Asos: How to Admit a Mistake and Become More Likeable
Posted: Tue Jan 07, 2025 4:58 am
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.
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.