O2's launch of "half-baked" O2 Wallet app creates a backlash among Facebook fans
by Leonie Bulman on 8th May 2012
O2 shows that using an online community to promote the launch of a new product can backfire, providing early adopters with a platform for negative feedback. O2’s Facebook launch of the new O2 Wallet app generates criticism for the app’s lack of NFC support, showing that innovative products should initially be tested in a more controllable environment than online communities.
Limited edition offers grow Facebook communities, but they must be accessible to target audience
by Andy Pilkington on 1st May 2012
Limited edition and exclusive offers to an online community can be an effective method for growth, but brands must ensure the offers are accessible to community members or risk a backlash.
Avon’s product-centric approach to Facebook successfully builds a wider brand reputation
by Andy Pilkington on 24th April 2012
Avon’s product-centric community shows that brands who are confident in their products can successfully drive positive testimonials and wider brand loyalty via a product-centric approach.
Stella Artois demonstrate brand alignment is key when launching spin-off brand
by Andy Pilkington on 19th April 2012
Stella show that using an established community to promote a spin-off brand need not alienate an existing fan-base, as long as the new brand is correctly aligned with the orignal one.
Consumer reactions to TNT’s hugely viral “dramatic surprise” video demonstrate the effectiveness of unique, entertaining content
by Charles Allison on 18th April 2012
As well as generating millions of views, TNT’s wildly popular viral video shows how an ad attracting so much attention can drive a positive association with the brand. The video demonstrates the effectiveness of unique and original content: consumers discussing it are highly conscious it is a piece of marketing, but this does not deter their praise
Audi’s #wantanr8 competition boosts growth in Twitter followers by a third
by Leonie Bulman on 11th April 2012
Audi shows that an interactive competition on Twitter can help boost growth in followers. By asking consumers to tweet using a specific hashtag, Audi not only increases fan involvement with the brand, but also the reach of Tweets about Audi.
Nestlé's corporate online presence fails to quell consumer negativity
by Andy Pilkington on 10th April 2012
Nestlé show that corporations with large brand portfolios can struggle to establish a brand presence of their own online and may well be the target for protest and negativity.
John Frieda show how to boost engagement by asking consumers to share their desires
by Leonie Bulman on 3rd April 2012
John Frieda show that brands should ask fans about what they want, rather than what fans currently have, to achieve a positive impact on both fan engagement and brand image.
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