As any comms professional knows, if you’re handling social media accounts you have to be prepared to react quickly and effectively to anything your audience might throw at you.
In today’s 24/7 media landscape, the ability to think on your feet and handle the unexpected with wit and wisdom clearly separates the players from the pretenders.
While it is easy to steadfastly follow a corporate line, brands that wholeheartedly engage with their followers – using the right tone and language for the occasion – are those that win customer loyalty and increase their share of voice with influential audiences.
So, it’s hats off to the social teams handling Twitter for @ButeIslandFoods and @sainsburys for their swift and slick response to an epic rant against their new vegan cheese product range.
An unnamed woman reportedly launched a tirade against the products for mis-using the word ‘cheese’, saying “Call it Gary or something just don’t call it cheese because IT’S NOT CHEESE!”
So they did.
Announcing the rebranding of the range as #Gary was a terrific PR ploy, inspiring a suitably cheesy response from social media followers.
Bravo @ButeIslandFoods and @sainsburys for a masterclass in turning an angry outburst into a hugely positive viral campaign.