Social media platforms are now becoming the quickest and most powerful way to air negative views and witty remarks. It’s also the easiest way for your companies brand to fall off the radar overnight and be tarnished. One comment can go viral and before you know it the comment has over 100,000 likes and thousands of comments. This is what recently happened to Bodyform who was the comical butt of the joke. Richard Neill a disgruntled boyfriend took to Facebook and posted a sarcastic comment at the expense of the company poking fun at Bodyform’s advertising:
“Hi , as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ,I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving , gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform , you crafty bugger”
Bodyform and it’s ad agency decided to fight the social media backlash and face the comment head on. Although the comment wasn’t a direct attack but a “joke” about Bodyform, they didn’t want the comment to gain even more popularity, so Bodyform decided to create a sarcastic comeback video which pokes fun at gender stereotypes. The Bodyform video links to Neill’s comment at the end of the video and lets him know about the response via Facebook.
This then prompted Richard Neill to reply
“ That is genius, well played ladies well played”.
This is a great example of social media marketing by responding to criticism in a way in which is positive for the brand and creates news in the right way. Bodyform have taken a potential negative even though the comment was a “joke” and made it profitable for themselves. Bodyform have now changed their Facebook cover photo in light of the comment to show they are embracing feedback and making their brand seem more accessible.
The same can’t be said for Ryanair when a disgruntled customer took to Facebook to air their dissatisfaction about extra hidden flight charges. The comment got 350 likes and 18,000 comments yet Ryanair failed to comment, letting the negativity linger.
Miromedia can create a tailor made social media marketing strategy for your business. Call us now on 01926 358200 to see how we can help your brand grow.
