BETTER INGREDIENTS. BETTER PIZZA.
PROBLEM:
Brand Perception Crisis
John Schnatter’s negative public comments relating to NFL protesting, racially insensitive statements, destroyed any public or positive perception for the brand. Launching the company into brand crisis.
GIVING PAPA JOHN'S AUTHENTICITY.
Damage Assessment of Brand Sentiment
Negative Sentiment
Positive Sentiment
This was the second highest negative sentiment score we had ever seen. Beaten out only by Chipotle during their food poisoning fiasco.
ACTION:
Crisis Management
Using a broad and collaborative process with Papa John’s digital team and ad agencies CLN deployed our smart activation for crisis management.
CLN used “social capital” and “moral cause” protocols to dilute negative sentiment and promote positive brand association.
These protocols include social media surveillance, data harvesting, influencer targeting, and conversion messaging.
STRATEGY:
Moral Cause Protocols to Promote Positive Brand Association
CLN used the moral high ground of the Supporting Firefighters Moral Cause to bring any negative conversations back to the positive things Papa John’s was doing.
From CLN’s analysis, Firefighters and Military had the highest positive sentiment scores. We identified this trend 2 years before anyone else.
Strategy: ``Moral Cause`` Protocols to Promote Positive Brand Association
CLN used the moral high ground of the Supporting Firefighters Moral Cause to bring any negative conversations back to the positive things Papa John’s was doing.
From CLN’s analysis, Firefighters and Military had the highest positive sentiment scores. We identified this trend 2 years before anyone else.
RESULT:
Successfully Converted 53% Negative Sentiment to Positive Sentiment
The CLN Crisis Management Process converted 53% negative sentiment to positive sentiment.
CLN used the moral high ground of the Supporting Firefighters Moral Cause to bring any negative conversations back to the positive things Papa John’s was doing.
CLN and Papa John’s teamed up with American Charities, including American 300 and Wildland Firefighter Foundation (WFF), offering up to 40% discounts on pizza with 10% going to support Firefighters and Military.
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146% Sentiment Swing
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Increased Sales
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21 Days
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Regained Brand Trustworthiness