United Colors of Benetton campaign: The UNHATE project

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United Colors of Benetton campaign: The UNHATE project

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Themes

United Colors of Benetton, unhate, social media management, advertising campaign, e-reputation, online advertising, democratic campaign, viral campaign, mode

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Abstract

In section 1, you are asked to write a Social Media Management Research Design Description. The purpose of this section is to support your theoretical understanding of the interplay between concepts, models and/or theories as a basis for research design, connecting a theoretical lens on social media management to a planned analysis of primary and/or secondary data.
In section 2, you need to produce a Social Media Management Research Report. The purpose of the section is to support you in using a theoretical lens to analyze data, come up with findings related to the emerging field of social media management, and relate them to implications for practice.
In section 3, you will produce a reflection paper focused on your findings from the Social Media Management Research Report and how you position them in the field of social media management, suggesting possible future research directions. The purpose of this section is to show your ability to address the implications of practice and empirical research findings for theory.

Social Media Management Research Design Description
1. The purpose
2. The concept
3. Key Concepts
Social Media Management Research Report
Reflection Paper
1. A campaign which is in the steps of the previous ones
2. A democratic campaign that created involvement
3. A campaign that was not totally legal
4. A campaign that slipped out of the hands of Benetton
5. A single goal

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[...] Benetton also settled a "Unhate list" on Twitter which allowed people to create and share the list of things that cannot be hated according to them. How did they implement this digital part of the campaign? They created a special webpage http://unhate.benetton.com/unhate-list/ They plugged a Twitter signet that feeds the page with any message that contains the hashtag "unhate" They created the kisswall platform on which you could upload a side picture. An algorithm created a photomontage with a stranger's picture. The picture was displayed on the campaign's page. These play-based means created interactions and dialog between the Italian clothing brand and its fan. [...]

[...] But how has this "Unhate" campaign been perceived by customers? Several organizations and websites asked their communities. On l'Express's website, one can read comments congratulating Benetton for their creativity and their involvement in the fight against racism. On the contrary, many comments criticize the fact that they use this fight for commercial purpose. Others underline that some reactions are even more chocking than the campaign itself. Examples of controversial comments on the Unhate campaign. Although the campaign has been controversial, it has reached its goal as thousands of people talked about it and as it has grown viral. [...]

[...] But it couldn't ensure that anybody on social networks doesn't use these pictures. And the fact remains that on can find the "unauthorized" pictures really easily all over the internet. This is the negative side of viral campaigns. A single goal All in all, this "Unhate" campaign has been an undeniable success. Only with a few photomontages and and light software creating "kiss" pictures, they managed to grow viral. This success is mainly due to the clear goal they had set: creating involvement and "love brand". [...]

[...] A short movie had been realized for the campaign. Benetton had also created the Kiss Wall which was a web device on social networks (especially on Facebook) that allowed fans to take a picture of themselves and be part of a composition in which they are kissing someone they never met. Through this campaign, Benetton gets back in touch with its 90's advertising campaigns, which were as well chocking. At the time, Oliviero Toscani had taken pictures of a man suffering from Aids, lying on a bed and from a priest kissing a nun which is really close to the pictures we are talking from. [...]

[...] Indeed, when one talks about a campaign from United Colors of Benetton, people bargain for quite violent pictures. However, some people are a little bored of these campaign. Even if at the beginning of the 90's they appreciated the fact that Benetton designed original campaign, they deplore today's escalation of shocking pictures. A democratic campaign that created involvement United Colors of Benetton has been brilliant on at least one thing: they managed to create involvement among their fans. This is due to the data they gathered about their community. [...]

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