A lot of marketers know how to use humor well. But, there are not enough with the courage to step into truth.
A company spends time, energy and money creating an image so it's easy to give in to the temptation to remove or ignore anything that doesn't support a carefully crafted image. Some do this by portraying an ideal that never existed. Most by ignoring real experiences because fiction is almost always prettier than fact. Social media strategies are sometimes guided by the same magical thinking as an infant playing peekaboo with a parent: if it disappears, it's not there. But, object permanence isn't a myth and sooner or later all brands need to come to the same realization that nine month old babies do -- a thing is not gone just because you hid from it.
A company spends time, energy and money creating an image so it's easy to give in to the temptation to remove or ignore anything that doesn't support a carefully crafted image. Some do this by portraying an ideal that never existed. Most by ignoring real experiences because fiction is almost always prettier than fact. Social media strategies are sometimes guided by the same magical thinking as an infant playing peekaboo with a parent: if it disappears, it's not there. But, object permanence isn't a myth and sooner or later all brands need to come to the same realization that nine month old babies do -- a thing is not gone just because you hid from it.
U.K.-based Bodyform is a hilarious example of how a company used a social media post as a springboard to becoming a more likable, honest and human-centered brand. I can't help but wonder if the FB post was planted in order to launch a new direction for the brand. In this case I'm not sure that really matters though. Whether the post was fabricated or not, the video is an honest view of the category. Hilariously so.
The video is an example of how you can tell the truth and be even more likable. It illustrates the genius of engaging with the consumer (well, in this case, with her boyfriend) on terms that are grounded in real world experiences. It shows how you can turn one social media comment to a P.R. windfall. Mostly, it's really, really funny.
The video is an example of how you can tell the truth and be even more likable. It illustrates the genius of engaging with the consumer (well, in this case, with her boyfriend) on terms that are grounded in real world experiences. It shows how you can turn one social media comment to a P.R. windfall. Mostly, it's really, really funny.
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