The recent collaboration between mega-influencer Nara Smith and luxury brand Marc Jacobs has generated significant attention online. A TikTok video featuring Nara Smith baking her version of Marc Jacobs’ The Tote Bag has garnered over 2 million likes and 11 million views since its release earlier this week. However, the campaign has faced backlash for allegedly imitating another creator, Mary Korlin-Downs, who had previously created a similar video baking the same bag through a trade partnership with the brand.
Nara Smith’s cooking skills have been a central focus in this campaign, with many fans praising her innovative recipes and culinary creativity. Her Instagram followers have been particularly enthusiastic, frequently commenting on her unique dishes and asking for more Nara Smith recipes.
This backlash highlights the potential pitfalls of influencer marketing and the importance of strategic planning and ethical considerations in public relations. PR professionals can learn valuable lessons from this situation to avoid similar issues in their own campaigns.
First, having a solid creative brief and influencer agreement is crucial. A creative brief ensures that campaign goals and objectives are clearly communicated and provides guidelines for branding, messaging, and potential storylines. On the legal side, an influencer agreement clarifies expectations and obligations, including scope of work, compensation, reporting cadence, and terms for termination. Additionally, PR pros should assess the type of ownership needed for the content being created.
Clearly outlining the legal dos and don’ts in influencer agreements is another critical step. For content intended for repurposing and reuse, it’s essential to specify that the brand owns the content and creative ideas produced during the partnership. This might involve extra charges from influencers for ownership rights, but it ensures proper usage of the creator’s image and likeness in compliance with copyright laws.
Ethical implications also play a significant role in influencer campaigns. While contracts can define ownership of creative ideas, PR pros should consider the ethical responsibility of crediting original creators. Research shows that Gen Z consumers prioritize honesty and fairness, holding brands accountable for transparency. Practitioners should ensure all necessary information is disclosed to the public, following Federal Trade Commission guidelines and ethical standards. Crediting original creators when participating in trends and clearly defining ownership in creative briefs and agreements is essential.
Nara Smith’s collaboration with Marc Jacobs, especially the attention drawn to the Marc Jacobs Tote Bag, underscores the importance of originality and respecting other creators’ contributions. Nara Smith’s Instagram posts have been flooded with comments both praising her creativity and pointing out the similarities to Korlin-Downs’ work.
Navigating the rapidly evolving communication landscape requires vigilance and expertise. PR professionals should lean into their strategic skills and relationship-building abilities to protect the reputation of the brands they represent. Ensuring authenticity and accuracy in social media campaigns is paramount. By considering these factors, PR pros can create successful influencer campaigns while maintaining ethical standards and avoiding potential backlash.
