During a system upgrade in July 2023, the telecom brand experienced a surge of negative buzz and urgently needed reputation management.

Following image restoration, a long-term contract was signed with the goal of increasing product discussions, spreading positive reviews, and improving website search rankings.

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Communication Strategy

By distinguishing between forums and platform differences for word-of-mouth operations, different strategies were formulated to simultaneously balance negative sentiment and generate positive discussion momentum. This successfully reversed the brand’s volume. Additionally, defensive and offensive strategies were implemented to address industry competition, timely reducing competitors’ brand sentiment ratios.

Results

• During the campaign, an average of 5+ posts per month reached featured/hot article status
• Overall brand buzz increased 284% compared to the year before
• Maintained a brand sentiment score above 3, representing a 330% growth compared to the previous year