Hello, growth getters!

Brand equity is fragile. In this digital era, negative campaigns or competitor smears rarely achieve the intended impact. Instead, they trigger public backlash, erode consumer trust, and damage long-term growth. The real differentiator for brands is not short-term virality, but consistent integrity, transparency, and community trust.

What Happens to Ecinos

On September 27, 2025, a branded video from Ecinos went viral and was widely perceived as a black campaign directed at another fashion brand. This sparked a rapid public backlash and influencer criticism, with some saying Ecinos was behaving like a “murah” (cheap/mass-market brand) by doing this, criticizing both the video and how the brand responded in its clarification. The critics noted that the brand’s clarification was weak: instead of a clear apology, it included explanations (denials) that they felt were unnecessary

What went wrong

• Content framing: the creative compared products/price points in a way audiences read as disparaging a competitor. Comparison + ridicule = high risk

• Poor crisis response: the brand’s clarification leaned toward denials/explanations rather than a short, accountable apology, which amplified sentiment that the brand was tone-deaf.

• No early influencer/community management: influential creators amplified criticism quickly; the brand didn’t neutralize the narrative before it spread.

What can we learn?

1. Brand reputation is fragile

   A misstep (or even a perception of misstep) can quickly go viral, especially via influencers and social media. Once the public labels something as a black campaign, trust erodes fast; reclaiming it is hard.

2. The importance of transparency and clarity in communications

   If you are accused, a weak apology or over-explaining often looks worse than simply admitting error and moving forward. Messaging must be concise, honest, and show accountability.

3. Avoid “cheap shots”

   Using tactics that are interpreted as negative smear or comparatives to undermine competitors tends to gain negative attention, not positive

4. Influencers & community reaction matter a lot

   Influencers were quick to call out Ecinos; their opinions carry weight. Brands need to monitor not just sales and metrics, but sentiment across social media. Early detection of “rumors” or negative framing helps.

5. Response matters more than the mistake sometimes

   The way you respond to criticism or crises often defines how the public will remember the event (vs. the event itself). A sincere apology with corrective steps often helps more than defensive explanations.

6. Legal/ethical considerations

   Black campaigns may blur ethical lines, potentially violate advertising or competition laws, or damage relationships with partners, suppliers, etc. Brands should have guidelines, checks, and reviews for campaign content to avoid defamation or unverified allegations.

7. Long-term brand equity over short-term buzz

   Short-term virality might be tempting, but if it’s built on negativity, the long-term effects are often negative: loss of trust, alienated customers, and possible backlash. Growth and sustainability of a brand often depend more on consistent values and integrity.

8. Market sensitivity

   In Indonesia (or many markets), issues of fairness, respect, and integrity are important. A brand seen as being “attack-oriented” may alienate not just customers but partners, influencers, and even employees.

In an era where attention is currency, trust is the real asset, so protect it fiercely.

Ecinos’s story is not just about one brand’s mistake; it’s a reminder for all businesses navigating digital marketing.

That’s it for this week.

Keep creating, and as always, build the right way!💛

Monica & Co. Business Advisory Team

P.S.

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