#Google12: Social Justice influencer marketing — Can corporates really #staywoke?
I had the privilege of travelling with the UK Marketing team at Google to Amsterdam, for a 3-day creativity retreat to get us thinking about how we can innovatively approach the work we do. I took in so much information that I’ve actually got two separate posts coming up! We met with Nike, Netflix and MVRDV who each spoke to us about the way they approached marketing, creativity and sustainability in an evolving digital age and safe to say it was interesting.
You know what really stuck out to me, and I expressed on twitter earlier this week, was the way that companies such as Nike use influential and opinionated individuals to promote an organic and powerful message. They spoke highly of brand ambassadors and social influencers who are vocal and believe in giving a voice to those who are disempowered even if it meant that certain suppliers were uncomfortable with the individual.
Nike give creative autonomy for their partners to express and develop their own unique ideas and this is why they create such powerful and moving visuals. The Nike x FKA Twigs collaboration was a huge success to me personally for two reasons: 1. because everything about it was simply beautiful and aesthetically pleasing and 2. because Twigs has openly and honestly spoken about her struggle growing up as a woman of colour and the rampant racism she regularly faces. There was something so beautiful and liberating about seeing her on a platform directing a powerful piece that embraced and represented so many cultures. The campaign was shot by the incredibly talented 18-year-old David Uzochukwu further solidifying the #blackexcellence narrative. This is how you creatively connect with people who have something to say about the world in a disruptive and organic way.
Most recently, Nike’s #BeTrue Gay Pride campaign features the iconic trans Afro-Boricua voguing legend Leiomy Maldonaldo. Nike really paid homage to the voguing seen by revolving their campaign around Leiomy and her contributions to the art. The Vogue scene is inherently political, it is a defiant act of resistance belonging to a community at the intersections of society. Leiomy’s story is so inspiring because she has been a hyper-visible member of the movement using her talent and outreach to amplify the voices of trans people.
Beyond Nike, Netflix have also become another huge player to use the role of the activist to further their reach. By commissioning documentaries and shows like Thirteen, Dear White People and Orange is the New Black, Netflix have indirectly adopted activist ambassadors that speak out on social issues but also extend the reach of the Netflix brand. During our meeting with Netflix, like Nike, they stressed that in order to grow an organic fan-base they believed in giving autonomy for directors and actors to use their platforms in a way they see fit. They were not concerned with policing the way those involved in shows decided to promote their message.
These are great examples of working with people who are talented at what they do and have something to say about the world. However, this doesn’t work when you force the narrative. Certain brands co-opting the social justice narrative do more harm to the cause than good. Especially when you’re living in such hostile and unfair times, trying to so blatantly co-opt a movement for financial gain looks ridiculous.
The tragic Pepsi ad featuring Kylie Jenner was absolutely, no doubt, the most insensitive and tasteless thing I’ve seen in a long time. It represented everything that is wrong with corporates attempting to co-opt social justice movements. What separates the good from the great is the creative direction. It’s about taking people from the environment you’re trying to uplift and represent and giving them licence to recreate their reality in a way that not only speaks to the masses, but to the individuals that identify with their lived experiences.
Though I speak highly of these individual companies, I think it is always important to remember that there are many that are/have not always been there for marginalised groups. It is trendy to be “woke” and we see various celebrities attempting to gain clout by pretending to engage in discussions about equality and diversity. The risk of being perceived as disengaged with these wider issues is too high for companies so it is easier to play along. Ultimately, it’s not enough for companies to sponsor floats at pride or roll out token diversity campaigns, companies have to invest in these communities and show long-term dedication to eradicating inequality.
