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Flashback 2014: Brands' social media interactions garner positive buzz, improves brand image

23-December-2014
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Flashback 2014: Brands' social media interactions garner positive buzz, improves brand image

As social media gained major ground in 2014, the year was witness to some major brand conversations on public forums. Some brands that realized the impact attempted to make best use of the interactive feature available on social media to engage with aggrieved consumers.

exchange4media lists some of India’s top brands that saw positive reactions by paying heed to online conversations and brand mentions.

Amul: With its 1.2 million Facebook fan base and about 27,700 Twitter followers, the brand has been fairly active on social media. So when an aggrieved consumer, Neha Tomar, shared her discontent, Amul promptly responded on the public forum itself.

After in-depth investigation, Amul published a long statement to clarify their side of the story. Both sides had their fair share of arguments, and all those who saw the negative comments posted by the aggrieved consumer saw Amul’s response too.

Amul’s response video saw 98,932 views on YouTube and numerous shares on social networking sites.

Watch the video here:



P&G (Whisper): P&G has made a digital plunge in an effort to instill a positive attitude in young Indian women about period, seeking to dispel some of the cultural taboos toward the subject that persists in much of the country.

Taking a step further and breaking the stereotypical communication thoughts, Whisper recently rolled out a movement titled #TouchThePickle to try and put an end to period taboos that still haunt many Indian girls and women. While P&G claims that the new advertising campaign brings out the painful truth of our society, many women slam the “touch the pickle” campaign as being “silly”, and “outrageous”.

The video has got over 1,981,103views since its release.

For all the negative comments, P&G had a team to respond. None of the queries or allegations went unnoticed.

Watch the video here:

Nescafe: With 5,198,133 views on YouTube, Nescafé’s stammering comedian ad managed to gather eyeballs all over social networking sites in India. Nescafé took the campaign up a notch. The brand seeked for more achievers, who have faced that uphill battle, broken stereotypes, overcame challenges and emerged victorious, in India and wanted to share each of their stories with the world. All one needed to do is post a story on Twitter with the Hashtag #ItAllStarts and Nescafe would select the top 50 entries.

Watch the video here:



An example of Twitter entries:
 



HUL (Vim): Laxminarayan Krishnamurthy, a Mumbai resident had ordered a Samsung Galaxy smartphone on Snapdeal. When the delivery came, he received Vim Bar in the package. Outraged, Krishnamurthy shared his grievance on Facebook.

 



The post was shared by over 20,000 people over a weekend.

Snapdeal, of course, took notice of the complaint. However, it was a little late in resolving the concern. After 6 days of that post, Krishnamurthy posted that Snapdeal had refunded full money and apologized for the same.

Considering that 20,000 people had shared the post, covered by several mainstream media outlets as well, Vim Bar’s parent company, Hindustan Unilever Limited, decided to enter into a war of wits. And what they did next is being termed as “exceptional customer care service”.

HUL sent Krishnamurthy the same mobile which he had initially ordered on Snapdeal: a Samsung Galaxy Core Duo, along with a letter saying, “The pictures you posted online show that our brand was used in this incident. Vim is one of our iconic brands with some great consumer franchise. We felt bad about it, not to mention what you went through. Here is a small gesture from our side to cheer you up.”

An elated Krishnamurthy posted this on Facebook:

Tags Amul P&G Whisper Nescafe HUL Vim

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