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Vaseline actually had the 0.0000001% idea that resonated with people though. The rest of the ‘social-first’ garbage is nothing more than brands polluting a space that’s already massively polluted by actual people - and now slop.
Customers don’t “want” brands pretending to be part of the customer space. It’s the same as when brands thought having a Facebook page meant people would voluntarily have a dialogue with you.
I'll never forget my first marketing job pressuring me to create a viral campaign for them. "That's not how this works." Especially, not at that time.
Vaseline has made some good campaigns.
Or maybe just lying with statistics 😆 I’ve worked in a variety of analytics industries and 11% attribution growth to just social is high/unusual - unless you exclude all other channels and just analyze digital on its own. Then that’s about standard and not super stand out.
Rising Star
True we do know stats can be easily spun.