A friend recently sent me this link. I found myself being delighted by an 1100 word review of Imperial Leather. It was a lovingly written and detailed product review of a bar of soap! Not even some new fangled exuberance gel/exfoliating scrub/pore reducer, just a simple, honest to goodness bar of soap.
Not only that, but 66 people had rated his review as “very helpful” and 15 people had left comments – all of which were nostalgic and very positive.
I’ll be using this example every time an FMCG client of mine questions the value of social media for their category of brands. Consumers of all ages, shapes and sizes are using social networks, review sites and forums to express their enjoyment or otherwise of every category under the sun.
We often choose not to engage with this medium because (a) we don’t know how and (b) we think “surely people can’t be bothered to interact with their brand of [insert mundane houshold product here] they just want to use them and move on” and we are probably right about 99% of people, but that 1% of people who is truly passionate about your product has the power to do so much more good or bad for your brand than any advertising campaign or promotion. These kind of rewards surely are worth working for.