In the latest episode of the podcast Behind the Numbers, crucial topics related to success and failure in marketing campaigns were discussed. The participants talked about how to distinguish between a true failure and campaigns that, although they may not have achieved the expected results, manage to generate conversation and positive attention among the audience.
There is no bad press if you know how to work
Suzy Davidkhanian, Vice President of Content, and analysts Sky Canaves and Arielle Feger offered insights on the impact of bad press on brand reputation. Often, what is considered “bad press” can become an opportunity for companies, as long as it is handled properly. During the conversation, they reflected on how some campaigns, although criticized, can strengthen brand visibility in a saturated market.
Experts suggested that when a campaign does not achieve the expected results, brands should implement reactive strategies, such as redirecting their messages or interacting more directly with their audience to clarify their intentions and objectives. This could include the use of social media to address criticism or gather feedback that helps define future strategic directions.
The episode, which is available on multiple podcast platforms, including Apple Podcasts, Spotify, and Pandora, invites listeners to reflect on the importance of effective communication in marketing. The discussion highlights the need to prepare brands to adapt and respond to public scrutiny, turning adverse situations into growth opportunities.
