Case Studies

Global Consumer Products Company Faces Advertising Crisis

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Nivea turned to Allison+Partners when one of its brands came under extreme scrutiny for an unintentionally insensitive ad that ran in the national press. The issue exploded on the brand’s own Facebook page, spread simultaneously through Twitter and rapidly became a mainstream national news story. Within 15 minutes of receiving the client’s first call, Allison+Partners implemented its Crisis Resolution Protocol and helped the client reinforce its message by proactively engaging important stakeholder groups, including employees, elected officials, civic leaders, business partners, customers and concerned citizens. The brand received immediate credit for its genuine response on social media, including thousands of new Facebook page fans in just a matter of days, and the national press either ran very balanced accounts of the situation with the brand messaging or eventually decided not to cover it at all.

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