New York City Sparks Excitement with Controversial Ad Campaign
Oh, New York City! With its bright lights and bustling streets, it’s always a hub for creativity and conversation. Recently, this iconic city was the backdrop for a bold ad campaign that stirred up quite a buzz, and to many people’s surprise, it ended up becoming a fantastic opportunity for the brand behind it.
When Cheeky Meets Controversial
In May 2024, on one of the busiest corners of Times Square, a jaw-dropping ad for the health brand Swehl popped up. Imagine a massive 45-foot image of influencer and bestselling author Molly Baz, playfully holding up lactation cookies. The tagline? A cheeky “Just add milk.” Although it was clear that the ad aimed to highlight resources for women during pregnancy and postpartum, it didn’t take long for it to get flagged and pulled down. However, before anyone could say “milk,” the ad was reinstated, sparking an even larger conversation about women’s health and advertising censorship.
The Unexpected Turn of Events
What started as a potentially damaging situation transformed into a golden opportunity for Swehl. Elizabeth Myer, one of the brand’s co-founders, shared, “We joke that a women’s health brand can only dream of having their ad pulled.” How true that turned out to be! The controversy gained momentum when they had already pitched a reporter who quickly picked up the story, leading to a whirlwind of press coverage. As Myer explains, “From there, we lined up morning shows and capitalized on the built-up energy.” This rapid pivot from lactation cookies—something Swehl doesn’t even sell!—to discussions around their brand mission opened doors and amplified their message.
The Evolving Nature of Marketing
As the fallout from the ad began to fade, one question lingered: Is influencer marketing becoming the new public relations? Experts think so! As influencer activations catch up to traditional celebrity endorsements, brands might just find themselves in a stronger position, thanks to the trust consumers place in influencers. The 2024 Influencer Marketing Report backs this up, showing that people are turning more towards influencers rather than brands or celebrities.
Creating Authentic Connections
While traditional PR focuses on building trust through media coverage, influencers bring an authentic, personal touch that appeals to their audience. Myer emphasizes, “When influencers and PR efforts work together, brand storytelling is not just more effective; it’s also more credible.” In Swehl’s case, this synchronized approach, especially during their big NY award event, resulted in increased sales and brand recognition.
Working Together for Maximum Impact
So, how exactly do brands win when combining influencer marketing with their PR strategies? For one, they ensure that the messages reach their ideal audiences, with influencers adapting core themes to their personal styles. Myer points out, “The campaign launched around our first anniversary, and it was a follow-up to some of our big wins in our first year.” Such planning pays off!
The Power of Events and Authentic Storytelling
When special events are involved, influencers add an extra spark. Whether sharing exclusive previews or behind-the-scenes content, their real-time interactions keep the buzz alive. Scavuzzo notes, “Inviting influencers is an easy way to create real-time excitement on social media for your brand.” This personal touch makes the campaign memorable and engaging.
Choosing the Right Influencers
However, not every influencer is a perfect fit. Brands need to do their homework! Revis advises that understanding an influencer’s standing on critical issues is crucial before entering a partnership. With several layers to influencer relationships, brands that take the time to find values-aligned partners often reap the greatest rewards.
Crisis Management and Preparedness
While a successful campaign can start a great conversation, it’s wise to prepare for potential pitfalls. A well-thought-out crisis management plan is as necessary in the world of influencers as it is in traditional PR. The Swehl team suggests that thorough vetting of influencers can minimize risks, ensuring that any collaborations promote a positive narrative.
Looking Forward
New York City once again proves to be a breeding ground for innovation, sparking key conversations about women’s health in an engaging way. It’s clear that influencer marketing and PR no longer operate in silos; they are increasingly intertwined. As illustrated by Swehl’s Just Add Milk campaign, the right partnerships can build substantial awareness, create meaningful connections, and drive conversations that resonate with audiences on a personal level. New York City may just have found another way to shine in the spotlight—who knew a cheeky billboard could be so powerful?
