Fritzco Strengthening Brand through Tackling Misinformation

Fitzco decided to combat the misinformation about the covid-19 vaccines to improve their brand strength. It designed a new method to understand the true feeling regarding the covid-19 vaccination and make it more customer-friendly. Fitzco used social listening, where they collected the data from social media platforms, to understand the real mindset of their customers and tackle the issue reasonably.

Katy Tenerovich, the brand director at Fitzco, opted for social listening to any other survey methods. Data collection methods like survey need more time and effort to organise the collected data in a useful and efficient manner. Fitzco did its social listening through the Netbase Quid which helped to track the real feelings.

They collected the data that was available on social media platforms about the covid-19 vaccines. They found that there were a lot of negative feelings spreading in social media about the vaccines especially among the groups of higher risk. Most people refused to trust the vaccines as it was brought to market at such a short period of time. Some did not trust the brands that were manufacturing the vaccines and some failed to understand how to get vaccinated.

Using social listening as a method of data collection has helped Fitzco in connecting directly to its customers. When customers comment on the products on the social media platform, it gives the brand an opportunity for social care. Social care is when the brands take the time to directly connect with the customers and providing them with customer service and satisfaction with a human touch. Social care is based more on intuitions, according to Tenerovich. It is highly important to keep the conversations live even after sales to enhance the trust that customers have in the brands.

The data that surrounds the covid 19 vaccines are of two types. The scientific data is positive while the emotional responses to it are mostly negative. Fitzco tried to make the information regarding the vaccine more personal and acceptable. Every data they collect aids their task of informing, directing and enhancing calculated decisions for their clients.