Recently, I came across an ad on Facebook by PETA (People for Ethical Treatment of Animals) India, that said to see a new PETA ad by Bollywood actress Dia Mirza. When I clicked on the ad, I was taken to an article in the PETA India website featuring a video interview with Dia Mirza. The Beauty queen Dia, who is also an ardent PETA India supporter, spoke about how skinning animals live or beating them to death for a pair of boots or a purse cannot be justified and urged her fans to keep away from exotic skins in their wardrobes and begin to adopt fake snake and mock crock. Dia, dressed up in animal skin and a pained expression
The ad campaign does not finish with a message alone, there is an incentive too. Readers are invited to share an interesting trait about snakes in the comments section. The best answer is the one that would get people to respect snakes and would be rewarded with a PETA T-shirt autographed by Dia herself! Its an interesting and informative campaign at least for Dia’s fans, but there is a little glitch. The page says that the contest ends on March 31 and winners will be announced on April 3 by notifying them through email. But then why did I see the Facebook ad yesterday? Even if you are running the Facebook ad for only promoting the message now, it would be good if you revise that article informing fans that the contest is over.
I’m often amazed at some of the Facebook ads I see. Either they take you to the wall or a static page with no ‘call for action’ as such. If the brand has paid for Facebook ads, they might as well stand to gain by it – be it to increase its fan count or invite for a particular contest. Here, I see PETA wasting their ad budget needlessly. Just in case they stepped into the shoes of a devoted PETA supporter who also adores Dia Mirza, and really yearns for a T-shirt autographed by her, but unfortunately sees the ad after the contest is over, PETA India would know better.
And like I mentioned earlier, if they still chose to run the FB ad, the least they could have done is inform the visitor about the contest end. In addition to this, I was not expecting to read about the T-shirt contest at the end of the article, as it wasn’t stated anywhere prior to my visit to the page nor was it highlighted in the article. I did see a Facebook wall update though that again takes me to the same article in the website. What they should have adhered to, while running a Facebook campaign is:
Create a Facebook app as the destination for the Facebook ad. The app could display Dia’s message and video and call for entries in the app itself, similar to what they have done in the website article.
So if you as a brand want your fans to make a cool and compassionate statement wearing a PETA tee, you need to create an involving Facebook experience too.