For Hornbach, I was in charge for their webcare and social content creation. The social content focused on newsjacking (in Dutch 'inhakers'), based on trends or common questions I noticed in webcare. Hornbach has a specific tone of voice, which is quite to the point. Not rude, but some people experience it like that. My most noticed work is a viral tweet I posted for them, which created worth thousands of euros in free publicity and was viewed millions of times (the reach of the post on social media alone was about 1.5 million, which represents €15.000).
The policy of Hornbach is that people who have a complaint of any kind get taken seriously, but people that are just 'venting' can expect a more sturdy reply...
The tweet has been used in some blogs as an example of webcare going 'too far'. But the impact it had on the target audience Hornbach tries to reach was huge - in the most positive way.
I get it might not be the right tone for every company, but within the target audience Hornbach has, it was a hit. The post has been mentioned in hundreds of blogs, articles and online posts.
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