Acer drive differentiation with a simple picture post on Facebook

Acer’s posting of a simple and clear picture differentiating themselves from Apple laptops shows how a brand can positively promote differentiation on Facebook. By parodying Apple’s old ‘Think different’ slogan in an uncomplicated way, Acer are able to drive consumers to say Acer is “great” and “better” than competitor offerings.

Acer recently posted a picture on their Facebook wall, showing a lecture hall full or students where everyone has an Apple laptop, except for one student who is using an Acer. The tagline ‘Think different’ takes Apple’s old advertising slogan and puts it on its head, clearly differentiating the Acer brand and placing it in a unique space.

WaveMetrix social media analysis shows that Acer’s simple picture post is successful in driving differentiation for the brand, with many saying the Acer brand is “better” than Apple and other competitor laptop products. Positioning the brand firmly as being unique and different, consumers are driven to say they “love” Acer and its “great” products. Moreover, the picture itself is positively received. Not only has the post driven over 500 responses, 700 shares and over 3,500 likes – much more than usual for an Acer post – consumers also engage with the ad, calling the protagonist their “hero”.

Acer’s simple picture post successfully drives differentiation for the brand:

• Acer's post prompts consumers to say the brand is the "best": Users compare Acer to Apple and other competitors, saying Apple computers are “rubbish” compared to Acer
   
• Many consumers are also driven to praise Acer’s “great” products: In response to the post, many Acer Facebook users say they “love” their Acer products, which they are “proud” to own
   
• Users also compliment the social media content itself: Consumers praise Acer for its marketing move and “big up” the protagonist using an Acer in the picture, who is their “hero”

Consumers say they “love” Acer, which is “awesome” and “better” than Apple Mac laptops: 

• Consumers are driven to express Acer's "superiority" to its competitors: Driven by the picture, consumers agree that Acer is “better” than Apple, saying they “love” the brand as it is “awesome”