The original fake image which was spread on social media and messaging apps
In the advent of ‘fake news’, brands are becoming more and more susceptible to ‘online attacks’ through the use of doctored images and falsified facts.
Recently, local household snack name Mamee was caught in an incident which saw netizens questioning the brands credibility.
A photograph of a product under the brand’s umbrella — Mamee Duck Noodles — made its rounds on social media showing a typo in the word ‘Duck’ with the letter ‘D’ being replaced by the letter ‘F’.
To get the scoop on what steps Mamee took to mitigate any negative effects of the doctored photograph, Head of Marketing Yu Li Yein said the first phase of their damage control was to be absolutely sure that the misprint was in fact not a result of a hiccup in internal production processes.
“After we got news of the doctored image of our Mamee Duck Noodles, we conducted a thorough internal check via our factory records, quality assurance and supplier chain records as part of our strict processes and guidelines which confirmed that this did not come from Mamee,” Li Yein told MARKETING.
“Once we were ensured of this, the next step was communicating it clearly to our customers so they knew the truth.”
Mamee-Double Decker Group General Manager of Sales and Marketing Pierre Pang then shared a photograph on Facebook in what seemed like a response to the doctored image floating around.
Pierre wrote ‘Some one TAK-DUCK benda lain nak buat so they had some fun with photoshop, followed by call-to-action to try the noodles.’
The brand later ran the ad below on their social media platforms addressing the false image.
Li Yein explained that this ad was to assure customers that they took their branding equally as seriously as the quality of their products.
“In this time of the internet and [with] freedom of speech, we feel that these cases of ‘social media attacks’ are not unique to our brands and company,” added Li Yein.
The issue of brand safety has caught more attention of late particularly with Procter & Gamble announcing a slash in their digital ad spending recently.
While we touched on the issue on Fake News in MARKETING’s May-June issue, in the next edition we will be discussing the topic of Brand Safety and how platforms are evolving to keep brands safe.
To join the debate on the issue of ‘Brand Safety’ join our live discussion this August 14th at the BEST OF GLOBAL DIGITAL MARKETING Conference 2017 to find out more on the event click here or call Ruby on 03-77262588 or [email protected]
BEST OF GLOBAL DIGITAL MARKETING Conference 2017 (http://best-marketing.eu/events/my/)
For the seventh year running, we are bringing back the famous Best of Global Digital Marketing Conference to KL with a special focus on Content Marketing this year. Unique case-study based learning, as our team monitors over 200 digital marketing award shows across the globe and interviews the winners. Based on this extensive work, we produce in-depth case studies.
Speakers with digital domain expertise:
• Hando Sinisalu, CEO of Best Marketing International
• Kyoko Yonezawa, Creative Technologist and member of Dentsu Lab Tokyo
• Scott Gray, Experience Director, Mirum South Africa
Global Case Studies include:
BANKING & INSURANCE: Compare The Market, Advocards, Allianz, Ally Bank, Barclays….
TECHNOLOGY & STARTUPS: Hubspot, Pipedrive, MoveHub….
AUTOMOTIVE: Volkswagen, Volvo, Nissan, etc FMCG: Ariel, Unilever, Snickers…
RETAIL: McDonald’s, Harvey Nichols, Zalando….
TRAVEL & TOURISM: Qatar Airways, Transavia, Finland Tourism, Sweden Tourism, KLM…
Each best practice case study is presented based on…
Business problem: What is the market situation? Who are the competitors? What is the target audience? What are the main business/marketing challenges? What are the goals?
Solutions: What are the consumer insights? What was the creative strategy? What was the media strategy? What were the results of the campaign?
Lessons: What other marketers from other countries/other business sectors could learn from this case study? What are the main mistakes to avoid?
The Best of Global Digital Marketing Conference has won popularity in more than 30 cities around the world from Singapore, Moscow, Jakarta, Istanbul to Amsterdam, Johannesburg, Prague, Shanghai, Seoul, etc.
Date: 14 August, 2017 (Thursday)
Venue: Sime Darby Convention Centre, Kuala Lumpur.
Time: 8.30am – 5.00pm
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