The fallout following AnheuserBusch's partnership with transgender influencer Dylan Mulvaney has proven to be a teaching moment in marketing. 'Not all publicity is good publicity,' viralnationinc's Emma Ferrara said.
Viral Nation's Chief Business Development Officer Emma Ferrara broke down what when wrong in Anheuser-Busch's marketing campaign in an interview with Fox News on Friday. The result of the company sending one personalized can to Mulvaney, who subsequently made a post that led to a report that total Bud Light sales for the week ending on April 15 were down 21% in volume, is"one of the most polarizing instances within the social media space," Ferrara said.
Ferrara noted the brevity of the influencer's participation in Anheuser-Busch's marketing effort. Mulvaney only made one post which didn't quite add up to a campaign, but it still made a difference. "I really am of the belief that there is no such thing as a small post, or one post, or diminishing the meaning behind that," Ferrara said."I do believe that there was an effort to connect with the community and one that, I think, just came about in the wrong way because it was inauthentic, and it wasn't credible.
Anheuser-Busch has employed lobbying firm Origin Advocacy with GOP roots in Congress in an attempt to undo the damage caused among its conservative consumer base.
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