Influencer marketing allows brands to tap into new audiences by leveraging the trust, reach, and authentic connections creators have with their followers. Today, creators represent a variety of niches, providing a direct line for brands to communicate with new people and introduce their products across a wider reach. But, beneath the surface, the history influencers bring with them can drastically impact brand reputation and values.
Doritos learned this lesson the hard way after learning that their new brand ambassador Samantha Hudson, a Spanish creator with nearly 400,000 Instagram followers on Instagram, had previously Tweeted content promoting violence and pedophilia. When these posts came to light, Doritos had to end the campaign and act quickly to prevent a brand crisis.
By associating themselves with Hudson, Doritos inadvertently aligned themselves with the negative values and online misconduct Hudson had previously engaged in. Ultimately, it’s critical that brands choose to work with people who are able to represent both themselves and the brands they work with in a positive light.
Violence is one of the many misconduct flags that Fama’s online and social media screening technology identifies. From illegal activities to sexual misconduct and discriminatory language, Fama is able to identify signs of misconduct across more than 10,000 online sources. Not only does this save time and resources, but it ensures brands are able to partner with the best creators.