Managing Corporate Crisis with Paid Media
In 2015, I joined Ketchum Digital as the Managing Supervisor of Paid Media. A confidential client’s product had accidentally injured hundreds of their millions of consumers. A small number of people had been injured. No one seriously injured or dead, but several multi-million dollar lawsuits followed.
I managed the Search Engine Marketing (SEM) campaign that targeted anyone who was searching for information about the issue on Google with honest information about the company’s safety practices. The campaign reached 54 million people over a three year period. Twenty-four percent of that was achieved under the three months I managed the crisis.