Bob and Lush successfully use Facebook reviews to promote their image for best quality dog food

Bob and Lush successfully use Facebook reviews to promote their image for best quality dog food

Inviting consumer reviews on Facebook can be a good strategy when they reinforce brand values and promote positivity. Premium UK dog food brand Bob & Lush capitalise on their reputation for best quality dog food to attract testimonials from people with first-hand experience. This can be particularly effective for brands, like Bob & Lush, which offer a health benefit, as consumers authentically reinforce their claim to promote “excellent health”.

This article looks at Facebook reviews on Bob & Lush. We have coded their content to examine the outcome when a premium brand invites public consumer feedback on their social page.

Bob & Lush promote their food as "both healthy and super tasty"

Bob & Lush promote their food as "both healthy and super tasty"

Consumers echo these values, praising Bob & Lush dog food and advocating for its health benefits:

Consumers echo these values, praising Bob & Lush dog food and advocating for its health benefits
  • Reviews say consumers “love” Bob & Lush’s “superb” food: most reviews contain general praise, with reviewers frequently recommending the food to others
  • 25% of consumers endorse the “amazing” health benefits of Bob & Lush: satisfied customers happily relate personal anecdotes explaining how the brand has helped their dog
  • High pricing drives a small amount of negativity: Several consumers say that Bob & Lush is “too expensive” for them
 
Consumer reviews add credibility to the claim that Bob & Lush is healthy for dogs:

Consumer reviews add credibility to the claim that Bob & Lush is healthy for dogs
  • Consumer reviews add a testimonial element, reassuring potentially sceptical customers: reviews add not only positivity, but vital authenticity to the brand’s claims to produce healthy, best quality dog food
 
Negativity is primarily due to Bob & Lush’s “steep” price, rather than because consumers aren’t getting good value:

Negativity is primarily due to Bob & Lush's "steep" price, rather than because consumers aren't getting good value
  • The only major negative consumers express about Bob & Lush is the cost, with only a small minority saying the food is not good value: premium brands expect to attract criticism for the price of their products, but every consumer wants to feel like they got good value. Critical reviews of Bob & Lush comment more on the outright price, which is “simply not affordable”, than they criticise the product as “not worth the money”
 
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