Here’s an exclusive case study on how NOT to use Tumblr. Were they drunk?
SMIRNOFF: Doing It All Wrong
Oh my, why did you even bother, Smirnoff? This post shows that brands have no clue on how the Tumblr platform works.
Inane text: You tell fans, “Need drink ideas? Check out @SmirnoffUS on Twitter.” Why should they? What have you offered in this post that would make any liquor connoisseur believe that Smirnoff has anything interesting to say?
No link: If the goal were to encourage Tumblr fans to start following Smirnoff on Twitter, wouldn’t it have made sense to add a link taking them there? Consumers have the attention spans of mosquitoes – you have to do as much of the work for them as you can.
Boring photo: It’s bad to use a still photo on a platform where you have the option of posting exciting, attention-getting animated GIFs. But Smirnoff could have redeemed itself had its creative team at least done something artistic with the photo, like Absolut did back in the 1990s. What value could they possibly bring to their consumers with a stock photo of a Smirnoff bottle? Even simply making the bottle move from side to side would have been more interesting than this.