An In-depth Guide To Online Reputation Management Through Winning Campaigns

Nov 12

8 min read

From viral PR stunts that turned the tide in a brand’s favour to clever social media strategies that brought smiles and admiration, online reputation management campaigns are known for being dramatic and so very effective.

So let us guide you through the most innovative and impactful ORM campaigns to exist! These ingenious campaigns not only protected and restored reputations but also catapulted their brands to new heights.

Grab your notes as we unravel the secrets behind the 5 best online reputation management campaigns. Get ready to be inspired, entertained, and enlightened!

But before that…

What Is ORM And Why Is Everyone Going Crazy About It?

The Importance of Online Reputation Management

Online Reputation Management (ORM) is the practice of monitoring, influencing, and maintaining the perception of an individual, brand, or organisation online.

With the vast reach and influence of the internet, a person or a business's online reputation can make or break their success. It is important to actively monitor and manage how one is perceived online to safeguard their credibility, trustworthiness, and overall image.

A positive online reputation helps build trust among clients, which can lead to increased opportunities, better business prospects, and a solid personal brand. On the other hand, a negative online reputation can harm relationships, hinder career growth, and damage your business prospects.

Effective online reputation management involves actively managing and shaping the online narrative to ensure a positive and favourable image. This includes monitoring online mentions, addressing negative feedback, promoting positive content, and engaging with the online community to thrive in the digital landscape.

Now let’s get on with the stars of this show!

From Crisis to Triumph: 5 Times Online Reputation Management Campaign Saved the Day

Talking about ORM like it’s the next messiah is not without evidence to prove the claim. We’ve picked THE best ORM campaigns to specifically present to you what it can offer your brand and why you need to include it as part of your digital marketing strategies.

Nestlé: Oil Is Thicker Than Chocolate

In 2010, Nestlé faced a significant online reputation crisis when Greenpeace accused them of contributing to rainforest deforestation using palm oil. Initially, the company responded poorly, downplaying the issue and even resorting to threats against Greenpeace. However, Nestlé eventually recognised the gravity of the situation and took steps to address it.

Strategy:

Transparently communicated the development of a sustainable palm oil policy on various social media platforms.
Shared an action plan on their website, providing regular updates on their progress towards sustainable palm oil and engaging with stakeholders openly on social media.
Implemented a proactive ORM strategy that involved consistent stakeholder engagement and social media monitoring.

Key Takeaways:

Recognise the issue: Although they responded poorly at first, later acknowledging the legitimacy of the accusations seamlessly led to addressing the problem.
Take proactive steps: Nestlé communicated their action plan on their website, demonstrating their commitment to addressing the issue.
Learn and improve: Sustainability policies were improved and they involved their stakeholders more, further showcasing their dedication to growth.

These strategic efforts and Nestlé's consistent commitment to transparency played an essential role in rebuilding trust amongst their customers.

Nestlé's response to this crisis serves as one of online reputation management’s best practices when it comes to crisis communication and highlights the importance of proactive reputation management.

Domino's Pizza: The Race Where The Rabbit Wins

When it comes to online reputation management best practices, prompt responses are the key to showcasing transparency and accountability and Domino's Pizza is a prime example of this principle in action.

In 2009, when a viral video threatened its reputation, Domino's Pizza took immediate and decisive action. The company's president even appeared in a video apology, displaying their commitment to transparency and taking responsibility for the issue at hand.

Strategy:

Engaged in extensive brand monitoring to understand customer concerns and provide timely reassurance.
They also launched the "Pizza Turnaround" campaign, a proactive and comprehensive rebranding effort.

Key Takeaways:

Swift transparent action: Their prompt response and acknowledgement of the issue showed their crisis.
Engagement and reassurance on social media: By actively monitoring social media platforms and addressing customer concerns promptly, Domino's rebuilt their trust and reassure customers.
Proactive rebranding and continuous improvement: Domino's "Pizza Turnaround" campaign and rebranding efforts showed their dedication to delivering a better customer experience and helped rebuild their reputation in the long term.

Through their decisive actions and dedication to accountability, Domino's successfully revamped its reputation. This campaign still stands as a compelling example of what effective online reputation management can do in the face of challenges.

Starbucks: Accountability At Its Finest

Starbucks’ rock-solid online reputation is as elusive and untouchable as the siren in its logo! So It's nothing short of fascinating to witness the team handling a public relations disaster.

The crisis in question was a racial discrimination incident back in April 2018. Two African-American men wanted to use the restroom in a Philadelphia Starbucks, but they got denied because they hadn't made a purchase. Next thing you know, the police shows up, and those guys get arrested for trespassing. It was a mess, and the media coverage was brutal.

But guess what? Starbucks didn't crumble under the pressure. They had a plan—a fool-proof crisis management strategy that was clear and effective.

Strategy:

CEO Kevin Johnson personally apologised and accepted the blame and acknowledged their fault.
They fired the manager involved, settled with the affected individuals, revised the restroom policy for inclusivity, and closed all U.S. stores for racial bias training.
Instead of letting the press linger, Starbucks swiftly resolved the crisis and controlled the narrative, preventing widespread negative articles.
Announced initiatives like eliminating plastic straws, expanding store network, partnering with McDonald's, launching new products, and offering promotions like BOGO happy hours.

Key Takeaways:

Take immediate and sincere responsibility: Starbucks' CEO shouldered the blame, showing that as the representative he’s duty bound to right the company’s wrongs as well.
Implement meaningful changes: Starbucks took concrete steps to rectify the issue down to its roots, showing that they care about its customers.
Control the narrative: They successfully suppressed the negative noise through a strategic media blitz, showcasing their commitment to progress and growth

By taking responsibility and genuinely changing their ways, Starbucks stayed committed to moving with the best foot forward. This case study serves as a valuable lesson for your company in regards to addressing issues promptly and prioritising customers to shape the brand narrative for a positive outcome.

Tide & Gronk: Expensive Tide-ings

The infamous Tide Pod Challenge! Who could forget that bizarre and alarming trend that took the internet by storm? It started out as a joke but quickly spiralled into a PR nightmare for Tide, the popular laundry detergent brand.

(Isolate this text) Can you believe that it resulted in an average of one emergency room visit per day during 2012-2013? Absolute insanity!

But hey, Tide wasn't about to sit idly by while people were munching on their laundry pods. And their online reputation management campaign looked a little bit like this:

Strategy:

Tide partnered with Rob Gronkowski from the New England Patriots to create a tweet that creatively reminded people that laundry pods are for laundry, not snacks.
P&G, the parent company of Tide, took decisive action to address the Tide Pod Challenge. They worked tirelessly to remove challenge videos from social media platforms.
Tide embraced the crisis head-on, taking full responsibility for the situation. They swiftly communicated their message, actively worked to halt the trend, and prioritized the safety of their consumers.

Key Takeaways:

Swift action: The partnership with Gronkowski captured the attention and added a touch of humour to the message.
Crisis management and prevention: Procter and Gamble’s meticulous media monitoring demonstrated their commitment to ending this dangerous trend.
Positive Perception: By responding quickly and effectively, Tide managed to maintain a positive image amidst the chaos. Their commitment to consumer safety and proactive approach showcased their dedication to addressing the issue responsibly.

Tide boldly tackled this unexpected challenge with vigour and a game plan. Their collaborative efforts and emphasis on consumer safety exemplified their proactive and responsible stance in the face of adversity, giving them just the needed edge against their competitors.

Aerie: Do Good Be Good

Aerie is one of the many online reputation management examples that stems from a positive initiative.

Take a moment to appreciate the remarkable work done by Aerie, the accessories and intimates brand of American Eagle. They embarked on a game-changing mission with their AerieREAL campaign, which aimed to promote body positivity and inclusivity among their target audience - teenagers and younger Millennials.

And boy, did they hit the nail on the head!

Strategy:

Being an intimates brand, Aerie made a genius move by hiring models of various body shapes, sizes, and skin tones.
They went beyond mere words and became the first major retailer to sponsor the National Eating Disorders Association (NEDA).

Key Takeaways:

Authenticity and inclusivity: Aerie's decision to hire models of various sizes, skin tones and unique features to prioritise authenticity sets a new standard for inclusive representation.
Social responsibility: By sponsoring NEDA, Aerie displayed a genuine alignment with social responsibility initiatives furthering its reputation. This partnership stood as a testament to their dedication to supporting important causes and promoting positive body image.
Financial success through reputation: Aerie's focus on the initiative, along with their sponsorship of NEDA, contributed to double-digit sales growth for an impressive 25 consecutive quarters, showcasing the significant impact of their brand values on the bottom line.
Resonating with the target audience: The brand's focus on body positivity and inclusivity has struck a chord with their target audience. By aligning their brand with values that genuinely matter to customers, they have gained strong support and loyalty.

Aerie's success story serves as one of the best examples of ORM campaigns. Kudos to the brand for making a meaningful impact on societal perceptions and redefining beauty standards. Their commitment to empowering diversity and supporting important causes sets an inspiring example for the industry and beyond.

Conclusion

Online reputation management campaigns are not just about handling negative press; they can also be powerful tools for promoting positive initiatives and values. We've explored some of the most innovative and ingenious ORM campaigns that have shaped and elevated brands.

From Nestlé's response to the palm oil crisis and Starbucks’ crisis management to Domino's Pizza's swift action, the most effective ORM campaigns always exemplify the importance of prompt responses and accountability.

Tide's handling of the dangerous challenge and Aerie's AerieREAL campaign demonstrated the power of authenticity and social responsibility in driving financial success.

In the dynamic digital landscape, where reputation can make or break a brand, investing in the best ORM campaigns is pivotal to your brand’s sustainability. By actively monitoring and shaping the online narrative, businesses can safeguard their credibility, build trust, and open doors to new opportunities.

So, take inspiration from these remarkable campaigns and embark on your own journey to manage and enhance your online reputation. Remember, effective ORM can be a game-changer, propelling your brand to new heights and ensuring long-term success in the digital era.

FAQ

What are the key components of a successful online reputation management campaign?

A successful campaign includes several key components. These include monitoring online mentions and feedback, engaging with the audience and addressing concerns promptly, generating positive content and reviews, optimising search engine results, building a strong online presence through social media, and employing proactive crisis management strategies.

How long does it take to see results from an online reputation management campaign?

The timeline for seeing results from a campaign can vary depending on various factors, such as the nature and extent of the existing online reputation, the strategies implemented, and the specific goals of the campaign. Generally, it can take several weeks or even months to see noticeable improvements, as building a positive online reputation is an ongoing process that requires consistent effort and monitoring.

Can online reputation management campaigns completely remove negative content from the internet?

While online reputation management campaigns can help mitigate the impact of negative content and push it down in search engine rankings, it is important to note that the complete removal of negative content may not always be possible. However, ORM strategies can focus on generating positive content, responding to negative feedback, and improving overall online reputation, thereby minimizing the visibility and impact of negative content.