Академический Документы
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Damage Control
Traditionally, big brands have been cautious, deliberate, and slow when reacting to major issues, and response channels have been limited to press releases and news interviews. But responses with a quick and raw feel, projecting transparency, can be used to a brands advantage, as seen with Federal Express last year. When one of its customers posted a video showing a destructive activity by an employee (something that went viral almost immediately), the brand responded with a video apology on its YouTube page. What FedEx quickly produced was an inexpensive video explanation of its view of the event and subsequent actions. A slickly produced video would have been untimely and might have brought further wrath. But this straightforward, transparent production helped stabilize the public outcry.
Proactive Humor
In October, Bodyform received a mocking complaint on its Facebook page about how the brand had long deceived men into thinking that woman always had fun-filled menstrual cycles, easily participating in activities such as rock climbing and horseback riding. Bodyform used this as an opportunity and responded with a now-famous video apologizing and explaining that the company was just trying to protect the complainer from the truth. Last summer, Tide responded within two days to an article in The Onion describing a massive viral video hit that Tide produced -- except that the video never existed. We worked with Tide to make the fictitious video real, with the brand tweeting that perhaps the articles author may have forgotten to post the link. In both cases, these videos were relatively simple, humorous, and self-aware -- all qualities easily among the top-10 components of a successful video.
Informative Communication
Were starting to see some companies provide real-time, on-the-fly, personalized videos based on customer data collection. The earliest successes focus on simple topics like electric or gas utility billing explanations. Customers receive a communication containing audio and video based precisely on their account, including info on billing cycle and opportunities for savings.
November 2012
DIGITAS PERSPECTIVE
Currently, these videos are used purely to provide information, but there is opportunity in considering how customer data can be used to engage in new ways with customers. Companies like Eyeview, Idomoo and SundaySky are enabling this type of communication.
November 2012