Testimonials can make advertising more believable. But not when they’re fake. I saw this and a similar one, purportedly from @BusyMom or some other nonexistent Twitter account, yesterday.
So how does a large company like Health Net approve of an ad campaign that’s based on bogus Tweet testimonials, that’s so easy to see through, and makes the company come across like a bunch of phonies? I imagine they get free health insurance at work. But a campaign using fake Tweets? It’s as if they want to get a black eye in social media. #healthnetcares? Not.
UPDATE: November 1, 2012
I came across this webpage from Health Net, which explains their campaign. That a campaign has to be explained is a bad sign. The page contains three videos and the following text:
Hi – thanks for visiting us.
You might have seen our ads and have some questions. Our campaign features real testimonials from Health Net members. We thought this would be a fun way to show what our members think of us. While the execution may not have been perfect, it was always well intentioned.
Few things break my heart like seeing a brilliant idea poorly executed. Always sweat the details.
Not that Health Net’s (fake) Tweets were a brilliant idea, but their poor execution of social media was an act of self-sabotage that made the company appear less than genuine.