“Bandit”, “fraud”: Top influencer gets mega shitstorm because of advertising

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18 days is probably an awfully long time for an influencer. For eighteen days, since the week before Christmas, Chiara Ferragni’s Instagram account has been completely silent. Until the Italian with almost 30 million followers around the world spoke out again for the first time: only a photo in the stories, still without a face, but with midnight black polish on her nails, a cup in her hand, a friendly Buongiorno and a heart there. Not a word about the misleading advertising scandal that rocked their international community, including Italy, in the last month of the old year.

New Year New happiness? Have you forgotten everything again? If that was the hope, it may prove an illusion. Now the first corporate customers, on whom the multimillionaire’s business model is essentially based, are distancing themselves: the beverage multinational Coca-Cola has just announced that it will abandon an already filmed commercial that was supposed to air at the end of January. for the Sanremo pop festival. For Italy, it’s a bit like Rihanna being quickly thrown out of halftime at the Super Bowl in the US last year.

A million fine

You should know that Ferragni can easily compete with the right-wing Prime Minister Giorgia Meloni in terms of fame in his own country. The 36-year-old, married to the Italian rapper Fedez (14.7 million followers) and mother of two small children, is also known by many in Germany. In recent years, she has played masterfully in gossip columns and social channels, including her own television reality show. In addition to her sales talent, she also increasingly commented on social issues.

The disbelief, disappointment and anger became even greater when the national antitrust authority AGCM imposed a fine of one million euros for unfair competition shortly before Christmas. The reason: Ferragni had led her huge community to believe that a large portion of the proceeds from a cake she was promoting called “Pink Christmas” (price: nine euros) would go to a children’s cancer ward. In reality, the Regina Margherita Hospital in Turin did not receive a single cent, despite selling more than 360,000 cakes. Campaigns for Easter eggs and a doll may have shown similar patterns.

The issue is now on the minds of some prosecutors. Prime Minister Meloni saw the Ferragni case as an opportunity to have a new law explored for greater transparency on such internet sites. There were nasty comments on their Instagram account. Her luxury boutique in Rome was defaced with inscriptions such as ‘Bandita’ (‘Bandit’) and ‘Truffatrice’ (‘Fraud’). Shortly before the festival, she finally released an apology video, but that made things worse.

Partners turn away

Ferragni presented himself in a poorly staged sinner’s pose: subtle make-up, in mouse gray knitwear, a fragile voice, almost in tears. She spoke of a ‘communication error’, wanted to avoid such ‘misunderstandings’ in the future and announced that she would donate one million euros to the children’s cancer department in Turin. At the same time, she stated that she disputed the Cartel Office’s decision and wanted to get the money back. Many people did not believe her appearance. Shortly afterwards, eyewear manufacturer Safilo (brands such as ‘Boss’) was the first company to end its collaboration with her.

Almost at the same time as the return to Instagram, Coca-Cola also announced that it would no longer work with the influencer until further notice. Other previous advertising partners are now closely following what is happening: Italian companies such as luxury fashion manufacturer Tod’s and lingerie brands Intimissimi and Calzedonia, as well as international companies such as L’Oréal, Nestlé and Procter & Gamble. It is still unclear how things will end for Ferragni and her company.

Video sweater sold out immediately

According to information from the illustrated magazine “Oggi”, the influencer has now lost more than 70,000 followers on Instagram. In addition, many would have said goodbye in silence. Marketing expert Giampaolo Colletti says: “The crisis Ferragni is experiencing takes us into uncharted territory. This is the first fall from the Olympus of influencers.” What’s more important to her than anything else is regaining credibility. So far, most experts believe that the Internet does not forgive, but also quickly forgets.

The signals are not yet clear. At the start of the Italian winter sales this weekend, Ferragni’s boutique in Rome remained relatively empty. The saleswomen were busy folding sweaters. On the other hand, the mouse gray wool and angora jumpsuit (price: 600 euros) that Ferragni wore in her apology video was completely sold out shortly afterwards. The colors black and white are now completely sold out. (zis/SDA)

Source: Blick