A Small Lesson in Listening and Content Strategy

Sometimes repurposing an asset for social isn’t as cut and dried as a quick video edit. 

Care.com, a website for sourcing home help like childcare, senior care, housekeeping and pet care, ran a video ad on Facebook. To the audience they served it to [twice] it came off tone deaf. It’s a Facebook spec-friendly version of a longer length commercial. The captions that appear over the video read, “Look at Mom and Dad. Cleaning the house on a Saturday, instead of playing with me.”

  

What did they do wrong?

  • The ad appears to tactlessly leverage a pouty, sad little girl to guilt parents into hiring a housekeeper. Does guilt really inspire action and create a positive brand connection? It’s a risky gamble, especially in social.
  • The Facebook edit fails to consider how the content comes off without the context of of the longer-form commercial. Repurpose with care.
  • They ran the same ad before, and got the same response. Then changed nothing, and ran it again (without responding to community comments). Maybe they targeted the wrong people?
  • The ad goes against the advice and values they push in their own web contentas directly pointed out by viewers of the ad. 
  • There’s also a typo. Oops.

Why it’s hot: It’s not that hot, but I saw this ad twice and it bugged me enough to keep me thinking about it. It annoyed me as a parent, sure. But it annoyed me more as a content strategist. Not sure how much was spent on this, but the investment could have had way more impact and positive feedback.