Case Study: Turning Crisis into Opportunity — How We Managed Shawarmer’s PR Challenge

Introduction

In July 2025, Shawarmer faced one of the toughest storms in its history. A viral video by a former Saudi employee accusing the company of unfair treatment ignited public outrage, fueled by misinformation around an old comedy ad and a campaign filmed in Egypt. The result: calls for boycott, negative sentiment surges, and a reputational crisis spreading rapidly across Saudi social media.

We, at Dr. Mahmoud Ibrahim Consulting Office, were entrusted to manage this crisis. Our approach was clear: let the Saudi community speak for Shawarmer, reposition the narrative with authentic local voices, and transform the crisis into an opportunity for deeper national alignment.

1. Crisis Timeline (July 17 – August 15, 2025)

• July 17: Viral video of the resigning employee sparks initial outrage.
• July 23–30: Backlash intensifies, fueled by misinterpretations of an old comedy ad and the Egyptian campaign.
• August 1: Influencers amplify negative narratives; boycott calls trend.
• August 3: Peak negativity observed across Twitter/X.
• Mid-August: Crisis begins to cool down, though sentiment remains fragile.

2. Key Metrics

• Before intervention, peak posts reached up to 32.7K engagements, with multiple others exceeding 10K.
• Social listening data showed sharp spikes aligned with misinformation spread.

3. Sentiment Analysis

Before intervention (July 17 – Aug 15):

• Negative ≈ 40.2%
• Neutral ≈ 39%
• Positive ≈ 20.8%

After intervention (Latest week data):

• Negative: 9.1%
• Neutral: 68%
• Positive: 22.9%

👉 Insight: Negative mentions dropped from 40%+ to just 9.1%, while positive mentions increased slightly and neutral mentions dominated the conversation (68%), signaling that the crisis narrative was effectively neutralized.

4. Emotional Shifts

After intervention (latest data):

• Love: 70.6%
• Anger: 16.1%
• Joy: 40%
• Sadness: 4.8%
• Surprise/Fear: 0%

👉 Insight: The dominant emotion shifted from anger to love, with noticeable growth in joy and a significant reduction in sadness.

5. Strategic Interventions — Our Response

We implemented a multi-layered strategy combining silence, storytelling, and cultural alignment:

Step 1 — Strategic Silence & Community Activation

We deliberately kept Shawarmer’s official channels silent, avoiding defensive messaging. Instead, we activated trusted Saudi influencers and community leaders to clarify facts, defend the brand, and project positivity.

Step 2 — “Our Heroes” Campaign

We launched “Our Heroes… Stories from Our Nation”, highlighting real Saudi stories of courage, including the viral story of a Saudi father saving his children at an amusement park. This human-centered content resonated deeply with audiences.

Step 3 — “Shad Balad” (National Day Campaign)

A special campaign for the Saudi National Day, celebrating Shawarmer’s Saudi employees and their traditions. Playful, heartwarming videos showcased staff preparing food with authentic Saudi flair, reinforcing pride in local talent.

Step 4 — “Tah El Hatab” (Reconciliation Ad)

A humorous, human reconciliation ad featuring the former employee himself. By embracing the conflict with wit and empathy, Shawarmer demonstrated humility and a people-first mindset — turning a divisive moment into a unifying one.

6. Early Results (Before vs After)

• Negative mentions: Down from 40.2% → 9.1%
• Positive mentions: Up from 20.8% → 22.9%
• Neutral mentions: Up from 39% → 68%
• Love emotion: Dominant at 70.6%, vs anger reduced to 16.1%

👉 Conclusion: The crisis was not only contained but transformed into a platform for rebuilding loyalty and emotional resonance with Saudi customers.

7. Lessons Learned

1. Community-first is key: Authentic Saudi voices were more persuasive than corporate statements.
2. Silence can be powerful: Strategic restraint prevented escalation.
3. Humor with cultural sensitivity works: “Tah El Hatab” and “Shad Balad” balanced humor with respect, rebuilding trust.
4. National moments matter: Aligning with Saudi National Day amplified the turnaround effect.
5. Always measure: Tracking sentiment shifts gave us real-time validation of success.

Is Your Brand Ready for Its Next Test?

At Dr. Mahmoud Ibrahim Consulting Office, we turn crises into opportunities. Whether you’re a local favorite or a regional powerhouse, we know how to protect your brand, rebuild trust, and spark positive conversations.

Book your consultation today — and let’s write your next success story.