Fonterra brand rebuilt in China
Company: Tribal Worldwide Shanghai, part of DDB China GroupCountry: ChinaCategory: Public Relations
Summary statement:
In 2013, amidst the WPC crisis, Fonterra cleverly utilized the power of China's digital realm to dust off the negative voices and boost its positive image through an open trust- building platform. This platform incorporated real employees addressing all of the concerns stemmed from real consumer voices, creating real mutual dialogue, void of all the generalized "official public statements," to reinsure the quality and standard of Fonterra while making personal connections with consumers.
https://www.youtube.com/watch?v=9UBckzdxhhY