Summary of the Core Issues
Deve went viral during the Qixi Festival due to a promotional video that featured a female character sharing a chocolate gift box her boyfriend didn't buy with her ambiguous partner. The copy of the video was criticized for having improper values (encouraging infidelity), and the customer service's perfunctory response (claiming the content was created by an individual and that they could just ignore it) further angered consumers. In the end, the brand apologized, blaming the third-party operations team for the lack of strict review. However, the deeper problem lies in the brand outsourcing its account to a team that focuses solely on sales volume. This led the team to deliberately cross moral and legal boundaries in order to generate traffic, creating a situation where "no one wanted the mishap to happen, but everyone was contributing to it." This could also violate advertising laws and damage the brand's image, which has been built over many years.
The Three Major Blunders That Led to Deve's Crisis: Copywriting, Customer Service, and Apology
The failure was not due to a single mistake, but a series of consecutive errors:
1. The copywriting itself crossed moral boundaries: In the video, the female character complained about her boyfriend not buying her a gift box and then shared it with her ambiguous partner, describing it as "sweet." This not only sold chocolates but also presented the act of cheating as a romantic scenario, directly challenging public perceptions of Qixi Festival romance. Netizens criticized the brand for having poor values and degrading women, with some even saying they wouldn't use Deve products for wedding celebrations.
2. The customer service's response made matters worse: When faced with criticism, the customer service stated that the content represented the creator's personal views and that viewers could ignore it if they didn't like it. The problem with this response is that content posted on an official account should reflect the brand's stance. The suggestion to simply ignore the issue downplayed the public's anger, leading media to describe it as a "catastrophic second blow."
3. The apology still shifted blame: Deve later apologized, blaming the third-party team for the poor review. However, consumers were not convinced—after all, the brand owned the official account, so the responsibility could not be entirely shifted to others. This attempt to blame a third party only exposed the brand's lack of control over the content.
The Copywriting Was a Carefully Planned "Infidelity Plot"
Some argued that Deve's failure was due to lax review, but upon closer inspection, the copywriting was not accidental:
- The setup: The character mentioned asking her boyfriend for the gift box for a long time without receiving it, giving her a reason to act beyond boundaries and making her seem justified.
- The scenario creation: She waited until her boyfriend was away to share the gift box, hiding her sense of guilt for overstepping the limits.
- The key action: Sharing the gift box with her ambiguous partner clearly implied infidelity.
- The emotional touch: The detail of driving for two hours to deliver the box was used to make the unethical behavior seem like a gesture of love.
- The conclusion: Describing it as "sweet" masked the entire story as romantic.
This was a well-structured plot with a clear beginning, middle, and end, not just a casual remark. The customer service's claim that the content was a personal creation also indicated that the team was aware of the potential issues but still decided to post it, showing that they intentionally crossed the lines to attract traffic.
Third-Party Operations: They Will Cross Any Boundary for Sales
Why did Deve outsource its official account to a third party? Perhaps the brand lacked the time to manage it itself or wanted a professional team to boost sales. However, the third party's key performance indicators (KPIs) are sales volume, traffic, and conversion rates, not brand image. Excessive creativity in content (such as themes involving infidelity or controversy) is more eye-catching and can attract more traffic. To meet these targets, the third-party team might risk damaging the brand's image.
It Wasn't "Accidental": The Copywriting Was a Deliberate Attempt to Attract Traffic
Deve's failure was not an accident but a result of a series of deliberate actions:
- The copywriting team created content that was likely to attract traffic, knowing it would cross moral boundaries.
- The review process: They allowed the video to go through despite recognizing the risks, thinking it was the third party's responsibility.
- The customer service: Their initial reaction was to avoid taking responsibility, finding it troublesome to admit fault.
- The brand: By outsourcing the account, they failed to effectively supervise the content.
Each party acted as if they were just doing their part, but together, they caused a major mistake. This is not an accidental outcome; it's the inevitable result of a traffic-driven approach.
The Consequences Are More Than Just an Apology: Legal Risks and Years of Brand Building Lost
Deve's issue cannot be resolved with a simple apology:
1. Legal risks: Lawyers have stated that the copywriting violates Article 9 of the Advertising Law, which prohibits content that disrupts public order or goes against good morals. As the advertiser, Deve is responsible, regardless of whether the third party was involved. The customer service's excuse that the content was personal does not hold up legally.
2. Brand asset loss: The brand's image of sincerity, exclusivity, and romance has been significantly damaged by this video. Consumers have said they will no longer buy Deve products, wasting years of built trust.
3. Why does this keep happening? Brands like Logitech, OPPO, and Dettol have also faced similar issues, all due to a focus on attracting traffic at the expense of brand values. The root cause is a culture that prioritizes traffic over everything else. As long as this mechanism persists, any brand could suffer the same fate.
In conclusion, outsourcing an account to a third party that focuses solely on sales is like handing over the control to a driver who only cares about speed—accidents are inevitable. While traffic is important, it's crucial to maintain ethical standards; otherwise, the profits gained may not be enough to compensate for the damage to the brand's reputation.