Negative Social Media Case Studies - B2C
- 1. 5 NEGATIVE B2C CASE STUDIES The world is talking. Are you listening? www.taurusmarketing.com.au
- 2. C A S E S T U D Y U n i t e d A i r l i n e s United Airlines WHAT? Customer management Airlines travel WHERE? YouTube BUT HOW? After Dave Carrolls guitar was damaged in-flight, he took this up with United Airlines. The airline refused to replace or fix his guitar. He then wrote a song titled United Breaks Guitars and posted it on YouTube. The video has over 9 million views with supporting negative comments towards the airline United stock fell 10% which cost investors $180 million After impressive social media reaction on Daves concern United decided to provide Dave with appropriate financial compensation, which he politely refused but asked to donate it to the charity of their choice.
- 3. C A S E S T U D Y N E S T L E Nestle WHAT? Customer management Confectionary WHERE? Facebook, Twitter WHY? Old Spice wanted to revitalise itself to a younger market. BUT HOW? Greenpeace ran a video campaign targeting Nestle and its suppliers for damaging endangered species habitats in their search for palm oil ingredients. Greenpeace then claimed that Nestle tried to have the video removed Many users stated that they would never use Nestle products again One thousand negative comments on Twitter and Facebook
- 4. C A S E S T U D Y D o m i n o s P i z z a Dominos WHAT? Employee risk Fast food WHERE? Blogs, Twitter, YouTube BUT HOW? Two Dominos employees posted a video on YouTube of them tampering and contaminating food about to be served to customers. The video outraged the public and severely damaged Dominos reputation Dominos stock dropped 10% in one week Over 600,000 views in just two days Dominos issued an apology video in their response to the scandalous social media prank.
- 5. C A S E S T U D Y T o y o t a Y a r i s Toyota WHAT? Brand integrity Automobiles l WHERE? Facebook, Twitter, YouTube, Blog BUT HOW? Toyota endorsed a short film competition called the Clever Film Comp. The Facebook page was bombarded with negative comments claiming that the ad was both sexist and incestuous Toyota received negative publicity worldwide, with publications from the US and the UK featuring the ad that allegedly besmirched the brand In the end the ad was pulled and JetBlue has long been a forerunner a massive amount of negative in the social media sphere. publicity was generated for the Toyota brand
- 6. C A S E S T U D Y V e g e m i t e Vegemite WHAT? Brand integrity Spreads WHERE? Blogs BUT HOW? Kraft ran a competition to name a new product in its iconic Vegemite brand. The chosen name, iSnack 2.0 was despised by the public and within days of releasing the new name it was dumped Kraft had released 3 million name me jars to Thousands promote the of negative campaign comments on Twitter Websites like Names that are better than iSnack 2.0 also began appearing Vegemite representatives dropped the new name without further comments and encouraged Australian public to vote again.
- 7. C A S E S T U D Y O f f i c e w o r k Officeworks WHERE? Facebook WHAT ? Social media avoidance How? User comments on why Officeworks continue to supply and sell Reflex paper after they had lost their FSC have been passively avoided. For 6 months. Finally they responded with a post stating that they are aware of the change, but its too little too late. They havent kept on top of user comments and as a result are suffering abuse with little ground to stand on. Users are insisting they will boycott Officeworks until they remove Reflex from their shelves.
- 8. C A S E S T U D Y P e p s i Pepsi WHAT? Brand Integrity WHERE? Facebook, Twitter BUT HOW? Pepsi produced an iPhone application to promote its new product line AMP energy drinks. The app allowed users to view 24 different types of stereotyped women Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if its in bad taste & appreciate your feedback. #pepsifail The app created a huge amount of public backlash as consumers viewed it as extremely sexist. Pepsi issued an apology on Twitter through all their different brand accounts
- 9. C A S E S T U D Y B P BP WHAT? Crisis management Petrol WHERE? Facebook, Twitter BUT HOW? Everyone has heard of the oil spill that BP had to face in the gulf of Mexico. Social media has played a significant role in amplifying and consolidating community outrage at the handling of the Gulf of Mexico crisis by BP. The words BP have appeared in over BP has lost 9,000 blogs, over over $1 23,000 tweets and Billion in 49.5 million Twitter brand value impressions Over 750,000 people have joined the Facebook page Boycott BP