Industry: Entertainment Tools: Talkwalker Market: USA Methodology: Social Listening, Sentiment Analysis and Segmentation
Our film client wanted us to assess the severity of a boycotting campaign to help them determine whether or not to initiate PR effort. They asked us to develop a methodology and system of benchmarking to help inform activity in future situations.
We forensically studied the volume and sources of conversation to understand who was leading the movement and to what extent it had spread to the wider consumer population.
Key findings & business impact
While calls for a boycott of the film grew, these came from a small amount of people. The boycott movement did not reach the mainstream market.
A new audience of right wing reactionaries entered the discussion as the topic of debate moved away from film credibility to perceived social justice messaging. The paradigm shifted.
Our previous work on the Clinton vs. Trump campaign further contextualised the issue and we advised the client to take a step back from initiating any PR response as it would likely further antagonise a volatile audience.