Julius Duncan's Blog

Brands for a social age

Archive for the month “December, 2010”

Hamleys feels the force of social

Will Hamleys back down in the face of the animal lover lobby, too? Less than two weeks after an online and social media campaign compelled John Lewis to change the end of a TV advert that had dog-lovers up in arms, now the same effect is hitting Hamleys.

The famous London toy store’s decision to feature live penguins and reindeer as part of it’s Christmas promotional push has created a passionate back lash on the company’s Facebook page. The nature of these protests means that the ‘anti’ Facebook page is the next step, accompanied by calls to boycott the store over Christmas. Some people feel that John Lewis caved in too quickly to the demands of the crowd, and Hamleys are resisting so far, while presenting their argument logically. The problem is that logic gets put behind emotion during these ‘social campaigns’, and the brand is challenged to match the force of emotion that the crowd displays. Raw emotion is one of the four new forces of ‘Social Nature’ that I’ve talked about before. The others are real-time, interaction, and community. For Hamleys this last one is now the most important. A community is being built around the protest against it, will a community mobilise to come to the brand’s defence? One ‘pro-Hamley’s’ Facebook page has been launched, but so far it has one follower. For the reputation team at Hamleys it’s time to decide where their priorities lie. Is the short-term sales promotion more important than long-term reputation?

I would advise a graceful climb-down, some cuddly penguins instead, and a Facebook competition to go and see real reindeers. Entrants must ‘check-in’ to the store first, of course. What do you think?

(Update 02 December)

Well it’s happened. Hamleys have decided to cancel the live penguins at the store. Looking at the positive reaction to this on the company’s Facebook page, confirms that they have taken the right call. An ‘anti’ Facebook group attracted over 350 ‘likes’ while the ‘pro’ penguins group attracted just 16. It’s time now for Hamleys to find the opportunity in this crisis, and use the exposure to now engage with the crowd that has gathered around its social storefront.

 

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