An international jewellery brand was seeking to enter the UK market and establish a solid client base. Their product was unique and occupied a niche market, appealing to a predominantly young audience.
We created a wide range of web resources that focused on promoting the brand, enhancing its ranking to No1 in search engine results for a number of keywords relating to their product and demographic, which generated a significantly increased volume of searches. We also engaged in a series of social media campaigns, releasing articles for a variety of online platforms and publications which helped to deliver a six fold increase in sales within a nine monthperiod of campaign activity.
A boutique hotel in Central London had started to flourish through its commitment to delivering high-level customer service, paying attention to detail and offering competitive rates. It soon became a favoured choice amongst the hotels in this locale and subsequently some its nearby competitors instigated a large scale defamation campaign using fake accounts on social media, review sites and other platforms which resulted in a total of some 400 negative mentions. Within one month of this attack the hotel had suffered a significant drop in its online ratings and this had a direct impact on new bookings which decreased by 35%.
Within the following three months we had removed 70% of the negative reviews by investigative procedures which revealed them to be fake and at the same time constructed a variety of web platforms detailing the actual experiences of real guests at the hotel. Not only did clients and new bookings recover to exceed their former levels but we had also established a more resilient online image for this hotel by populating greater levels of search engine traffic with positive results.
A senior political figure had become involved in controversy regarding their personal life and within a few days of the news story being published they had received a distressing amount of negative attention as hundreds of online forums, from popular media sites to personal blogs, began referencing the article. Consequently 70% of any results listed on the top 3 search engine pages that related to this individual were attuned to this one negative story. Despite them having previously enjoyed a long and successful career in both business and politics, this situation had made an immediate impact on their reputation and produced a knock-on effect to their business dealings.
During a sustained campaign and using a combination of proprietary techniques we succeeded in effectively suppressing all of the negative results beyond the 5th page of listings for the top search engines, whilst simultaneously aggressively promoting their considerable business credentials. Not only did this fully revive their online reputation but also served to build up additional protection against further search engine flooding during any subsequent defamation attempts.
A dissatisfied customer at a popular Central London restaurant found they had several issues with the service received during an anniversary visit and feeling there had not been a satisfactory response to the complaint, decided to embark on a campaign that defamed the restaurant through posted comments on numerous review websites, social media, You Tube etc. At this time, the establishment had only a relatively basic presence online and so the effects were more readily able to inflict substantial damage to their business. After three months they were registering a 40% reduction in bookings before the realisation that search engines were ranking the negative review websites much higher up in the listing results than the restaurant’s own.
We set about boosting the restaurant's online presence through developing a series of web pages designed specifically to encourage satisfied customers to post reviews of their experiences and within four months we had not only succeeded in suppressing all of the negative results from the first three pages of all the major search engines, but we also registered that bookings were greatly exceeding the levels prior to the incident.
A particular brand of skin-care product received negative attention after a customer complained that they had developed a skin rash as a result of using it. When this customer considered that their concern had not been addressed they decided to share their bad experience on Facebook. Within a matter of weeks an anti-product campaign had been established and grown rapidly to include thousands of members, not only affecting prospective consumer perceptions but also leading to investigation by the Consumer Product Safety Commission. Because the Company behind the brand had failed to promptly respond to the initial complaint or to the ensuing public reaction, they not only suffered a sizeable reduction to their sales and consumer base but also became exposed to a potentially enormous financial liability from the wave of compensation claims generated by disaffected former customers around the globe.
Firstly, we designed and directed a series of social media focused strategies which included monitoring systems, so as to ensure that any further complaints were prevented from escalating and were being addressed directly by the company itself, as had not been the case when the situation had been given an opportunity to gather momentum, unchecked, through the social media platforms. Additionally, we actively encouraged and channelled the experiences of a vast number of this product's satisfied customers, making them effective brand ambassadors and thus helping to achieve a rebalancing of the online perspective. This case did require a substantial degree of extra time and commitment to successfully resolve, but we did suppress all of the negative material, mostly through the employment of direct interaction methods as part of the reputation rebuilding strategy.
