Project X (confidential)

Mabel was approached to provide strategic crisis social media counsel and community management to a global FMCG brand that went through a lengthy legal case over falsified records.

It was a short, sharp contract in which we prepared an extensive Response Bank in anticipation of any query or criticism that could be sent regarding the case via social media once this story broke. While coming up with factual, earnest and brand-appropriate copy for 100s of responses, we worked collaboratively with the company’s corporate managers and other independent public relations’ specialists, to ensure a cohesive approach. Our answers had to be legally correct, contrite in tone and open and approachable to reflect the brand values.

When the story broke here and abroad some months later, we manned each of the brand’s social media platforms 16 hours a day, responding to all comments within an hour. The criticism and support came in in equal measure and by being well-prepared and pre-emptive, we managed to keep the lid on a potential social media disaster.