The grand debut of American Riviera Orchard has been a spectacular failure.
Meghan Markle's attempt to attract Instagram followers for her new lifestyle brand by visiting Nigeria did not go as planned. Despite the country's population of 200 million, her follower count actually decreased. It appears Meghan failed to gauge the audience appropriately. Had she devoted more time to developing a solid strategy rather than engaging in high-profile appearances, the launch might have been more successful. However, Meghan proceeded as she often does, relying on her own judgment rather than seeking advice.
To salvage the situation, Meghan enlisted a PR expert to analyze the American Riviera Orchard launch, and the feedback was harsh. From strategy to execution to results, every aspect of the launch was deemed an epic failure. If this had been a school project, it would have earned her a trip to detention. If it were a consultant's proposal, it would have been sent back to the drawing board.
Let's revisit the timeline. On March 14th, American Riviera Orchard debuted online with a minimalist website, an invitation to join a newsletter, and no product information. This approach left potential customers unsatisfied and curious for more. The brand’s Instagram account was equally disappointing, featuring only nine posts with no user interaction. Comments were disabled and tags turned off, shutting out any chance of engagement or feedback. Unsurprisingly, this lack of interaction failed to generate excitement for the launch.
By mid-April, Meghan had started sending jars of strawberry jam to influencers, but most of these recipients were just her friends, not influential figures in the social media world. Only a few bothered to post about the jam, and even fewer gave it substantial attention. The initial buzz fizzled out quickly, like a damp firework.
According to the PR expert, American Riviera Orchard had the potential for success, but Meghan's leadership, or lack thereof, led to its downfall. No amount of engagement strategies or social media efforts can revive this sinking ship. Meghan's belief that her mere presence would be enough to sell a brand has proven to be a misconception. Reality doesn’t function like a fairy tale, and this was a harsh lesson.
Interestingly, Meghan’s silence following the launch has been attributed to feelings of being let down by the public, who have not embraced her venture as she had hoped. However, the responsibility for this misstep lies with her and her team's poor strategy and execution. Despite this, her team, perhaps more interested in their hefty paychecks than in providing honest feedback, continues to reassure her while promising to re-evaluate their approach.
In the meantime, jam production has halted, and Meghan is left feeling deflated. Despite a warm reception in Nigeria, she is now realizing that not everyone supports her latest endeavors. This experience may serve as a crucial lesson for Meghan to reassess her strategy and better understand her target audience if she hopes to achieve success in future ventures.
