Sports Retail Market Leader
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
Building and supporting brand advocate communities is crucial for reputation recovery during crises.
Strategic content creation and SEO can dramatically shift the balance of positive vs. negative search results.
Motivating loyal customers and employees to share their experiences on key platforms boosts ratings and trust.