As a full marketing agency, we know how important it is to keep our eyes on the ball when it comes to managing negative comments through online marketing campaigns but nothing could have prepared us for the latest media outburst that was Bodyform’s response to a Facebook complaint…
We’re all familiar with the marketing TV ads of the ladies sanitary brand BodyForm – you know, the ones showing how much fun ladies have ‘at that time of the month’. But who thought that the energetic advertising campaigns are a little off the mark?
You are not alone, so did Richard Neill, who wrote on Bodyform’s Facebook wall:
“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 replied through their Facebook wall: “Hi Richard. We loved your post on our Facebook page. We are always grateful for input from our users, but your comment was particularly poignant. If Facebook had a “love” button, we’d have clicked it. But it doesn’t. So we’ve made you a video instead. Unfortunately Bodyform doesn’t have a CEO but if it did she’d be called Caroline Williams. And she’d say this…”
A suitable response to a silly complaint, do you think?
We think so. As well as being humorous, silly all at the same time as addressing the points left in the comment from Richard, it also cleverly appealed to the nature and humour of their target market, women.
To ensure your brand is positive and consistent online, call the professional team at Brighter Directions – the reputation management specialists on 01246 252855
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