Good Campaign V.S. Bad

There have been many very successful social media marketing campaigns and there have also been many disasters. So what sets the good from the bad? It is all a matter of knowing your audience and understanding what they want to see, hear, or feel and how the feel. The two campaigns that i would like to dive into are campaigns by Dove and Chevrolet.

 Lets start with the good campaign. Dove's campaign with the viral video that spread like a wild fire was very successful because of a few key reasons. What did Dove do ? They took an attractive female before she had makeup on and fast forward her makeup process to show just how much different she was with her make up on. She truly was a different person and she was beautiful but the campaign was trying to hit the emotional aspect of its market. Why should this girl have to change her entire physical appearance to be beautiful? Many people became emotionally attached with dove after this campaign and was won over by the fact that they thought dove cared about them and wanted them to be who they are and not some model on tv.
This campaign was very successful because they showed their audience exactly what they wanted to hear and they stepped out of the box and went in a new direction. instead of the same old mantra of "use our product to look prettier" they went with " use our product to help you be a more beautiful you , not a fake you."

Now Chevrolet was not so fortunate. Chevrolet decided to let their customer make their own Chevrolet Tahoe commercial online. Now this was bad seeing how Chevrolet has a rather large opposition by the " green police " who like to say that SUV's are ruining our planet. Now the majority of these videos were all about how global warming is killing our planet and how the Tahoe is the worst thing for our planet since Hitler. I would like to express my feelings about that but we don't need to go there. So what could Chevrolet have done better? They should have known that would happen, how they did not see that coming is really beyond belief. whenever you let those who oppose you get there hands on some form a free media that will allow them to express their feelings , they will tear you to shreds. Why do you think Wal-mart does not allow comments on their pages? its because they know that many people do not like them and they do not want such negative feedback on their pages. Which is very smart and the only thing i can say is that Chevy was simply not thinking. No wonder they had to get bailed out by the Government.