Trying to make trainers go viral: a tale from Spain
What is it?
Spanish resident Philip Sherburne writes in The Outline about the rather haphazard way that brands, in this case Adidas, seek followers and influencers.
What is it about?
It's great. Here's a snippet:
"In this guide I will teach you how to use your sneakers to get more likes on Instagram," George says. "Don't forget to share with the hashtag @adidas!" This last part is confusing for a couple of reasons. Nobody would ever write "#@adidas," because that would look stupid, and would not even unlock whatever magical database properties the hashtag symbol magically unlocks, because you would just be redirected back to the Adidas account. (I tried, and that's exactly what happens.) Whoever wrote this mail doesn't really get hashtags, but that's fine, because if you have been blessed with this particular marketing mail, it is assumed that you are already a netizen so 'tag-savvy that you already know how those things work, and there's no real need to belabor the point. (Fun fact: In Spanish, the hashtag is known as the "almohadilla," which translates as something like "little pillow," which, frankly, is a way better term than we native English speakers have for it.)
Why should you know about it?
It's an honest insight into marketing from the perspective of the customer / follower / influencer. Brand marketers should definitely read this one, and get over themselves if they believe that customers just willingly adopt any old shit that's pumped out.