O2: The power of a community in marketing
Daryl West and Kristian Lorenzon
Campaign details
Brand owner: TelefónicaBrand: O2Country: UK
Executive summary
The power of a community in marketing is a case study born out of an organization which has built a social community at the very heart of its marketing strategy. During the biggest crisis O2 has ever experienced they were able to leverage their renowned reputation for excellent social customer engagement to turn a negative event into a positive story. This story highlights the importance of an actionable social-media strategy where social customer...