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Katlego Maboe and Outsurance have gleefully graced our home TV screens with their #chenchadaideng campaign, featuring satisfied Outsurance customers singing and talking enthusiastically about the excellent service they have received from the insurer and the money they have saved when switching to Outsurance.
Katlego is a celebrated South African television host, songwriter and accountant, who has been awarded for his talents as Best Television Host by the South African Film and Television Awards in 2015 and 2016. He is also one of the friendly personalities that South African Los Africans expect to wake up each morning in the Quick Talk Show, who has been fighting on SABC 3 since 2010.
On October 23, 2020, South Africans awoke to an unfortunate viral video of Katlego and her partner fighting with issues related to infidelity and illness that occurred as a result of their infidelity. Other allegations emerged from the Katlego partner’s family that compromised the personality’s personal reputation and affected the brands it is associated with, notably Outsurance, which was reported to have removed ads featuring the personality.
It’s about trust
Over the years, we’ve seen brands abandon influencer partnerships, due to negative circumstances surrounding the influencer’s personal life. This is because the number one reason brands invest in influencer marketing is to build trust – when that trust is broken, brands have no choice but to protect their reputations, assess the damage the risk has caused, and return to the drawing board to strategize. on how to restore damaged and lost trust.
Your private life on social media impacts your REAL professional life
Everyone’s social media activity, the one they control and the one they don’t control, that is, generated by other users, has caused a change in the way brands and companies associate with influencers and even in how they acquire or fire to its employees, service providers and suppliers. .
An example of how an individual’s personal behavior on social media can affect their career is demonstrated by aspiring Miss South Africa, Bianca Schoombee, who withdrew from participating in Miss SA 2020 due to her 2014 tweets.
How Brands Can Mitigate Risk
Considerations for brands and their influencer marketing strategies
This begs the question: what risks are brands exposed to by investing in influencer strategies?
Consideration n. # 1: influencers are people and people make mistakes
Brands should take a page from good stock market investors and spread the risk. They shouldn’t have all their eggs in one basket or allow a campaign for an entire product portfolio to rely on one influencer. Before an influencer campaign can go to market, the brand must have a full understanding of risk – is it conservative, moderate, or high risk? Within each of these scenarios, what is the anticipated return on investment?
Consideration n. # 2: make a strategic scenario plan for your influencer campaigns
Strategic planning of scenarios is required, brands must ask themselves what is the number of plausible futures and analyze how the brand would perform in each of them, good and bad.
Consideration n. 3: How to mitigate risk
The brand should always be the hero, the influencer’s brand should contribute to the brand equity and not erode it, especially when unforeseen circumstances arise. When brands invest in strategic scenario planning, last minute late night meetings when a crisis strikes will be minimized because they would have considered their risk before the campaign kicks in and have been planned for the worst. Like the concept of investing in insurance.
