You may or may not have heard, but BloggerGate has been washing over international media the last few days, just like how Cadbury’s Aliens have taken over our newsfeeds.
Caused by a simple request for free accommodation by a young influencer and the snarkiest reply from a hotel, Bloggergate has now amassed over 4.2 million Euros in free publicity.
But, what is Bloggergate?
From the top
On Jan 16, White Moose Café and Hotel posted a Facebook post that showed a redacted email from a young influencer who was interested in the hotel. She emailed asking if the hotel would be interested in a collaboration, as most influencers do, but she wasn’t expecting this reply.
The hotel’s reply has been called magnificent, many stating that influencers shouldn’t ask for freebies.
The influencer’s, UK based Elle Darby, email can be seen in the photo, where she discusses her (back then) 87k YouTube followers and 76k Instagram followers. She continues with
“My partner and I are planning to come to Dublin for an early Valentine’s Day weekend from Feb 8th to 12th to explore the area.
As I was searching for places to stay, I came across your stunning hotel and would love to feature you in my YouTube videos/dedicated Instagram stories/posts to bring traffic to your hotel and recommend others to book up in return for free accommodation.”
Apparently, Darby did not do her research.
White Moose Café has been famous for its sharp witted social media, often getting into battles with Vegans and even an entire country on social media.
Its Facebook currently has over 180k fans, and the White Moose Café wasn’t here to play.
Although the hotel tried to keep her identity secret, people figured it out and flooded her social media. Darby soon took to YouTube to try and explain her side.
https://www.youtube.com/watch?v=g8zElbN2_hg&t=194s
Her reaction video got a lot of backlash, even from the blogging community as well. Backlash continued on the hotel, to which they replied by banning all influencers from the café and hotel.
What’s happening now
Media outlets all over the world tried to get Paul Stenson, the owner and replier of the infamous email, to discuss things and media exposure has blown through the roof.
Stenson is definitely having fun with the attention.
The biggest thing happening now though is a PR company’s estimation of how much the free publicity that both have received would be in advertising spend.
According to ClearStory, an Ireland based PR company, BloggerGate has been written about in over 50 publications worldwide, which would have cost the influencer 4.3million Euros in equivalent advertising spend.
Well, Stenson couldn’t let the opportunity pass.
The photo shows an invoice towards the influencer, requesting payment of the 4.3 million, as well as taxes which makes it equal to 5 million Euros.
The press conference underhandedly also makes fun of President Trump, including Melania Trump.
Darby also couldn’t help herself as she released another reaction video on her channel.
https://www.youtube.com/watch?v=RaL1wi7RqGk
So far, we’re waiting for Stenson’s next reply.
Researching before Requests
There is a lesson to be learned here for eager influencers.
Always research your target audience before trying to reach out.
Honestly, it’s a lesson all of us should know.
If Darby had done a little bit of research, she would have steered clear of Stenson’s wrath. Or maybe, just maybe, they’re in on it together?
The White Moose Café has created viral and great content gems over the years.
And even created a video, earlier in 2017, discussing how to use “Offended Snowflakes” on social media to your advantage.
If only Darby had seen it.
Either way, its been lucrative for Darby, whose YouTube channel has received over 8,400 followers since this all started. Her views have also accumulated over 2.7million views since then.
The White Moose Café has also received a lot of good will through the scandal, and will definitely get more with their brand-new t-shirts.
Paul Stenson isn’t completely bad either.
Some of the comments the girl (who I have never once named) is getting on her Insta are horrible. I don’t condone these comments and I think it’s time people laid off her. Insult me all you like, but leave the girl alone. She fucked up. She’s learnt her lesson. The end.
— Paul Stenson (@PaulVStenson) January 22, 2018
Should we follow this example?
It cannot be said that the whole situation has been bad for both parties, it’s the exact opposite.
The opportunities and free publicity from this very public, and very “savage” battle has shown that sometimes being rude or witty can get you places.
But, should others follow their example?
Could just anyone reply, as Stenson did, and receive such a boom?
Tell us your thoughts on the entire thing in the comments.