Asos: How to Admit a Mistake and Become More Likeable

[nurmohammadkhan]

Unlike the first, the two following examples refer to solutions that have allowed a potentially negative event to be successfully addressed in real time . In the case of Oreo, the blackout exploits an external incident to gain visibility and newsworthiness (but does not overcome a direct obstacle); in the case of Asos and KFC, the event managed by Real Time Marketing is a consequence, respectively, of an internal error and an uncontrollable event that translates into a disservice (and therefore becomes the ghana whatsapp resource company's responsibility).
Asos and KFC step in to resolve unexpected situations ; Oreo seizes a sudden opportunity within a programmable event.
In all three cases, where three different strategies are at work, Real Time Marketing works with a perfect mechanism: it creates awareness through content marketing. Let's try to delve deeper.

On March 21, 2018, after printing 17,000 bags that bore a spelling mistake – “onilne” instead of online – ASOS reacted immediately: it posted a tweet in which it candidly admitted its mistake. Here, the exceptional speed of the response, polite and ironic, represents the key to a perfect Real Time marketing (re)action: thanks to that tweet, the brand recognized that it had made a mistake before anyone else pointed it out. The fun (and amused) tone-of-voice then allowed the company to redefine itself in a more friendly and informal sense.

The micro copy is a little masterpiece: “Ok, so we *may* have printed 17,000 bags with a typo. We're calling it a limited edition”

586 comments, 8.5k retweets and 49k favorites: a light content with which Asos takes responsibility without reticence or forcing, gracefully minimizes the episode and adds humanity to its profile as an online retail giant.