Most brands, organisations and rights holders have launched engaging campaigns to increase interaction with fans across social media platforms.

However, as seen with the case below, sometimes they don’t go exactly to plan:

Using the hashtag #WeAreAllLeoMessi while posting a photo or message with both hands open pic.twitter.com/NpbYhibp8H

— FC Barcelona (@FCBarcelona) July 9, 2016

“Using the hashtag #WeAreAllLeoMessi while posting a photo or message with hands wide open, the campaign is encouraging all Barça fans to express their sympathy for the greatest footballer in the world by voicing their unconditional support on social networks,” a statement on the club’s website explained. Even the club’s president has reacted:

Leo, those who attack you are attacking Barça and its history. We’ll defend you to the end. Together forever!

— Josep Maria Bartomeu (@jmbartomeu) July 8, 2016

“By making it clear that #WeAreAllMessi, we want Leo to know that he is not alone. All members, supporters’ clubs, fans, athletes, media and everyone else are invited to participate.”

But, as you can imagine, not many agree with the social move from the Catalans and they’ve reacted in numbers about how the club supports a player who has been condemned for tax fraud.

#WeAreAllLeoMessi – Oh wait, we’re not, because we pay our taxes and he quite clearly doesn’t. He’s not the victim. Shameful from Barcelona.

— Liam Canning (@OffsideLiam) July 9, 2016

#WeAreAllLeoMessi is one of the worst hashtags ever. A punch in the face of ppl who do hard work on a low pay and yet still pay their taxes

— Norissima (@__B_E_E) July 9, 2016

#WeAreAllLeoMessi? @FCBarcelona should be ashamed of creating a campaign that victimises a tax evader.https://t.co/VFLdqNwE1W

— Real Galacticos (@RealGalacticos) July 10, 2016

How is the hashtag #WeAreAllLeoMessi trending? I thought the majority of the population pay tax.

— John (@johnthemascot) July 9, 2016

Dear @FCBarcelona Who told you #WeAreAllLeoMessi ? We are not criminals, we all pay our taxes. The heights of Shamelessness

— Constantine D’Gooner (@CJBassey) July 9, 2016

The above is just a small quantity of the responses with the hashtag full of tweets stating the fact they pay taxes. But it’s fair to say that it is one of the worst responses the Catalan club and the Argentinian player have received.

FC Barcelona has created a digital storm by defending its controversial campaign launched on social networks to support his star player Leo Messi that the club considers as a victim of “unfair treatment” after being sentenced to 21 months of jail for tax evasion.

But, it’s not all negative as the club and the player have also received support from a number of users during this time:

I will always support Leo bc I love him & I believe in him #WeAreAllLionelMessi #TodosSomosLeoMessi pic.twitter.com/C0oijMUxW5

— Sol Raeken (@LarisaOanna) July 9, 2016

We are with you in this El Messias #WeAreAllLionelMessi pic.twitter.com/mXoGANZ9fM

— Sir Wollace (@mainawagatundu) July 9, 2016