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Snap Inc. Case Summary

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The overall goal of Snap Inc. was to maintain a positive reputation and connection with consumers throughout the situation. The company needed to gain the acceptance of consumers by forming a better relationship with celebrities and the frequent users. The specific objectives to reach this goal were:
• To keep and decrease the awareness of Rihanna’s comment and the advertisement on social media.
• To remove the advertisement and Snap Inc.’s association with the advertiser in order to increase a positive reputation.
• To gain the acceptance of the use of Snapchat by Rihanna by attempting to change her negative attitude toward the company.
• To quickly resolve the situation and report its actions in order to increase awareness of the company’s willing to …show more content…
Snap Inc. released the following statement to the British Broadcasting Corporation, also known as BBC, “The advert was reviewed and approved in error, as it violates our advertising guidelines. We immediately removed the ad last weekend, once we became aware. We are sorry that this happened (McKinney, 2018).” They strategized and issued various statements apologizing about the incident. Snap Inc. stated, “This advertisement is disgusting and never should have appeared on our service. We are so sorry we made the terrible mistake of allowing it through our review process. We are investigating how that happened so that we can make sure it never happens again,” to The Hollywood Reporter on Thursday (Perez, 2018). This showcased the willingness of the company to accommodate for the consumers and the betterment of the company. Also, the wording in the statement was strategically planned. The use of the word “disgusting” stuck out along with the use of adjectives like “terrible” and saying “so sorry.” It showed that Snap Inc. had a true connection and feeling toward the issue. This was a successful form of uncontrolled media. All the statements released to the press were

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