Leonie Bulman's recent articles
Hermes uses shock tactics to kick start Facebook engagement
Hermes break their usual traditional interaction with Facebook fans by posting photos of nude paintings. Compared to other post types, these receive a much higher number of likes and comments, suggesting that shock tactics can be an effective way to promote engagement.
- Hermes' post of nude paintings attracts a record number of Likes: Analysis of the number of Likes by post for recent Hermes engagement on its Facebook page shows that the nude paintings attracted a much higher volume of Likes than other posts. On the 14th June, 1,858 fans clicked the Like button for the nude jewellery paintings, compared to just 499 for a video post on the 10th May. This suggests that the nude paintings, which differ from Hermes' more conservative ways of interacting, have been successful in promoting consumer engagement on the brand's page
- Creativity and stylishness remain the most highly reflected brand values in response to nude paintings: Analysis of the brand values reflected in consumer discussion in response to the nude paintings show that these remain in line with Hermes' image. Although 9% find the nude paintings daring and "erotic", 47% describe them as creative whilst a further 44% find them stylish, saying they are "beautiful" and "tasteful". This highlights the fact that shock tactics can drive engagement, but should always remain consistent with brand image