The Challenge
At the onset of the COVID-19 pandemic, Lysol immediately became one of the world’s most recognizable and sought-after brands. However, panic buying and general COVID-19 hysteria led to various crises, including severe product shortages and blatant misuse – most notably, NBA legend Shaquille O’Neal posted a viral Instagram video of himself spraying Lysol all over his body, which he dubbed “The Lysol Challenge.”
Our Solution
We believe that the best way to handle a brand crisis is head-on, so we immediately began drafting proactive, external-facing content that addressed Lysol’s product shortages and consumer misuse. Access worked with Lysol’s brand and social media teams to develop a strategy for responses to posts commenting on product shortages, as well as the actual social copy and a response to earned media inquiries. Through our Talent team we reached out to Shaquille O’Neal and drafted copy that Lysol posted on his Instagram channel which underscored the importance of proper product usage. We also contributed to a brand social media playbook that focused on quick-turn responses to COVID-19-specific consumer questions and complaints.
The Results
Access monitored social media to gauge consumer sentiment, as well traditional media outlets for any coverage related to Shaq’s Lysol Challenge and other notable product misuse.
Lysol’s proactive social posts regarding product shortages were met with a net positive response. Following Lysol’s post to Shaq’s Instagram page highlighting proper product usage, there was no additional media pickup of his viral video.
