Consumer Packaged Goods: Managing Social Media Virality During a Crisis

What was the challenge?

A major ice cream company received viral online criticism about a new popsicle's texture, marketing, and shape. We needed clear guidelines for responding to negative feedback and for engaging with influencers who shared positive posts as the product gained social media traction.

What was Sloane’s approach?

Sloane developed a rating system with defined thresholds for response strategies. These were set by analyzing engagement volume, pace of engagement, and comment sentiment, evaluating influencer focus and background, and considering the reach and credibility of media outlets.  

We gave priority to family audiences on morning shows like Good Morning America, and the Today Show when planning responses. Additionally, we prioritized influencers discussing the marketing and product ingredients (with the core focus on dyes) over those commenting on taste. This was due to our focus on neutralizing commentary on the shape and ingredients, whereas we knew commentary on taste was mostly subject to user opinion.  

How was the information used?

We developed a response plan and crafted key messages tailored to the main focus of each post, article, or media segment. By implementing our responses according to specific criteria, we were able to act promptly whenever relevant coverage or posts emerged. This approach gave company leadership confidence that we responded swiftly, getting ahead of posts before they went viral whenever possible, and working to court potential partners that enjoyed the product for future campaigns.

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