fb

They make some great clothes but their marketing approach isn’t so good…

Picture the scene. You’re a well known American fashion brand and you’ve just launched your new Spring 2011 collection.

Meanwhile, on the other side of the world there is serious unrest in Egypt with people dying for their beliefs.

The social networking site Twitter was full of comments and updates about the situation in Cairo. For those of you not familiar with Twitter, posts on the site can be preceded with a hashtag so that people can easily search for a particular item.

The #Cairo hashtag was being used on Twitter to report from the troubling events in Egypt.

Somebody from the fashion brand Kenneth Cole came up with the idea of hijacking the #Cairo hashtag to promote their new fashion collection. Their inappropriate Tweet is shown below.

Guerrilla marketing can be very successful. Our earlier posts on the Bavaria girls and the Hugo Boss yacht for example identify guerrilla marketing tactics that can work.

Kenneth Cole’s highjacking of the #Cairo hashtag though received large scale condemnation and probably hasn’t done the brand too many favours.

They subsequently removed the Tweet and issued an apology.

Share this entry

Recent articles

View All Articles
PwC Australia and the “Rule of Three”
Sep 21, 2023
Title
PwC Australia and the “Rule of Three”
Excerpt

As the future business leaders of tomorrow, it’s crucial for students to stay updated on key developments in […]

CIMA VS ACCA: which is best for you? (and what about CMA?)
Sep 15, 2023
Title
CIMA VS ACCA: which is best for you? (and what about CMA?)
Excerpt

When it comes to a career in accounting or finance, deciding which professional qualification to pursue can be […]

How’s your lipstick?
Sep 12, 2023
Title
How’s your lipstick?
Excerpt

In the world of business, understanding consumer behavior is crucial. The “lipstick effect” offers a fascinating glimpse into […]

How an online Certified Management Accountant (CMA) course can advance your career.
Sep 05, 2023
Title
How an online Certified Management Accountant (CMA) course can advance your career.
Excerpt

In today’s fast-paced and competitive business world, professionals are constantly looking for ways to differentiate themselves and advance […]

Waiting for your ACCA exam results…
Sep 01, 2023
Title
Waiting for your ACCA exam results…
Excerpt

Waiting for the results of your ACCA exams can be an incredibly stressful time. The uncertainty, the anticipation, […]

APM vs AFM ACCA: which path suits your career goals?
Aug 30, 2023
Title
APM vs AFM ACCA: which path suits your career goals?
Excerpt

“Which is easier – Advanced Performance Management (APM) or Advanced Financial Management (AFM)?”

ROI: how enrolling employees on ACCA courses will yield long-term business success
Aug 18, 2023
Title
ROI: how enrolling employees on ACCA courses will yield long-term business success
Excerpt

The Association of Chartered Certified Accountants (ACCA) is one of the most respected global accounting qualifications. Organisations across […]

Would Michael Porter sleep in this bed?
Aug 14, 2023
Title
Would Michael Porter sleep in this bed?
Excerpt

Management theories play a significant role in guiding corporate strategy. And when it comes to strategy and management […]