Case Study
How an Apparel Brand Avoided Inclusion in a Petition to Force Brands to #PayUp $40 Billion
The Challenge
Coordinated groups online started a #PayUp campaign to target brands…
… that canceled their in-production orders after the initial outbreak of Covid-19, which affected garment workers worldwide. The estimated value of the canceled orders was a staggering $40 billion globally. The hashtag was not yet trending, but it was coming for the brand. The team had no visibility or data to inform a plan around whether (and how) to respond.
The Solution
Yonder predicted this would go viral given the influence of the online communities organizing around the narrative…
…as well as the tactics involved in getting the hashtag to spread across social media. The brand saved hours of work and had data to back the decision to change policies in order to align with the demands of #PayUp movement.
The Result
The narrative went viral as predicted.
But as stories blew up, the brand was praised for positively responding to the #PayUp campaign and effectively avoided negative media attention and inclusion in online petitions. Yonder’s proactive social intelligence not only helped protect the brand’s reputation, but also saved strategic teams precious time, money, and energy.
