Oh Polly’s competition for NHS workers
To show appreciation for NHS frontline workers during the coronavirus pandemic, fashion brand Oh Polly launched a competition on social media for workers to be in with a chance of winning a care package, a new outfit, and an invitation to a virtual party. A nurse from Glasgow won the competition but couldn’t make the virtual event due to working a 12-hour shift. She was then told by the brand that despite winning the competition, she couldn’t receive the care package or the outfit due to not being able to attend the virtual party. Taking to Twitter she put: “Imagine entering an Oh Polly competition for NHS workers and winning but can’t participate due to working a 12hr shift on Friday on the frontline. And then being told you can’t claim the care package and outfit because you’re unable to be on the video call.”
Unsurprisingly this blew up on social media gaining over 14 thousand likes and multiple responses showing their disappointment to the brand and saying how it defeats the point of holding a competition for NHS workers. It was also picked up by the media. To rub salt in the wound, rival brand Pretty Little Thing then got involved by tweeting Lara saying: ‘Lara, we want to celebrate YOU and all the incredible things you are doing right now. DM us for a pretty little parcel. You deserve it.’ Oh Polly eventually reached out, apologized, and said they were making sure every winner received a care package and an outfit, even if they couldn’t attend the virtual party.
This situation could be avoided for sure. First, when the brand, the company planed the competition, it should make a very detailed plan for this competition, including every possible winners and consequence. Secondly, it also should take every possible risk of considering it. Third, every company should have a full understanding of the influence of the media, which means, based on the huge influence of social media, companies should make more cautious decisions.
