Content Marketing_Workbook_v2.0 PT1.pdf

Another useful case study is the woolworths fresh in

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Another useful case study is the Woolworths ‘Fresh In Our Memories’ campaign. One of Woolworth’s media agencies, Carrspace, created a meme generator, allowing users to create their own meme to support Anzac Day in Australia, a day in which the country remembers those who fought and died at war. They also encouraged people to use the hashtag #freshinourmemories when posting the memes to social media. The initial image used the term ‘Fresh In Our Memories’, which many likened to Woolworth’s slogan ‘The Fresh Food People’. Almost immediately many people, including politicians and celebrities, took to social media to criticise Woolworths for allegedly using Anzac Day to generate a commercial benefit.
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43 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 The social media campaign was withdrawn within hours, however the hashtag #freshinourmemories was ‘hijacked’, with many social media users posting their own humorous memes that criticised the campaign. 3. Where to Avoid Posting Content You should also consider the placement of the content and whether it is appropriate. For example, it would be inappropriate for a car rental service to post content alongside a news story involving a road accident. An organisation should understand its audience well enough to know the appropriate timing and themes to engage with them when posting content. 4. Who to Avoid Targeting Finally, there are targeting constraints, particularly for organisations that have products which are only suitable for adults. Content marketing constraints may appear obvious, however inappropriate content by organisations is often published, particularly in the early stages of their content marketing efforts. Content marketing constraints must be discussed and agreed prior to commencing any content marketing strategy. This will prevent potential damage to the brand or the loss of any customers. Additionally, a final evaluation should be completed to assess whether the content is inappropriate and has the potential to offend. The table below provides two examples of content marketing constraints. Constraint Category Example 1: Premium Wine Brand Example 2: Car Manufacturer When to avoid posting content When an incident has occurred caused by alcohol fuelled violence When there has been a road accident Content to avoid posting Article on alcohol related violence Article on the contribution of motor vehicles to greenhouse gas emissions Where to avoid posting content Social media networks for teenagers Social network groups focused on environmental sustainability Who to avoid targeting Anyone under 18 years of age Anyone under 16 years of age
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44 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Activity 2.7 Content Marketing Constraints Do you recall a content marketing campaign that experienced a social media backlash?
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