COFEK (Consumers Federation of Kenya) is an organization that fights for consumer rights in the country. They have a Twitter account @ConsumersKenya and they have used the platform to carry out their mandate.
Today, they decided to criticize Durex for a tweet they posted earlier on about Valentine’s Day.
Even the weather is getting ready for Valentine's Day. Morning #TeamDurex pic.twitter.com/Ot4h824s6A
— Durex Kenya (@DurexKE) February 11, 2016
https://twitter.com/ConsumersKenya/status/697646970920374272
@ConsumersKenya Hate to break it to you but people actually have sex out there. You should be happy there are brands advocating for safe sex
— P (@verbstract) February 11, 2016
COFEK’s choice of words was the major cause of uproar on Twitter. The caption “Interesting creativity but please don’t cross the red line. Valentines not about sex ” was quite controversial and in typical Twitter fashion, it brought about appropriate responses.
How is a condom ad misleading? it's not like the account spoke about how condoms cure malaria. https://t.co/skzkXqodhj
— phantéau (@_wangwe) February 11, 2016
What's misleading? They aren't saying you should use condoms to collect water from a well https://t.co/7d1Wv54Gof
— Dee (@Dee_spicable) February 11, 2016
Some even reminded the organization of the delicious irony they presented on the timeline.
oyyaa @ConsumersKenya remember this? Now have a seat. @samdave69 @mercymurugi @Yenyewe @NonieMG @mbugua_ pic.twitter.com/LrY1cYjOtP
— Stephen Musyoka (@smusyoka) February 11, 2016
The uproar ended up backfiring to COFEK since people started using the organization’s name against them.
Also surprised no one has told @consumersKenya to COFEK themselves.
— Brian K. (@Yenyewe) February 11, 2016
This 14th is truly the day to COFEK
— Ivar The Boneless (@roomthinker) February 11, 2016
Realizing their action did not go as planned, COFEK ended up apologizing for the tweet.
https://twitter.com/ConsumersKenya/status/697726864983486464
Durex did not change their marketing strategy after being bombarded by COFEK and it was quite evident by the latest tweet they posted.
Didn't realize the day was going to turn out like this.
Oh well…we work best when things are hard. #TeamDurex pic.twitter.com/mxBB8TS8VV
— Durex Kenya (@DurexKE) February 11, 2016
The issue here is that COFEK has the opportunity to use Twitter as a tool to obtain complaints from consumers and identify properly brands that intentionally mislead customers. In this case, it was portrayed like they don’t understand digital marketing where Durex’s campaign on Twitter is usually made in a fun way.
In addition, Durex has been using social media effectively to market their products, knowing where to position themselves to convince their customers to buy their products and it seems COFEK does not understand that aspect.
This is a good example of how an organization should not run an account and as we discussed in the how to be a social media manager in Kenya article , you have to have a sound strategy when using social so as to prevent this sort of faux pas.
