Yesterday I happened to catch a Facebook post by Ford’s Scott Monty that simply said. “Now THAT’s on brand!”. Of course, I had to click through and what I landed on was a BuzzFeed article entitled “Charmin Tweeted, Then Deleted, This Spectacular “Thor” Pun.” Apparently Charmin had posted the great ad below but then pulled it down when Marvel / Disney made a complaint (around trademark, etc).
First and foremost, shame on Marvel if they really took this seriously enough to complain. You are trying to build buzz leading up to opening weekend for your new movie and are spending tens of millions of dollars to do so. Tell me just exactly how the above ad hurts in that mission? Ironic that a comic book company is taking themselves this seriously, isn’t it?
Second, this is just another example of a brand forgetting that the Internet, and Social Media in particular, does not have a delete key. You might delete your post but I can guarantee that someone has already saved it the second you posted.
The shame in all of this is that Charmin is actually one of the better brands when it comes to Social Media. As Jason Falls conveniently pointed out in a post this morning, a lot of brands could learn something from how Charmin handles Social Engagement. As Jason writes:
What Charmin teaches us is that engagement on social channels is absolutely worth while. Social marketing in this context is not about getting people to buy Charmin. That would be a direct response approach that would be awful in the social space. Who wants to see tweets of, “Make sure you go out and buy some Charmin today!? Social marketing in this context is about getting people to choose Charmin. Whenever it is they are faced with that choice. Top of mind is worth millions of dollars to many brands. Social media engagement helps brands like Charmin get there.
Hopefully in the halls of P&G this morning, someone isn’t being blamed for this ad but being celebrated for the success they are having with making Charmin a darling of the Social Media landscape. This ad was just as good as Oreo’s “Dunk in the Dark” when it comes to tapping into pop culture. After all, how often does a toilet paper brand end up with over 200K views on BuzzFeed?