How BodyForm used a Facebook rant to create a viral hit

In All, Digital Marketing, Advertising, Social media by Coraline0 Comments

Marketers, social media managers, PR and communications professionals all know it. Social media can work both with and against you. Mediums like Twitter and Facebook are clearly amazing when it comes to engage and connect with your customers. Social media has allowed for brands to engage and converse with customers. If brands have quickly realised the potential of social media so did the customers. The conversation is then a two way discussion and things don’t always go as planned. Community managers would certainly agree that an unhappy customer makes so much more noise than a happy one.

Last week I stumbled upon a rather old (2012) yet great marketing response to a customer Facebook rant.  Last October a man named Richard Neill posted a rather hilarious rant on the Bodyform Facebook wall. The post read as follow:


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 … 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”

The post got more than 80,000 likes in less than two weeks (102,987 as I write this post). Rather than ignoring it or giving a simple answer Bodyform brilliantly responded through a video that  became viral in no time. Yes, this is right. They used the popularity of this post to create the holly grail of viral marketing: A viral video. The Facebook response read as follow:

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.

Personally, I love the response. Funny, well written, released quickly and with an hilarious ending. The kind of campaign I would love to work on! That might be one year old  but if you haven’t seen this yet, watch it. It’s absolutely brilliant!

The ad was created by Carat and Rubber Republic and just won gold in the Cyber Lions category in Cannes this June 2013.




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