Ah, so this is how social media works. A bloke called Richard jots down a sarcastic message on Bodyform’s Facebook page (btw what was he doing reading Bodyform’s Facebook page in the first place) and starts a slew of chatter across the web about menstruation, with a video reply created by Rubber Republic on behalf of Bodyform going viral.
Not far behind, the heavy pad of broadcast media as the debate kicks off on R4 Woman’s Hour.
So coverage of this story spirals out of the virtual world into broadcast and will probably end up on the floor of the House.
And, of course, Bodyform can’t believe its luck. Unless, of course, it created its luck! As Rachel Lake from Bodyform’s media agency Carat tells the Drum “We’ve never been able to have a conversation like this with people; people don’t want to talk about Bodyform or periods. Now we’ve got hundreds of thousands of people who are willing to like a video that is essentially talking about something which no-one wants to talk about. “
Yep, the power of the Internet; but also the power of the distribution platforms like Facebook and You Tube.
Note that video was used as the tool to respond to Richard.
These days it’s as natural to use video as it is to use copy or photos. In less time than it’s taken to cough up Rubber Republic’s filming fees, the brand has had payback and the rest.