Challenges:

A hot topic was being discussed massively in both news and social media, later linked to a national figure. As a result, the Keyword Net Sentiment score (positive + neutral sentiment – negative sentiment) for the figure experienced a significant decline.

Solutions:

To address this challenge, we implemented the following strategy:

• Monitoring news in real-time through a dedicated dashboard to identify any negative news as soon as it appears.
• Mitigating the issue through counter-narratives by producing positive news to balance the negative coverage.
• Using targeted ads to increase the reach of positive news to the appropriate audience.

Results:

• 72% increase in Brand Net Sentiment within 28 days of the issue starting.

With our strategy, we successfully reversed the negative trend in this issue and significantly increased Brand Net Sentiment.