After the storm comes calm, or so the popular wisdom says. For brands and those responsible for marketing and communication, after the storm comes the work against the clock to return everything to the way it was or at least so that the effects of the rain do not wash away all the work done. After the storm, it's time to try to position yourself better and find the best way to do damage control. It is time to try to alleviate the damage caused.The problem can be almost anything. It can be a scandal linked to the partners of the company, it can be a bad decision that has ramifications, it can be bad management or it can be some disastrous statements by a manager. Sometimes the company in question is clearly to blame, other times it moves between the shadows of what is and is not, and other times it is simply one more victim of the situation. But whatever it is and it is involved in the way it is involved, the corresponding teams have to get going quickly to try to alleviate the effects of what has just come upon them.
The time has come to campaign distancing oneself from things, trying to convey an alternative and better image or simply trying to make people forget what has happened. There also comes a time when the brand or company in question atone for their sins and try to get their consumers to forgive them. And there is nothing better to ask for forgiveness than to campaign directly trying to achieve it.But do those advertising campaigns that apologize for the mistakes made really work? The truth is that - or at least that's what the numbers say - no.
What the examples of Uber and Facebook say That is what a study by the analysis firm Alpha has just shown, which has followed the advertising campaigns of both Uber and Facebook with which they tried to wash their image after the scandals that both starred in. The two companies launched massive advertising campaigns in an attempt to restore their good relations with consumers.