By: Sophia Borghese
Many people say they want others to look at them the way they look at pizza. Because pizza is much beloved by many, it’s easy for our favorite comfort food to gain a lot of positive attention on social media. DiGiorno — the best thing since delivery pizza — certainly has done well on many platforms, including Facebook and Twitter.
Currently, their campaign slogan is #MakeTheRightCall, which totally works for their brand. This is because the best thing about DiGiorno is that it makes pizza much easier than picking up the phone and, yet, equally as incredible to eat. This hashtag is used on pretty much everything they post online now, and it totally works for them as their pizza is totally call-free. Sadly enough, DiGiorno has not always made the right calls via social, because things got a little bit rough for them in 2015 when they used #WhyIStayed in one of their tweets.
#WhyIStayed was originally a hashtag used by those defending for women who’ve been in abusive relationships. It’d gone viral on Twitter a soon after former Baltimore Ravens player, Rice Ray, punched his wife, Janay Palmer, unconscious. Because Ray was an NFL player, of course, they his case of being an abusive hubby is one of the few cases the media chooses to cover. However, many women have gone through similar struggles and all of them wanted to bring awareness to it on Twitter.
Derived from: twitter.com
Because #WhyIStayed highlights a very sensitive topic for women, posting it to promote a such light hearted topic as pizza did not go over well. Because this hashtag already links to a feed filled with women’s hard-to-hear tweets, DiGiorno should have thought more carefully to see who exactly the post would impact the most.
Moments after the company posted “You had pizza. #WhyIStayed,” DiGiorno lovers were infuriated. Overall Twitter users were implying in tweets that they wanted the pizza brand to apologize to all the women who’d faced and shared such hurtful and heartbreaking moments online. However, DiGiorno continued to write apologetic tweets on Twitter that had a number of pizza eaters upset.
Derived from: twitter.com
The thing that’s highly important in social media, as easy as it is to post things, is that everything requires a bit of prior research. This is definitely a lesson that DiGiorno (along with other social media content creators) should have learned from this very small but moving message on the internet. Every hashtag has its routes, and everything else social media does too. Because of that, even the most simple words or hashtags to write can say too much or give off the wrong message. Like the hashtag used in this campaign.
In order to assure that DiGiorno and other pizza brands are seen up to their potential, they need to be original and tweet slowly. Even though they deleted this tweet, it’s still on people’s minds and certainly is not fully deleted. People continued to talk about it for a while after things had happened. Besides if a moment like this is powerful enough for people at BuzzFeed and Ad Week to be talking about it, many will still continue to hear about it.
So next time DiGiorno, please #MakeTheRightCall on Twitter!
“Lessons From These 15 Epic Social Media Fails | SEJ.” Search Engine Journal. N.p., 12 May 2015. Web. 15 Feb. 2016. https://www.searchenginejournal.com/learned-15-epic-social-media-fails/121432/
“Facebook Logo.” DiGiorno. N.p., n.d. Web. 15 Feb. 2016. https://www.facebook.com/digiorno/?fref=ts
“DiGiorno Accidentally Tried To Advertise Their Pizza In A Hashtag About Domestic Violence.” BuzzFeed. N.p., n.d. Web. 15 Feb. 2016. http://www.buzzfeed.com/ryanhatesthis/digiorno-whyistayed-you-had-pizza#.gumk6rB0j
“DiGiorno Is Really, Really Sorry About Its Tweet Accidentally Making Light of Domestic Violence.” AdWeek. N.p., n.d. Web. 15 Feb. 2016. http://www.adweek.com/adfreak/digiorno-really-really-sorry-about-its-tweet-accidentally-making-light-domestic-violence-159998