A Fortune 500 retailer needed help tracking and analyzing topics they cared most about… especially those aligned with their company values
The Yonder platform was set up to track discussions around issues that are important to the brand and its stakeholders, including labor and wages in the fashion industry
Their Yonder Incident Management solution alerted them of a campaign, called #payup, that groups online were developing on Twitter.
The campaign targeted brands that had cancelled in-production orders as a result of retail constriction following the outbreak of COVID-19. The Yonder solution showed that this was an authentic narrative with a likelihood to go viral.
The communications team had the opportunity to lead discussions with their leadership and proactively put
a plan in place. The brand quickly architected changes to their internal policies to be in line with the guidelines
of the #payup movement…further reiterating their
As the story blew up in the media and across the social web, the brand was either not mentioned or was mentioned as one of the brands who had actually positively responded to the campaign