Embracing the hate
Ever had the courier company messing up the address? A delayed delivery? You must have felt like you’re entitled to file a report on the guy’s name, if not even have him suspended for the wrong he’d done to your otherwise perfect day.
Our social media communication strategy focused on simply accepting the job’s imminent imperfections. Hate Day became a series of witty posts through which we truly listened, and humor was the mechanism we used to break the ice and connect.
Sameday’s target gained a much-needed voice, fewer negative comments, an increase in positive replies, as well as a change in target and involvement.