Archive for December 13, 2017

Moz the Monster: Anatomy of An (Averted) Brand Crisis

Posted by Dr-Pete

On the morning of Friday, November 10, we woke up to the news that John Lewis had launched an ad campaign called “Moz the Monster“. If you’re from the UK, John Lewis needs no introduction, but for our American audience, they’re a high-end retail chain that’s gained a reputation for a decade of amazing Christmas ads.

It’s estimated that John Lewis spent upwards of ВЈ7m on this campaign (roughly .4M). It quickly became clear that they had organized a multi-channel effort, including a #mozthemonster Twitter campaign.

From a consumer perspective, Moz was just a lovable blue monster. From the perspective of a company that has spent years building a brand, John Lewis was potentially going to rewrite what “Moz” meant to the broader world. From a search perspective, we were facing a rare possibility of competing for our own brand on Google results if this campaign went viral (and John Lewis has a solid history of viral campaigns).

Step #1: Don’t panic

At the speed of social media, it can be hard to stop and take a breath, but you have to remember that that speed cuts both ways. If you’re too quick to respond … Read the rest

December 13, 2017  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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