On February 25, 2023, the European Union published the tenth package of sanctions against Russia, which included Tinkoff Bank. This news was immediately picked up by many media outlets.
At the moment, the publications' reach reached 48 million readers.
At the moment, the publications' reach reached 48 million readers.
The news also resonated strongly on social networks.
The news also resonated strongly on social networks.
Tinkoff Bank has over 35 million clients. In order to reach as wide an audience as possible, the bank decided to appeal to readers of brand media. Tinkoff Magazine published an article in which the bank explained that sanctions would not affect customer service within Russia, and also gave an explanation of its actions on the stock market:
Publications in Tinkoff Magazine
Screenshot of the publication in Tinkoff Magazine
We decided to find out how well the Tinkoff Bank team mexico mobile database managed to convey its message to the media, and analyzed the direct speech index in SKAN. It shows that the bank's representatives were constantly quoted in the public sphere throughout March:
The bank's statements did not go unnoticed
The bank's statements did not go unnoticed
We also looked at the tone of the publications:
The tone of publications on sanctions for Tinkoff Bank in March 2023
The tone of publications on sanctions for Tinkoff Bank in March 2023
The sanctions are a news item not initiated by the bank, so the negativity was not addressed directly to Tinkoff Bank. But the new restrictions caused anxiety and confusion among a large number of people. SCAN can recognize when negativity is directed specifically at the actions of the company, and when it is directed at the situation in general (we wrote about this in more detail in the article “ How SCAN helps track negativity in the media ”). This graph shows that 66% of publications were neutral or positive.
Both companies, VkusVill and Tinkoff Bank, used all possible communication channels to talk to their clients at a critical moment, including brand media. And our mini-study of the media effect showed that this was the right decision.