CLIENT COMPANY

When a multinational tobacco company opened a new manufacturing plant and launched a line of electronic cigarettes in Italy, wanted to be sure that there were no reputational problems, such as protests or other negative repercussions. Therefore, he contacted us to have continuous network monitoring on these issues.

STARTING OBJECTIVES

In line with its initial goal, the company asked itself some questions that it wanted to be able to answer at all times. Specifically, he asked us to elaborate:

  • How much are people talking about the new opening?
  • Do people like the product or are there problems?
  • What is the sentiment of people?
  • Are negative factions emerging?

MARKET RESEARCH AND COLLECTED DATA

For this research, therefore, we monitored people’s conversations about the issues that were most important to the company on an ongoing basis for a year to help it be ready to act at the first alarm bell.

To do this, we dedicated an entire network listening service dashboard to the brand , supporting the marketing agency in managing the software.

Therefore, the company was able to understand people’s sentiment toward the new product, identify some of the issues mentioned and, likewise, the emergence of any protests or negative repercussions to act on.

RESULTS OBTAINED FROM NETWORK MONITORING

Thanks to this continuous monitoring, the company’s top management was able to sleep soundly, periodically viewing reports on how the reputation of the new product and the plant was doing.

The company, therefore, based on the insights from listening to the network and the results obtained was able to refine its strategies, curbing where possible the protests and negative repercussions.