How Holland & Barratt’s social media campaign went horribly wrong (or: why homeopathy is a swearword on Twitter)

Just a quick one – if you are interested in social media or PR disasters, here’s what happened when Holland & Barratt started the #AskOurOwls campaign on Twitter:

[View the story “Homeopathy is a swearword on Twitter” on Storify]

The campaign was launched on “Homeopathy Awareness Week” in the UK. But as many people pointed out, more awareness about homeopathy would probably not be so great for business. There is no way homeopathy could work in the way as homeopaths themselves describe it. For instance, if water has a memory, why is the memory so… selective?

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