What is Reactive Social Marketing and How #Bodyform Did It

By on November 13, 2012

Reactive social marketing is still relatively new, but as brands and the ‘average’ fan grow closer together – this form of marketing will surely replace the passive marketing of yester year. So what exactly is reactive marketing, and how can you use it to grow your social fan bases and make more sales?

Reactive Social Marketing: The Bodyform Truth

A fan recently engaged Bodyform – a feminine hygiene brand – leaving a witty, hilarious Facebook post on their brand page. In response, Bodyform posted a well-scripted, equally as hilarious video response. This video response was clearly part of a reactive social marketing campaign, created to spread public interest in the brand, and improve likability.

It’s one of the most successful viral video responses that we’ve seen in a reactive social marketing strategy. Here’s the initial fan post by Richard Neill:

Richard accused Bodyform of lying to men about how women are when they are on their period. The quip received an impressive 86,000 likes and 3,600 comments in 1 day. Now, there’s an opportunity here that I’ll do a post about later – that you should include in a reactive social marketing campaign. I call it brand prompting.

Aside from that, there’s the incredible video response that Bodyform left for Richard and all of their fans. I have to say Bodyform, you did a really good job of responding to that brand comment. They included an update of their own to accompany the video and said:

“We loved Richard’s wicked sense of humour. We are always grateful for input from our users, but his comment was particularly poignant. If Facebook had a “love” button, we’d have clicked it. But it doesn’t. So we’ve made Richard 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.”

The Facebook and Youtube Reactive Social Marketing Results

Not only was the reactive social marketing video an instant viral sensation, garnering more than 3,327,668 million views on Youtube, it also received 14,820 likes and 303 dislikes on their page. On Facebook, the post received an astounding 9,554 likes, 4,908 shares and 927 comments. Impressive seeing as Bodyform only has 7000 likes on their page.

Facebook fans commented:

Lauren Kate Turner: “I actually might start buying Bodyform rather than Always, purely because of this! Amazing”

Hope Yordy: “Great come back Caroline!!!! Loved it…hahahahahaa Richard what do you have to say for yourself NOW???”

Rowlands Pharmacy: “Hi Guys, what an excellent way to address such a taboo subject. We applaud both Bodyform and Richard Neill for such a humorous take on this.”

Reactive Marketing Plays For Your Brand

So – what did Bodyform do here that was right?

• In the event that Richard was not a secret employee of Bodyform (which is unlikely) they responded using a personal response video. There were no ads or extras in the video, the sarcasm and pretend CEO reply was enough.

• Bodyform promoted Facebook on their Youtube page, by including the link in their URL space and at the end of their video.

• Part of Bodyform’s reactive social marketing campaign meant creating virality on Youtube and on Facebook. They embedded the response to Facebook.

• Encouraged a hashtag – #bodyform on Twitter.

What they did wrong – well, have a look at their brand page. The ‘Richard’ post was repeated by another (fake?) user, and there are comments in their video update that have been repeated.

This makes me think the entire thing was orchestrated – and while the video reactive social marketing is superb, the execution needs work. It is however, exactly what brands should be doing, in response to individual fan comments.

Did you like this post on reactive social marketing? Then please share it with your friends?

Would you post a video response to a fan comment?

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
Close

Like what you're reading?

Like us on Twitter, Facebook or Google+ for more!