When a brand crisis unfolds online, silence is never neutral. What happens when your brand suddenly becomes the internet’s whipping boy?
In Episode 8 of Well Played: Conversations on Marketing and Brand, Esther Kelleher and Kate Ware unpack the new rules of brand crisis management, where backlash moves faster than a traditional media statement and every customer, creator and former collaborator has a public platform.
Through two very different real-time case studies, we look at what happens when brands respond defensively, emotionally or too slowly, and why the goal in a crisis should not be to win the argument, but to win back trust.
Using the controversies surrounding New Zealand streetwear brand Huffer and Australian sunscreen brand Ultra Violette, they explore what happens when brands block criticism, respond emotionally or rely on traditional PR outlets while the real conversation is unfolding online.
It raises a fundamental question for modern brands: when a crisis is happening on social media, can you still manage it through traditional PR outlets and frameworks or do you meet the crisis where it is unfolding?
Ultra Violette’s recovery offers a fascinating lesson in the power of existing brand equity, community trust and continuing to show up, even when the public conversation becomes uncomfortable.
Plus, Kate recalls managing the social media tsunami surrounding Australia’s failed online Census launch, and The Natural Confectionery Company’s Giant Snakes ad receives the Well Played or No Played treatment.
This is an essential listen for marketers, founders, communications leaders and anyone responsible for protecting a brand’s reputation online. New episodes every Thursday. Follow us on Instagram and TikTok: @wellplayedpod
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Much love, Kate & Esther.
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