The power of an engaged consumer base

Published on
April 17, 2015

The Thankyou Group has once again proven the power of an engaged consumer base. Over the past couple of days their customers have inundated Virgin Australia’s social media channels with messages of support for the inclusion of Thankyou products as part of Virgin Australia’s in-flight complimentary snacks.

On Wednesday 15 April, Virgin Australia announced that customers would now receive complimentary food and checked baggage on all flights across its domestic network. They then asked consumers what they’d like to see on board in future. The next day, Thankyou ‘activated’ its followers to lobby for Thankyou products to be offered on Virgin Australia flights.

24 hours later and Virgin Australia’s social media accounts have been flooded with messages of support for Thankyou products, with hundreds of messages still rolling in. Following a guerrilla marketing stunt that was integrated with the social media lobbying campaign, Thankyou received an immediate response from Virgin Australia. And, not only did Virgin Australia respond, they also shared an image of Thankyou’s stunt with their more than 460,000 followers.

This is a truly impressive example of consumer-driven lobbying to achieve business objectives.

It’s not the first time Thankyou have used social media to drive business development. In 2013, Thankyou launched its Coles and Woolworths campaign, a social media crusade whereby customers pledged their support for Thankyou’s expanded range of products by posting on the supermarkets’ Facebook pages.

This was their message:

It’s been 5 years and we still haven’t managed to get Thankyou Water™ on the shelf. But that’s no biggie, because this time around we’re hoping to get a few more hands on deck before we present not just the water, but the entire new range to the supermarkets. We’ve booked meetings with both retailers and we need your support.

To say it straight, we think that if Coles and Woolworths knew how much you cared about changing the world through being able to buy Thankyou™ products in their stores, they would take on the range in a minute.

In a six-minute video, Thankyou took its customers on a journey and delivered a compelling message — by purchasing Thankyou products, you can ‘live every day, give every day’ and make a real difference in the lives of thousands of people throughout the world.

The response from the Australian public was phenomenal. During the two week campaign, customers inundated the two supermarkets with thousands of messages — Facebook posts, tweets, creative videos, and emails — and both companies caved to the pressure, with Thankyou products having been available on Coles and Woolworths shelves ever since.

Congratulations Thankyou on another fantastic campaign. We look forward to enjoying your products on Virgin Australia flights soon.