Major Fitness Club Chain

Situation

Under NDA

Financial Damage

Budget: ₽4,200,000/year

Tasks

• •Reduce the share of negativity in search results
• •Increase the share of positivity in search results
• •Increase brand loyalty
• •Reduce and neutralize negative discussions
• •Increase ratings on recommendation platforms
• •Monitor and analyze the information field

Solutions

• •Create new content islands
• •Develop a methodology to stimulate loyal clients and employees to publish information on the most important recommendation platforms
• •Write and publish articles about the client's activities and promote them to the top-10 of Yandex and Google search results
• •Register official company representatives to neutralize negativity and increase brand loyalty
• •Submit complaints from the official brand representative about unconstructive and uninformative negative reviews for their removal

Results

• •In 2 years, client loyalty to the brand increased. Negativity in the brand's information field decreased by 60%
• •Ratings on recommendation portals grew from 2.8* to 4–5*
• •By increasing ratings on recommendation platforms, negativity in the top-10 of Yandex and Google search results dropped from 67% to 10%
• •Created over 50 positive content islands, 30 of which were promoted to the top-10 of search results for various brand and reputation queries

Financial Effect

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