Comprehensive Reputation Management  for a Leading Commercial Bank in Kazakhstan

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[about the project]

Client

A major commercial bank in Kazakhstan with an extensive branch network and a large-scale digital product portfolio

Financial sector

Comprehensive reputation management

Influence agents

Objective

To ensure comprehensive protection of the financial brand in the market, the agency needed to address three key challenges.

Cleaning up search engine results and displacing negative content from the Google and Yandex top 10 for branded queries
Raising ratings on financial aggregators, HR platforms, and international app stores App Store and Google Play
Managing and neutralizing negative mentions effectively through trained brand advocates

Key challenges

High engagement of financial sector clients in writing negative comments and detailed complaints
Strict moderation filters on top industry-specific platforms, which hindered the approval of official responses from the bank
Large volume of emotional posts from former employees, which damaged the brand’s HR image as an employer
Constant updates to search engine ranking algorithms, which required the simultaneous application of SEO and social signals

Our Strategy & Execution

The ARM team deployed a comprehensive campaign designed to optimize the search environment and mitigate toxic content.

Launched a SERM campaign and displaced negative content by search-optimizing controlled positive assets
Deployed a team of brand advocates and published 240 targeted expert responses and comments
Optimized the organization’s HR profile on key job boards and specialized employer review sites
Established a steady influx of positive feedback in app stores to drive systematic rating growth

[Results]

Project Results

The agency team successfully optimized Google and Yandex search results for the large financial institution. Through comprehensive SERM, targeted work with HR platforms, app stores, and brand advocates, the team significantly reduced the share of negative content and improved key brand ratings.

[BEFORE]

High concentration of toxic websites on the first page of Google and Yandex search results
Low company ratings on key HR platforms for potential employees
Acute deficit of managed positive pages in search engine results
Serious risks to overall customer trust due to a large number of unaddressed complaints

[AFTER]

Raised the financial brand's rating across 15 key review websites
Displaced more than 80% of unique negative assets from the search top 10
Boosted the bank's average HR rating on industry-specific platforms from 3.4 to 4.45
Increased the overall rating in app stores to 4.52 points
Boosted positive share of voice and established brand-controlled assets within the search engine top 10