This was when she was just newly working for a brand, selling luxury watches for men. Divya Patel, a PPC Specialist, was handling the PPC service of the brand.
At that time, they were going to launch a YouTube campaign and she offered to create the ad assets for them since she’s been with the brand from the start. She was there to help the clients with the brand message, tone of voice, and everything about branding.
The client declined her offer and told her that they will sort the video out themselves so that they could focus on the campaign. Still, Divya and her team briefed the client on how the video should turn out. Divya and the team expected the video to be showcasing the watch that they’ll be launching.
One day, as Divya walked into the office that day, her manager was upset and the team was circled around a computer. Turns out, the client posted the video on YouTube without telling the team.
To their dismay, the video was the complete opposite of what they expected and what was discussed in the briefing. Instead of men wearing and showcasing the watch, women in lingerie were there and the video didn’t focus on the watch, which was their product.
That’s not all. Divya Googled her client and she saw her client’s name plastered on UK’s biggest tabloid negatively, something about how the video was degrading to women.
Divya and the team were utterly disappointed and upset. They felt that all the work they’ve been putting into the brand was just thrown out the window. When Divya and the team approached their clients about it, they were really happy about it because they thought it was good publicity and a nice way to put their name out there.
Thankfully, Divya and the team were able to get through this issue. Watch the episode to learn more about how they resolved the problem and the steps they took moving forward.
Liz works with a friend who acts as a liaison between her and the client. The client doesn’t trust her or her method. Liz says, “if you are fundamentally different from your client, you will probably never make them happy”.