Category: Social Media + Influencer Engagement

Crisis Com: A Crock-Pot Crack Up

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, , , ,

NBC’s hit TV series “This Is Us” wrapped up an emotional third season last week. Since fans are still reeling from the dramatic ending, I can’t help but think back to the events that played out after last year’s season finale, bringing together a few of my favorite things: Crock-Pot, a strategic PR crisis plan and actor Milo Ventimiglia. (I bet you didn’t ever expect those three things in the same sentence.)

For Ashley Mowrey, director of global social media marketing, Newell Brands, January 24 of last year was just a typical morning. She woke up at 6 a.m. to get ready and picked up her phone to scroll through Twitter. Almost immediately she realized that the Newell brand Crock-Pot was trending. Sure, we all love a classic Crock-Pot dinner, but even she could admit that Crock-Pot trending on Twitter was a little unusual. Little did Mowrey know, one of the most unusual crises she had ever encountered was beginning to take form.

So what was it that led Crock-Pot to be a hot-topic item on Twitter? The night before “This Is Us” had finally revealed to fans how beloved protagonist and fictional father Jack Pearson was killed. A slow cooker identical to the Crock-Pot had caught on fire after the family’s Super Bowl party, burning down their Pittsburgh home and killing Jack Pearson.

“This Is Us” fans were both outraged and devastated at the loss of a character who had won over the hearts of so many. They  immediately took to Twitter by storm. Fans tweeted videos of themselves throwing away their Crock-Pots, and some vowed never to use their Crock-Pot again. Luckily, Mowrey and the crisis management team with help from Edelman reacted strategically, and here are six lessons we can pull from the Crock-Pot playbook.

1. Choose your social media platform strategically.

Majority of the outrage towards Crock-Pot was surfacing on Twitter, a platform that (surprisingly) Crock-Pot was not using. Knowing the brand would have to react fast to douse the emotional flames, Mowrey instructed her team to create a Twitter account, @CrockPotCares. The brand began using the hashtag #CrockPotIsInnocent, so they could respond to people who were questioning the safety of their slow cooker and demanding a Crock-Pot boycott.

2. Be empathetic and genuine.

Even though the death of Jack Pearson was completely fictional, the team had to be empathetic and aware that fans were grieving. The loss of this character felt very real. All of Crock-Pot’s responses to Twitter fans were genuine, reassuring and also interwoven with facts that backed up the safety and quality of the Crock-Pot brand.

In addition to their Twitter account, they posted a message to Facebook, adorned with broken heart emojis and a heartfelt response:

“THIS IS US SPOILER ALERT. We’re still trying to mend our heart after watching This Is Us on Tuesday night. America’s favorite dad and husband deserved a better exit and Crock-Pot shares in your devastation. Don’t further add to this tragedy by throwing your Crock-Pot Slow Cooker away. It’s hard to pass something down from generation to generation if you throw it away (grandma won’t be too happy). Spending time with his family while enjoying comfort food from his Crock-Pot was one of his favorite things to do. Let’s all do our part and honor his legacy in the kitchen with Crock-Pot.”

3. Go the extra mile to make consumers happy.

Crock-Pot’s response went beyond what was expected. Instead of just releasing a traditional press release online, the team knew they had to level with “This Is Us” Twitter fans on the same platform and acknowledge what had happened on the show. The empathetic responses and personal touch (Crock-Pot went as far as gifting a distraught “This Is Us” fan a Crock-Pot for her wedding registry) gave them a leg up is resolving the crisis. They took the time to respond to every concerned “This Is Us” fan on social media instead of waiting for it to blow over.

4. Get creative with your strategy.

This was not a crisis that the brand could have ever predicted. Crock-Pot did nothing wrong, yet found itself pulled into the middle of a fictional death catastrophe that rattled consumers and left them questioning its products. So how do you respond to an issue that isn’t part of your crisis plan? Mowrey ditched the traditional handbook and got creative. Crock-Pot teamed up with “This Is Us” creator Dan Fogelman and actor Milo Ventimiglia (who plays Jack Pearson) to craft a well-planned Super Bowl ad that cleared the air for Crock-Pot.

5. Tell a compelling story.

In the ad, Milo Ventimiglia delivers a message to fans ahead of last year’s Super Bowl match-up, reminding audiences to find the ability to forgive … followed by a close-up of a Crock-Pot and the hashtag #CrockPotIsInnocent. The ad was a smashing success with viewers and one of the most watched Super Bowl ads of the season. In addition to their Super Bowl coverage, Crock-Pot partnered up with the Ellen DeGeneres show. When Ventimiglia appeared on Ellen, he made sure to defend the Crock-Pot brand, and fans at the taping of the show were gifted Crock-Pot appliances and gift cards. When it comes to spinning negative publicity into great publicity, Crock-Pot knew what they were doing. Between the Super Bowl ad and the rave reviews from the tv show’s cast members, Crock-Pot had solidified its version of the story in a way that caught the public’s attention.

6. Utilize the brand’s loyal followers.

Additionally, Crock-Pot enlisted the help of its trusty consumers. Crock-Pot has a loyal brand following, including many consumers who have used their slow cookers for years. They were quick to defend the Crock-Pot when the Twitter conversation began to unravel, which was a reassuring testimony to Crock-Pot of its faithful buyers.

A Crisis Communications Success Story

From Ventimiglia’s Super Bowl Ad to #CrockPotIsInnocent trending, the conversation began to shift in a matter of days in a favorable direction. Sales for the brand even saw an increase in weeks following the “This Is Us” episode, and Crock-Pot began selling personalized Pittsburgh Steeler Crock-Pots in honor of Jack Pearson.

Even though Mowrey’s head still starts to spin when she thinks back to that morning on January 24, she is proud of the work her team accomplished to resolve the crisis. This is a prime example of an issue that is completely unpredictable, but when handled right, can be a valuable lesson  for crisis communication professionals everywhere.

Want to read about another one of my favorite PR crisis recoveries? Check out my blog on Zion Williamson’s broken shoe, and Nike’s strategy to make (literal) amends.

Written by Alex Davis-Isaac, a senior at UNC-Chapel Hill. She heard Ashley Mowrey speak on the Crock-Pot crisis this past January at the Atlanta PRSA convention. 



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The Big Deal With Small Influencers

Kelli FletcherBlog, Marketing, Social Media + Influencer Engagement, , ,

Long before 2018 was dubbed “The Year of the Influencer,” brands were tapping celebrities to peddle their products for a fine fee. Turns out, a recognizable face could persuade the masses to try a new item or even switch their loyalty to a new brand. But it’s no big secret that looks and style have always had selling power.

In today’s social-media-soaked world, Andy Warhol’s famous words – “In the future, everyone will be world-famous for 15 minutes” – have never rang more true, largely thanks to Instagram.

When Instagram launched in the fall of 2010 (only eight years ago!), the possibilities were limited. People who didn’t have an iPhone couldn’t access it, so its user network was low. But even as its numbers grew, Instagram’s content retained a real-ness. People were sharing snaps from their life that were authentic, in real time and even a bit – gasp – unplanned. Now, nearly nine years later, 1 billion people are using Instagram all over the world. And each day, or so it seems, the platform is churning out hundreds of influencers for you to discover. That’s a lot of curated content. In fact, no longer is there just one type of influencer. The group is divided into categories. You have your influencer (50,000+ followers), your micro influencer (10,000-50,000 followers) and now the nano influencer.

The nano influencer is the newest wave of ‘Gram groupies. They represent the “normal” everyday consumer who keeps a small group of 1,000 to 5,000 followers. The key to nano influencers is their authenticity. Because they keep their community selective, they tend to be more trusted by their followers. That trust and relatable-ness can compel consumers to buy. In a New York Times article that was published last year, it was suggested that it’s the “lack of fame” that makes nano influencers so approachable. When they recommend a product or brand on Instagram, it feels like a recommendation from a friend.

And big brands have taken notice. Kate Edwards, the COO of social marketing technology startup, Heartbeat, recently shared with Forbes that “brands are moving away from influencers and celebrities, and more towards recognizing the voices of everyday consumers.”

And that’s just it. These nano influencers have only slightly curated feeds. They don’t require drawn out contracts. And they don’t use middleman managers to communicate. But most of all, they look a lot like, well … you. Their lifestyle is reachable; their word is reputable. In short, they’re real.

While it might look that Instagram did to authenticity what the digital camera did to candid photos, we do seem to be searching for a return to realism. And that’s refreshing. So the next time you’re scouring the “search” tab for new people to follow, consider on-boarding some nano influencers into your feed. Their content is sure to be inspiring in a much-needed fresh and relatable way.

Want to explore an influencer program for your brand? Drop us a line!

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7 Insta Accounts You Can’t Miss

Cherith AndesBlog, Social Media + Influencer Engagement, The Clairemont Team, , , , , ,

The hues of a local mural. The strains of a blues artist in a music bar. Heck, even the copy on the back of a cereal box.

At Clairemont, we find inspiration in the darnedest of places. Lately, we’ve been lovin’ scrolling through our Instagram to uncover new ideas and helpful tidbits.

Looking for a few life hacks? A pick-me-up? Our team shared a few of its favorite folks to follow. Open the ‘Gram and check out these accounts!

Kelli Recommends: @EmilySchuman
For: Lifestyle, Beauty

Emily is founder of Cupcakes and Cashmere. I love her style, her tips and the fun activities she does with her girlfriends and family. She also has a great beauty routine (skincare and makeup), and I’m a huge beauty fan. So I often end up trying a ton of products she recommends — with great success. I’ve been a follower of her blog for seven years now, and her content just keeps getting better and better. 

Tracy Recommends: @Fashion_Jackson
For: Fashion

I love her style, and you can link directly to what she is wearing and purchase. #EASYSHOPPING, people.

Ru Recommends: @Nnekaj
For: Travel

My favorite personality on Instagram I absolutely adore is Nneka Julia. She’s a travel blogger who specifically chooses culturally rich destinations, ones that many have ignored. Not only will her photos make you antsy to pack your suitcase, but she also has a podcast called “Passing Through” that shares her revelations and wisdom collected through travel, conversation and self-education. Each episode is dedicated to a city she has explored, giving you insider tips and opinions. Her wisdom is beyond her years!

Cherith Recommends: @OakCityKitty
For: A Little ‘Tude

Meet Tucker, the mascot of downtown Raleigh and possibly the world’s driest pessimist. He keeps a first-person running commentary of life in the heart of the Oak City, peppered with his disdain of dogs, love of food and aspirations to be governor. You need this laugh today; I promise you won’t be sorry.

Alex Recommends: @HumansofNY
For: Life Inspiration

As a passionate people person and New York City enthusiast, I love connecting with stories of strangers from all over the world. You can find empathy, validation and a connection with a stranger all from a single Instagram post — that’s pretty inspiring to me! 

Dana Recommends: @Cottage_a_Day
For: Design

… because it feeds my visual house hunting hunger and is way cheaper than actual house hunting.

Dana Also Recommends: @SouthoftheBully
For: Your Cuteness Fix

… because, well, dogs.

We’re always looking for other inspiring accounts. Visit us on Instagram at @ClairemontCommunications, and tell us who we should follow next!

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Kate Spade Knew Its Audience

Clairemont InternBlog, Fashion, Social Media + Influencer Engagement, , ,

“Our new logo. Our new label. Our new pink,” read the caption of a recent Kate Spade Instagram post alongside a photo of its new tag color. One spade motif at a time, Kate Spade dropped its spring 2019 line — and longtime fans sprang up with vocal feedback as they noticed the striking changes. But Kate Spade became a shining example of a brand that knew its audience and had a plan in place to ensure a successful debut.

As public relations practitioners, we know that a crisis with a strategic, thorough plan is always manageable. But in the age of social media, customers expect businesses to respond online with unprecedented speed. Kate Spade led a master class in customer advocacy, as the team anticipated questions its audience would ask ahead of time and was therefore adequately prepared with responses for each during the roll out of the campaign. Comment after comment, the brand tackled each fan’s issue with ease, consistency and aplomb on social media.

Here are some examples:

1. Fan: @rancatburtanog wrote, “I feel like ‘re-imagined’ is a word for ‘we’re phasing it out.’ I love KS and I have loved it for a long time but please do not turn this brand into a bunch of ‘signature’ collections like Coach and MK. They are everywhere and it makes the handbags look cheap and ordinary.”
Kate Spade: “@rancatburtanog we promise we are not phasing out the spade. You’ll see it featured in lots of products throughout the collection ♠️. We are excited to show you!”

Lo and behold, not long after, Kate Spade posted a few Instagram images featuring the use of the spade, such as the following:

2. Fan: @breeflan wrote, “I liked the green. It was more unique. Everyone associates pink with being girly, I’m sad to see this change. I really valued the fact that everything wasn’t pink pink pink. That’s Victoria’s Secret.”
Kate Spade: In a follow-up post, the brand captioned, “Our new gift boxes. They’ll have our new tissue paper inside, too. Each box has a different combination of our brand colors—the ones we call pink kiss (bright pink) to clover (dark green), cherry blossom (light pink) to honey bee (yellow). 5 days until we share all the newness that’s coming on January 28th. We can’t wait.”

3. Fan:@denise_caskey wrote, “Where is Kate’s trademark♠️? “
Kate Spade: “@denise_caskey hi! you’ll see the spade featured throughout the collection in new and exciting ways. we can’t wait to show you!”

There is a stronger feeling of loyalty that grows when a brand responds to you directly as an individual in a public forum. Remember, your brand is not your logo, colors or name. As author Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Your brand is simply how you make people feel, which in turn generates how they feel about your brand.


See the complete Kate Spade New York Spring 2019 collection!

Ultimately, being handed the reins of a big lifestyle brand like Kate Spade is a tremendous responsibility. But will the brand’s loyal fan base follow the newly appointed creative director Nicola Glass as she continues to push forward with Kate Spade? No doubt her goal is to bring new customers into the fold while still keeping those die-hard Kate Spade fans happy. It may be a high-wire balancing act, but Glass is acing it so far.

Brand revolutions can take many forms. For tips on approaching your own rebranding efforts, check out our Miss America: Brand Revolution? blog!

Written by Clairemont Intern Ru Wolle, a senior at NCSU.
Photos from @katespadeny [Instagram]

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The Evolution of the Influencer

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, , , ,

It would be an understatement to say that a lot has changed over the past 100 years. The 1900s were certainly a productive century for us, but one thing has remained unchanged: the use of influencers and brand advocates to market products and services.

What is influencer marketing, you ask? There is not one exact definition, but influencer marketing can be described as brands utilizing influential figures to promote their product instead of doing it themselves. But to really understand the evolution of the influencer and influencer marketing, we have to throw it back … like, wayyy back.

An Old-Fashioned Influencer is Born

Welcome to the 1890s! If you’re surrounded by mauve-colored clothing and Benjamin Harrison is currently president, you’re probably in the right place. Although influencers have technically been around since the early days of the royals, it was during the 1890s when one of the longest running influencers to this day was introduced: Aunt Jemima.

As advertising slowly gravitated away from word-of-mouth recommendations to newspaper print ads and posters, the Davis Milling Company wanted a face for its brand that customers could trust. Thus, Aunt Jemima was born. When you hear “Aunt Jemima,” it’s hard not to envision the iconic cheerful woman with a welcoming smile, enticing customers to purchase the brand’s products. Although many actors have played the role of this famous influencer over the years, Aunt Jemima pancake mix and syrup remains a classic product in many homes today.

Santa Claus is Coming … to a Store Near You

As we leave the 19th century behind and head into the 1920s, one of the most well-known influencers captures the heart of millions. Coca-Cola hired artist Fred Mizen to paint the bearded, rosy-cheeked Santa Claus we have come to know today. Before Coca-Cola began using Santa for its holiday marketing, he was commonly drawn looking more like an elf than a cheery patron of joy. Coca-Cola strategically capitalized on a character that was already well-known but reshaped the public’s vision of him into one that has stuck with us to this day.

The use of brand influencers began to take off, and more companies began utilizing brand-created characters to showcase their company and products. We are introduced to more classic characters like Miss Chiquita Banana in 1944, Kellogg’s Tony the Tiger in 1952 and the General Mill’s Trix Rabbit in 1957.

The Emergence of Celebrity Endorsements

Technology continues to evolve as we reach the 1950s, and before we know it, celebrities are capable of having a more recognizable image and brand. Celebrities start becoming the token choice for influencer marketing, as made-up characters are no longer sufficient to convince a buyer to make a decision.

Celebrities like Michael Jackson, Tiger Woods and Beyoncé emerge, with their faces attached to companies and products. As the 20th century continued, it was nearly impossible to find a big name brand that wasn’t attached to a celebrity influencer in some way. Consumers wanted a glimpse into the glamorous lives that celebrities lived, and purchasing the products that their idols claimed to use or love seemed to suffice, since they couldn’t exactly buy their million-dollar mansions or try on their Gucci wardrobe.

The Rise of the Internet

The 2000s gave us a resurgence of 3D movies, Eminem and the internet. The creation of the internet unearthed new strategies for brands to affordably market products around the world. Suddenly, companies could create graphics, videos and stories online. Social media also began to emerge. Two-way communication between brands and customers changed the traditional structure of marketing and gave a voice to the general public. The early 2000s also saw the first “mommy blog” take off. These blogs had real voices from real people. Bloggers gave their audiences a fresh take on brand recommendations and started to become increasingly popular as social media became a regular part of our lives.

All is Fair in Instagram and Influencers

Today, influencer marketing is quickly becoming a primary method for marketing strategy and online purchases. It is cost-efficient and very effective when done well. With the limitless opportunities that social media and evolving technology have provided us, almost anybody can be an influencer these days. Influencers are content creators, opinion leaders and experts in their field, who sell their reach and content on social media platforms to brands.

In fact, brands are starting to understand that leveraging micro-influencers (with a smaller but more loyal fan base) and everyday brand advocates in their marketing strategy can provide stronger results than spending an entire budget on a single celebrity. Without a doubt, 2019 is going to see the influencer continue to grow and evolve. Our team at Clairemont can’t wait to see what’s next.

If you want to learn more about how you can utilize influencer marketing for your business, check out our blog post on steps to a successful influencer campaign here.

Written by Alex Davis-Isaac, senior at UNC-Chapel Hill.

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