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Gold Swan Agency

Sports Retail Market Leader

Under NDA
Reputation Management
Featured
Duration
4 years
Budget
$60K/year
Difficulty
Medium
Industries
Other
Reputation Management
ORM
Monitoring
Content Creation
HR

Situation

Under NDA

Financial Damage

Budget: ₽4,800,000/year

Problem

At the start of the project, 41% of Yandex search results were negative, mostly due to disorganized product delivery. During the pandemic, staff reductions led to a twofold increase in negative brand mentions in a month. Low ratings on HR platforms (2–2.5*). High volume of user negativity: negative mentions outnumbered positive ones by more than 2x.

Tasks

  • Work with negativity in search results
  • Support brand advocates in the company's official social networks
  • Act as an official representative
  • Work with recommendation platforms to increase ratings

Solutions

  • Forming communities of brand advocates to neutralize negative messages
  • Creating and promoting new and existing positive content islands in the top-10 of Yandex and Google search results
  • Developing methods to encourage loyal customers and employees to post on the most relevant recommendation platforms

Results

  • Ratings on recommendation platforms increased from 2* to 4*
  • 90% positive sites in the top-10 of Yandex and Google search results
  • High rating on geo-services cards: from 2* to 4.4*

Financial Effect

Improved ratings and positive content led to increased sales and trust in the brand, strengthening the company's market position.

Conclusions

1

Building and supporting brand advocate communities is crucial for reputation recovery during crises.

2

Strategic content creation and SEO can dramatically shift the balance of positive vs. negative search results.

3

Motivating loyal customers and employees to share their experiences on key platforms boosts ratings and trust.

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