The weight of ‘social listening’ in client relations

When a book by Facebook COO Sheryl Sandberg sparked controversy among working women, ad shop Sparks and Honey was forced to revise its campaign for Hyatt.

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Sandberg’s book, “Lean In,” is described as a “feminist manifesto.” It ignited strong opinions—positive and negative—and Sandberg herself was criticized for, among other things, being “tone-deaf to her voice of privilege.”

Back to Sparks and Honey. Their campaign about “women having it all” was targeted to female professionals. Based on the Sandberg backlash, they convinced the client that the campaign should be pulled. Instead they went with a campaign based around travel hacks—tips that make business travel more palatable.

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