Daily people are on Twitter tweeting about something during their day that has irritated them. All those people probably think that their tweets are going unheard, but not with Edge Shave Gel around!
What is the worst thing that can happen in the morning? Waking up with no cereal. That is what happened to fellow tweeter, David Berkowitz. He was so irritated after finding out he was out of cereal that he went to Twitter to share his dismay. Probably thinking his tweet would go unheard, Berkowitz was surprised to find Edge Shave Gel had sent him enough cereal to last for a very long time.
“I am still eating the cereal they sent to me, so the positive brand association continues,” says Berkowitz.
Since the Anti-Irritation campaign started in September 2010, Edge Shave Gel has shared their random acts of kindness with 234 tweeters giving out everything from iPads and computers to YouTube videos of dancing pandas, in an attempt to make someones day. In only three months they had gained 1,500 Twitter followers.
The voice of Edge Shave Gel on Twitter is @EdgeShaveZone, a team of two who would seek, respond to, and relieve irritation for tweeters that used the #soirritating hashtag. Katie Facada and Kevin DeStefan worked full time monitoring tweets of irritations in a room they call “the Zone”. Focusing on the tweets was a full time commitment in order for the campaign to be effective. They wanted to interact with tweeters in real time instead of having to wait for client approval. To avoid being boring, Katie and Kevin kept their tweets honest, conversational and real.
During the campaign the team members came up with many interesting ideas to help people lower their irritations. For instance, one lady tweeted that she is tired of her husband not putting in his hearing aids. Well they could not send him hearing aids and there was no way make the husband turn on his aids, so they sent the wife a megaphone. Another woman tweeted that she had voices in her head that were speaking Spanish. Edge responded to that by sending here and English/Spanish dictionary.
Sometimes there were tweets that just could not be solved, but the team realized it’s not the prizes that count, it’s the thought. “A lot of
- To spread the word about the Anti-irritation campaign Edge went a unique route and asked the humor blog someecards to create cartoons to promote the campaign.
times we didn’t even have to give out prizes to solve irritations,” DeStefan says. “We had one computer programmer, she tweeted us saying that it was so irritating that she was having to program for old browsers. And obviously we really couldn’t do much about that irritation, so we sent her a video of a dancing panda, and that made her day.”
Before the #soirritating hashtag was created Edge set up a Hootsuite to find the most irritated tweeters and surprised them by offering them solutions. As soon as people became more familiar with the campaign, the Edge team was able to start tweeting timely conversation topics like “What love songs are #soirritating?” for Valentine’s Day, or “What Halloween candy is #soirritating?”.
Designing the campaign on Twitter promoted the brand and also built on top of what Twitter followers have always been doing, complaining. “We picked Twitter because we noticed that a truth about Twitter was that people were always talking about how irritated they were about things, and we have a product that matched that truth, which was anti-irritation, so that was a good place for us,” says Katie Facada.