insightpool - chick-fil-a public relations nightmare solution

Chick-fil-A Public Relations Nightmare: How Things Could Have Been Different

July 2012

Monday, March 4, 2013

Chick-fil-A President Dan Cathy ruffled a few feathers.


The Backlash


CrisisManagement

Mode


Why not turn to your own fans?


Brand Advocates

Brand Loyalists

Brand Defenders

Brand Fans

Fan Hierarchy


Usually, a Brand Advocate could suffice...


...but Chick-fil-a needs a Brand Defender.


Fortunately, @Chickfila has built an army of followers so how we can leverage that passionate following?


By July 2012, Chick-fil-a has assembled ~170k followers.


?They just don’t know who comprised the fanbase.


Insightpool uncovered Chick-fil-A had already captured some prominent and powerful influencers.


But, which key influencers would be most interested about this topic?


In seconds, Insightpool identified 116 CFA fans that were openly gay according to their profiles.


But none topped Justin Heling.


Justin was already talking about the subject.


Justin’s sentiment was being carried further by the network effect.


...but best of all...


Justin was defending Chick-fil-A, and yet, Chick-fil-A had no clue.


What should Chick-fil-a have done?


Put Justin front & center, and let his voice be heard.


but how?


Twitter has given brands the ability to promote their own tweets.


Promoted by Chick-fil-a

Who better to promote than Justin?


How can we help?

Adam Wexler, Chief Evangelist [email protected] | @thewordpainter


mailto:[email protected]

mailto:[email protected]

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