Randon Act of Kindness

Randon Acts of Kindness (RAK) is the new consumer trend that brands undertake in order to create a better and more effective relationship with their consumers.

'For brands, increasingly open communications both with and between consumers (especially online), means that it's never been easier to surprise and delight audiences with R.A.K.: whether sending gifts, responding to publicly expressed moods or just showing that they care.' (Trendwatching, 2011:online)

Brands such as BioTherm and Interflora have used this new trend in order to connect with their consumers. BioTherm, th eskin care brand owned by L'oreal, have been reaching out to tired Twitter users and offering them free product samples of their skin.Ergetic anti fatigue range.

Flower delivery service Interflora decided to brighten up the lives of Twitter users by sending them flowers. They monitored Twitter followers that needed cheering up and contacted the users and sent them flowers as a surprise.

"For 'human' brands, the ever increasing volume of publicly accessible information and the ability for consumers to share their experiences far and wide, create an environment in which a serious (and sincere) R.A.K. strategy may mean a brand is no longer being seen as inflexible and unwieldy, but as more compassionate and charismatic instead. Something which is, of course, priceless and actually enjoyable. For customers and employees". (Trendwatching, 2011:online)