In business sometimes things go wrong. When they do, PR companies are there to try and help manage a crisis situation.
Our principal managed the Search Engine Marketing (SEM) campaign that targeted anyone who was searching for information about the issue on Google with honest information about the company’s safety practices. The campaign reached 54 million people over a three year period. Nearly a fourth of that was achieved under the three months our principal managed the crisis.
ABOUT THE PROJECT
Honest and educational information was highlighted whenever consumers searched for anything related to our client’s crisis. After a major multi-million dollar lawsuit settlement was announced, we were able to adjust the campaign to accommodate a 10,000% increase in search volume, ensuring we educated as many consumers as possible during this news cycle.
I built the strategy and provided justification for heightening targeting, increasing monitoring, and proactively optimizing the campaign on an hourly basis. Our diligence allowed us to find several competitors attempting to capitalize off our client’s vulnerability, and allowed us to own 70% of the paid search results, compared to only 17% which we had previously owned.
BIG PICTURE IMPACT
This campaign helped educate the millions of consumers and journalists searching for information about our client, their product, and their safety initiatives. By being honest, forthright, and transparent we were able to help keep the story from taking on a mind of it’s own and inform the public of our client’s safety record and the protocols they’ve put in place to make sure this issue never occurs again.