1999: The client company was a multi-billion dollar communication services provider that had been experiencing a high degree of negative publicity and customer dissatisfaction stemming from a variety of factors (some of which were the company’s fault, others of which weren’t). Internet penetration was reaching the point where discussion of the company, its products and customer service were beginning to gain momentum in a variety of online forums.
Company leadership was convinced to undertake a guerilla PR campaign in several of these online communities with the goal of driving increased positive impressions and improving the positive:negative impression ratio.
The project produced results that were nothing less than staggering, with a jump in positive impressions of over 1,000% and a significant improvement in the +/- ratio. The overall tone of the engaged communities lightened noticeably toward the client company.
More details are available upon signing of a non-disclosure agreement.