Social Media in action – a case study

For whatever reason, a guy in the UK called Richard Neill posted a comment on the Facebook page of Bodyform, the manufacturer of female hygiene product Maxipad.

Richard complained that Bodyform had lied to him through their advertising. Apparently Richard watched Bodyform commercials on a regular basis as a child and young man and couldn’t wait to get his first girlfriend to experience all the wonderful experiences shown in the commercials.

Alas it wasn’t as portrayed and he took it out on the company on their Facebook page. You can read his short rant here. The comment has so far got over 100,000 likes and nearly 5,000 people took time to post a comment.

Bodyform could have left the story to fizzle out but they decided to respond with a clever video that featured an actress in the role of CEO Caroline Williams who apologized to Richard and went on to say that they needed to protect men.

The video has received nearly 5 million views and over 8,000 likes.

There is a lot of chat online about how good was the response from Bodyform. What do you think? Did the company do the right thing? Was the content right? Were they right to use an actress or should the real CEO have engaged Richard? Was it just a bit of fun between a company and a consumer?

Personally I think it was a clever use of social media by the company and reflects how to engage consumers on a more personal level. The company has engaged with the writer, and the millions of people who have dropped by to see what all the fuss is about in a like minded way. No airs and graces, confident and light hearted. My only minor criticsm is that the real CEO should have presented the video.

Of course the major question now is “How can the company leverage its new position in the minds of consumers?”

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