‘Thank you for your enquiry. Please direct message us with more information so we can assist you.’
Recognise the above? Polite, helpful and taking the conversation offline. An effective response to a customer query, but is it going to get your brand noticed for its creativity? Most likely not.
So, what happens when a brand injects a little imagination into its responses? Sometimes nothing at all but, every so often, a stroke of genius occurs and the social media world comes alive.
In this post we investigate four brands, which over the past few years have mastered the art of responding – not only to customers, but to fellow brands and situations.
Let’s take a closer look…
Response 1 – Virgin Trains
What’s worse than having to use public transport toilets? Getting caught short whilst going about your business of course. That’s exactly what happened to Twitter’s Adam, who had no choice but to tweet Virgin Trains for a little assistance in his time of need.
Not only did Virgin Trains respond to Adam’s humorous cry for help, it did so extremely quickly and efficiently, showing how attentive the brand is by going the extra mile to relieve issues, after a customer relieved themselves.
Response 2 – Snickers
It’s impossible to think of Snickers without hearing its famous tagline ‘you’re not you when you’re hungry’. Having won multiple awards for this campaign, and increasing global sales of Snickers by 15.9% in just one year, the chocolate giant has amassed a Twitter following of 304,000 to work with.
Snickers has become somewhat famous for its imaginative moment marketing responses. You may remember its cheeky dig at footballer, Luis Suarez after he sunk his teeth into Italy’s Giorgio Chiellini during the 2014 World Cup, which we covered in our previous moment marketing blog. However, the target we’re referring to this time is the one and only Jeremy Clarkson…
Most people have experienced ‘hanger’ at some point in their life – that awful feeling of being so hungry it makes you uncontrollably angry. No one knows this feeling better than Jeremy Clarkson, who lashed out at a Top Gear producer after finding out there was no hot meal available to him after an evening of enjoying a tipple or ten.
With the story doing the rounds in the media, Snickers took the opportunity to send Mr Clarkson a box of snickers, with the line ‘you’re not you when you’re hungry’. Gaining over 4,700 retweets and 3,700 likes, it was a perfect yet simple PR stunt to get social media talking about Snickers.
Response 3 – Google and Greggs
What’s better than brands responding brilliantly to customers and situations? Brands responding to other brands.
When Greggs’ logo was replaced with a spoof image featuring a less than complementary slogan of ‘providing **** to scum for over 70 years’ on Google, Greggs managed to turn a PR nightmare into a light-hearted Twitter exchange with the internet provider.
After tweeting “Hey @GoogleUK, fix it and they’re yours!!! #FixGreggs” alongside a tray of doughnuts, Google would have been silly not to fix the problem and claim its delicious reward. Instead of taking the situation offline, Google responded “Sorry @GreggstheBakers, we’re on it. Throw in a sausage roll and we’ll get it done ASAP. #fixgreggs”. An amusing exchange between two brands, during a situation which would have made many brands squirm.
What can the PR world learn from these responses? Well, with a little quick thinking, a splash of creativity and a dash of humour, many responses can be turned into brilliant social media moments, and allow your brand to come out the other side with an even larger (and more amused) audience.
If you’d like to share any brilliant brand responses with us, drop us a tweet – @WolfstarPR