What Do Internet Hackers and Shoe Enthusiasts Have in Common? High Engagement!
While Green Mountain Coffee’s Retail Social Juice Index (RSJI) number dropped back into regular range following its successful promotion last week, this week’s big story is Sony. The brand received major backlash and attention after the internet hacker group Anonymous threatened an attack on Sony for once supporting the “Stop Online Piracy Act.” Although Sony pulled its support for SOPA late in 2011, the “hacktivists” still went after the brand via Facebook, reporting a planned takeover of the Sony website. Beginning on Wednesday, Sony’s Facebook wall received thousands of posts from likers all over the world, urging the brand to “Stop SOPA” and “defend a free internet.”
Unlike Sony, DSW managed to maintain a top rank throughout the week for positive reasons. The brand ran a number of fun promotions that kept the community engaged and active. DSW earned enthusiastic feedback for its Fashion Flash Sales and announced on Facebook and Twitter that Tuesday was to be replaced by “Free Shoes-day.” DSW used Instagram to share photos of employees’ shoes on Facebook, offering special giveaways to likers who posted their own pictures wearing the same shoes and titling the photo with “Frenzy Alert!” In addition to these images, excited customers shared photos and stories about recent purchases to the rest of the loyal DSW “shoe lover” community.
Similarly, American Girl and Pandora joined DSW in the top-ranking brands of the week, as passionate likers shared their photos and stories about their favorite dolls and new jewelry.
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