Leonie Bulman's recent articles
Harvey Nichols “crude” Contain Yourself campaign has a mixed impact on the retailer’s image
Harvey Nichols’ recent Contain Yourself campaign has built social media engagement around their seasonal sale, using a tongue-in-cheek campaign. However, response is mixed and the campaign has a negative impact on the brand's "classy" brand image.
- 41% of consumers talking about the Contain Yourself campaign are negative: Consumers tweet using the hashtag #containyourself to express their "disgust" with the campaign. This suggests that, whilst humour can be a good way to engage social media users, misalignment with brand image can create a backlash in social media
- 59% react positively to the campaign: Despite a much less positive response than towards the Walk of Shame campaign, the Contain Yourself campaign still receives a majority of favourable reactions. Some consumers tweet saying they find the adverts "funny" and "entertaining"
- The campaign negatively impacts Harvey Nichols' "classy" image: Many say they "would not expect" such a campaign from the Harvey Nichols brand, as it does not convey the "luxury" and "classiness" which Harvey Nichols stands for
- However, some feel that the campaign gives Harvey Nichols' a "cool" edge: The campaign's tongue-in-cheek stance contributes to the perception that Harvey Nichols is "fun" and praise their "outstanding" sense of humour. Although the campaign doesn't resonate with the retailer's luxury image, it moves it towards a more contemporary one