Özet:

This study is focused on the “hygiene crisis” sparked by the Dardanel Ton brand’s production videos circulated on social media in 2021, and the audience reception of the crisis communication strategy and practices employed by the brand within this context. One of the most important reasons why brands using women-oriented advertisements (femvertising) prefer this strategy is to position their brand identities as politically and culturally conscious and a brand mindful of gender equality. Thus, they contribute to corporate social responsibility activities by taking on the role of the upholder of women's rights openly to the public. It is seen that Dardanel Ton brand, the focus of this case study, which was faced with a crisis of considerable magnitude and the consumer reaction after some workplace videos went viral on social media channels, has strived for overcoming the crisis with the femvertising strategy employed in the “Thank You” (Elinize Sağlık) ad campaign prepared for the 8 March International Women’s Day. With this advertisement, the brand tried to benefit from the femvertising strategy in order to regain the trust of the consumer in order to manage crisis it faced. In this research, we examined the audience’s reaction on social media and sought an answer to the question of whether the brand’s crisis communication was a success or failure.

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