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Finger Lickin’ Smart
Social Media is ubiquitous these days. Everyone is on it, from local businesses to national chains, political leaders, fast food brands, cleaning products.
If you’re familiar with our blog, you know how we feel about bandwagon social media efforts. Sometimes we test brands for fun and leave comments or messages to see if we get any response. We are sad to report that we have only ever received one response. So we get weirdly excited when we see a brand use creativity and originality in social media marketing.
Usually if a brand starts gaining awareness, it’s because of how many people they are engaging with. KFC however recently popped up in the blogosphere because of how few people they are engaging with. They decided to cut their Twitter follows down to 11.
Five Spice Girls, and 6 dudes named Herb. (11 herbs and spices for any of you who are a little slow on the uptake. It’s ok, it took a few of us a minute too.)
Why is this campaign brilliant?
- It’s low budget. As you know, social media is never free, but in the grand scheme of marketing, unfollowing/following people on Twitter is pretty cost-efficient.
- It’s simple. KFC didn’t send out any press releases or news alerts. They just followed 11 people and then sat back and waited for their wit to be discovered.
- Subtlety can induce engagement. Because this campaign was so sub tle, KFC has virtually done no marketing- their audience is doing the marketing for them. A quick Google scan can show you how many organizations and individuals have blogged about their Twitter follows.
- It’s grassroots at it’s finest. As cheesy as puns are, they are addictive. This wit in this marketing tactic has potential to keep rolling as one by one people pick up a news source and enjoy the humor.
Does following 11 people automatically increase business sales? Maybe, maybe not. Like any marketing, it enforces the brand (humorous, 11 herbs and spices, dry wit), puts the KFC name to the front of the mind (anyone now craving a bucket of fried chicken?), and engages the social media audience in a way that reminds us there’s some humans on the other end of the brand.
Well done KFC marketing team.