Cyabra Discovers:
How a Retail Brand Overcame #GoWokeGoBroke Using Cyabra

The marketing team of a huge retail brand launched an inclusivity campaign, and immediately found themselves facing a massive boycott on social media.

Overwhelmed by the huge backlash, the social media team approached Cyabra. With the help of our bot detection tool, they uncovered a massive fake campaign pushing the boycotts calls, amplified using the hashtag #GoWokeGoBroke.

On the verge of taking down the entire campaign, the CMO looked through the detailed analysis created by Cyabra, and realized most of the negativity was driven by fake profiles.

Cyabra’s report also highlighted no less than 10 positive narratives around the brand, including the support of a popular pro-LGBTQ+ influencer.

For the next week, the marketing team used Cyabra to detect and engage with positive authentic voices, and amplified their content.

And it worked! Soon, the fake campaign became ineffective, positive sentiment took over 58% of the conversation, and the company, praised for its innovation and inclusivity, saw a 12% sales boost the following month.

David Bar-Aharon, Cyabra’s head of new business, unravels this case study in our latest video.