Mention the word “maxipad” in polite company and you’ll definitely elicit a few squirms. But feminine product company Bodyform took oversharing to a whole new level in response to one man’s rant on its Facebook page. Bodyform didn’t miss a beat and shot back with a video that has already gone viral: You can see both the tirade and the video in their entirety on HuffingtonPost.com. All funniness aside (and the video is seriously funny), it’s actually a brilliant bit of feedback-based marketing.
Commerical humor. The original troll-like rant on the Bodyform Facebook page was clearly a tongue-in-cheek joke about the truth in advertising when it came to maxipad commercials. Instead of going all customer service agent on the offending post, Bodyform ditched the P.C. response and went for the full monty with a response video, showing off its ballsy comedic chops as well as personally responding to someone outside (far outside) their demographic.
Viral marketing. Considering that the video already had more than 2 million hits on YouTube within about 24 hours, it’s officially gone viral. And viral marketing is some of the most effective because it’s fairly inexpensive, done by word-of-mouth and shared on all of the most popular channels and social networks. While Americans might not have ever heard the brand Bodyform before, it’ll quickly become water cooler chat.
Brand management. Another benefit to coming up with a feedback-based response is that Bodyform gets to manage their brand in a visible and palpable way. Obviously, they don’t want to be mixed up with the “coming up roses” marketing for maxipads that has been done in the past. Their video instead creates a brand that is honest, funny and sarcastic, all which can be incorporated into future marketing campaigns.
Reactive marketing. Whether you’re a multinational brand or a small local company, you can take away a lesson from Bodyform’s maneuver: Feedback-based marketing works. Of course, it’s not always the matter of a funny viral video. Instead, focus on actually replying to customer inquiries, reviews or posts to make your V.I.P.s feel heard. What’s more, Bodyform proves that you can skip the whole stuffy corporate response thing: Internet fans want to see the genuine article, so don’t be afraid to let your personality influence your brand. After all, Bodyform managed to make maxipads funny. It’s basically a marketing genius.
Category: Content Marketing