In the era of digital communication, social media has become a powerful tool for businesses, not only for marketing but also for crisis communication. When a brand faces a public crisis, it’s crucial to monitor social media in real time, respond swiftly, and manage the fallout. Pepsi’s 2017 controversy surrounding an ad featuring Kendall Jenner is a classic example of how effective crisis communication and social monitoring can mitigate damage and lead to brand recovery. This case study examines how Pepsi used real-time social media monitoring tools, such as Brandwatch, to track public sentiment, manage the crisis, and adjust their communication strategies moving forward.
The Crisis: Pepsi’s Controversial Ad
In April 2017, Pepsi released an advertisement featuring Kendall Jenner, which portrayed her resolving a protest by offering a police officer a can of Pepsi. The ad was widely criticized for trivializing social justice movements, particularly protests against police violence. Social media reactions were overwhelmingly negative, with users accusing Pepsi of being tone-deaf and exploiting serious social issues for commercial gain. The ad quickly went viral, and the backlash was swift and intense, putting the brand in a difficult position.
Real-Time Social Media Monitoring: Pepsi’s Response
As the backlash grew, Pepsi turned to social media monitoring tools like Brandwatch to track the tone of conversations across platforms. This allowed the company to gauge the intensity of the negative sentiment in real time and identify key areas of concern. By tracking mentions of the ad on platforms like Twitter, Facebook, and Instagram, Pepsi was able to assess how quickly public opinion was shifting and determine the scope of the crisis.
Within hours of the negative surge, the company used sentiment analysis tools to detect rising levels of frustration and outrage. Real-time alerts notified Pepsi’s communications team when social media discussions reached critical levels. This enabled the company to react promptly, ensuring they didn’t allow the controversy to escalate further.
Crisis Communication Strategy: Apology and Removal of the Ad
Once Pepsi recognized the scale of the backlash, they quickly implemented a crisis communication strategy. The company issued a public apology, acknowledging that the ad was poorly conceived and insensitive to the social issues it referenced. Pepsi also announced the removal of the ad from all media platforms.
The apology was issued via Pepsi’s official social media channels, including Twitter and Facebook, and was followed by a statement from the company’s CEO. The communication focused on taking responsibility for the ad’s failure and expressed a commitment to being more thoughtful and culturally sensitive in future campaigns.
Pepsi’s swift action and transparency helped stem the negative conversation, although the brand had to manage significant reputational damage. The company made it clear that they had learned from the crisis and would take steps to ensure that future advertisements would be more considerate of sensitive issues.
Learning from the Crisis: Future Campaigns
In the wake of the controversy, Pepsi used the crisis as a learning opportunity to improve its advertising practices. The company conducted a thorough review of its marketing strategies, focusing on better understanding cultural and social sensitivities. As part of this process, Pepsi revamped its internal protocols for ad approval and created a more rigorous review process to prevent similar missteps in the future.
One of the key takeaways from this crisis was the importance of understanding the social and political landscape before releasing a campaign. By acknowledging their oversight in not considering the broader societal implications of the ad, Pepsi began to focus on campaigns that would resonate more authentically with their audience.
Additionally, the company made a commitment to partner with social justice organizations and incorporate their perspectives in future campaigns, aiming to use their platform for more positive, meaningful messaging.
Social Media Monitoring Tools: The Key to Timely Response
The use of social media monitoring tools like Brandwatch was pivotal to Pepsi’s ability to manage the crisis effectively. These tools provide real-time insights into public sentiment, enabling brands to assess the immediate impact of an event and adjust their response strategy accordingly.
By tracking social media in real time, Pepsi was able to identify key influencers, journalists, and social media users who were amplifying the backlash. This allowed the company to target its communication efforts more precisely, focusing on engaging with individuals who were leading the negative conversations and working to clarify their position. The quick and strategic use of these tools helped to stop the crisis from spiraling further out of control.
The Aftermath and Brand Recovery
Although Pepsi’s 2017 ad campaign was widely seen as a misstep, the company was able to recover relatively quickly, thanks to its proactive use of crisis communication and real-time social media monitoring. While the backlash led to significant reputational damage, Pepsi’s quick response helped to diffuse the situation, and the company was able to move on from the incident.
Pepsi’s experience illustrates the importance of monitoring public opinion and responding rapidly to crises. The use of social media tools to gauge sentiment, followed by a well-executed apology and course correction, helped the brand recover from the controversy. Pepsi’s transparency and willingness to learn from its mistake ultimately played a role in rebuilding trust with its audience.
Conclusion: The Importance of Crisis Communication in the Digital Age
The Kendall Jenner ad controversy is a valuable case study in the importance of crisis communication and the role of real-time social media monitoring in managing public relations crises. Pepsi’s ability to track sentiment through tools like Brandwatch, swiftly issue a public apology, and make necessary adjustments to future campaigns helped the company minimize long-term damage to its brand.
In an era where social media amplifies both positive and negative messages at lightning speed, businesses must be prepared to respond to crises with agility and transparency. Crisis communication, backed by real-time social media monitoring, is now an essential part of modern brand management, allowing companies to manage their reputation and maintain consumer trust even in the face of adversity.