Banking on Social Media (B)
(5 pages of text)
This case is a supplement to Banking on Social Media (A), 9B14A070
In January 2013, First National Bank (FNB) launches the “You Can Help” brand campaign, which calls for change and is based on the bank’s research on South African children’s hopes for the country. The campaign receives mixed reactions from political parties, with the governing African National Congress declaring, “This isn’t an advert — it’s a political statement. An attack on the president, his ministers and government as a whole.” Following the harsh criticism by some, select clips are taken off YouTube, the Group CEO sends an apologetic text message to a government minister involved, and the bank buys newspaper advertisements trying to explain the campaign. Has FNB managed the crisis properly?
This case is appropriate for an undergraduate course in marketing communications. It can also be used in graduate-level programs such as MBA or executive development programs.
- Extending online corporate brand management from a customer focus to a stakeholder focus.
- Averting and managing online brand crises.
Finance and Insurance
South Africa, Large, 2013
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