Reputation is everything—especially when you’re managing a $2 billion brand operating in the public eye. In today’s fast-paced digital world, one tweet, headline, or video can trigger a full-blown crisis within minutes. That’s exactly what happened to our client, a global consumer brand, when an unexpected scandal threatened its decades-long reputation.
Here’s how we handled the situation—and ultimately helped save the brand.
The Crisis: A Viral Backlash
It began with a leaked video showing a mid-level executive making inappropriate remarks at a private event. Within hours, the video went viral, sparking outrage across social media. The brand was quickly trending—for all the wrong reasons. Major media outlets picked up the story, and the backlash began impacting sales and partner relationships almost immediately.
With trust eroding and stock prices dipping, we were called in to manage the crisis.
Step 1: Rapid Assessment and Containment
The first step was immediate damage control. Our crisis team worked with legal, HR, and executive leadership to understand the full context of the incident. Within 6 hours, we crafted a holding statement and paused all scheduled marketing and social media content to prevent mixed messaging.
We set up a 24/7 war room to monitor social sentiment, track media narratives, and respond in real-time.
Step 2: Transparent Communication
We advised the brand’s CEO to release a video statement within 24 hours—acknowledging the incident, expressing sincere regret, and outlining clear next steps. Transparency and empathy were non-negotiable.
Key elements of the communication strategy included:
-
Accountability: Publicly condemning the behavior and announcing the executive’s suspension pending investigation.
-
Action: Immediate review of internal policies and commitment to workplace training.
-
Availability: Offering media interviews and briefings to trusted outlets to share the brand’s side of the story.
This helped reframe the narrative from negligence to responsibility.
Step 3: Third-Party Endorsements and Advocacy
To rebuild trust, we activated third-party validators—industry experts, respected partners, and community leaders—who publicly supported the brand’s swift response. Employee ambassadors were encouraged to share internal culture stories on LinkedIn and Glassdoor to reflect the company’s true values.
Simultaneously, we reached out to journalists we had strong relationships with, offering exclusive interviews to balance the tone of media coverage.
Step 4: Long-Term Reputation Recovery
Once the initial storm passed, we launched a long-term brand rehabilitation plan:
-
Internal reforms: Policy updates, diversity & inclusion training, and an independent ethics committee.
-
Community engagement: Significant donations to organizations aligned with the company’s values.
-
Narrative reset: A rebranding campaign focusing on positive impact, innovation, and responsibility.
Within three months, sentiment analysis showed a 75% rebound in positive mentions, and key media outlets began covering the brand’s recovery journey.