Another round, another success. In just a few hours, more than 61 thousand reactions , 13 thousand comments and 11 thousand shares . The strategy is to play the role of an exhausted social media manager who gets lost in a delirious soliloquy under the posts. And, in fact, it is the social media manager who initiates a real flow of consciousness that amuses and excites. The tactic intrigues to such an extent that the users themselves become co-creators , curious to know how this story ends, almost eager for other “episodes”. But that is not all. During January 2021, the self-comments are accompanied by memes which, with an “alternative” copy , contribute to increasing virality, even if not to the levels of the first posts. Unieuro social media So, what’s wrong? Although the brand has been able to attract attention, intrigue and entertain users, experts (and buyers themselves) admit that, if the strategy were to persist for a long time, it would start to feel repetitive and monotonous . In part, this is what is already happening, considering the fact that only a month and a half has passed… On the other hand, this type of communication is focused on emphasizing awareness , a stage of the customer decision journey that should be suitable for a brand that needs to be known; therefore, it is certainly not fully appropriate for someone as widely known as Unieuro. The latter should, in fact, focus on other development opportunities, overseeing the more advanced stages of the journey . Therefore, although at the moment the strategy has managed to arouse the curiosity of most, a long-term horizon would suggest that this approach will not have a long life, and will end up being increasingly inconsistent and distant from the values of the brand. Simply put, an approach focused exclusively on meme-posting would end up tiring even Millenials. Engagement would increase , but in the long run conversions (perhaps initially positive - like the first sponsored washing machine sold out ) would suffer. Who hides behind Unieuro’s social media