Poundland Divide Opinion with #elfbehavingbad Twitter Campaign

For the past few days the marketing team behind the UK bargain store Poundland have been running riot with their official and verified Twitter account.

The tweets have truly divided opinion amongst twitter users with some calling them “Crass” “Rude” and “Not in the spirit of Christmas” whereas others have applauded the company for showing some personality and humour (albeit slightly risque).

Poundland #elfbehavingbad

The image posts by Poundland featuring #elfbehavingbad started on December 1st featuring the elf in bed with two other dolls and some ‘performance enhancing’ pills.

elf on a shelf poundland

As you can see the above image had a modest amount of likes and retweets.  However this was just the beginning as Poundland have upped their game with the controversy levels.

They followed this up with the elf getting mischievous in the cold weather that struck.

elf poundland

Then today things have taken a more sinister turn and the post which has taken the most flack is the one from today 21st December.

elf teabags poundland

As you can see in just 6 hours it had been retweeted over 6000 times (This tweet has now been removed due to someone telling Twinings that they were featured in this image)

Is All Exposure Good Exposure?

This is an example of a big brand with a following walking a fine line when it comes to their social media accounts.

Greggs the high street baking chain famously walked a very similar line earlier this month when they edited a picture to portray a sausage roll where traditionally the baby Jesus would have been.

It is worth noting that neither Poundland or Greggs tweeted about any natural disaster or tragedy and instead were tweeting about topical and seasonal subject with a touch of tongue in cheek humour.

The question is do we now live in a world where this type of humour in marketing which may have the potential to cause mild offense can no longer be used.

I would love to hear your thoughts on this subject, have Poundland gone to far or is it nice to see some personality and humour from a business?

Let me know in the comments below.

For almost 10 years Dave has been involved with eCommerce with a particular interest in the marketplaces and the huge opportunities available for sellers when utilizing a multi-channel strategy. After a year of being the UK’s youngest eCommerce consultant it was the opportunity to start UnderstandingE with Matt Ogborne showing the world how to utilize Magento as the Third Generation of Multi-Channel software. Dave also recently started a YouTube channel called the Manc Entrepreneur (click YouTube icon link below to watch Dave's videos) where he discusses all things eCommerce and entrepreneurship aimed to help young entrepreneurs get started on their own journey. When Dave isn’t working his main interests include, Technology, Cars and throwing himself off high things into water.


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