[SMK] Social Media Knowledge


Social Media Fail: Bugaboo

Boutique pram manufacturer Bugaboo received a social smack when Facebook fans spat the dummy over an image of a bikini-clad model and mother running with her child.

Baby steps

Bugaboo's Facebook Page recently posted an image of Dutch model Ymre Stiekema jogging in a bikini while pushing her daughter in a Bugaboo pram.

The image was originally published in an interview the model conducted with Vogue Netherlands, where she discussed her interest in running.

However when taken out of context and posted on Facebook, Bugaboo fans were less than impressed.

Child's Play

Bugaboo's Facebook Page was soon inundated by negative comments from users who objected the image being used to promote the featured $800 stroller (it wasn't) and the unrealistic image it promoted of new mothers.

Some of the comments include:

"This is totally demoralising and patronising to all new mums! Even if u didn't have post natal depression this ad might drive you to it! How incredibly insensitive for a brand that should know it's market and have done its research! It's not even witty or tongue in cheek! "

"So thaaaat's what I have been doing wrong….. I need to jog with my baby in a Bugaboo to get my beach body back."

"Bugaboo, we need to talk. And by we, I mean me and whoever decided this is a good way to reach your target demographic of normal, average, everyday moms who might have some soft spots on their bodies left over from housing a fetus for 10 mos."

Tantrum time

Bugaboo stuck to its guns and kept the photo on Facebook, and released a statement explaining "We want to inspire mums and dads everywhere to explore the world with their families, while keeping up with an active and healthy lifestyle.”

However, it's interesting to note that the same image attracted largely positive comments when posted to Bugaboo's Instagram account, and has attracted over 2100 Likes.


Context in everything. In the pages of Vogue an image of a model running in a bikini with an expensive pram can be appropriate, while posting the same image without context on Facebook is a high-risk proposition.

Also, know your audience. Bugaboo's Instagram followers appear more open to this form of content, something we should all keep in mind when cutting and pasting across platforms.

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