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DuPont was facing staunch negativity regarding its product.

There are two sides to every argument. Unfortunately, when that argument exists on social media, sometimes your side isn’t getting equal representation. And when that happens, your brand’s reputation — and by extension, your business itself — can suffer. But what if there was a way to offset the negativity and let your side of the story be heard? What if you could connect with your audience where they’re most comfortable? What if you could do it all without paying through the nose?


DuPont, a leading supplier of the food ingredient carrageenan, was facing some pretty staunch negativity regarding its product. And even though the opposing voices were few and far between, they were loud enough to threaten the DuPont reputation, particularly where social media was concerned. What they needed was a chance to promote a more objective social conversation.

And that’s what 97th Floor gave them. 



In this case study, we take a closer look at the campaign we used to help build positive sentiment for carrageenan on social media, and how we helped our client save money in the process. This includes:


  • Reliable content ideation, creation, and optimization
  • Targeted social media implementation
  • Detailed monitoring
  • GIF advertisement and Google Ads coordination 


Don’t be a passive observer when it comes to your brand’s online reputation. Make your voice heard, with a customized paid-advertising strategy from 97th Floor. We helped DuPont connect with their audience, and we can do the same for you.


Request a case study today, and see how we made it happen. 


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