CASE STUDY
These Brands Got Crisis Management Right
Discover how two large global brands used Brandwatch to improve their crisis management game plan and achieved their goals.
When a crisis occurs, the speed of your response is crucial. But an inappropriate or inadequate public response can result in customer losses, damage to the brand's image, and ultimately negatively impact revenue.
That’s why having a successful crisis management plan ready to be activated can help brands minimize the risks associated with crises.
Which is exactly what The Body Shop and Fetch Rewards both had.
We talked to the two enterprise brands about crisis management and how they use the Brandwatch suite to tackle different challenges that may pose risks to their businesses.
We discussed the following challenges:
- Real-time market analysis and ever-changing brand positioning
- Turning negative trends into business opportunities
- Managing crises in real time
- Leveraging live user feedback to guide product development and strategy
Let’s take a look at how each brand utilized the power of social listening to achieve their goals.
1. The Body Shop: Monitoring the market and corporate reputation
The skincare and cosmetics company, The Body Shop, was founded in England in 1976. The company was formed based on the – back then – revolutionary idea that a business could be a force for good. Over time, The Body Shop has expanded to become a global brand committed to using ethically sourced and natural ingredients.
As The Body Shop expanded its business, it encountered an increasingly competitive landscape. In particular, with the continuous growth of the sustainable personal care market, the importance of understanding valuable consumer insights became paramount for the brand's customer strategy and analytics team. To meet this need and inform their decision-making process, they sought a robust social listening solution. That’s when the team turned their attention to Brandwatch.
Having insights at your fingertips
Before Brandwatch, The Body Shop team used to invest in an annual tracker report to help them identify where the brand stands in the market and who they are competing against. The problem was that the cost of those market reports prevented The Body Shop team from doing this analysis often enough.
By bringing the market-monitoring function in-house, The Body Shop gained the ability to track their brand, competitors, and campaigns on a global scale – all while keeping the costs in check.
We spoke with The Body Shop about their proactive approach to monitoring online conversations. The Body Shop’s customer strategy and analytics team shared that they always make sure to monitor individuals who have a significant number of followers and talk about their brand online.
The Body Shop also said that if there is a particular issue they are worried about that might come up in public conversations, they’d set up alerts to keep the team informed on a daily basis.
Taking their monitoring efforts one step further, The Body Shop’s global PR team created alerts to proactively monitor any major events unfolding online involving the brand. The team shared that by using the Brandwatch tools, they can pick up on issues early on, which helps them mitigate any potential risks. It also helps The Body Shop hop on trends, including when someone with a lot of followers organically posts about the brand, allowing them to amplify these positive organic engagements through their marketing and social channels much quicker.
By using real-time monitoring and Brandwatch tools, The Body Shop stays ahead of the curve, manages potential crises efficiently, and effectively leverages organic brand endorsements to enhance their marketing efforts.
Read the full Body Shop case study.
2. Fetch Rewards: Live user feedback helps guide product development and strategy
The consumer-rewards app, Fetch Rewards, is focused on rewarding consumers for their purchases every time they snap a photo of their receipt or submit it electronically. And Fetch goes beyond a basic rewards system by incorporating engaging features such as an in-app leaderboard and other perks, adding a layer of excitement and enjoyment to the user journey.
Last year, Fetch rolled out a new social feature that allowed users to connect with friends and compete in friendly competition through an in-app leaderboard. However, the new feature received mixed reviews from users, with some people sharing online that they disliked it and others stating that the new app layout was confusing.
By analyzing online conversations in real time, the Fetch research and insights team gained instant insights into the app’s user experiences. And that context helped the team understand how the leaderboard feature impacts overall brand perception.
Specifically, they learned that despite the negative spike in conversation about the new feature, those conversations represented only a fraction of the total Fetch Rewards conversation.
Learning from consumers in real time provided Fetch with “the bigger picture,” thereby giving the product and marketing teams critical insights to power up their strategies.
“It’s about having our internal partners being able to grab trends and insights and turn them into something that drives our business growth, user retention and elevates our growth.”
Read the Fetch Rewards case study.
What sets these two brands apart?
These two brands each belong to different sectors, but they have one thing in common: They both proactively leverage real-time consumer insights to make strategic decisions based on data.
- Proactive conversation monitoring: By using smart social listening, these brands are kept aware of what consumers are saying about them, their products, and services online. And this helps them identify trends and react to potential crises in real time.
- Enhanced customer insights: Using Brandwatch helps these brands gain insights into their customers' needs, behaviors, and purchase motivations. This deep understanding of their target audience enables them to tailor their strategies and offerings accordingly.
- Agility and effective decision-making: By learning from real-time data, these two brands can react quickly to changes and stay ahead of the competition.
- Tangible business impact: Making informed, data-driven decisions has a tangible impact on each of these businesses, from discovering new business opportunities to successfully mitigating crises.