case study - Servant of Chaos

They say that you can’t control social media. They say that the message is in the hands of your customers. But is it really? What happens when that customer is on your side. And which side, exactly, is that?

During the US summer, Target received a range of online complaints about gender focused signage. In response, the company decided to take on the feedback and transform the shopping experience, making it more gender neutral.

Don’t do this, @Target pic.twitter.com/cfh3cp5Nqa

— Abi Bechtel (@abianne) June 1, 2015

In making this kind of change, Target no doubt, expected some response on social media. But it seems they didn’t expect a customer advocate to step in and take control of the conversation. But that’s exactly what one brand fan did.

Over a period of about 16 hours, a fake account setup with the Target logo and the name “Ask ForHelp” trolled the commenters on the official Target Facebook page. Provocatively arguing with other customers, the account was eventually suspended.

This kind of activity has occurred in the past. Two comedians from Atlanta, Ben Palmer and Nick Price setup an account with the name “Customer Service” and spent time randomly arguing with customers on various brand pages. And while all this makes for light entertainment, no doubt, there are social media managers working furiuosly behind the scenes to clean up the fallout.

While the Target page has been cleaned up, there are plenty of screen captures circulating. Here are a few samples. But the question is – how would you respond? What would you say to your CEO. And where do you go from here?

I can remember the smell of Old Spice from my youth. It reminds me of old men. Men much older than I am now. Or so it seemed. In reality, they were the young men of my parents’ lives. They were the dusky, active men of 70s – surfers, sailors, layabouts. They went water skiing in the summer and to the snow for winter. They drove real 4WD vehicles (for a reason), smoked way too much and drank VB. Or was it Tooheys New?

Whether this is accurate or not, it’s the brand image that is hard baked into my mind.

So it was going to take some effort to recast that brand association.

Now, I know that I am probably not in the target market for old spice body wash, nor even in the right geography, but it seems that the @OldSpice man campaign has been a great success. Take a look at the case study below for a neat summary. And if you want more detail, check out Jordan Stone’s post on the We Are Social blog.

But beyond the statistics, what can we learn from an old, sleeping dog like Old Spice? What can we see from the way that brand perception was able to shift through a coordinated, integrated trans-media storytelling point of view? What roles did broadcast, celebrity and social media play in amplifying and extending the brand interactions – and why were they potent? I’m going to think on this in relation to the P-L-A-Y framework for storytelling and get back to you.