Back in May of this year, a fantastic example of a really bad PR decision came from a company called Ferraro, better known as the creator of a very popular chocolate spread named Nutella. Any company who wants to move forward and use social media as a tool rather than fear the advances it brings, knows that you have to utilise any social media hype.
Nutella is enjoyed by millions of people worldwide, and back in 2007, an American fan, Sarah Rosso, who lives in Italy decided to create World Nutella Day in order to show her dedication to the brand and maybe talk to some like minded people and just have a bit of fun with the Facebook page.
Fast forward to May 2013, and after 7 years of World Nutella Day, Ferraro decided that they were just not happy with the concept whatsoever and delivered a cease and desist letter to their #1 fan ordering her to shut down the fan page as there was a misuse of the brand.
The social media backlash to this was huge, after Rosso published the letter she received to the fan page she created, users took it upon themselves to comment on the official Facebook page for Nutella to express their disappointment in the way in which they went about this situation.
As I am someone who has grasped the concept of social media, and understand what it can do for a company, Ferrero completely missed a trick, not only were they receiving the benefits from a brilliant social media campaign, they were doing so for free with no work to do on their behalf! Stuff social media executives dreams are made of! Considering Nutella doesn’t even have an official Twitter feed, they should really have taken this in their stride and sent a letter of appreciation and a free jar of Nutella to Rosso at the very least!
After the huge social media backlash Ferrero went on to drop the cease and desist action which in turn saved World Nutella Day, head over to the website to see what it is all about, and prepare for the 8th World Nutella Day!