When a scandal breaks, it doesn’t just dominate headlines; it tests the resilience of the brands and campaigns connected to it. Earlier this year, one of our clients faced a similar situation: a major campaign was set to launch when an unexpected controversy involving a key stakeholder arose.
With the spotlight shifting from the launch to the scandal, our team was tasked with safeguarding the client’s reputation and managing the unfolding crisis. Here’s how we navigated the storm.
Understanding the Crisis
Within hours of the story breaking, news outlets and social platforms amplified the issue, sparking outrage and speculation. While most of the backlash was directed at the individual involved, the client’s upcoming project risked being overshadowed and unfairly associated with the scandal.
The challenge was twofold:
Prevent negative sentiment from spilling over to the client.
Reposition the campaign around a new direction without fueling further controversy.
Our Approach
Our crisis management plan was built on three core pillars: anticipate, assess, and act.
Anticipate: We identified potential crisis scenarios—from fan backlash to competitor exploitation—and drafted tailored mitigation strategies for each.
Assess: We conducted real-time social listening and keyword monitoring across media and social platforms to track sentiment levels and pinpoint moments where escalation might be required.
Act: We prioritized non-escalation. By holding back public statements unless the crisis reached severe levels, we minimized attention while ensuring all messaging remained aligned with the client’s values.
Key Actions Taken
Requested the removal of promotional posts featuring the client’s branding on the individual’s channels.
Advised all stakeholders to refrain from public statements unless thresholds were crossed.
Guided the project’s repositioning with a recast, ensuring strong promotional continuity.
Monitored conversations across platforms and intervened only when absolutely necessary, containing the narrative before it could spread further.
Results
Crisis Contained: Negative chatter remained isolated and did not escalate into brand-focused backlash.
Seamless Repositioning: The launch of the campaign proceeded smoothly with the updated cast and direction.
Integrity Preserved: The client’s reputation stayed intact, with public focus redirected to the project’s content rather than the controversy.
Let’s Talk
Is your brand ready to face the unexpected?
We prepare for and navigate crises with confidence.
👉 Get in touch with us today at hatters@madhat.asia.