Heard a marketing director say 'any press is good press' after that pet food recall stunt. Still not sure I buy it.

Was at a networking mixer last Tuesday and overheard this guy from a mid-sized dog food company bragging about how their 'accidental' mislabeling scandal got them 3 million views on TikTok. He was dead serious saying the apology video they posted has more engagement than any of their ads ever did. I get that impressions matter in our line of work but aren't we past pretending blatant screw-ups are a strategy? The other side is maybe attention span is so short now that people forget the bad part after a week. Curious what this group thinks - does the 'any press' rule still hold up in 2024 or did that die with the old media?

2 comments

2 Comments

jordanc321d ago

Yeah but people forget that viral backlash often comes with lasting brand damage that doesn't show up in a 30 day analytics report.

ellis.mia1d ago

Oh come on, is it really that deep though? Most people move on to the next drama within a week and totally forget about it. Unless you're selling something people actually need, like groceries or toothpaste, the average customer probably won't even remember which brand got canceled last month.