Challenge: being consistent with your transparency policies. Even when you’re not perfect
For brands, there’s nothing more important than customers’ opinions, right? Unless you’re complaining publicly, after the frustration of trying to solve an issue through formally established channels, only to get blocked at the end of the day by the social media clerk on duty.
Being consistent in the telecommunications arena is not easy when the brand promise is built around transparency, honesty, and straight-talking. Especially when a brand isn’t doing it perfectly and has technical and operational challenges to handle.
Solution: be brave, and true to your brand promise
We needed to do something radical, and so we did. Through social listening we discovered that more than 60% of negative comments from the market were reportedly around three main issues: signal, coverage, and service. So, we decided to talk openly with our consumers about those issues and let them know, that we were listening to them and working to solve those problems.
We invited three famous local comedians and created a series to roast WOM’s Brand Managers – in public! During the programs, one by one, the comedians read out loud the meanest and most critical user comments extracted from our listening reports. They turned them into jokes while the Brand Manager had the opportunity to listen to users’ frustrations and tried to convey explanations or solutions for the complaints in question.
Results: sometimes, negative sentiment needs to be addressed head-on
The disruptive idea behind this campaign grabbed the attention of the general public and gained countless spontaneous mentions from traditional media, journalists, influencers, and users, all of them applauding the decision of the company to address things publicly and not try to hide their issues. In terms of business impact and with consumers, here are some results:
- over 30 million views of the series (in Colombia, a country with a population of 51 million)
- more than 33k social media interactions with users
- 30% decrease in social media negative sentiment
Campaign released in 2022. Awards to be announced in the months to come!