Fonterra China: Ask Fonterra ask me

This case study describes how dairy company Fonterra China used social media to control publicity about a food contamination crisis by quickly developing a campaign that allowed it to respond to the public's questions direct.

Fonterra China: Ask Fonterra ask me

Company: Tribal Worldwide Shanghai, part of DDB China GroupCountry: ChinaCategory: Social Media

Summary statement:

In 2013, amidst the WPC crisis, Fonterra employed the quickest and most efficient methodtoalleviateitsnegativestandpoint:throughChina'ssocialmedia. Its Weibo/Brandzone collaboration utilized the iWOM tactic on consumers at a critical time when these netizens are not looking for more official generalized statements, but rather for substantial facts of reassurance. In doing so, the campaign received great buzz results as consumers were able to get real responses for their questions from actual Fonterra employees and spread the responses to their...

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