FROM CONTROVERSY TO CLOUT: DEE KOSH’S COMEBACK

Image Credits: TheDeeKosh Instagram

Unless you've been living under a rock, you're likely aware of the recent social media comeback of Dee Kosh, a well-known Singaporean influencer and YouTuber who was previously embroiled in a scandal involving sexual offences with teenage boys.

After beginning his prison sentence on August 5th, 2022, Dee Kosh recently returned to social media, sparking controversy and outrage among netizens who criticised him for not taking responsibility for his actions. Many called for a boycott of brands that associate with him.

Influencer marketing has been all the rage for some time now, and it's not going away any time soon.

But what happens when a marketer's chosen influencer becomes embroiled in a cancel culture scandal? As a marketer, it's important to take responsibility and act quickly to address the situation.

1) Honesty is the best policy Transparency about the influencer's actions that led to their cancellation is essential. Ignoring the problem or hoping it will simply blow over is not a viable approach. As a brand partnering with an influencer, you bear some responsibility for their actions and the fallout that follows.

2) Rectify the situation

Show your commitment to making things right by supporting the cause that was impacted by your influencer's actions. Remember

Daryl Aiden Yow’s stock image controversy? Rather than distancing themselves from the situation, Sony could have garnered far more credit by organising an image retouching campaign to demonstrate their dedication.

3) Influencer’s response

< To gauge public sentiment about Dee Kosh's comeback, digital publisher Rice Media conducted a poll among Singaporeans via Telegram.

How the influencer responds to the situation can also be a deciding factor. If they take responsibility for their actions, apologise, and make efforts to improve, it may be possible to continue working with them. However, if they are defensive or refuse to acknowledge their mistakes, it may be best to cut ties.

Source: Rice Media

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