Warner Media
Cyabra Helped Warner Media Understand the Online Behavior of Communities, Discover New Customers, and Protect True and Authentic Online Discourse
Wonder Woman 1984 (“WW84”) was criticized even before it was released. Cyabra helped Warner Media separate the real from the fake, find and amplify the enthusiastic influencers, and make more with their marketing budget. Cyabra also uncovered that much of the criticism was driven by fake accounts.
280K
Profiles scanned
On Facebook, Twitter and Instagram
25K
Fake profiles
Identified by Cyabra
What experts say
about Cyabra
Drew Himmelreich
Manager of Social Insights & Technology, Warner Media
“Around the launch of Wonder Woman 1984 (WW84) we wanted to map out enthusiastic conversations and voices. Cyabra helped us analyze the social discourse around the movie and DC Comics fandom online. Once we were able to identify the most passionate influencers and communities, our theatrical marketing team was better equipped to magnify our social presence.”
The Challenge
In advance of the release of Wonder Woman 1984 (“WW84”), WarnerMedia set Cyabra a challenge:
- Help WarnerMedia build excitement for the film by identifying the genres biggest fans and also surface other social media users who might enjoy WW84.
- Identify negative sentiment and establish how much of the conversation was driven by inauthentic profiles.
The Solutions
Focusing Marketing Efforts & Budget on Real Profiles Cyabra scanned almost 280K profiles that discussed WW84 on social media, before and after the movie’s release. Much of the sharp increase in negative sentiment was aimed towards the film’s star, actress Gal Gadot. Cyabra identified a community of over 25K fake profiles that represented a potential threat to Warner Media’s brand reputation, and could then be reported and removed.
Cyabra also identified the enthusiastic influencers and community leaders on Facebook, Twitter, and Instagram, helping Warner Media focus their marketing efforts on the authentic voices and communities to grow their digital footprint and market share online.
About The Warner Media
WarnerMedia is part of Warner Bros. Discovery, one of the largest media companies in the world. WM manages popular digital sites of streaming services such as HBO NOW and DC Universe, and media brands such as CNN, Cartoon Network, Warner Bros, and New Line Cinema, with hits like Wonder Woman, Superman, Game of Thrones, South Park, Scooby-Doo and many others.
Our Work
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- Cyabra has identified fake accounts engaging in discussions related to Activision on Facebook.
- These accounts advertised hacking services to recover user accounts, specifically mentioning Activision as one of the platforms where these services can be provided.
- By asking users to send them direct messages with their issues, the bots exposed them to potential theft of personal information from Activision platform.
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- Cyabra discovered a Twitter account posting negative content against Amazon, claiming being fired for reporting sexual harassment.
- The profile posted 6 negative tweets, attempting to spread scandal and harm Amazon's online reputation.
- Several other profiles shared similar content, implying a growing insider threat risking the brand name.
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- Cyabra uncovered two Twitter profiles that were created in February 2023, specifically designed to impersonate the official page of American Express’ customer service.
- The impersonator used the company’s logo and claimed to be the official account.
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- Cyabra discovered an immediate cyber threat targeting Bank of America, with 8 Facebook accounts impersonating the bank's customer service.
- A significant number of the threat actors disseminated identical content, indicating a common source orchestrating their activity.
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- Cyabra analyzed social media conversations to identify potential threats preceding the disruption of Barclays' annual general meeting in London.
- The tweet on the right asking people to rebel against the banks received over 90 reposts and reached nearly 16,000 profiles.
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- Cyabra uncovered 470 profiles negatively discussing Robert Iger, Disney's former CEO, on Twitter and Facebook.
- The profiles accused Iger of being involved in child abuse and pedophilia, and threatened his life.
- The content reached over 4,520,000 profiles, proving to be both a threat to Iger's safety and a major brand reputation risk for Disney.
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- Cyabra discovered First Republic Bank’s sentiment dropped by 165% following the collapse of the Silicon Valley Bank.
- Threat actors, some with engagements of over 94,000 profiles, drove negative conversations using two main hashtags: #Bankcollapse and #Bankingcrisis, causing massive harm to the bank’s reputation.
- The first post that shared content about First Republic Bank’s stock spread false claims of the cause for shares dropping.
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- Cyabra identified 580 profiles that were negatively interacting with Zara on X (Twitter). 39% of the profiles were fake.
- Using the hashtags #BoycottZara, and #Zara_is_a_Zionist_brand, the profiles tied Zara’s new fashion campaign to the Israel-Hamas war and to images of death and destruction in Gaza.
- The profiles heavily impacted the virality of the protest, which shifted into live demonstrations and vandalism in Zara’s stores across the world, and eventually forced Zara to take down the campaign.
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- Cyabra uncovered 9 fake Facebook accounts impersonated Ticketmaster customer service pages, using the same images and content.
- The accounts used screenshots that included the extensive engagements of the original posts, creating the false image of vast activity.
- The uncovered profiles are still active on Facebook to this day.
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- Cyabra uncovered a threat actor who was a former Toyota employee criticizing the brand for poor employee treatment and attempting to harm its reputation.
- The tweet reached the eyes of over 6,000 Twitter profiles.
- The profile mentioned Toyota in 27 different posts, proving a major brand reputation risk.
