Naomi Campbell recently posted on social media what many celebrities share: a product shout out (perhaps paid, perhaps as a favor to a friend).
Only, rather than just posting a quick and easy Instagram photo featuring Adidas’ 350 SPZL shoes, she added an unintended extra.
Campbell edited the post after users called her out, but issued no responses to social media fans:
The original version read:
So nice to see you in good spirits!!!
Could you put something like:
Thanks to my friend @gary.aspden and all at adidas - loving these adidas 350 SPZL from the adidas Spezial range.
😘 😘💜✊ @adidasoriginals
Mashable’s Trishia Gilbride
Celebrities have done this before—when Scott Disick made a similar error
last month, his post went viral, likely bringing more attention to the brand—and to his personal brand. This makes us wonder if Campbell's post was not an
accident but a kickoff to this new sponsored content trend.
ATTEND FROM YOUR DESK:
Learn social media "next practices" from Facebook, Twitter, Instagram and LinkedIn.
Disick’s error mirrored Campbell’s:
PR and marketing pros—along with most consumers—know that celebrities generally don’t post about brands just because they like them, but instead because a
communicator is likely cajoling them to do so.
However, brand managers working with “influencer” marketing campaigns should take time to educate celebrities, bloggers and other social media power users
so that the mistake doesn’t happen to them.
For brand managers familiar with Federal Communications Commission rules, this might also stand out because of the lack of transparency in identifying this
as an ad—if Campbell was, in fact, paid to post about it.