It's no secret that brands and companies around the world have sunk their teeth into social media, progressively learning more and more about this new direct link to the consumer. As booming companies have grown more familiar with these outlets and how to speak the consumer's language, one brand in particular has excelled in their ability to relate to the culture and sense of humor of the public, especially the millennials.
Wendy's has taken the Twitter world by storm, embracing our generation's harsh sense of humor and appealing to our sense that the company is "one of us". Their voice reflects one of an individual user as opposed to a multi-million dollar brand trying to market their product, a tactic which has had immense success.
Twitter users across the globe have embraced Wendy's online sass, launching a buzz around the company's epic comebacks and shutdowns aimed at anyone brave enough to take them on via Twitter.
This constant and witty banter with customers, competitors and critics alike has without a doubt harnessed the attention of the Twitter world, thus allowing the company to increase their brand awareness through the utilization of a relevant and millennial-friendly channel. This marketing strategy is quite effective, as it gets people talking about the company without directly advertising its brand.
Wendy's serves as an excellent role model not only for companies struggling to reach their audience through a relatable and "cool" method, but for anyone looking for a killer comeback.
This Wendy's thing has been a thing for a while, and I'm not sure if it is effective anymore. It was funny at first to see a big brand posting content with some humor, but eventually it seems forced in my opinion. It would be interesting to see if their sales have been higher than usual since this twitter trend. I don't think these efforts translate directly into sales. If the tweets could be categorized, I would say that they are a version of content marketing. Interesting approach, but would be more interesting to see the direct effect on sales.
ReplyDeleteAlthough more and more companies are jumping on the "trendy and witty social media account" train, the strategy still receives a good response from Twitter users. People love when they see official social media accounts "throwing shade" and will retweet these interactions. Whether or not the banter is cheesy, the tweets get attention either way so I feel like it is still a good strategy to look into.
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