How to Turn a Reputation Crisis into an Opportunity? [CASE STUDY]

Only those who do nothing make no mistakes. In its latest creative promoting steam washing machines, the Amica brand used the motif of babywearing, presented as the ideal way to carry out household duties with a child. However, the approach turned out to be unfortunate, as the photo depicted an incorrect method of wrapping a baby in a sling. This did not escape the attention of mothers and the babywearing community.

A crisis erupted in the social media channels of the home appliance manufacturer. Thanks to honest communication with consumers, Amica showed how to emerge from a difficult reputational situation in exemplary fashion.

8:00 – start of the online campaign

On Wednesday morning, 2 September, after the launch of the online campaign promoting Amica steam washing machines on the brand's social media channels, negative comments began to appear pointing out the incorrect method of tying the sling shown in the stock photo. After analysing the comments and consulting the topic with babywearing advisors, the first step was to suspend the display of advertising banners and other planned activities.

12:00 – crisis situation

12:00 – crisis situation

By noon, the brand was already facing a wave of unfavourable comments and accusations of recklessly treating a socially important topic. The manufacturer's reaction was exemplary. In the second step, Amica published a post on its Facebook page in which it openly admitted the mistake and clearly explained how the situation had arisen. Observers were thanked for their vigilance. The brand also declared that it would explore the subject further and take action to support the promotion of correct babywearing techniques.

16:00 – applause for honesty

16:00 – applause for honesty

After the explanation was published, favourable voices from social media users poured in – both in the form of comments and private messages. The babywearing community in particular appreciated the brand's immediate reaction, its openness in admitting the mistake and the suspension of the campaign. Praise was also heaped on Amica's planned activities for the coming weeks, as the brand approached the topic in a responsible and engaged manner, planning educational activities in cooperation with babywearing advisors on correct sling-tying techniques. The home appliance manufacturer also wants to highlight how practical and convenient using a sling as a "helper" is for both the child and the mother when carrying out everyday duties.

We'll hold them to their word

We'll hold them to their word

Amica turned the crisis into a reputational success by reacting flexibly to the situation. This approach also reinforced the message the brand has been communicating to its customers for years:

– We prioritise above all the credibility and reliability of our communications. We have the care and well-being of our customers in mind. Amica has always focused on the user and on making it easier for them to cope with everyday challenges. The main function of Amica brand appliances is to support consumers every day. Babywearing provides both closeness to the child and free hands, which makes carrying out household duties easier – says Joanna Lewandowska, strategic brand communication manager at the Amica Group. – After the incident, we held numerous consultations with babywearing experts. We will resume the campaign in the coming days, this time showing the correct method of wrapping a baby in a sling – adds Joanna Lewandowska.

Amica's reputation crisis: from mistake to success in 8 hours

In addition, parents who carry their children in slings had an influence on the choice of the new photo for the campaign, as they were able to share their suggestions on the brand's Facebook page. Amica has already announced plans for educational activities on correct sling tying – naturally in cooperation with professional advisors, who eagerly offered their help. This is a perfect example of how a reputational stumble can become an opportunity to build trust in a brand.

Key terms from the article

Social Media — Online platforms that enable users to create, publish, comment on and share content and build communities. For a brand, they are an organic, advertising, customer service and analytical channel.

Why it matters: It combines reach, dialogue and sales in one place: the brand speaks, listens and responds where its audience spends time. It is also a customer service channel and the first front line in a crisis.

When it is used: Constantly: organic content, paid campaigns, handling enquiries, monitoring opinions and collaborating with creators.

What happens if you skip it: Being absent from social media hands the narrative to others: people will talk about the brand anyway – just without its voice.

Summary

During its steam washing machine campaign, the Amica brand used a stock photo showing incorrect babywearing, which triggered a crisis on social media. The manufacturer reacted in exemplary fashion: it suspended the display of banners, published an honest explanation and thanked observers for their vigilance. The babywearing community appreciated the immediate reaction and the planned educational activities with advisors. The company announced it would resume the campaign with a correct photo, and parents who carry their children in slings had a say in its selection. The incident became an opportunity to build trust and showed that flexible, open communication can turn a reputational stumble into a success.