Viral Video Crisis
Viral Video Crisis
THE SITUATION
When an inflammatory video of a non-English speaking employee being fired went viral, a restaurant franchise found itself in the middle of a national controversy. In less than 12 hours after posting, the video received more than a half million views, resulting in a flood of social media comments, phone calls and a grass-roots effort to boycott and organize protests at restaurant locations around the country.
THE TASK
Before engaging Intrepid, the company had issued a statement defending the manager’s actions, further fueling the fire. We helped them to understand the need for quick and swift action to address the issue and worked to develop and execute a strategic response. Within a few hours of being engaged, we advised the company on appropriate steps, prioritized audiences, developed tailored communication for each, and planned and executed a press conference.
THE WORK
Collaborated closely with legal, HR and corporate communications
Developed the response strategy, positioning and messaging
Drafted talking points, social media posts, restaurant employee scripts, internal communication, and more
Managed all media inquiries
Planned and executed a press conference
Translated statement for Spanish media
Monitored traditional and social media and assisted with ongoing response
THE RESULT
The company terminated the manager, offered the employee her job back and implemented sensitivity training for all staff. Swift action coupled with strong communication turned the tide. The boycott was lifted, protests were canceled and several of the most outspoken critics praised the organization’s action. While similar incidents with other franchises have attracted more than 10 million video views and 500 media stories over several weeks, this incident was quickly contained — receiving approximately 1 million views and less than 20 stories.