Metallurgy and Mining Company
Under NDA
Reputation Management
⭐ Featured
Duration
8 years
Budget
$15-30K
Difficulty
Medium
Industries
Other
Reputation Management
ORM
Monitoring
Content Creation
HR
Situation
Under NDA
Financial Damage
Budget: ₽2,232,000/year
Problem
Negative information environment around the brand: dissatisfaction among citizens in the regions of the company's presence (topics — ecology, company policy in single-industry towns). Negative tone on HR recommendation platforms.
Tasks
- •Create and deploy influence agents in regional communities
- •Engage influence agents in discussions to reduce negative sentiment among local residents
- •Work with HR recommendation platforms
Solutions
- •Writing and publishing articles about the client's activities in local media
- •Guerrilla marketing to increase brand loyalty in social networks
- •Monitoring and addressing all constructive mentions of the company as an official representative to neutralize negativity
- •Removal of commissioned negative videos from YouTube
Results
- •Neutralization of 70% of negative mentions
- •Ratings on recommendation platforms increased from 1.5 to 4*
- •Increased loyalty among residents in the company's cities, loyalty index doubled from 0.34 to 0.68%
Financial Effect
Neutralizing negativity and increasing positive sentiment doubled the loyalty index and improved revenue due to a stronger brand image.
Conclusions
1
Proactive engagement in local communities is essential for reputation management in sensitive industries.
2
Combining official responses with guerrilla marketing can significantly reduce negativity and improve loyalty.
3
Continuous monitoring and rapid response to online content are key to maintaining a positive brand image.