Experian’s, “get you credit swagger on” campaign is a disaster. The outdated pop culture reference is awful and the complementary hashtag, #CreditSwagger is laughable.
How did this happen?
Who thought this was a good idea?
When people repair their credit, is “swagger” something they’re concerned about?
I have a few theories. The approval process for PR, advertising and social media campaigns can be an exhausting one. Sometimes the agency presents a few good ideas… their clients shoot them down… the agency comes up with more ideas… they get shot down too… and at this point the agency waves the white flag and presents something just to appease the client and get the campaign out the door.
This also happens, an agency will create a good campaign that speaks to the target audience, makes sense and is topical, but then the CEO’s unqualified confidants: secretary, CFO, human resources director, personal trainer and grandson shoot it down. (This really happens)
If you’ve hired marketing help: let the advertising people advertise and let the PR people pitch.
If you’re the ad, social media or PR person: sell your ideas to your clients, support with facts, details and sound thinking, you might only get one shot, make the most of it.
This clip from an episode of The Simpsons nailed it. Take a look.