The brand removed Hoai Linh’s image
As noted by the reporter, the Shopee e-commerce platform has removed most of the images and videos related to Meritorious Artist Hoai Linh on the website’s website, application and official Fanpage page.
There is only one image and one video posted on May 20 to communicate before the 6-6 promotion event represented by this artist.
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Hoai Linh as the face of a Shopee discount event. Screenshots
This follows controversies over Hoai Linh’s holding and delay in handing over 13 billion dong of charitable donations to help people in the central region who have been flooded in the past 6 months. The incident has caused the male comedian to encounter many mixed opinions from fans and people across the country.
Not only Shopee, there are more than 3 million followers on the Fanpage of the TV show “Challenge Comedians”, many audience opinions oppose the invitation of Hoai Linh to sit in the hot seat of the judge, replacing Truong Giang and Tran Thanh in season 7 this year.
Currently, Dien Quan has announced to postpone recruiting players in Ho Chi Minh City, Can Tho and will have a specific announcement later.
Regarding the reaction of the online community to the hot seat position of comedian Hoai Linh, director Khuong Dua, who is also the representative of the producer, said that he has understood the information and is currently giving a solution, when an official decision is made, the audience will be updated.
Accidentally infected by scandal
This isn’t the first time that brands have been unknowingly infected with celebrity problems when acting as brand representatives. Usually these brands will remove the image of the representative when they are involved in a scandal to avoid being affected. However, this is one of the ways to handle communication experts highly appreciate.
Share with PLOMs. Doan Do Ngoc Thi, Independent Media Consultant, said that normally a brand, especially with an international brand, when collaborating with a KOL (artist or celebrity with social influence-PV) who is experiencing a severe wave of boycotts from consumers, the best action a brand must take immediately is to stop using that KOL.
“This will reduce the risk for the brand in receiving a wave of criticism from online communities who are not satisfied with that KOL. Losing a representative is better than losing a large group of online communities”- Ms. Thi expressed her opinion.
According to another media expert, in just one recent statistic, up to 79% of people objected to the appearance of artist Hoai Linh on the mass media. Therefore, many advertising campaigns using Hoai Linh’s image are boycotted by consumers.
“I think that stopping using images is the right direction that brands need to take to win the hearts of the majority of consumers,” this person said.
According to this person, if the brand continues to cooperate with an artist who is in trouble, it can cause great risks to the brand, reputation and products, so few brands will sit idly by the online community.
On this issue, Ms. Ngoc Thi agrees and believes that every cooperation contract between an artist and a brand should have a clause that clearly stipulates the cancellation of the contract and compensation for damage to the brand if the artist is involved in a scandal that affects the label.
“Accordingly, depending on the degree of influence and binding in the contract, the brand will decide the level of responsibility of the KOL, which may be delaying cooperation or contract compensation or only refunding a deposit,” she said.
She gave the example of an actress in China who was involved in a surrogacy scandal and abandoned her child, for which she had to compensate the film producer an estimated 920 million yuan (VND 3,275 billion) because the film she acted in could not be broadcast or had to be re-edited.
According to some information, to invite Hoai Linh to represent the brand’s image, the amount of money the business spends is never less than 2 billion dong. In fact, this number ranges from 2 to 5 billion VND, depending on the content of the job. Therefore, it can be seen that Hoai Linh’s influence in the public is very large, which directly affects the brand that this male comedian represents.
However, from the perspective of media research, Ms. Thi acknowledged that: “Usually, the scandals and troubles faced by artists will often pass quickly, the online community is characterized by not long remembering, quickly forgetting because new events and new whirlwinds will take place.
In addition, a business can have many different labels, targeting different communities, so the opportunity for KOLs to fall from one place to another is very large, if the brand is willing to accept the risk.
THU HA