Gillette Attempt to Ignite Flame-War with Dollar Shave Club on Twitter
 |
| thestoryoftelling.com |
 |
| blog.dashburst.com |
 |
At least, they didn't, until recently. For whatever reason, Gillette decided to go on the offensive, and started promoting negative reviews of DSC razors, particularly if the user in question also mentions that they will be going back to Gillette as a result of the bad experience. In some cases DSC had even responded to the tweets, apologising to the customer and offering to improve the subscription service, only for Gillette to reply, welcoming them back to the Mach 3 club.
Tried ignoring @Gillette's totally organic promoted tweet campaign about dudes giving up on Dollar Shave Club.
— Neal Dewing (@Neal_Dewing) October 8, 2015
Rumours have circulated about the possible involvement of ad agency Vayner Media, as a few months ago one of their staffers posted a negative tweet about DSC razors which Gillette have since promoted. Vayner have since gone on record that they aren't involved and that 'nothing scandalous' is going on. Regardless, this is turning into a PR nightmare for Gillette, as many people are characterising the stunt as bullying behaviour, unnecessarily stepping on a far smaller company.
im never buying a @Gillette product again after seeing them pay to promote tweets trolling their competitors like @DollarShaveClub.
— justin from info (@justinstoned) October 8, 2015
Ironically, this might end up helping DSC, rather than hindering them. Seeing them being attacked by a larger company seems to be endearing them in the eyes of many twitter users, which might even lead to more people buying their products just to spite Gillette. It's not often you see social media marketing this aggressive, or this overt, and I'm struggling to figure out exactly how anyone at Gillette HQ ever arrived at the conclusion that this was a good strategy. The focus should be on why your product is good, not why somebody else's is bad.
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF
Contact us on Twitter, on Facebook, or leave your comments below. To find out about social media training or management why not take a look at our website for more info: TheSMFGroup.com
Gillette Attempt to Ignite Flame-War with Dollar Shave Club on Twitter
Reviewed by Unknown
on
Thursday, October 15, 2015
Rating:
Reviewed by Unknown
on
Thursday, October 15, 2015
Rating:
Unknown
Keeping you up to date on social media, digital marketing, apps, news & reviews. Social media, and digital marketing as a whole, are rapidly and constantly changing, adapting to new developments at an ever increasing rate. Just keeping up to date can be a nightmare. Our team of writers know their field, and keep an ear to the ground. We aim to keep you informed of all recent developments in the online world, and teach you a little something along the way. So whether you just want to stay connected, or gain some knowledge for yourself, the Social Songbird will keep on singing! More articles are posted every day so keep checking back! Join the discussion on Twitter - #SocialSongbird Or contact us directly - @SocialSongbird_
Entrepreneur, international speaker on Social Media Marketing. First one in the UK to write and speak in conferences about Twitter as a marketing tool. Consultant to Corporate Companies, Government Organizations, Marketing Managers and Business Owners.
Aspiring novelist with a passion for fantasy and crime thrillers. He hopes to one day drop that 'aspiring' prefix. He started as a writer and soon after he was made Executive Editor and Manager of the team at Social Songbird. A position he held for 5 years.
Adrienne is a passionate writer with experience in editing, content creation, and social media marketing. She’s a lover of animals, helping others improve their writing, and 2000s pop culture.
Musician, audio technician, professional tutor and a Cambridge university English student. Interested in writing, politics and obsessed with reading.
Recently graduated with a BA in English Literature from the University of Exeter, and he is about to study an MA in Journalism at the University of Sheffield. He is an aspiring journalist and novelist; in his free time he enjoys playing chess, listening to music and taking long walks through nature.
Lucy is an undergraduate BSc Politics and International Relations student at the London School of Economics and Political Science.
Anna Coopey is a 4th year UG student in Classics at the University of St Andrews in Scotland. She is a keen writer and researcher on a number of topics, varying from Modern Greek literature to revolutionary theory.
Ellie is a recent BA English Literature graduate and aspiring publisher with a passion for writing. Her favourite pastimes include reading and shopping.