Why We Don’t Talk About Failure
Well, first of all because it suckssss to. It feels great to share the campaigns that did great and pretend like the failures didn’t happen. But the campaigns that underperform are the ones with the richest insights if you take the time to dig into them, and know what you’re looking for. You’re not alone in ignoring this data, most teams do. They either sweep the misses under the rug or blame “the algorithm” and move on. I’m going to help you use shit campaigns to be a better marketer.
Introducing the Campaign Autopsy
A campaign autopsy is different from a retro in that it is not about what went well or what didn’t. It’s about understanding why the result happened and whether it was the idea, the execution, the timing, or the measurement.
Here’s the breakdown I use:
1. The Hypothesis
What did we expect to happen? Was the strategy clear and measurable up front?
2. The Inputs
Creative quality, targeting, budget, distribution. Did we set ourselves up properly?
3. The Context
Market conditions, cultural noise, internal priorities. Did we launch into headwinds we didn’t anticipate?
4. The Signals
Not just the top-line metrics, but include things like: what do the micro-signals (engagement, sentiment, drop-off points) tell us?
5. The Adjustments
What would we do differently next time? Which insights can we carry into the next campaign?
Why It Matters More Than Success
Success is often ambiguous. Was it the creative? The spend? The timing? You rarely know for sure. Failure is clearer in my opinion because it gives you sharper data on what doesn’t move people.
That makes campaign autopsies one of the fastest ways to tighten strategy, strengthen creative, and earn trust with leadership.
Examples in the Wild
Pepsi’s Kendall Jenner ad: widely panned, but taught the industry that “woke-washing” without credibility backfires fast.
The Hypothesis: A cultural, high-emotion spot showing Pepsi as a unifier would resonate with a socially conscious audience.
The Inputs: Big-budget creative, celebrity endorsement, mass distribution.
The Context: Heightened tension around Black Lives Matter protests…audiences were hyper-aware of authenticity.
The Signals: Backlash was immediate. Criticism for trivializing protest movements, social sentiment overwhelmingly negative, pulled within 24 hours.
The Adjustments: Don’t borrow credibility you haven’t earned. Social justice themes require authenticity, not just celebrity faces. Test cultural resonance before launch bc people can smell performative virtue signaling a mile away.
Bud Light’s Dylan Mulvaney backlash: forced marketers to confront how internal alignment and external messaging can disconnect.
The Hypothesis: Partnering with a popular trans creator would expand reach to younger, diverse audiences.
The Inputs: One-off influencer activation, low integration with broader campaign narrative.
The Context: Polarized U.S. cultural climate, weak internal alignment between marketing, sales, and executive leadership.
The Signals: Initial positive response from some audiences, then rapid backlash from conservative segments (which, lets be real is most of the segment). Brand response was inconsistent and alienated both sides.
The Adjustments: Anticipate backlash scenarios. Ensure internal stakeholders are aligned before execution. Authenticity requires sustained, consistent support and knowing your audience! I would have repositioned trans in a crawl, walk, run approach as this I felt was too much for this audience to wrap heads around.
Peloton’s holiday ad: tone-deaf to audience sentiment, but became a case study in how quickly perception can swing.
The Hypothesis: A heartfelt, aspirational ad would position Peloton as the ultimate luxury fitness gift.
The Inputs: High-production TV creative, emotional storyline, holiday timing.
The Context: Growing skepticism about tech/luxury elitism, conversations about body image and gender roles at the forefront.
The Signals: Audience interpreted tone as controlling/creepy rather than aspirational, parody videos went viral, stock dipped.
The Adjustments: Pressure-test creative for multiple interpretations. Anticipate cultural lenses. Balance aspiration with empathy.
None of these brands disappeared. But each walked away with lessons that reshaped how they market.
How to Try It
Build “autopsy” reviews into your quarterly rhythm (not just retros).
Make them blameless. The goal is learning, not finger-pointing.
Document insights so they become institutional memory, not just hallway chatter.
Share the findings with leadership. Owning the misses builds more credibility than over-celebrating the wins. Yay trust!
TL;DR
Your best teacher is the campaign that didn’t work. Do a quarterly autopsy, extract actionable learnings, and reinvest it in the next move.
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Coming Up Next
The Psychology of Scarcity: Why “Only 3 Left” Still Works
We’ll break down why scarcity is one of the oldest tricks in the book, and how to use it without losing trust.
What to Know This Week
Hermès’ animated ad misses the mark in Gen Z outreach. Hermès’ experimental anime-style campaign failed to connect with the youth market, showing that prestige alone isn’t a shortcut to younger audience relevance.
MSNBC rebrands to “MS Now” and stirs social mockery. The legacy news network’s new name faced swift backlash, underscoring the emotional risks of disrupting deeply rooted brand equity.
Swatch’s controversial ad sparks backlash amid DEI pullback. A racially insensitive gesture in a new campaign spotlighted the delicate balance between provocation and inclusivity in brand messaging.
ATP teams up with TikTok for behind-the-scenes content push. The tennis association is embracing TikTok’s creator economy to deepen fan engagement, turning players into digital personalities in the process.
Millennial-loved DTC brands face crisis of relevance. Brands like Glossier, Warby Parker, and Casper are struggling to stay relevant as their core demographic ages and market expectations evolve.
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