Waitrose shows “like and share" posts drive likes, but can cause negativity within a community

Waitrose shows “like and share" posts drive likes, but can cause negativity within a community

Waitrose "Like and Share" post drives far more likes for Waitrose than the average post, but is criticised by a minority of its Facebook community members, who react negatively to elements of the post.

Waitrose, a British supermarket, recently posted “Hot or Mild” a “like or share post” in which community members are asked to like the post if they prefer hot food and share if the prefer mild food, they then advertise for their chillies. Sainsbury’s tried a slightly different approach by getting people to “thumbs up” if “they make the best chilli”, drawing on their competitive side, and then asking the open question “what do you add to yours to give it the wow factor”.
 
Waitrose post resulted in far more people liking it than average. However, WaveMetrix human analysis shows some Waitrose fans react negatively as they feel Waitrose is “lowering itself” and are “fed up” with like and share marketing or say that Waitrose food “isn’t hot like it is labelled”. Sainsbury’s post does not receive a negative reaction, suggesting the “thumbs up” approach with an open-ended question, does not risk a negative response, although it drives less likes.
 
Waitrose fans react more negatively than their Sainsbury’s counterparts:
  • Around a third of responses are negative to the Waitrose post: Some are “fed up” with “exhortations to like and share” and feel this is a “Tesco strategy”, while others react negatively to the advertisement element of the post commenting “Waitrose products are not very hot”
 
The Waitrose Like and Share post drives significantly more likes than average:

 

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