A recent collaboration between mega-influencer Nara Smith and luxury brand Marc Jacobs has sparked significant attention online, but not all of it has been positive. The campaign, featuring Smith baking her version of Marc Jacobs’ popular Tote Bag from scratch in a TikTok video, quickly went viral, amassing over 2 million likes and 11 million views. However, backlash arose when users accused the campaign of imitating another creator, Mary Korlin-Downs, who had previously created a similar video as part of her partnership with the brand.
While the campaign’s popularity underscores the power of influencer marketing, the backlash highlights the risks involved, particularly when originality and ethics come into question. For PR professionals, this situation offers valuable lessons in how to avoid similar pitfalls in their own campaigns.
The first lesson is the importance of having a solid game plan. A well-crafted creative brief and a detailed influencer agreement are essential to ensure that everyone involved understands the campaign’s goals, messaging, and legal obligations. Creative briefs provide clear guidelines for branding and content creation, helping to avoid misunderstandings that could lead to issues like those faced by Marc Jacobs. On the legal side, influencer agreements should outline the scope of work, compensation, and ownership of the content created, ensuring that both parties are on the same page.
Another critical aspect is clearly outlining the legal dos and don’ts in influencer agreements. If a brand intends to repurpose and reuse content across various channels, it’s crucial to specify ownership rights in the agreement. While this might increase costs, it safeguards the brand by ensuring that the use of the influencer’s content complies with copyright laws and the terms of the partnership. This step can prevent disputes and potential backlash related to content ownership.
Ethical considerations also play a significant role in avoiding backlash. Even when contracts cover the ownership of creative ideas, PR professionals must consider the ethical implications of their campaigns. Transparency is key, particularly when trends or ideas have been inspired by other creators. Failing to credit the original creator can damage a brand’s reputation, especially with Gen Z consumers who prioritize honesty and fairness. PR pros should ensure that campaigns adhere to Federal Trade Commission guidelines and other ethical standards to maintain the trust of their audience.
In the rapidly evolving landscape of influencer marketing, PR professionals must remain vigilant. By focusing on strategy, legal clarity, and ethical integrity, they can protect the brands they represent and foster authentic relationships with their audiences.
