How Béis turned negative feedback into genius marketing.

@sailawaymedia

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SoundTikTok sound · original sound - sailawaymedia

Promoted product

Béis

The best travel gear and accessories for the modern traveler. These are perfect for weekend sleepovers, beach days, and summers in the south of France. Designed and created by Shay Mitchell.

4 videos4 creators

Why it worked

The video breaks down a successful brand case study, providing high-value educational content for marketing-focused viewers while naturally showcasing the brand's products.

Summary

The creator analyzes how the travel brand Béis effectively managed negative customer feedback by turning it into a creative marketing campaign. The campaign included social media engagement, a humorous 'surgery' video, and a pop-up event in New York City.

Structure

1Introduction to the brand's marketing strategy
2Explanation of how the brand addressed product complaints
3Description of the creative campaign and pop-up event
4

Original caption

Marketing girlies, Beis is at it AGAIN 🤏🏼🤏🏼 and this time they’re serving up their bestsellers designed from the ground up, a pop up with free custom embroidery, and Pretty Little Liars inspired NYC posters #beis #marketing #shaymitchell #pr

More from @sailawaymedia

Product placement

The Béis Weekender bag is shown throughout the video in various colors and settings.

Call to action

let me know what you guys think

On-screen text

HOW BEIS TURNED NEGATIVE FEEDBACK INTO GENIUS MARKETING Shay Reacts to Mean Comments Part 3 Missing Have you seen this bag? The Weekender Reward if found by July 16th Alison DiLaurentis Persona Baggage Renovation The Weekender

Transcript

Okay, Béis just showed every brand how you turn negative feedback into genius marketing. Their best selling weekender bag is obviously gorgeous, but functionally, there have been some complaints. But rather than just quietly fixing the issues behind the scenes, Shay Mitchell literally gets online and reads through the negative reviews and addresses them head on, which honestly just humanizes the brand so much. Then they launch this campaign around her going into surgery and fixing the products up. And to top it off, they hosted a pop up. They put flyers all over New York City that say missing, which is giving Pretty Little Liars may I add. And if you attend the pop up and drop off your old bag and get a new one, you get a discount and free embroidery. I mean guys, this is how you build fandom around your brand. Turning what could be considered a negative experience into something very positive. I think this was brilliantly done, but let me know what you guys think.