
Marcas que se atrevieron a “mojarse” y recibieron un auténtico chaparrón de elogios
Cuando hay controversias políticas y sociales de por medio, las marcas acostumbran a poner pies en polvorosa para evitar que verse atrapadas en ráfagas de críticas (y eventualmente desangrarse)
Sin embargo, desde que Donald Trump llegara el año pasado a la Casa Blanca, las marcas (al otro lado del charco al menos) parecen haber perdido el miedo a pronunciarse públicamente sobre temas políticos y sociales (teñidos inevitablemente de controversia).
Es, al fin y al público, lo que el público demanda de ellas. Según un reciente estudio de la empresa de software Sprout Social, el 66% de los consumidores tilda de importante que las marcas se “mojen” en asuntos políticos y sociales. Y de acuerdo con un informe de la agencia de relaciones públicas Edelman, el 51% de los consumidores tiene el pleno convencimiento de que las marcas son dueñas de más poder que el mismísimo gobierno a la hora de solventar problemas sociales.
Aunque hincar el diente a temas políticos y sociales entraña (marketeramente hablando) muchísimos riesgos (ahí están Pepsi y su infausto spot protagonizado por Kendall Jenner para demostrarlo), hay marcas que se “mojan” y no sólo no se ahogan sino que salen victoriosas.
A continuación, y de la mano de Sprout Social, repasamos cuatro casos de grandes marcas que se zambulleron en las procelosas aguas de los temas políticos y sociales y se acabaron convertidas en “sirenas” de la reputación (la buena se sobreentiende):
1. Patagonia – “The President Stole Your Land”
Cuando hace unos meses Donald Trump, el presidente de Estados Unidos, decidió despojar de protecciones federales a 800.000 hectáreas de dos importantes monumentos nacionales de Utah (Bear Ears y Grand Staircase-Escalante), la marca especializada en ropa y accesorios “outdoor” puso el grito en el cielo y llegó al extremo de cambiar su propia web, donde podía leerse la frase: “The President Stole Your Land”.
En su web la compañía había pública (sin pelos en la lengua) su posición sobre este tema, ponía diferentes recursos a disposición de los internautas y hacía sugerencias para realizar donaciones y proteger adecuadamente el medio ambiente en Estados Unidos.
La campaña de Patagonia funcionó porque la protección del medio ambiente está firmemente incrustada en el ADN de la marca y, como tal, era su deber responder a la afrenta por parte de Trump.
Además, en su campaña Patagonia no se limitaba a lanzar dardos contra la controvertida decisión del presidente sino que ponía además recursos en manos de la audiencia para velar mejor y más eficazmente por la protección del medio ambiente
2. Airbnb – “#WeAccept”
El año pasado, y después de que Trump anunciara nuevas y restrictivas políticas migratorias en Estados Unidos, la célebre plataforma de alojamientos turísticos Airbnb se descolgó en la Super Bowl con un bello anuncio en la que rompía una lanza en favor de la diversidad y la tolerancia.
Tras el lanzamiento del spot, que recibió multitud de elogios, Brian Chesky, CEO de Airbnb, anunció que la compañía proporcionaría alojamiento temporal a 100.000 personas necesitadas en el transcurso de los próximos cinco años. Y más tarde donó 4 millones de dólares al Comité Internacional de Rescate para apoyar a las personas desplazadas por motivos raciales, políticos o religiosos.
La campaña de Airbnb cosechó éxito porque su mensaje estaba en sintonía con la propia naturaleza de sus servicios, porque se implicó directamente en el problema (con su CEO al frente) y porque puso en marcha acciones concretas para reducir el impacto de las agresivas políticas migratorias de Trump
3. Heineken – “Worlds Apart”
Descrito a menudo como el antídoto del desastroso anuncio de Kendall Jenner para Pepsi, “Worlds Apart”, un original experimento social de Heineken, demuestra cómo, con un poco de tacto, las marcas pueden enchufarse a la corriente de los problemas sociales sin “chamuscarse”.
En este experimento tres parejas cuyos integrantes hacen gala de opiniones totalmente opuestas son invitadas a montar una serie de muebles y después una barra de bar mientras discuten animadamente sobre sus personalidades (sin entrar en el espinoso terreno de las creencias).
Sólo después de obligar a las parejas a trabajar juntas con un objetivo en común, Heineken les muestra un vídeo en el que éstas desenmascaran por fin sus creencias. A continuación, los participantes en el experimento son invitados a marcharse o bien a tomarse tranquilamente una cerveza con su “enemigo” (desde el punto de vista ideológico). Ni que decir tiene que todos los participantes deciden quedarse.
De “World Apart” merecen encendidas loas unos cuantos aspectos. El primero está relacionado con el aire de “reality show” y de producción de bajo coste que rezuma su experimento y que contribuye a dotarlo de más autenticidad.
La campaña da además en el clavo porque muestra situaciones en las que el espectador puede perfectamente sentirse reflejado. Y el producto que está detrás del experimento, la cerveza Heineken, no se posiciona en ningún momento como solución a los problemas retratados en “Worlds Apart” (a diferencia de lo que sucedía en el spot de Pepsi y Kendall Jenner).
https://www.youtube.com/watch?time_continue=18&v=8wYXw4K0A3g
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