There is no doubt that this case will be remembered as a landmark PR failure. PR firms around the world are undoubtedly scrutinizing this debacle, asking themselves questions such as: Could this have been prevented? Why did this strategy fall short? Why couldn’t the success of the summer 2023 Barbie movie and its PR campaign be duplicated for the It Ends with Us movie in 2024?

Let’s start with the most glaring issue: Barbie, a cultural icon, is associated with pleasant experiences, nostalgia, and cherished childhood memories, along with the allure of fashion and beauty. This isn’t exactly a model to emulate when addressing a serious issue like domestic violence. The PR team behind Blake Lively’s campaign clearly misjudged the situation, resulting in a far from desired outcome.

Imagine the nightmare of watching years of planning for your new hair care line and alcohol brand come crashing down right before your eyes, especially with old interviews resurfacing that cast you in an unflattering light at just the “right” time.

The social media landscape was like the Wild West for celebrities in the past decade, who were rapidly launching business ventures, expanding their personal brands, and exploring unexpected territories. Instagram, Facebook, and Snapchat were perfect for these golden opportunities. But something fundamentally changed and toppled many of those empires: the pandemic and the rise of TikTok.

This platform was truly revolutionary. What began with young girls dancing soon evolved into an intricate web of unfiltered information sharing. TikTok has transformed everything, especially celebrity culture. During lockdowns, people saw celebrities in their homes, revealing behaviors that often seemed out of touch. As a result, something unexpected happened: the blindfold came off, and the worship of celebrity has been on the decline ever since.

If there’s a controversial pop culture issue in the mainstream media, TikTok will almost certainly escalate it, turning it into a viral sensation. Just look at the current Blake Lively debacle - people from all walks of life are voicing their opinions, making the issue linger longer than anyone would want for a movie promotional campaign.

So, what have we learned from this case? Quite a lot actually. The most valuable lesson is that we crave authenticity, empathy, and a keen sense of timing when promoting important issues or personal brands. It is neither wise nor ethical to prioritize self-promotion above all else. The promotion of these two brands could have been more effective if integrated authentically, such as: For every purchase of these products in August and September, a portion of the proceeds will be donated to organizations addressing domestic violence. The same approach could apply to the coloring book and nail polish kit that Colleen Hoover brought to the market.

I’m still shocked that neither of these women considered this approach. Instead of leveraging their platforms to promote and support millions of domestic violence survivors, they ended up damaging their reputations and bringing hardship upon themselves.

I did see the movie and I wish them both well, but I won’t be buying any products associated with these two ladies. Will you?

Nothing will ever be the same. We live in a new era where we see more, feel more, and speak up more than ever before - and that’s a positive development.

Marie Copps

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