Reputation management
“In the past we’ve certainly dabbled in social, but knowing that people communicate and converse almost in real-time, it’s a question of how do we capitalize on that?”
— Volkswagen

Problem:

During the Super Bowl, Volkswagen created a series of real-time video responses across brand-owned social channels, directly influenced by reactions to their in-game commercial.

However, VW lacked an effective means of capturing, analyzing, marketing & reporting on data tied to critical moments happening each minute.

Solution:

I created a solution that emphasized:

  1. Proactive monitoring

  2. Real-time sentiment analysis

  3. Targeted messaging

  4. New KPIs

Results:

VW surprised viewers by releasing a new commercial online that directly addressed the negative backlash caused by their own pre-taped ad. Negative sentiment became overwhelmingly positive and brand health reached it’s highest point for the entire year.