Did you by chance see the hilarious rant posted on the Bodyform Facebook page, in which the male author goes off about how upset he is over the fact that tampon and maxipad commercials are, well … not exactly truthful? ("As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ... bike riding , rollercoasters, dancing, parachuting, why couldn't I get to enjoy this time of joy and 'blue water' and wings !! Dam my penis!!)
The comedic post went viral in a big way, racking up almost 40,000 likes in 20 hours, and what happened next should go down in history as being one of the smartest social media moves of all time: Bodyform made a video response to the post. Not just any video response, mind you. A pitch-perfect, laugh-out-loud hilarious clip that's become a viral phenomenon in its own right.
The video involves Caroline Williams, CEO of Bodyform, sarcastically apologizing to Richard for lying to him for so long. She goes on to explain that there is no such thing as a happy period (cutting to footage of the cringing, horrified male faces of those who were involved in a past focus group exposed to their "honest" messaging), before raising her glass of blue-tinged water and -- ew! -- taking a swig.
Check it out:
The whole thing is, of course, a brilliant joke. "Caroline" is an actor, and the video is the creation of an unusually clever advertising agency. Here's what Bodyform posted in the video description:
Hi Richard. We loved your post on our Facebook page. We are always grateful for input from our users, but your comment was particularly poignant. If Facebook had a "love" button, we'd have clicked it. But it doesn't. So we've made you a video instead. Unfortunately Bodyform doesn't have a CEO. But if it did she'd be called Caroline Williams. And she'd say this.
Not only did Bodyform turn out this video in record time (8 days from noticing the viral effect of the Facebook comment to strategizing, shooting, editing, and posting the finished video), their effort of leveraging the marketing impact from Richard's post has been a home run. As of this writing, Bodyform's video has over 2.8 million views on YouTube. It works because it's timely, it's legitimately funny, and it's hugely relatable -- I mean, what women doesn't laugh out loud at the description of a period as a "crimson landslide"?
Bravo to Bodyform and their ad team for turning one funny comment into a social media goldmine. I'd love to see more companies do something like this, wouldn't you?
Image via YouTube