Influencer partnerships are powerful. 

Yet, they’re risky. 🤔

89% of marketers I speak to say finding the perfect influencer is the most challenging aspect of their jobs. 

And Doritos Spain’s recent setback is a perfect example of a bad influencer match. 

What happened?

Doritos Spain teamed up with Samantha Hudson and her 370K Instagram followers to participate in their new “Crunch Talks” campaign. 

Then, backlash over Hudson’s old comments from 2015 forced a quick retraction.

Could this happen to you? 

Absolutely. 

But don’t worry. I’ve got expert advice to help you steer clear of such pitfalls.

Let’s roll. 👇

So what happened to sink Doritos Spain’s new campaign?

Doritos Spain launched a new campaign titled “Crunch Talks”. 

This campaign featured various influencers, including Samantha Hudson, to engage with audiences through discussions and content around the brand. 

The initiative aimed to boost Doritos’ connection with diverse communities.

Their goal? 

👉 To showcase inclusivity and modernity. 

And as we’ve seen with Abercrombie and Finch, inclusivity and modernity can double your shares.

Naturally, Samantha, known for her vibrant personality and LGBTQ+ advocacy, seemed a perfect fit.

I used an influencer marketing platform to analyse her stats on Instagram and she seemed like a good fit for the brand.

📊 82% of Samantha’s audience is in Spain.

📊 89% of her audience consists of genuine, actual people.

📊 Her followers have increased by almost 5% over the last 6 months.

As we can see here, her average Reel views on Instagram are around 583K views per Reel!

But trouble brewed. 

Critics found some of Samantha’s old tweets from 2015. In the posts, a then-teenage Hudson shared on Twitter that she wanted to do “deprived things” with a “12-year-old girl.“

Hudson’s original posts have been deleted, but X (formerly Twitter) users continue to share screenshots of her comments online.

These controversial tweets sparked outrage and calls for a boycott against Doritos surged. 

Luckily, Doritos acted fast. 

They ended their partnership with Samantha, and the campaign posts vanished. 

But the internet has a long memory. 

The fallout? 

❌ Potential brand damage. 

❌ Public relations took a hit. 

❌ Trust wavered. 

Doritos faced a tough lesson. 

👉 Even well-intended partnerships can backfire, impacting brand reputation.

The Doritos incident isn’t alone. Other brands have faced similar troubles. 

Here are three notable cases I remember:

Logan Paul, yes, that Logan Paul, a big name on YouTube, really stepped into it. 

He posted a video from Japan’s Aokigahara forest, a place known for being tragically sensitive. 

The fallout? 

👉 Huge. 

Brands tied to him, YouTube included, faced a public storm. 

YouTube paused Paul’s future projects and kicked him off its top-tier ad program. 

The lesson was clear: Partnering with folks who court controversy is a risky game.

Who still remembers when Thierry Henry played a bit fast and loose with the rules during a World Cup qualifier?

I remember his handball move made headlines.

Unfortunately, Gillette decided to stick with their brand ambassador.

And they caught flak for it.

Fans weren’t having it. 

They called for boycotts, saying Henry’s move didn’t jive with Gillette’s play-fair mantra. 

The result?

Confused and miffed fans and a brand scratching its head over lost goodwill.

L’Oréal Paris and Munroe Bergdorf is another “influencer gone wrong” campaign that was over before it really began. 

What happened?

During an interview, L’Oréal Paris’ brand ambassador, Munroe Bergdorf’s candid talk on systemic racism hit a nerve with fans.

L’Oréal said, “This isn’t us”, and quickly cut ties with its influencer. 

But the damage was done and only made worse by their reaction.

People wanted to know if this was truly free speech. Where do you draw the line?

And what about a brand’s duty to stand by its influencer, especially on hot-button topics? 🤔

This breakup shone a light on the tricky dance between brands and influencers and how quickly things can sour when audiences get riled up.

Listen up! 

Dodging a PR nightmare means doing your homework—and then some. 

Let me break it down for you:

1. Deep-dive background checks

80% of the iceberg is underwater, right? 

Same with influencers. 

Dig deep. 

Past tweets, old blogs and that weird YouTube phase in 2010. 

Miss nothing.

Because 73% of consumers crave authenticity from brands, a mismatched influencer can sink that ship fast.

2. Values are everything

Your influencer’s vibe must match yours. 

Why? 🤔

Because consumers can smell a fake collab a mile away. 

In fact, 64% say shared values help them build a relationship with a brand. 

So, make sure your influencer’s beliefs and yours align like stars.

3. Talk it out

Before you sign on the dotted line, chat. 

Not small talk—real talk. 

Discuss those skeletons in the closet. 

Transparency can save you from future headaches. So, keep it real.

4. Keep your ear to the ground

Monitor the buzz. 

What’s the crowd saying about your potential influencer buddy? 

Social listening tools can be your best friend here, giving you the lowdown on public sentiment. 

Adapting quickly can mean the difference between a win and a hashtag fail.

5. Plan for rainy days

Stuff happens. 

Be ready with a crisis management plan that’s as tight as a drum. 

Brands that respond well to controversy can sometimes even boost their reputation. 

But silence or a slow response? 

That’s the sound of trust breaking.

Remember, finding the right influencer is like finding a needle in a haystack—it’s doable, but you have to work for it. With these pro tips, you’re armed to the teeth to make smarter, safer influencer choices.

The Doritos saga? 

It’s a loud wake-up call. 

Rigorous vetting isn’t optional; it’s essential. 

Dive deep, align values, and always have a plan B.

A bit of caution can save your brand from a world of drama. Make smart moves now to keep your influencer game strong and scandal-free.

Here’s a freebie: Grab this free trial of my favourite influencer marketing platform and pre-vet influencers before you partner with them. Quick and easy.