A Wren Says

I had never heard of Astronomer before, but the tech company is now solidly on my mind. A viral video captured evidence of an affair between their ousted CEO and head of people, all because they were captured on the kiss cam at a Coldplay concert. From that point, all I knew about the company was that 1) it existed and 2) their CEO was unfaithful. That is not exactly the ideal awareness a brand wants. Instead of trying to hide, Astronomer took hold of the moment and leaned in.

Enter Gwenyth Paltrow.

The video starts with her announcement that she is joining the company on a temporary basis. Throughout, there is a nod to the questions and comments circulating about the company, but it is an opportunity for the brand to tell its own story. They are aware that you have a sudden interest because of the scandal, but now “let us tell you who we really are.” It is a moment for the brand to gently take control of the narrative, without trying to force public opinion.

Beyond the formal announcements about the CEO’s resignation and transition, this is a way to communicate to social media audiences in a format that would also likely viral, leading to more awareness. It’s like they say, all publicity is good publicity, especially if you know what to do with it.