Hails & Fails – January 21st 2022

Where did January go? Despite the month disappearing in a flash, brands have been using the first month of 2022 to create some fantastic PR campaigns. Netflix gave us benches, bed brand and Brazen client Silentnight gave snorers a unique job offer and Dove presented us with @Januhairy. It was a week some of the stars of reality TV show Love Island could have done without though, as accusations of undeclared paid-for posts surfaced once more.


Netflix donates After Life benches

Streaming platform Netflix has donated 25 benches to local councils around the UK as part of a mental health initiative celebrating the launch of the new series of Ricky Gervais’ After Life.

The benches were commissioned with suicide prevention charity the Campaign Against Living Miserably (Calm) and feature QR codes leading to online resources and a message of support.

After Life’s third and final series was released this week and the campaign has won column inches galore on the back of fantastic reviews for the show.

Netflix donates After Life benches

Snorers offered ‘dream’ job by bed brand

A new and unique job opportunity could see serious snorers earn cash…just by snoring.

Brazen client, Silentnight, this week announced a search for five snorers to test its sleep products in 2022 and give feedback – with a £300 payday in return for their efforts, plus a sleep bundle worth up to £700.

Those chosen will be gifted items from the 2022 range – including its Studio king-size mattress, a pair of innovative Anti-Snore pillows (designed to encourage improved breathing), and a ‘So Snug’ 13.5 tog winter duvet – and asked for their reviews.

Cue blanket national and regional coverage, alongside more than 8,000 entries via the brand’s website in just 24 hours! 

Snorers offered ‘dream’ job by bed brand

Dove uses underarm tactics for #Januhairy

Personal care brand Dove is celebrating inclusive beauty with it’s conversational #Januhairy campaign this week.

The brand claims what you do with your underarms is your choice.

@januhairy is “igniting conversation on the prickly topic of body hair” according to their Instagram posts, which also reveal that 88% of women think society promotes an “ideal” underarm that is hairless, even-toned and smooth.

But the brand says it is on a mission to empower everyone to put their #ArmsUp and embrace life with confidence, whether they’ve hairy armpits or otherwise.

It’s certainly provoked lots of conversation online.

Dove uses underarm tactics for #Januhairy


Love Island stars named and shamed in paid-for posts row (again)

Social media stars including Jodie Marsh and five ex-Love Islanders including Francesca Allen are to be subjected to a name and shame Instagram campaign by the UK’s advertising watchdog for continuing to flout social media marketing rules.

The Advertising Standards Authorityhas resorted to using the social media platform to highlight their behaviour to users.

The ASA has created personalised ads that name the social influencers – Marsh, Allen, twins Jess and Eve Gale, Belle Hassan and Anna Vakili – stating that they have been sanctioned for not declaring paid posts to followers and pointing to a webpage listing all of those who “break these rules”.


Love Island stars named and shamed in paid-for posts row (again)

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