Here’s a quick thank you to Ben & Jerry’s, Edelman, and one of the most adorable podcasters out there — Emily of Emily Explains It.
Emily posted her review of a new Ben & Jerry’s Ice Cream product. The first 30 people to add a one word comment were awarded a coupon for an ice cream sundae. I was one of the lucky ones. So thank you.
The back story: Emily’s father is a podcast producer in the greater Boston area. They agreed to podcast Emily’s feedback on the product as long as Ben & Jerry (and their PR agency) would agree that Emily’s words go unedited. If she loves the product, great. If not, she’ll say so.
I think the risk was very low — after all, who doesn’t love B&J ice cream? But there was a risk here. And I’m pleased that Edelman took it. Is this a new model for social branding? Perhaps. What makes this work? Authenticity. There’s nothing more authentic than a kid telling you if she likes the ice cream. Sure this could go too far — but in this case, it does not. Not at all. It’s all pure sweetness here.
What people say about you, your social reputation, is a big part of branding. I’ve learned a lot about branding over the past two years, and even more about socially mediated conversations. I’ll be sharing some thoughts about the two in subsequent posts. Especially as these topics relate to career management. So stay tuned and pass the sprinkles.
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The framing with the dog in the background is absolutely brilliant.
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Agreed. The dog is a special touch to the video.
I’m a big fan of the dog too : ) Emily is quite charming (including the unscripted sneeze).
Like I was trying to explain to a local political ‘ancient of times’ — you don’t need to call a press conference any more…you just broadcast.
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