Resolving the Lush social bomb

Sunday, June 16, 2019 9:15 pm | 2.5 min read

Remember the time when you had to persuade your clients to include digital channels in their media plans? Ah, the precious dial-up days of the internet. Well, today the situation is a bit different. Digital communication has taken over marketing strategies and to put it bluntly, TV commercials and expensive offline campaigns are pushed aside.

This really isn’t surprising, given how we’ve evolved as consumers. This means that before we go shopping offline, we first go online. We search, investigate, and try to learn more and eventually find out everything we need and want to know. So now brands have a really difficult task in persuading us that their messages are truthful and that they are being honest.

And brands are not happy. Why?
Well, first they really have to be honest. Because we all know that what happens online, well, stays online. Then, they have to work really hard to send their message as far as possible. And it’s just getting harder and harder to do so. Marketing just doesn’t work the way it did before. People are targeted more precisely, and they are receiving only what they want to see.

And as if that wasn’t hard enough, something like the Cambridge Analytica scandal happens and people really freak out. Now your audience can’t believe you because they are starting to doubt your every move given that you are publishing your content on a network that is selling their private info. What horror.
It was kind of expected that the situation would escalate at one point. As much as brands depend on people, it’s not like Facebook is the only way to get to them. So, what happened?

The Lush Effect

On April 8th, Lush UK, cosmetics manufacturer and retailer, announced that they are “switching up social media”. Their public announcement revealed that “Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your news feed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead.⁣”

Are algorithms really so spooky? Or is it all a marketing hoax? Whatever it is, everyone has an opinion and isn’t afraid to tell it. So people started talking.

There are a few theories.

For example, some people think it’s a social media bomb made to boost Lush US channels, as those will remain active. The logical move would be for them to transfer their content and audience.

Others found support in their statement and decided to do the same. It goes not just for brands, but also celebrities such as Cher, Jim Carrey, Will Ferrell and many more.

But luckily, there are some good sides to social media and one of them is transparency.

We were curious how all this hype around Lush UK would impact their presence, so we did some research on the easy2know platform. Basically, it seems like now that despite disappearing, they are actually more present than ever.

Lush has become the talk of the web. UGC is more frequent than ever and people can’t stop sharing their impressions, support and doubts, all of them mentioning Lush UK. So lets dig deeper and see what people are actually saying by analyzing the most associated terms with this topic in recent months in the table on the left.
The decision of Lush cosmetics has made some significant changes in the social landscape, so people are talking more and more about their shift and opening discussions on whether other brands should follow their lead.
So, what do you think? Share your thoughts with us. Is this a chance for clearing the skies around social networks, a sign of brand/audience relationship evolution or just another marketing trick to make us talk?

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