The tracks of my tears

Dr Mumbo isn’t a cynic by nature, but he can’t help feeling this is a new low in the sordid history of brands trying to get more likes on Facebook.

Kia Facebook






















HT Condescending Corporate Brand Page



  1. Blue
    23 Oct 12
    12:00 pm


  3. OtherAndrew
    23 Oct 12
    12:41 pm

  4. Useful addition, @Blue.

    Tim, I’m hoping people appreciate the reference in the headline – or I’ll have that song stuck in my head for nothing.

  5. C.Godwin
    23 Oct 12
    12:42 pm

  6. This is definitely a low blow from KIA. Consumers are usually interested to know that the brands they support demonstrate strong CSR. This campaign detracts from that, it feels as though KIA are saying “If you don’t like our page, this little girl is going to keep crying and it’s your fault. We’re only doing this for the likes, so if you don’t click like, we’re happy for her to go hungry.”

    This could have played out so differently. Why not engage consumers with something like this instead?
    “Here at KIA, we take our CSR seriously, as such we pledge to donate *insert pledge of money, time or resources* for the month of October. We’re interested to know, who or what do you feel could benefit from this pledge the most?”.

    Simple. Engaging. Positive.

  7. Bob
    23 Oct 12
    12:48 pm

  8. But hey, it sure beats this:

  9. Good moron
    23 Oct 12
    1:45 pm

  10. Would love to hear from the KIA Motors Marketing Director – Steve Watt

  11. TR
    23 Oct 12
    5:02 pm

  12. Slactivism taken to new lofty heights. Next time a charity knocks on the door asking for a donation – you can just say “Oh, but I already clicked like on the photo of that kid”

  13. Steve Watt
    23 Oct 12
    5:16 pm

  14. We accept that the posting on our global Facebook page was confusing and unclear, and as such we chose not to post it on the Kia Australia Facebook page. The post has now been removed from the global page and will be replaced by a more appropriate message. The World Vision program is supported by Kia Motors globally – it’s a cause we’re very proud to be involved with – and hopefully subsequent posts to the global page will better inform Kia fans of the great work being done by World Vision, and how they can get involved.

    Steve Watt, Kia Motors Australia

  15. Natalie
    23 Oct 12
    9:05 pm

  16. Hi Steve,
    It’s great that Kia have realised it was a bad move but you can hardly say it was “confusing and unclear”. It was very clear, you were saying that each ‘Like’ on the photo will buy 1 day’s food for her family. Trying to improve your social media metrics on the back of a real humane issue is pretty disgusting

  17. Bob
    24 Oct 12
    9:30 am

  18. For extra effect, you should have a company executive standing outside the village where the kid lives, with armed guards around a truckload of rations. Then have a laptop with wifi out in front of the starving family, and every time a click passes through, you give them one grain of rice!