SUMMARY
Even good products can not be perfect, but how to face the negative feedbacks of consumers, and even turn to the positive brand reputation? In the marketing campaign of Peak running shoes TAI-CHI 1.0 PLUS, we did not ignore consumers’ advice of TAI-CHI1.0, not only connected the fans to create rapid iteration of products in just six months, but also sincerely printed consumers’ negative reviews on the shoe box packaging which are sold with shoes, telling consumers that they have modified the DNA of TAICHI 1.0 Plus. After this campaign, on the social media platforms TAICHI raised extraordinary popularity and marketing communication in a spontaneous way. Not only did the bloggers whose negative feedbacks had been listed support for the product, so the efficiency and high-energy iteration and communication also triggered the affirmation of the digital and marketing industries. With the words from the heading self-media negative comments, "this is a feeling of a bosom friend." Furthermore, the negative-feedback marketing campaign helps the improvement of product sales, and Peak has accumulated branding equity, closer to the consumer, and established the public awareness of “sound quality, sincere branding”.
