Marketing Case Study: PETA Facebook profile picture filter

Just because you have an idea, doesn’t mean it is a good one, especially in the age of social media. Now that everything can become a meme, you will definitely need to take into account not only your target demographic, but the ability of the market that opposes your views to use your marketing techniques against you.


PETA just tried to create a facebook profile picture filter that advocated for “shooting selfies and not animals”… well, the hunting community took it upon itself to own that attempt at marketing. I woke up today and did the obligatory check of facebook notifications before rolling out of bed and was greeting with a profile picture update from a friend I served with. Generally at 6am I would ignore these and scroll on, but instead I got a good chuckle and like the photo. I looked at my phone later and saw a whole thread in a Veteran centric facebook group I am a part of and literally dozens of these photos had gone up by like 7 am. PETA neglected to think about the “enemy” in their marketing plan, or just plain didn’t care. But either way their attempt at raising awareness for animal rights was lampooned.


I don’t think this is going to hurt PETA at all and will probably just engrain their thoughts on hunters even more, but you can take a pretty good lesson from this. When you are putting together your marketing strategy, take a look from the other side of the aisle and see what someone could use against you and your organization, and incorporate that risk analysis into your plan. If you can manage the risk or utilize it fire for effect, if not, maybe check fire and adjust.


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