Case Study: BlackMilk Clothing learns social media crisis management lessons with Brandemix

BlackMilk Clothing - Customer Case Study

The social media team at Australian fashion retailer BlackMilk Clothing faced a significant public relations challenge after a controversial post violated the brand's own community guidelines, sparking widespread fan backlash. When the brand further escalated the situation by deleting critical comments and banning loyal customers, they turned to the vendor, Brandemix, for expert analysis and a case study to document the disaster and its lessons.

The solution detailed by Brandemix was a set of strategic takeaways, including the imperative to adhere to one's own brand values, to avoid deleting criticism, and to genuinely apologize from the customer's perspective. The result was a documented learning tool for other brands; while the immediate outcome for BlackMilk Clothing included a more cautious social media approach and the direct involvement of senior management in damage control, the case study by Brandemix serves as a permanent resource on managing PR crises.

BlackMilk Clothing

Cameron Parker

Head of Sales and Marketing