Volkswagen’s April Fools’ Stunt Misses The Mark—And An Opportunity To Earn Back Trust



Kari Shimmel, our Chief Strategy Officer, shares her expertise in planning for this annual funny bone day - warning that brands need to be current in their audience research before embarking on an April Fools' Day joke. There are still plenty of options to participate, especially for connecting with passionate fans, but choose wisely.

I firmly believe that every single bit of audience research you had from two years ago, that research no longer applies now. We’re living in such a different world that people are walking into

Kari Shimmel

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