Online marketers and SEO workers are always looking for new and innovative ways to attract visits. With the ultimate goal being to attract purchases, prompting your existing customers to sow the seeds of growth is thought by many to be a positive tactic.
This was certainly the case with supermarket chain Waitrose. In a Twitter challenge, its shopper were asked to:
“finish the sentence: ‘I shop at Waitrose because …’ #WaitroseReasons”
The initiative, launched on Monday September 17th, seemed to backfire though, with many tweeters targeting the image some believe the chain has.
Rather than posting positive messages as to why it was good to shop at the John Lewis Partnership food store, it was sent up as being too posh.
One commentator suggested it was the only place to get unicorn food, for example.
Another replied with:
“I shop at Waitrose because it makes me feel important and I absolutely detest being surrounded by poor people.”
There were many who posted put downs regards the perceived high pricing. In a comment similar to a recent Stella Artois advertising campaign, one joker commented:
“I shop at Waitrose because I think food must automatically be better if it costs three times as much.”
There was also praise though, with many commenting on the high quality of goods. There was even one person who congratulated the correct use of grammar on in-store signage.
On the face of it, the campaign may have appeared to fail. However, in reality the attention it has drawn is probably a good thing.