Success: Waitrose's gracious response
The great thing about Waitrose is that they responded to these comments with a gracious “Thanks again for all the #waitrosereasons tweets. We really did enjoy the genuine and funny replies. Thanks for making us smile.” tweet. This is how you can respond to a social media campaign in which people make fun of your public image.
There is a debate about whether this is a good marketing campaign . The campaign may have been “hijacked” by consumers, but Waitrose’s upmarket image, the brand values of quality and reliable good service, are reinforced in a humorous way. This clearly sets this chain apart from other supermarket chains.
McDonalds: from hashtag to bashtag
McDonalds #mcdstoriesMcDonalds, on the other hand, has had bad experiences with hijacked social media campaigns. They had set up a Twitter campaign with the hashtag #McDStories , to get heartwarming stories about Happy Meals. This campaign, however, resulted in Twitter users sharing their worst McDonalds food stories with each other. @jfsmith23 wrote: “Watching a classmate projectile vomit his food all over the restaurant during a 6th grade trip. #McDStories”. The tweets were about stories of being fired, customers throwing up, people finding fingernails in their food and stomach problems as a result of a Happy Meal .
Although McDonalds' social media managers were quick to remove the hashtag, once the campaign was up and running, there was no stopping it. The hashtag became a 'bashtag' . This hijacked social media campaign rather led to an exaggeration of the discontent surrounding McDonalds and did not strengthen the brand values of McDonalds and the Happy Meal.
The consumer may still come to McDonalds mainly because of the convenience, the portion size and a low price and not because they really love the brand. Even though the advertisement claims 'I am loving it'. And although the British like to make fun of the upper class image of supermarket chain Waitrose, its customers do appreciate the south africa phone data Waitrose brand. A hijacked social media campaign then quickly shows whether the consumer really loves the brand and can strengthen the brand values. Or whether the love for the brand is perhaps a bit too one-sided.
u want a Facebook post to be successful, it must evoke a strong, positive emotion. The word emotion comes from the Latin movere: to move. On Facebook, people move through likes, shares and comments. Your fans will not move for a post that is 'interesting in itself'.
Colleagues as a test panel
Are you unsure whether your candidate message will evoke that strong emotion? Then try to feel for yourself what the message does to you. Do you really feel something? In your heart, stomach or laughing muscles? Then ask a few colleagues for their first, sincere reaction. If it is: “meh, okay”, then your message will not score.
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