Imagine that you are responsible for marketing for a brand and are focused on current demands when you start to receive an analysis that your brand has suddenly gone viral. And the best part is that it did so spontaneously. Your first thought may be fear of what catapulted that name, but the answer is simple: an influencer mentioned it naturally and searches for your product increased from that point on.
The above scenario has been happening frequently on social media, but even more so on TikTok. Reviews, analyses, mini vlogs and tips are what suddenly make an item a must-have. Viral videos on the internet have enormous power to both increase sales and ruin a brand's reputation.
This is because product reviews can make or break a brand. When “golden tips” are presented as a way to get likes, you need to be extra careful because lies can be spread.
A recent profile on cleaning tips taught how to degrease bed linens and towels with Veja Desengordurante – the type of product used to remove crusts from stoves, tiles and floors. The tip, which solves a ivory coast whatsapp data consumer problem, could inconsequentially cause losses not only for Veja, but also for washing machine manufacturers. After all, the product was not developed for this purpose, nor has it been tested on fabrics. The internal parts of the washing machine were also not designed to receive this chemical compound.
Any skin disease that may occur in the consumer will be the responsibility of the manufacturer. “We do not recommend the use of Veja degreaser on fabrics, clothes or in washing cycles in washing machines. For fabrics, we recommend the use of Veja Power Action, which cleans and disinfects floors, walls and fabrics. We always try to emphasize to consumers the importance of carefully reading the label and following the usage specifications on the product label,” responded the responsible area of Reckitt Hygiene Comercial in a statement.
Safer mixtures
Found in abundance on the internet, homemade mixtures are not always effective and can even cause accidents, such as poisoning. In times where the most unusual tip goes viral – and many just want numbers – the internet has become a huge catalog of infallible tips to be tested.
The biggest problem is when they involve products with formulations that prevent combination with any other chemical additive. “We do not recommend homemade mixtures, which in most cases can generate substances that are harmful to health, such as toxic gases and other substances, which can cause irritation to the skin and mucous membranes. Veja has a complete line of products that can be used in different applications and surfaces. In our portfolio, we have Veja Power Fusion, which combines the power of Veja with ready-made, safe mixtures that provide the practicality that the consumer deserves,” the team composed of MKT, R&D and E-Commerce pointed out in the statement.
The Veja Multipurpose Power Fusion line was launched in three versions: orange, lemon and coconut and, more recently, the brand introduced to the market Power Fusion with Bicarbonate + Alcohol + Lemon and Power Fusion with Chlorine + Detergent + Eucalyptus. “With the launch of Veja Limpeza Pesada Power Fusion, we have the combination of Veja's power with mixtures, bringing functionality, superior cleaning of your floor, and several other benefits”, he reinforced.
If internet tips help in product development, could Veja be launched for clothing, like we had Omo for floors? According to Reckitt Hygiene Comercial, the answer is no! “The Veja Power Action line is the only Veja product line that can be used to wash and disinfect fabrics. In addition, we have specific brands for cleaning, stain removal and sanitizing fabrics, such as Vanish,” he concluded.
Go viral and be ready for sales
Most Brazilians (77%) are influenced by social media when deciding what to buy, according to the Global Consumer Insights Survey 2018 by PwC. In the survey, Brazil is above the world average in terms of social media influence and is also the country that is most concerned about social media.
It is impossible to predict when a viral hit will reach your brand, but when the company is ready to respond to demand, the hurricane hits with less impact. One thing to be careful about is the actual delivery of the product. A hit on TikTok, the Carmed Fini lip balm sold out in pharmacies, surpassing the annual target in weeks. While the social network was all about it, the product was nowhere to be found in stores.
Demand for Fini's three jelly bean flavored products – Kiss, Banana and Denture – was ten times higher than expected and the volume planned for a year of partnership has already been sold in 20 days. The product is now easily available, but while it was trending and out of stock, it triggered shortages among many consumers.