Exactly a week ago, the latest video from a failed vaccination campaign was released by two influencers and the government. And instead of praising the back, Anna Šulc and Jakub Gulab received a proper public massage. Which, however, was not very pleasant. And that misinformation about vaccination would spread less? Unfortunately, this did not happen.
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It is one thing to want to spread useful enlightenment. And the second is to run a campaign in cooperation with the Office of the Government to convince the widest possible society of the usefulness of vaccination. This is already a higher level of marketing, especially when the public will react completely differently than you expect and you would like lessons from crisis communication.
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However, after the government announced with great pomp that it was entering TikTok and will be a vaccination campaign, the first video to appear was from Straka’s academy, where not a word was said about vaccination or covid-19. But we found out where the prime minister’s windows are. Well done, it’ll get us out of the crisis! I searched for the Continue button for a long time because I didn’t believe it was all over. And that it has to convince anyone of the benefits of vaccination against covid-19. It was a pure government “feather”, nothing more, nothing less. And it caused it such hype that even the other videos fit in.
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But what was more than visible was the whirlwind of flocks, sometimes quite behind the line that the two young influencers faced. They didn’t kill anyone, they didn’t steal anything from anyone, and yet many wanted to kick them. In fact, I’m not surprised that Anna Šulc turned off the opportunity to comment on her posts. Although over the years in the world of social networking at the top level could be used to many things. Many people consider it a mess, but try to imagine that your profile is filled with insults and shit all day long…
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Where they went wrong?
The problem was that the whole campaign was little or poorly communicated by its creators, timed and the connection with the government was also not happy. They took a big bite. They should have consulted.
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The original idea was nice. However, the design was of all kinds and unfortunately drew attention to the original intention. They were to connect not only with vaccination experts, but also with marketing. The truth is, I’m not a target. I’m not twenty and they never will be again. For young people, this may work. And they’ll tell Mom and Grandma. I don’t know if this is the way to go …
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After a wave of criticism and negative comments, they decided not to accept the mentioned 500 thousand to support the campaign. She had a much bigger impact naturally anyway, because the whole Czech Internet talked about it. It is a great pity that there was little talk about videos with experts: MUDr. Hana Rohacova, doc. MUDr. Jan Blatný, Ph.D., MD Petr Smejkal and others.
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The longest week in life
Over 842 thousand people follow Anna Šulc on Instagram. As an experienced and acclaimed influencer, she should have realized in advance how the media and networks work, how crucial timing is, for whom the campaign is done and who is actually the target group. In the end, she humbly admittedthat they took a bite too big and that it was a mistake.
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She used her position and made available not only her voice and influence, but also the place she has been building for years and which she earns. Your social networks. Just as others here provide space for fashion chains, whitening toothpaste, watches or coffee capsules, she gave it to experts.
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It could have been a great campaign, but the main message was left behind. Maybe if the Prime Minister had lent his capable marketing team to these two young people as well, or he had spoken out in support of them (because they were doing the work for his office, after all), the whole thing might have sounded different.
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