When the UK-based company Bodyform, received a snarky message from a dude on their Facebook wall, they didn’t let it go — they responded with an equally snarky (and arguably much more hilarious) video.
On October 8th, a man named Richard Niell posted a lengthy comment on Bodyform’s public Facebook page accusing the company (in a tongue-in-cheek tone) of misleading him for years. The full post reads:
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
After Richard’s message went viral, getting nearly 84,000 likes and over 3,500 comments (the Bodyform page itself has 4,148 likes), the company decided to respond in video form. They created a fictional CEO who apologized to Richard:
“We are always grateful for input from our users, but your comment was particularly poignant,” the company wrote in the video’s description. “If Facebook had a ‘love’ button, we’d have clicked it. But it doesn’t. So we’ve made you a video instead.”
The video went up on Youtube on Oct 16th, and so farther has gathered 2,194,564 views.
Why I’m curious:
This shows how brands can best use social media and leverage user-generated content- responding quickly, to an existing engaging topic, by creating content that is innately shareable. What Bodyform also did well was not only creating sharable content that speaks to consumer’s interests, but also conveys brand message , and hence successfully turned a brand that’s usually associates with cultural taboo into a popular topic.