A supermarket chain was violently attacked on its Facebook page, with accusations that an employee was racist towards a customer. The incident had gained media attention, with several articles in the regional press and coverage on local radio.
Plugr was urgently called to provide an objective assessment of the situation in order to develop a comprehensive action plan to minimise the damage.
Following an audit and mapping of the influencers involved, completed overnight, Plugr suggested a simple and effective action plan to defuse the crisis, in collaboration with the teams at Jin. The lack of reliable critical sources was demonstrated by a survey and a substantiated response was posted to the community on the Facebook page, ending the controversy by the following day.