“In light of the recent activity on our Facebook page, we will take this opportunity to temporarily postpone [our] campaign launch,” says Gloria Jeans as the intensity of concerned LGBT community comments about its activities shows no sign of abating.
A leaked internal document seen by Same Same confirms that ferocious commentary on social media have impacted on the company’s promotions. The coffee brand, which recently donated $30,000 to the Australian Christian Lobby, now no longer feels comfortable broadcasting updates on Facebook.
Carefully-plotted social media promotions were suddenly paused in mid-June when news of Gloria Jeans’ donation broke. A ‘Breaking News’ memo dated 19 June notes that its winter campaign has been urgently halted and may now roll out next week.
The new ‘Friendsip’ campaign was to have completely revolved around Facebook, inviting potential customers to ‘like’ the brand’s page and download an app located there containing coffee deals. “People on Facebook are already in the mindset of connecting with people, it allows us to piggy back on this mindset,” Gloria Jeans’ promotions boffins noted.
The delay on the campaign is the first sign that the intense LGBT community backlash against the widespread coffee brand is impacting on the way it’s doing business.
Recent posts by Gloria Jeans on its Facebook page have prompted dozens of comments, most of them blasting the coffee brand for the anti-equality stance it funds with its donations. Meanwhile, a Boycott Gloria Jeans Facebook page now has over 7,300 members.