Project report : Benetton Unhate advertising
Etude de cas Anglais Document électronique Licence 11 pages
This document is a Benetton Unhate case study answering the following instructions: to analyse the problem of this advertising campaign, to see how criticism can affect the e-reputation of a company, to put in place corrective social media management actions with social media management tools, to make the link between several concepts and to set up a social media management strategy.
First, the name “Unhate” means “stop hating”. As it is short and simple, it stands out. United Colors of Benetton has made photomontages showing famous people kissing each other. The disruptive point is that these celebrities are political or religious ones, and that they may be the polar opposite of the one they are kissing on the picture. Through this kiss, conflicts would be over. Thus, you can see former French President Nicolas Sarkozy gently kissing German Chancellor Angela Merkel or Ch...
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