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.

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ABOUT THE PROJECT

Honest and educational information was highlighted whenever consumers searched for anything related to our client’s crisis. After a major multi-million dollar lawsuit settlement was announced, we were able to adjust the campaign to accommodate a 10,000% increase in search volume, ensuring we educated as many consumers as possible during this news cycle.

MY ROLE

I built the strategy and provided justification for heightening targeting, increasing monitoring, and proactively optimizing the campaign on an hourly basis. Our diligence allowed us to find several competitors attempting to capitalize off our client’s vulnerability, and allowed us to own 70% of the paid search results, compared to only 17% which we had previously owned.

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people reached

54 MILLION PEOPLE REACHED

Over the course of a three year period, the campaign reached 54 million people. Of that, 13 million (24%) were reached under the three months I managed the campaign.

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video views

624,447 PAID VIDEO VIEWS

We earned six-hundred-thousand paid video views over the course of the 36 month long campaign. More than half of those views (378,548) were achieved during the three months I oversaw the crisis.

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237K CLICKS

The SEM campaign helped achieve 237,467 clicks, bringing people to the client’s educational safety website. Nearly a fourth (57,409) of those clicks were achieved during the three months I managed the campaign.

BIG PICTURE IMPACT

This campaign helped educate the millions of consumers and journalists searching for information about our client, their product, and their safety initiatives. By being honest, forthright, and transparent we were able to help keep the story from taking on a mind of it’s own and inform the public of our client’s safety record and the protocols they’ve put in place to make sure this issue never occurs again.

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