First when I saw Facebook’s new marketing campaign – “Facebook is like Chairs” the initial impression was, okay I get it- they are a social platform and it is about connected groups and being together. Kinda makes sense.
After the first campaign Facebook did receive public criticism for its content, characters and choice of settings and may be that was the reason, comments on the YouTube video are turned off and we know that’s typically done by brands/agency (In this case Wieden + Kennedy) when you expect negative reaction pouring in from viewers.
Nevertheless Facebook recently launched the next series of creative based on same things. Now for me the campaign has turned weird.
Check out the latest creative:
The text accompanying the post says, “Swimming pools are filled with people. Some you know. Some you don’t. And every once in a while you see something that maybe you shouldn’t. That’s why swimming pools are a little like Facebook.”
In fact on its own Facebook Page, they have posted more pictures – Trying too hard to connect anything that involves more than two people equivalent of Facebook.
This is when you lose the key message and let a simple message (Going back to Chairs) sink in and let the audience embrace and relate to it and NOT try too hard. It is key for any brand to know how hard to push a correlation.
That’s why I now feel Facebook is like …Anything under the Sun.