makan di KFC Indonesia? Jika baru-baru ini, apakah Anda sadar bahwa KFC Indonesia tengah melakukan kampanye #NoStrawMovement?
Kampanye ini sebenarnya sudah berjalan sejak Mei 2017. Jika kita gabungkan dengan jumlah gerai KFC yang mencapai 608 toko dan kegemaran makan KFC yang tidak pernah surut, seharusnya kampanye dapat berjalan secara efektif bukan?
Sayangnya bukan itu yang terjadi. Banyak orang yang masih belum sadar akan kampanye ini. Padahal kampanye ini juga dilakukan juga secara digital oleh KFC Indonesia dan didukung oleh berbagai influencers seperti yang bisa kita lihat di berbagai tautan ini:
dari KFC Indonesia
68% dari 2.5jt hektar terumbu karang Indonesia berkualitas buruk karena tercemar sampah #coralday #nostrawmovement pic.twitter.com/usqJ6DbT09
— KFC Jagonya Ayam! (@KFCINDONESIA) May 8, 2017
Dari Kevin Aprilio:
Ternyata sampah sedotan di Indonesia selama 1minggu bila membentuk garis lurus bisa setara 3x keliling bumi
.#Nostrawmovement #KFCIndonesia pic.twitter.com/lh2bGOFIQc— Kevin & The Red Rose (@Kevin_RedRose) May 9, 2017
Dari Slank:
Ternyata sedotan plastik adalah penyumbang sampah laut terbesar ke 5. Yuk kita kurangi pemakaiannya.! #Nostrawmovement #KFCIndonesia pic.twitter.com/3i1en6qVeb
— Slank Band (@slankdotcom) May 10, 2017
Dari Scubadivers.id
Sambutan dari perwakilan @KFCINDONESIA dalam acara #NoStrawMovement di Pulau Pramuka, Kep.Seribu pic.twitter.com/gLk9J5xU1e
— ScubaDiverID (@scubadiverID) May 10, 2017
Dari Lolita Lavietha:
Good move, KFC. #NoStrawMovement pic.twitter.com/VqEpf4teMP
— Lolita Lavietha 🦄 (@lavivrie) February 14, 2018
Dari Greeners.id:
#NEWS Lebih dari 93 Juta Sedotan Plastik Cemari Lautan Indonesia, Ayo Dukung #NoStrawMovement https://t.co/Vwcgu03Use #greeners pic.twitter.com/SaRzxEgMdF
— Greeners (@Greeners_ID) May 12, 2017
Menariknya kampanye ini justru mendapatkan perhatian banyak orang saat ada cuitan yang viral ini
lalu hening.. pic.twitter.com/zAZfI3ecx8
— Jonnesy (@jnessy_) June 28, 2018
Viralnya percakapan ini memang dapat dilihat dari berbagai sisi. Namun saya ingin membahasnya dari sisi kampanye digital.
Semenjak pemilihan presiden 2014, konten yang cepat viral di media sosial adalah yang memiliki unsur negatif. Efek buruknya, berbagai berita negatif dan hoax dengan mudahnya tersebar.
Selain itu, perdebatan juga menjadi tontonan favorit netizen, kali ini mereka dapat memberikan pendapat atau sekedar memanas-manasi. Konten perdebatan ini nantinya akan di sebarkan lagi, dan membuatnya makin viral.
Apakah kampanye digital harus bergeser ke arah seperti ini agar viral? Bisa jadi. Tapi tentu saja bukan dengan berbagai hal yang negatif, lebih ke sesuatu yang unik dan berbeda dengan kampanye digital yang “lurus”.
Brand sudah harus memikirkan jenis konten apa saja yang akan memancing keingintahuan netizen. Menurut saya, brand bisa membuat “keributan” agar netizen tertarik untuk menyebarkan atau memberi komentar dari konten tersebut.
Dalam penyediaan konten seperti ini posisi brand menjadi penting. Brand perlu menjadi hero, bijak dalam menjawab, dan memberi informasi yang benar. Kerja sama dengan influencer dapat dilakukan sebagai agen yang menyebarkan di kanal mereka masing-masing. Dengan ini percakapan akan lebih terasa organik.
Jika kita berkaca pada cuitan soal pelanggan yang protes tadi. Kita bisa lihat bagaimana sebuah percakapan yang organik tercipta. Tentu saja ini bukan bagian dari kampanye KFC untuk mempromosikan #NoStrawMovement, tapi karena cuitan itu #NoStrawMovement menjadi lebih terdengar gaungnya. Selanjutnya tinggal bagaimana KFC Indonesia menggunakan momentum ini untuk memperluas kampanye mereka.
Ditulis oleh Rendy Imandita, lead designer dan consultant Maverick.
AMEC Summit 2018: Integrated Communications and Measure Beyond Output
Maverick’s commitment to taking measurement seriously in our communications planning involved sending Partner Ong Hock Chuan and Director Monitoring & Analytics Felicia Nugroho to the AMEC Summit in Barcelona from June 12 – 14. Here are their take away from the summit.
It is certainly not business as usual for media monitoring services.
More print publications are closing down by the day, readers have switched to either reading the news online, on digital platforms or relying on links shared on their chat applications such as WhatsApp.
Adaptasi Industri Perbankan Menghadapi Tren Digital
Industri perbankan semakin beradaptasi dengan tren digital yang terus berkembang. Beberapa bank besar tercatat gencar meluncurkan produk dan layanan digital, baik secara mandiri ataupun menggandeng perusahaan financial technology (fintech) selama Januari – Maret 2018. Di periode tersebut, tim Maverick Indonesia juga melakukan analisis atas berbagai pemberitaan yang tertuang dalam Maverick Banking Media Performance Report Q1-2018. Laporan ini mengukur pencapaian strategi komunikasi publik dari 20 bank terbesar di Indonesia dengan memonitor peliputan industri perbankan di 20 media serta media sosial.
BRI’s Skimming Case: A Blessing in Disguise?
As the banking industry becomes increasingly digitized, banks face new challenges to secure their online banking systems and transactions. Such was the case faced by BRI in March.
News about suspected leakage of customer data broke in the first week of March, but before the bank had time to recover the bank was buffeted a few days later by news of a skimming case that resulted in missing funds from customers’ accounts.
Since the first coverage about the issue appeared on March 12, the number of articles in the 20 most prominent media monitored by Maverick continued to increase and, as seen on Table 1 below, it finally peaked on March 16 with 48 articles. Overall, there was a total of 190 articles on the issue; a significant amount comprising 48% of BRI’s total coverage in March, and about 29% of BRI’s total coverage in Q1 2018.
Spirited Away to Taipei
Unlike many of my three million fellow Chinese-Indonesians in the country, I grew up in a family that was pretty removed from the Chinese culture. I never celebrated Cheng Beng or Cap Go Meh, nor did I know when to eat bakcang or kue keranjang. One that I especially yearned for growing up was to celebrate the Lunar New Year the true Chinese way.
So, when my Personal Development Fund (PDF) from Maverick was due this year, I used it to fly to Taipei, Taiwan just in time for the Lunar New Year.
I expected lots of festivity, with dim sum a-plenty and firecrackers going off every few meters. Instead I found…
On why a Maverick stopped being gay
Its great when one of us go on beyond the workplace to do new, wonderful and imaginative things.
So we are thrilled to learn of Forever Mavbro Zulfikar’s latest adventure – to write a book called So I Stopped Being Gay: A Story of Giving Up by a Queer Muslim Indonesian.
He is kickstarting his effort with Publishizher, which Zul explains as: “a NYC-based crowd-powered publishing company” that is helping him to write the book. They need your help to fund the production though.