Tactic/Medium: Viral Video
Bodyform Responds: The Truth : One of the most successful viral videos of 2012 (you only have to see the number of repurposed copies in Youtube search results to get an idea of its impact) and rightly so. After a silly and humorous Facebook comment was posted on Bodyform’s Facebook page by a man complaining about the unrealistic nature of the female sanitary product adverts, the company decided to post a video response from Bodyform’s CEO (played by an actress) who gives a hilariously-witty and sharp speech.
Route and Result: They were quick to react to the activity on their social platforms, showing that they’re listening to their customers and are able to respond in the similar medium, reaching an even wider audience and creating replicated content. And using a cleverly devised video (with smart editing, script-writing and straight-forward symbolism) and humour they defused a potentially costly situation that could have erupted from a silly issue, whilst making it highly viral. Nice one Bodyform.
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Kathryn is a Digital Marketing and Communications Specialist with 14+ years in the industry working with SME's and individuals, to corporate and public sector organisations. She is also a mum and one of the pioneers of holistic marketing - digital, consumer convergence. and practical management.