How The Unofficial @MrsJLSnowman Twitter Account Got A Thank You From John Lewis

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Getting 2,500 Twitter followers in a few weeks, mentions from celebrities and ending up in the paper, meant that @mrsjlsnowman soon attracted the attention of John Lewis’ marketing department.

Early on, @johnlewisretail responded to @mrsjlsnowman’s cheeky request for smaller gloves with a goodwill offer of an exchange. They asked me to give them a call, and there were giggles when I introduced myself as Mrs Snowman.

I reassured them that I wasn’t going to ruin their £10m ad campaign and they asked for two things: to refer all customer service queries to their feed, which I was already doing, and put the word “unofficial” in my bio.

Resume: After noticing John Lewis had failed to take its popular Christmas ad stars online, Emily Turner set up a Twitter account with the intention of sending a few joke tweets to John Lewis. But things escalated quickly, and soon she found herself at the helm of Twitter account boasting some two and a half thousand followers.

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“Unofficial” don’t scare Twitter followers off

Twitter has guidelines about parody, spoof and impersonation accounts. Customer confusion is enough to merit Twitter suspension.

I’ve already spent enough time in Twitter jail, so I added “unofficial” to the bio. This didn’t impact follower numbers – only one person asked me if @mrsjlsnowman was an official account.

@mrsJLSnowman’s advice for marketing campaigns

John Lewis’ TV campaign was crying out for a social media and in-store tie-in.

It’s a shame that John Lewis didn’t create official snowmen Twitter accounts to build the festive spirit – the follower numbers would have been huge. Imagine festive in-store grottos with Mr and Mrs Snowman and a “tweet the snowmen” campaign!

What @mrsjlsnowman showed me was how important it is for brands to fully integrate social media into their marketing campaigns.

Customers don’t want a one-off, throw away reply. They want real interaction, sincere interest in what they are saying and a meaningful conversation on social with a good dose of humour.

A brandjacker’s take-away

As for me? Did I get a voucher or wonderful Christmas hamper? Not quite. I got a thank you on Twitter from John Lewis’ marketing director and a heavy data mobile bill!

Read the other stories about the @MrsJLSnowman journey in this series:

twitter@emilyaturner is a PR and Social Media Director for Zoodikers.com. Each Wednesday for 4 weeks Emily has written about the lessons she learned on her @MrsJLSnowman journey. This was the last post in the series. Read the other posts here, here and here.

Photo credits: Huffington Post, John Lewis

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