When a man posted negative comments on Bodyform’s Facebook wall criticizing its Maxipad brand for false advertising by portraying women’s periods as a happy event, Maxipad used the opportunity to create a brilliant comeback.

Now, this approach certainly won’t work for every organization or brand. However it’s just one example of why you don’t always have to hide from negative posts. Sometimes you can turn them into opportunities to really engage with your audience. Look for the video response by Bodyform to become a viral smash hit. And that’s what you call brilliant marketing!