Last week I attended an event by PRmoments.com where Graham @Goodkind discussed how a good PR story (as shown by a strong public reaction) is reliant on a combination of insight and trigger. One such example of a winning PR case study was Bodyform.
The story starts ‘allegedly’ on Facebook when a man named Richard posts on Bodyform’s wall to say how, in their ads, Bodyform lied to him about ‘this wonderful time of the month’ for women. The post is very humorous – I quote: “damn my penis”, as below:
This prompted mass public response with people ‘Liking’ and sharing the post. Off the back of this, Bodyform then released a spoof video entitled ‘The Truth’ where the supposed CEO of Bodyform addresses Richard’s comments.
It is very tongue-in-cheek (“You forgot horse-riding, Richard”) and says that we women have tried to protect men from the truth about periods for a long time, and now Richard has shattered the illusion of happy periods for everyone.
The video has over 350k views, and the success of the stunt (as shown by the strong public reaction) is likely down to the surprise-factor, as well as the company’s willingness to subvert convention and the stereotypical imagery associated with the sanitary sector.
It certainly is memorable. What do you think?