YouTube Ads Serve Up Negative Messaging for Cheerios

Promoted video placements lead viewers to a slew of mocking comments left by YouTube users.

With a recent “promoted video” campaign on YouTube, Cheerios has provided the latest cautionary tale on the risks associated with social media marketing.

Viewers who have searched for terms like “heart,” “heart issues,” and “heart problems” and then clicked one of the cereal brand’s promoted video ads are taken to a dedicated channel with approximately 30 narrative-minded videos, most under a minute long. The first is called “Tennis” and features “Victoria H.” from Chicago, IL as the narrator. Another, “Gardening,” has “Paula” from Trinidad and Tobago.

While the videos (scroll down to view “Tennis”) could be labeled branded content, Cheerios itself isn’t mentioned in them. That hasn’t stopped YouTube users from posting mocking and sometimes strange comments about the brand since the videos went live three months ago.

Some YouTube users who click the paid ad placement are likely reading some of the disparaging comments and becoming distracted from whatever power the videos have as branding vehicles. Of the approximately 13 comments made on the channel and video pages as of late yesterday, each one that addressed Cheerios or the videos directly was written in a negative tone.

Here is a pair of messages viewable on the channel page as of yesterday:

“WTF does the rain, pleasure and watering your plants have to do with Cherios>? NOTHING! They are just trying to get you to feel good about their product using techniques used in commercials.”

“Over priced processed corporate food drenched in cow puss for breakfast – wow!”

YouTube spokesperson Chris Dale told ClicKZ in an e-mail that account holders for brand channels can delete comments and ban posters from forums, as well as disable comments altogether. Cheerios declined to comment for this article.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource